Create Brand Pillars to align your Brand to your goals, purpose, vision and values
“Your brand is what People say about You when you're not in the room.”
— Jeff Bezos, founder of Amazon
Your Brand is the Pillar of your organization, influencing everything from PR to communication. Every interaction, every message, imprints the brand, shapes how the organization is perceived. Alignment between the Brand and the organization's goals is essential, ensuring consistent delivery of the promised value.
To achieve this, the brand's core—its Purpose and Philosophy—must be deeply understood, felt, delivered with conviction & authority from the people representing the organization.
The vision is the ultimate goal, where desires align with purpose, guiding the brand’s journey. The legacy is the lasting impact—the reason why customers choose the brand over others.
The mission is the roadmap leading to the vision, what needs to be done repeatedly to get to the vision.
The brand’s values and beliefs form the core of its identity, guiding decisions and actions across the organization.
These values echo as leadership principles, ensuring alignment with counterparts' ethics.
The brand’s capabilities define its offerings, showcasing the strengths and competencies that set it apart.
Learnings represent the brand’s journey of continuous improvement and adaptation. They encompass the insights gained through experience, challenges overcome, and the evolution of the brand’s approach to meet customer needs.
These learnings inform the brand’s growth, shaping future strategies, refining processes, and deepening the connection with its audience. They demonstrate the brand’s commitment to progress and its responsiveness to the changing landscape.