Brand pillars are the cornerstone of your brand’s content and identity online. It helps you map out the flow of content planning, keeps your message on target, and cultivates a brand culture within your community.
Brand pillars should manifest your core values and direct how you communicate online. For example, if your company is an American food restaurant in Chicago, a few example brand pillars could be:
American cuisine news and culture
Chicago community involvement
Restaurant news and events
To help identify your brand pillars ask yourself these five questions:
- What is your mission?
- What are your values?
- What makes you different?
- What can customers expect from you?
- Who are your customers and what are they in to?
Once you have your brand pillars defined, use them as a template to work off of when mapping out your content calendar.