Although marketing and branding practices have existed for centuries, these industries began to change in the 1990s.

With the arrival of the digital age, companies are beginning to promote their brands more than their products in order to give their companies a personality.

As a millennial born in the early 90s, I grew up with the digital revolution. Actually, Millennials have a good reputation Because I play with mobile phones all day and I am lazy.

However, I think that as the digital age and technology begin to develop, society’s expectations for work have also increased.Companies, and even employees, should become a brand that is valuable and has a positive impact on society (instead of just Sales Products).

As a marketer or business owner, you might want to know, “How can I create a brand that connects with my audience?”

In this article, we will discuss how to create a brand pillar to clearly communicate your brand identity to the audience.

For example, brand pillars can be core values, important advantages, or aspects of the brand, which support or increase the dimensions of the core concept. “who are you?”

Essentially, these brand pillars can be anything your customers consider important—perhaps innovation, reliability, on-time delivery, etc.

The brand pillar is designed to make your brand unique and should be valued and recognized by customers. When someone asks why your customers like your brand, if you communicate your brand clearly and well, they might list your brand pillars.

These pillars should be determined strategically in order to provide your customers with better products or services.

I know this may sound a bit conceptual. When we break down brand pillars into categories, they will be easier to understand.

Below, let us understand the five brand pillar categories you can use to determine your own brand pillar.

What are the five pillars of the brand?

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


The purpose can be described as the mission and foundation of your company.It will answer similar questions “Why do you want to start a company?” with “What do you hope to achieve?”

Think about this issue strategically. What do you want to convey to your audience as your purpose? What do you want to communicate with employees or potential employees? Knowing your purpose will help you hire employees who are aligned with your mission and correctly target your audience.

The purpose can even be described as the culture of your company.For example, at HubSpot, our culture It’s about deliberate and growth-conscious people (they are humble, empathetic, adaptable, extraordinary and transparent). The acronym HEART is one of our brand pillars as a company.

2. Perception

Perception is about how your customers perceive your company/brand. You need to evaluate how current customers perceive your brand, or if you are a new company, write down some characteristics that you want customers to associate with your brand.

This could be something like hospitality or leadership. If these are the pillars of your brand recognition, then you want your customers to see you as a leader in your industry and a good and trustworthy host (for example, this makes sense for a hotel).

3. Identity

This brand pillar is about who you are as a brand. The brand is what you own, not what you own. It all depends on your personality as a company.

For example, the identity brand pillar can be something like “cheeky” or “daring”. This means you want your customers to think you are a cheeky person. The reason for defining this brand pillar is that you can provide a guiding light on how to be a person and how to interact with customers.

4. Values

Your values ​​are about communicating your overall position to your audience. As a company, what is important to you? How do you want to change? This may be similar to valuing integrity and ownership.

5. Brand experience

Finally, brand experience is the backbone of helping you promote products and services. People use products and services when they like a brand. Nowadays, when there are so many options to choose from, customers will choose to buy from the company they like. This means you need to create a positive customer experience and connect with your overall brand.

By using these brand pillars as a foundation, you can create a brand identity that sets you apart from the competition. The failed companies have probably not considered what their brand pillars are and how they are aligned.

If you have a sound strategy, but you don’t have a goal or identity, people won’t feel the need to buy from you. On the other hand, if you promise that you value the user experience, but this view is wrong, then you will not succeed.

In the next section, let us review how to use these categories to define your brand pillar.

How to determine your brand pillar

To determine your brand’s pillars, you should ask yourself a series of questions to come up with the main characteristics you want to communicate with your audience.


  • Why did you/why did you start your company?
  • What do you want to accomplish?
  • How do you want to serve your customers?
  • What value do you provide to customers who support your mission and vision?

Your goal should attract employees and customers with similar values. It will also provide a hook to tell your company’s story and make you stand out from the competition.


  • What role do you play in the minds of customers?
  • What do they think your value is?

This pillar may be something like education. Maybe people see you as a place to understand your industry. It’s all up to your audience and how they explain your brand through messaging, reputation, and management.


  • What is your culture like?
  • What is your opinion?
  • What kind of tone do you use in communication?
  • What are your beliefs and behaviors that define the brand?

Defining your voice and brand is about developing a strategy for how you want to talk to your audience on multiple platforms. Brand personality indicates what kind of person an employee might be, how they behave, who your customers are, etc.


  • What is important to you in the interaction with the audience?
  • What do you value most, even before your own financial interests?

Again, this pillar will help define what you care about as a company.

Brand experience

  • How do customers interact with you at every touchpoint?
  • What kind of experience do you want customers to have?
  • What makes your customer experience better than your competitors?

This pillar will define most of the personality and reputation you perceive.

When creating a brand pillar, consider what customers get from you. Do they get convenience, higher quality, time saved, etc.?

To determine your brand’s pillars, consider your brand strategy and come up with things that clearly define your personality, voice, customer experience, your purpose, and how people perceive your brand.

Examples of brand pillars

1. Hilton Brand Pillar

Hilton’s brand backbone lies in its website. They value hospitality, integrity, leadership, teamwork, ownership and the present (a sense of urgency).

These are expressed as their values, but they are actually the pillars of the brand, showing how the company wants to be perceived, what their identity is, what the customer experience is like, and what they value.

2. Patagonia brand pillar

Patagonia is a brand with personality and purpose. Their mission is to inspire and implement solutions to environmental crises (this is their purpose). In addition, Patagonia offers a minimalist style that values ​​simplicity and practicality (this is their personality and values).

3. Nike brand pillar

Since its inception, Nike’s brand pillar has remained the same. They are all about competing and exceeding one’s limits. All of the company’s advertising, information delivery, and investment decisions support this personality and value.

The brand pillar is a great way to define your company and make your company stand out from the competition. It’s no longer just about making products—it’s about having voices and opinions that provide value to customers.


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