Best Practices

The Importance of Brand Pillars

Always be supporting the vision, mission and values of your brand

If you think about some of the most successful brands in America, they are well-defined in attributes that support the vision, mission and values of the brand. These attributes are often referred to as their brand pillars. Brand pillars serve as a foundation for how the brand behaves, communicates and connects with its target customers.

When I was the President of Jimmy John’s, we went through a branding exercise to identify the brand pillars that helped crystalize what the brand is today. Through a series of exercises, we helped determine the following:

  • What the product does for me
  • How I would describe the product
  • How the brand makes me feel
  • How the brand makes me look

We looked at both the rationale (brand facts and symbols) as well as the emotional (brand personality) to determine three core brand pillars to use as a vetting measurement for all go-forward branding and product decisions. At the end of the exercise, we identified three core branding attributes:

  • Lightning — everything we did had to have a sense of urgency to it
  • Vibrancy — our stores, people and culture needed to embody a vibrancy
  • Thoroughbred — our brand had to be pure and powerful to stick to its core

To Read The Rest Of This Article On C Store Decisions, Click Here

Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

  • Exotic Blvd

CHAMPS Smoke Shop Report, or ‘CSS’, online source for the updates and innovations on the smoke shop scene. News and information are geared strictly to accessories retail channels, with distribution limited to retailers that Smoke Shop products and wholesalers.

Newsletter

Stay informed with the most up-to-date industry news to help you grow your business: subscribe to our newsletter below!


To Top