The process of developing a strong brand messaging strategy is not easy. It takes time and extensive research to determine what your brand is trying to accomplish.
How do brand pillars work?
The five pillars of brand identity are motive, approach, identity, reputation, and advertising. Your brand image will be more attractive and accurate if you refine these elements. You can communicate your company’s aims and goals by defining these pillars clearly.
Your branding strategy starts with your motive pillar. What defines your company’s purpose is the vision or mission that brought it into existence. Being transparent is all about being true to your motive. Every time Toms shoes are sold, the company donates a pair to people in need, and every time Ecosia searches they plant a tree. The websites of both brands discuss their missions and impact.
It is a smart idea to share your long-term goals on your website’s “impact” or “mission” page. Make a series of social media posts that describe your origins and values. You might even include it on your packaging as part of a wider campaign.
The approach pillar focuses on how your brand is perceived internally as well as externally. Your brand has a better chance of creating a positive image if you foster a happy work environment by attracting loyal and dedicated employees. Your internal and external communication should align to support the motive pillar.
Do you express yourself positively, authoritatively, knowledgeably, and passionately? As this pillar is based on how your audience views you, it is completely under your control. Your brand can be positively perceived through good customer service, high-quality products, and consistent, proven fulfillment of promises.
This pillar focuses on activities that help your business identify itself to your customers. The style and quality of your product, the way you deliver your service, and how your logo and visual branding is recognizable are all parts of your strategy.
Similarly, your audience’s perception can influence your brand’s personality. Finding out how they view your persona allows you to alter or further develop your identity. When people need your services, they’ll remember your brand because it’s recognizable.
You can stand out from the crowd with a strong persona. Make sure your internal communications reflect the same personality traits. To ensure that your brand is understood and communicated effectively, your employees and management should both be involved in this process.
The reputation pillar is concerned with where your brand is in the market and the impact that has on how it reaches its target population. It is well known that ASOS offers a wide variety of products that can be delivered quickly. This makes them more appealing to customers who prioritize a fast turnaround time.
Your marketing and advertising efforts drive your brand’s awareness. It could be digital marketing, social media, or influencer marketing. A positive campaign and values could be the answer, or you could advertise your must-have product. If your brand’s guidelines are consistent, your promotions will be easy to identify by audience members.
Trust these pillars
Distinguish yourself from others by using brand pillars to understand and inform your brand’s motive, approach, identity, reputation, and advertising. Consider them to achieve success and develop a strong strategy.