Brand pillars: Important strengths or aspects of a brand that support or add dimension to the brand’s core idea(s)
Other definitions from around the web
“Brand pillars are the points that set your company apart from competitors. … Theses can be any points that your customers feel are important- convenience, reliability, on-time delivery, innovation, etc. And you are not limited to just one thing, but I do recommend no more than three.” – Dan T. Fitzgerald, in “Identifying Your Brand Pillars” on Medium
“The compelling truths of the brand … that go beyond mere attributes or adjectives, they describe your brand’s essence. They must have deeper meaning and exist in every touchpoint, either visually, verbally, or ideally, both.” – Jamey Boiter (Boltgroup), in “Building the Brand. One Truth at a Time.“
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