I know you hear me discuss brand identity a lot. It’s because, from a designer/marketer’s perspective, it’s one of the most important foundations you can build when beginning a business.
Brand pillars are the forms that hold up the brand. These pillars are based off the brand’s mission, values, purpose, positioning, voice, tone, look and feel. They become the compass—they guide the business through each decision, at every level of the organization.
Brand pillars give the voice of the brand meaning. These pillars are what each social media caption, email campaign, website wording, and blog topics are based on. They become what your audience expects to hear from you. This builds credibility, understanding, empathy, and more.
For Vivant, this was not easy. Brand pillars should take a while to refine, re-evaluate, decide. For me, this was no exception. Without further ado, however…
Brand Foundations. This is a shocker, huh? I knew that one of my pillars would HAVE to be the importance of a solid brand, and everything that entails. Of course, I could talk about this topic for ages! And that’s why it’s one of my pillars. It’s what I aim for for each of my clients. It’s what I learn about and teach.
Community Connections. As a marketer, but also as a resident in rural Illinois, community is so important. Developing a network of business friends and family might just be the most important aspect of marketing that you can implement. I am passionate about increasing my crowd, and teaching others to do the same. It’s a brand pillar of mine, because where else would I be without my community?
Real Marketing. You heard me. REAL. I don’t want any of that fake junk, that pre-made stuff, that generic material that every other business is mailing out, posting, emailing. I want the REAL stuff. The good stuff. My contracted clients hear this a lot from me: be real. It’s okay to be vulnerable at times. It’s okay to show up even on your worst days. it’s okay to make a specific email about a product you are in love with, instead of having a generator write up a paragraph. I will always push for the real.
These three brand pillars drive my goals, my posts, my purpose, my voice, my tone, and so much more here at Vivant. I truly hope anyone who stumbles upon my website, social media, and more, can see and feel that. I would love to help each of you with your brand pillars as well! Never be afraid to reach out.
XOXO
Tami
