Unlock the Power of Your Brand Story with Our Complete Guide to Brand Pillars — The Branded Agency (2023)

In this post, we'll delve deep into brand pillars and how they fit into your larger brand positioning strategy.

Remember that while these are important pieces of the puzzle, there is more than just branding pillars--brand mission/vision; purpose; personality; tagline and messaging all work together to create a successful result.

We'll answer any questions you may have about creating these foundational elements, as well as provide an easy-to-follow framework for developing them in your own business today.

Looking for all the answers but don't know where to start?

What are brand pillars?

Brand pillars are the foundation of a company’s brand.

They are key components of the brand that define what it stands for, what its customers can expect from it and how they should be treated.

A brand pillar is one of the most essential parts of any brand, they are directly related to your key brand messaging and are an integral part of a successful marketing campaign.

Your'e companies brand pillars will help you communicate with your prospective and existing customers in the same way that they want to be communicated with.

What are brand pillars by definition?

Brand pillars are the core values and beliefs that your business stands for.

These are the fundamental building blocks that guide your business decisions, shape your marketing messages, and help create an emotional connection with customers.

A strong set of brand pillars helps you to stay focused on what makes your business unique and communicates a clear vision of what you stand for.

Understanding the difference between brand pillars and brand values is important.

Brand pillars provide the foundation from which your brand values spring forth.

These values are more specific and should reflect how you want customers to feel when they interact with your business.

The key to successful brand pillars is making sure they’re reflective of the essence of your company, products, and services.

Once you have clearly defined your brand pillars, they should guide your decision making and act as a reminder of what you stand for.

This will help ensure all the marketing efforts you undertake are consistently reflective of who you are as a business.

By defining your brand pillars, you’ll be able to create authentic experiences that customers can relate to and become more invested in your brand.

It’s important to remember that your brand pillars should be consistent and enduring, as they are the foundation of your company.

They will guide you through different phases of business growth and evolution so that your mission remains clear.

Building strong brand pillars will help you create a memorable identity for your business and ensure customers know exactly who you are and why you do what you do.

Different types of brand pillars include: brand messaging pillars, brand content pillars, product pillars, and customer service pillars.

Brand messaging pillars provide the basis for all of your external communications, product pillars define how customers interact with your products, brand content pillars determine what content you create, and customer service pillars specify the level of customer experience you strive for.

Each type of brand pillar plays a role in helping you to communicate who you are and what you stand for.

By firmly establishing your brand pillars, you can create a powerful message that will resonate with customers and help to create an emotional connection between them and your business.

Your brand pillars should remain consistent across all platforms and make it easy for customers to identify who you are as a company.

It’s important to remember that your brand pillars should be flexible enough to adapt to changing markets and customer needs.

How do you use Brand pillars?

Brand pillars are used in a number of different ways.

Brand pillars are used for internal and external branding and marketing.

Your'e brand pillars will influence all future branding and marketing decisions, in conjunction with other aspects of your brands positioning.

One of the most common applications is for developing marketing campaigns, as well as creating messaging and content that aligns with your brand values and appeals to your target audience.

Brand pillars can also be used to help define your company culture and ensure that all of your employees understand what it means to be part of your brand, this is an example of the internal branding and marketing applications.

Who needs Brand Pillars?

Any company that wants to build a successful brand can benefit from developing brand pillars.

Whether you are an established business looking to strengthen your existing marketing efforts, or a startup looking to create a strong foundation for growth, creating and implementing effective brand pillars is key to building a successful brand.

How do you choose Your Brand Pillars?

There are a few different steps that you can take to help choose the right brand pillars for your business.

The most important thing is to spend some time really thinking about what your company stands for, what its key values are, and how it wants to be perceived by customers.

You should also consider your target audience, and choose pillars that will resonate with them and help you connect with them in a meaningful way.

Some other key considerations include competitor analysis, industry trends, and the overall market landscape.

Brand Messaging Pillars and Content pillars

Brand messaging pillars and content pillars are two of the key components that make up your company’s brand.

Brand messaging is the overarching theme or message that you want to communicate with your customers, while content pillars are the specific channels, mediums, and formats through which you will deliver this messaging.

Together, these two pillars help ensure that all of your marketing and branding efforts are aligned and focused on achieving a common goal, while making sure that you are constantly engaging with your target audience in the most effective way possible.

Overall, brand pillars are an essential component of any successful brand, helping to define what your company stands for, what its customers can expect from it, and how they should be treated.

While having branded assets is critical, there is much more to branding.

Marketing has shifted since the start of the digital age.

We’ve come a long way from billboards and ads in the newspapers.

So, it’s no surprise that the medium today to get your message across is through a digital content marketing strategy and branding.

Giving your company a personality is the goal in today's digital age. If you think of all the global brands out there, they have a spark of personality to them.

Think of Wendy’s, the fast-food chain – their online persona is disruptive in their industry. It makes them stand out, helping them tell their brand story. How do they do this? They stay true to their pillars: food, people and footprint.

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You want to create an authentic relationship when building a business with your target audience through your brand pillars.

This is how you build trust and secure the longevity of your business, too.

Today, we’ll go over the 5 P's of brand pillars and provide a few examples. We’ll also provide you with insightful questions that will ignite your very own brand pillars.

This blog post will be the complete guide on brand pillars just for you.

Crafting a brand pillar is the perfect way of starting a business.

It’s brand-building at its finest.

This guide will go over everything you need to know. It is the complete guide on brand pillars, after all.

Let’s get started!

Understanding Brand Pillars

Brand Pillars have a few different meanings and within each separate definition there are different uses and applications.

Content Pillar meaning is the core of your content strategy and your brand messaging pillars are the fundamental values and beliefs that define you.

At the most basic level, brand pillars refer to the core values, beliefs, and mission of a company or organization.

At a more advanced level, brand pillars are also used to describe the specific channels and mediums through which a company communicates with its target audience.

This includes things like content marketing strategy, social media presence, website design, and more.

So, what are the 5 key components that make up a brand pillar?

These include things like competitive analysis, industry trends and market landscape, brand messaging and content, customer experience and insight, and more.

It is a combination of the brand personality and brand values that help to shape and mold your brands essence.

Brand pillars are what you communicate to your target audience, but it’s also how the public and how your audience perceives you.

Almost like they have a hand in defining your brand.

We’ll get into this in the perception pillar later on.

Brand pillars assist in showcasing the important points that set you apart from everyone else.

That's why brand pillars are needed during your brand-building stage.

In theory, you’d want your brand pillars created at the beginning stages.

But if you haven’t created them yet or your company goes through changes, brand pivoting will be the next step.

Brand pillars are critical information that you want your audience to understand quickly and hopefully connect with.

This leads us to the 5 brand pillars…

The Five Brand Pillars

Create your brand identity through the 5 P’s that are easy to remember.

The brand pillars are Purpose, Personality, Positioning, Perception and Promotion.

Brand Purpose

First up in our 5 core brand pillars is the concept of purpose.

The purpose is the why of your business.

Ask yourself, why does your brand exist?

Think of the main reasons you put in work daily.

It will answer the question of what you are trying to achieve.

This brand pillar should be well thought out, and it should connect to your personal brand goal. You want it to resonate with you.

The business will flow better that way.

The purpose is the core of your business.

Make sure it connects to your brand vision.

Brand Personality

Your personality parallels your identity.

When we think of a brand personality, we think of the voice, the tone and how the personality is seen by the public.

Of course, the brand identity is more than how you communicate with the public but it is an integral part of who you are as a brand.

Your personality should be memorable to a point people can pinpoint your brand colours, your style of voice and anything else your brand publishes even before they see your brand name.

People like to build connections with brands because purchasing is an emotional decision.

It's not just about the products or services that you provide.

Make sure your brand personality is presented properly so that your brand story is heard correctly.

Brand Positioning

Brand positioning is another important brand pillar core.

Positioning is how you insert your brand in your specific niche of expertise.

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Brand positioning is how you differentiate yourself from your competitors.

You want to stand out from everyone else, right?

Find ways to describe your unique value proposition in a way that gets people to always choose you.

This brand strategy is an integral part of your brand development.

Here’s a tip: position yourself as the expert, as the best in your field, as a brand that knows their stuff.

Brand Perception

Brand perception is very much related to positioning and the identity pillar.

Think about it this way.

The perception pillar is owned by the public and your specific target audience.

It is how they interpret you.

So, pay close attention to it.

Here’s a tip for when you’re just starting your business: Write down personality traits and characteristics that you want your audience to associate your brand with. It will help you visualize how you want to be seen.

Or, if you are already on your way to building your brand and would like information on how you are perceived, the best thing is to communicate with your audience.

Ask them how they view your brand.

Evaluate that and see if you need to make changes in your brand strategy.

Your role then is to help guide that perception.

How? Always relate it to your vision and purpose.

Another tip: your company departments like customer service, HR, and marketing should be informed about who you are as a brand.

They have a huge impact on these brand pillars.

Remember, they are important brand ambassadors.

Things change, and business is business, but sometimes your customers are the ones leading your brand story when they talk about you.

That’s why it’s important to pivot when necessary, plan accordingly and understand your marketing strategy.

Your brand integrity matters.

Brand Promotion

Experience is how you promote your product and services.

There are two kinds of promotions to support different kinds of experiences: sales promotion and brand promotion.

A sales promotion focuses on the now. It’s the discounts, giveaways, and all the short-term initiatives to make a quick sale.

Brand promotion is the opposite.

Brand promotion focuses on the long-term goal.

It is the effort to strategize building brand loyalty in hopes to create a community of people who will always choose your products and services.

People like to use products and services when they like their experience with a brand. How do you get them to choose you?

Well, you need to create a positive experience where you’ll be memorable and stand out from your competitors.

How To Create Brand Pillars

Creating brand pillars for your very own startup business or small business can take some work.

But if you know who you are and what you stand for, you are already halfway there to your brand-building foundation.

Here are some insightful questions about your brand so that you can create your brand pillars for your business.


  • Why does your business exist?

  • How did you get to your reason for brand existence?

  • What do you want to accomplish?

  • What is the motivation behind your purpose?

  • What value are you offering to your audience?

Keep it centralized to your brand identity.


  • What is your point of view?

  • What is the mood of the brand?

  • What tone of voice do you use to communicate?

  • What are the keywords you use when communicating?

  • What are the behaviours that define your brand?

  • What is the workplace culture? How would your employees describe it?

A quick example would be “friendly” or “bold.” Then dive into it a little bit more.


  • Who is your target audience?

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  • What is the marketplace like?

  • What niche is your brand competing in?

  • Where are you in that marketplace compared to your competitors?

  • Where do you want to be in that identified marketplace?

  • How do you stand out against your competitors?

  • How do you keep your promise to your target audience? How do you prove it to them?

  • What is your long-term goal?

  • What is important during your interaction with the audience?

Remember to provide why the customers should choose you.


  • How do you want to come across with your audience?

  • What do they perceive your value to be?

  • How do they describe you?

  • How do you change their perception of you if they aren’t fully grasping your brand?

Remember that perception influences the purchase of intent and the customer’s decision for support.


  • What experiences do you provide to your customers?

  • What makes your customer experience better than others?

  • How are customers interacting with you online and offline?

  • Where can your audience or customers find you?

  • Who are your brand ambassadors?

  • What are your employees' experiences like?

  • What is your elevator pitch to potential customers?

  • How do you handle bad experiences?

This pillar will impact your reputation immensely.

Need some successful brand pillar examples?

Let's look at the next segment!

The Complete Guide on Brand Pillars: Examples

House Brand Example

Disney Example

Innovation: We strive to create unique, imaginative experiences for our guests.

Authenticity: We prioritize authenticity in our products and services.

Community: We bring people together to share magical moments.

Environment: We are committed to conserving the environment and protecting wildlife from harm.

Family: Our core value

We had to include some examples to make this the complete guide on brand pillars. Brand pillars give a guiding light for interaction with customers, and these brands have successfully done it.

Look Optometry

The Branded has helped Look Optometry with its brand pillars.

They communicate their expertise to their audience signalling their position within their field. Look Optometry makes sure to stay innovative which connects back to the perception pillar of them wanting to showcase that they keep up with innovative technologies. It helps guide their target audience to who they are.

Their service core relates to the promotion pillar. They make it known that their customers come first. You can tell by their copy online and tone of voice that they keep up a professional personality, too.

Traditional is a client of ours. They have positioned themselves to provide the cleanest and most innovative cannabis products.

They’re a great example of representing all of the 5P’s. Their passion, inclusivity, quality and trust pillar relate to their brand promise of being the best in their field.

We helped Saint Perry with their brand pillars, too. Their brand pillars were part of their brand bible.

The thing with Saint Perry is that they are a brand that knows its worth. They’ve guided their perception well with their target audience and beyond.

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  • Originality is tied to their purpose and personality.

  • Passion communicates the experience they provide. It’s how they promote themselves.

  • Quality relates to the positioning and perception pillars where they insert themselves as a leading luxe brand.

  • Accessibility is also speaking to the promotion and perception pillar.

It’s all making sense now, right?


Patagonia knows their brand pillars and repeats them in every campaign and other initiatives they announce and introduce. Through repetition, their brand promise remains clear, honoured and honest.

Here is a list of their core values:

  • Build the best product

  • Cause no unnecessary harm

  • Use business to protect nature

  • Not bound by convention

In each core value of theirs, their purpose using business to protect nature is present.

They have positioned themselves to build the best product and cause no unnecessary harm. Their promotion is in their fearless ways to not conform to convention.

They look for new ways to do things.

Their perception and personality are evident in their branding as well.

We see that through their global recognition.

How does your brand pillars play into your social media strategy and social media marketing?

Thoughtfully created brand pillars provide a foundation for your social media content.

When determining what to post, you can refer back to the questions you asked when creating your pillars and ensure that all of your posts match up with your brand identity.

What are some Social Media Branding Ideas?

Thoughtful, well-crafted social media campaigns can help you stand out from your competitors and ensure that your brand is top of mind for users.

Here are some ideas to keep in mind when creating social media branding:

Utilize visuals: Photos, videos and graphics are essential for capturing the attention of users on platforms like Instagram and Pinterest.

Best Practices for Creating Content for Social Media Posts

Tailor your content to the platform: Depending on which platforms you are active on, choose the type of content that will best showcase your brand.

For example, you might use YouTube for video tutorials or Instagram for product shots and behind-the-scenes looks at your business.

Be consistent with your messaging: Your brand pillars should be reflected in your content to the platform: Depending on which platforms you are active on, choose the type of content that will best showcase your brand.

For example, you might use YouTube for video tutorials or Instagram for product shots and behind-the-scenes looks at your business.

Be consistent with your messaging: Your brand pillars should be reflected in every post.

Make sure you have a consistent look and feel across all platforms as well as a unified tone of voice.

Include calls to action: You want to drive customers back to your website or other channels where they can learn more about what you have to offer.

Include calls to action such as “Click here” or “Learn More” in each post so viewers take action.

Treat Customers as Brand Advocates: Encourage customers to share their experiences with your brand and reward them for doing so.

This will help strengthen relationships with existing customers and encourage new customers to engage with your brand.

By following these tips, you can use social media to effectively communicate your brand message and reach a wider audience.

Creating strong brand pillars ensures that your messaging is consistent across all platforms, giving users a unified look at who you are and what you have to offer.

Brand Pillars in Action

There you have it, the complete guide on brand pillars.

Are you curious about how to achieve a level of recognition within your marketplace, too? Check some of our clients: Sneakertopia, Look Optometry and Saint Perry.

Their brand pillars live in their brand bible, but it is manifested within their communication, marketing and overall presence.

Your brand pillars are impactful. Think of it this way: it can be specific words your customers can say to others when they spread the word about you. Free advertising for you.

Remember to keep it simple, but always stay true to your brand vision. That’s one way to get your brand building off the ground!

Final Thoughts on Brand Pillars

Brand pillars are the way to success.

Because the truth is your service or product, whatever you have, will only take you so far.

How you build your brand, craft your narrative and implement marketing strategies is the key.

Your brand pillars touch all of those points.

If you have any questions, don’t hesitate and send your questions.

We would love to create more content to help you and your business.

Here are some very specific step by step branding guides for: Real Estate, Lawyers, Accounting, Doctors, Dentists, Optometrists, Jewellery, , Skincare, Pet Food, Fashion and Construction.

(Video) How To Use Chat GPT For Brand Strategy (Best Prompts)


What are the 4 pillars of branding? ›

The main brand pillars are purpose, perception, identity, values, and brand experience.

What are the brand pillars of branding? ›

The five brand pillars include purpose, positioning, personality, perception, and promotion. Also known as company pillars or messaging pillars, brand pillars comprise an integrated system that encompasses what a brand stands for, why it is unique, and how it communicates to the world.

What are the 5 pillars of brand identity? ›

Brand pillars are the five categories that brands use to define their values, and how they communicate those values with their audience. The five brand pillars are purpose, perception, personality, position, and promotion.

How do you write a brand pillar? ›

You can create effective brand pillars for a company by following the four steps below:
  1. Design audience personas. An audience persona , or buyer persona, refers to the ideal customer for a company. ...
  2. Analyze feedback. ...
  3. Refine the company's values.
  4. Create a team that reflects the brand's values.
Feb 3, 2023

What are the 4 pillars of content marketing? ›

Let me outline the exact steps you need to launch a successful content marketing campaign with these five pillars.
  • Understand your audience. ...
  • Map the content to the sales cycle. ...
  • Create the content. ...
  • Promote content. ...
  • Measure and analyze.
Jan 13, 2015

What are brand content pillars examples? ›

Your content pillars will be specific to your brand, but can encompass multiple themes. For example: An independent bookstore could focus primarily on new book releases, indie authors, cozy reading spots, and local coffee shops. A birth worker's content pillars could be nutrition during pregnancy, self-love, and yoga.

What are the 7 pillars of personal branding? ›

To understand and build your personal brand, start with a self-assessment on the seven pillars: purpose, values, brand clarity, authenticity, strengths, energy and legacy. Use what you learn about yourself to decide where to spend your time and energy to work on enhancing your personal brand.

What are the 7 pillars primal branding? ›

The seven attributes are the creation story, the creed, icons, rituals, sacred words, pagans (the opposite or those opposed to the brand) and leaders.

What are the three pillars of personal branding? ›

There are three core pillars to developing any personal brand identity, objectives and strategy.
  • Know Your Audience. The ongoing expression of your personal brand is a dialogue, not a monologue. ...
  • Know Your Value. ...
  • Know Your Why.
Nov 14, 2016

What are the key components or pillars of brand equity? ›

Brand Equity is made up of seven key elements: awareness, reputation, differentiation, energy, relevance, loyalty and flexibility. Some of these are easier to build (or damage) than others.

What are the three pillars of brand equity? ›

The 'Brand Equity model': a model integrating the three pillars of brand equity: visibility, desirability and territory so as to place your brand's performance in perspective relative to its main competitors.

What is a pillar in strategy? ›

In business, the term "strategic pillars" describes the critical areas of focus that will help an organization achieve its goals. While there is no one-size-fits-all approach to defining strategic pillars, certain elements are essential for all businesses.

What are the key pillars do we focus on to activate our a brand? ›

Brand Values

These four core principles represent the identity of our company: our mindset, attitude, intentions and actions.

What makes a good pillar page? ›

At its core, a good pillar page must actually provide quality content that answers questions your users might have on a specific topic. They tend to be more of “complete guides” and feature a lot of content to be crawled and indexed by search engines.

What are the main content pillars? ›

A content pillar is a substantive and informative piece of content on a specific topic or theme that can be broken into many derivative sections, pieces, and materials. Examples of content pillars include eBooks, reports, and long-form webpages.

Why are content pillars important? ›

Having content pillars can help you plan and organise your content, as well as provide clarity to your audience on what you do and how you help. It can also help you to push back on internal pressure for content that isn't right for your audience or channels.

What are the 5 pillars of content examples? ›

Each content pillar can be used for different purposes, channels and types of content. At Attention Experts, we use five content pillars: brand offering, educational or value posts, product offering, company culture, and customer feedback.

How do you identify pillar content? ›

Try these five steps to pinpoint your content pillars and map a comprehensive content strategy.
  1. Start with 3 Questions. ...
  2. Focus In on Your Audience's Needs. ...
  3. Compare Your Lists. ...
  4. Determine Priority. ...
  5. Build Out Your Supporting Topics.
Sep 15, 2021

What is the difference between brand pillars and content pillars? ›

Sitting behind strong content pillars are key brand pillars that guide your brand's presence across all media, including content. These key goals (or mission statements) encompass a brand's identity, purpose, values, tone of voice, positioning and look and feel. Content pillars must be born from these brand pillars.

What are the 4 ways you can build a strong personal brand? ›

Here's how.
  • 1) Define your personal brand. ...
  • 2) Find initiatives and organizational goals that are aligned with your brand. ...
  • 3) Connect with colleagues who have similar interests. ...
  • 4) Create and share content.
Sep 28, 2022

What are the 8 elements of personal branding? ›

While the earlier post explained how to create your Personal Brand, this article focuses on the “Key Elements” that should be included in your brand.
  • Be Authentic. ...
  • Define core values. ...
  • Develop Expertise. ...
  • Be Consistent. ...
  • Be visible. ...
  • Network to promote your brand. ...
  • Dress the Part. ...
  • Be Professional.
Nov 11, 2014

What are the 8 rules of personal branding? ›

Everything counts.
  • 8 Laws of Branding by Brian Tracy. ...
  • The law of Specialization. ...
  • The law of Leadership. ...
  • The law of Personality. ...
  • The law of Distinctiveness. ...
  • The law of Visibility. ...
  • The law of Utility. ...
  • The law of Persistence.

What are the 7 elements of brand identity design and give an explanation? ›

A logo, packaging, typography, and personality all represent a brand, along with customer service, price, product quality, and corporate responsibility, but a brand is a bit more intangible. It's emotional, visual, historical, and human.

What are the 5 elements of a strong brand strategy? ›

5 Critical Elements of an Effective Brand Strategy
  • Conveying a Purpose. Your brand makes a promise to your audience, whether you know it or not. ...
  • Consistency in Branding. Consistency is critical. ...
  • Emotion. Great brands appeal to the emotions of their customers. ...
  • Flexibility. ...
  • A Positive Company Culture.

What are the 3 steps to developing a powerful personal brand? ›

Building your personal brand comes down to the key principles:
  • 1 . Consistency. Start by defining your area of expertise or what you want to be known for. ...
  • 2 . Frequency. After you've nailed down your area of expertise, talk about it frequently. ...
  • 3 . Visibility.
Jun 17, 2021

What are the 4 steps involved in personal branding? ›

How to create a personal brand in 4 steps
  • Step 1 - Conduct a Brand Analysis. To build a strong brand image, you will need to start with understanding of what your offering is and what it stands for. ...
  • Step 2 - Identify your Key Audiences. ...
  • Step 3 – Define your Brand Offering. ...
  • Step 4 – Determine a Brand Goal.
Nov 26, 2020

What are the 4 dimensions of a strong brand? ›

A strong brand requires a strong brand identity, brand image, brand culture, and brand personality. Implementing a successful brand strategy that develops all four of these components increases brand trust, loyalty, and awareness.

What are the 5 dimensions of brand equity? ›

Five key dimensions of brand personality include Brand Competence, Brand Sincerity, Brand Excitement, Brand Sophistication, and Brand Toughness. Many brands choose to use a brand character as a vehicle to express their brand personality and facilitate their brand storytelling process.

What are the three pillars business strategy? ›

Within this section there are 3 very important points that all companies would like to fully control: Loyalty of all existing customers. Identify new opportunities. Build a winning team.

What are the three pillars of business success? ›

So those three pillars of every successful business would be Marketing, Sales and Service. This is the end-to-end lifecycle of a business relationship, typically. It starts with the marketing side.

What are the three pillars that point to the brand's future value? ›

Three pillars that point to the brand's future value, rather than just reflecting its past, are differentiation, energy, and relevance.

What is the most important pillar of business? ›

Pillar #1 – Strategy & Leadership

Owner-managed businesses with business plans perform better than those that don't, showing superior growth in sales and profits.

What is meaning pillar of success? ›

What is a pillar of success? There are many variations of this concept but ultimately a pillar of success is an elemental key to a successful mindset. So – a behaviour or outlook that you seek to develop to improve your own productivity and motivation so you can achieve your goals.

What is the most important thing in branding? ›

Logo. Every brand needs a logo. In fact, you'll be hard-pressed to find a brand that doesn't have a logo, which arguably makes it the most important element of branding. A logo is a brand's whole personality boiled down into an easy-to-recognize image.

What is an example of a pillar page? ›

Pillar pages broadly cover a particular topic, and cluster content should address a specific keyword related to that topic in-depth. For example, you might write a pillar page about content marketing -- a broad topic -- and a piece of cluster content about blogging -- a more specific keyword within the topic.

Which is the strong pillar of a successful business? ›

This is why we focus on 6 pillars of business for long term success: marketing, creative, technology, operations, strategy, and customer success.

What are the three pillars of branding? ›

The 3 pillars of branding success: personality, behaviour and communication.

What are the top 3 foundational elements of branding? ›

Consider these three core elements:
  • Vision statement—What do you want to achieve? What are your core values? ...
  • Value proposition—What value does your organization provide to customers that no one else can? ...
  • Positioning statement—How do you want to be perceived in the marketplace?

What are the 12 brand archetypes? ›

There are twelve brand archetypes: The Innocent, Everyman, Hero, Outlaw, Explorer, Creator, Ruler, Magician, Lover, Caregiver, Jester, and Sage.

What is the difference between brand pillars and brand values? ›

Brand values are the guiding principles a company follows, which are a subset of brand pillars. They are the internal compass for decision-making and the purpose of the organization. Because values are the fundamental beliefs of a company, they help to motivate actions and define company culture.

What are the 3 core brand components? ›

You can start creating, developing or improving your brand strategy by focusing on these three core elements of a brand: Promise, Positioning, and Performance. These elements are referred to as the Three Brand Ps.

What is the most important part of a brand? ›

In conjunction with a brand's purpose, creating an emotional connection with your audience is the most important ingredient to creating a strong branding strategy.

What are the 4 main archetypes? ›

Carl Jung identified four main archetypes—the persona, the shadow, the anima or animus and the self. These are a result of collective, shared ancestral memories that may persist in art, literature and religion but aren't obvious to the eye.

What are the 7 types of archetypes? ›

The 7 story archetypes are:
  • Overcoming the Monster.
  • Rags to Riches.
  • The Quest.
  • Voyage and Return.
  • Comedy.
  • Tragedy.
  • Rebirth.
Oct 31, 2011

What is the power of brand archetypes? ›

They're a powerful tool for businesses to create a strong brand identity that resonates with consumers. Derived from the work of Swiss psychologist Carl Jung, brand archetypes tap into universal symbols that are ingrained in our collective unconscious and present in myths, legends, and stories throughout human history.


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