Definition of brand pillars

Our definition of brand pillars: Important strengths or aspects of a brand that support or add dimension to the brand’s core idea(s).

Other definitions of brand pillars 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.“

Additional thoughts

Brand pillars are similar to capabilities or core competencies—terms used more in management consulting than brand consulting. While conventional wisdom in brand thinking stresses the importance of standing for “one thing” (see brand essence), brand pillars allow strategists to flesh out and add dimension to a brand beyond that focused idea.

Visit the branding glossary for definitions of other branding terms. This Definition page will be updated periodically with new content. Please share any suggested additions in the comments section.