Brand building. Like bodybuilding, only tougher.


No amount of weights or protein powder is going to build your brand into a champion overnight. In fact, it’s going to take a lot more than muscle - it’s going to take heart. A lot of heart.

To build a strong brand you have to first know where you are now and where you want to go. Then, you have to dive deep into what makes your brand special. What do you stand for? What makes your brand different from other brands that do similar things? Answering these questions laser focuses your thinking toward what your brand beliefs are. And your brand beliefs translate directly to your brand pillars.

So, what are brand pillars?

They’re usually the 5 most important things that sum up your brand to a consumer. Ideals that hold your brand up. But, how do you know what your brand pillars are? Well, start by imagining telling someone what the top 5 things you’d want them to know about your brand.

For example: Imaginary Brand X has a new running shoe with a step tracker built in.

  1. This brand is American made and was founded in their parents’ basement when they were 19
  2. This brand gives back to the community; every shoe sold gives $1 to XYZ charity
  3. This brand is made for people who like to be fit and healthy
  4. This brand believes in great customer service
  5. This brand uses technology to make their users workouts more effective

Then, try to associate each statement with a keyword. Each word should be unique and not be a synonym of another word you’re using, like driven and passionate. Both of those words are too similar.

After you have your keywords selected, take these words and try to write them into a paragraph speaking to your audience like a friend. Touch on only the single statement you’re focusing on, that way the messaging in the brand pillar copy is succinct and clear. Try to give a tone that is identifiable with your brand - guy-next-door, peppy and energetic, or straight forward, to name a few.

Why are brand pillars important?

They allow you to focus your marketing on one key message at a time, so you don’t create marketing that includes everything and the kitchen sink. This is important because if your marketing efforts do too much at once, you run the risk of your message not getting through or getting muddled. So, it’s better to focus on one point of difference at a time.

Once you have clear brand pillars, you can laser focus your messaging across the board - on your website, your social media, and in store, too.

Having trouble coming up with your brand pillars? We can help build your brand.



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Rachel Wilson
Written by Rachel Wilson
Rachel is a strategic copywriter with a knack for telling brand stories that get people talking, sharing, tweeting and loving the brands she writes for like New Orleans Office of Tourism.

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