How to Choose Your Brand Pillars: 5 Key Prompts for Small Business Owners

As a small business owner, you’ve likely come across the term “brand pillars” or “content pillars.” These are the core values, principles, or themes that guide everything your brand does—whether it’s in your messaging, visuals, or how you connect with customers. But how do you figure out which brand pillars are the best fit for your business? In this article, I’ll break down five key prompts to help you define your brand pillars with clarity and purpose, using the help of one of my client’s, Tailored Yarn.

1. In a Sentence, What Problem Do You Solve, Need, or Fulfill?

The first step in identifying your brand pillars is pinpointing the core problem you solve for your audience. This isn’t just about what you do, but rather the specific need or challenge your business addresses. Keep it simple: Think of a concise sentence that explains the core benefit or transformation your product or service offers.

For example, if you offer personalised children’s books like Gillian Seale’s “Postpixie Missing in Action,” you might say, “I create custom, adventure-filled stories that inspire children’s imagination while celebrating their unique personalities.”

This single sentence can form the foundation of your brand pillars, as it directly links your business’s purpose to the needs of your customers.

2. Describe Your Ideal Customer in 3-5 Words

Next, take a moment to think about your target audience. Who are they, and what do they value most? Distill this into just a few words—three to five—that describe your ideal customer. This helps refine your brand’s voice, tone, and messaging, ensuring that your content resonates with the right people.

For instance, if your business focuses on supporting female entrepreneurs, you might describe your ideal customer as “ambitious,” “time-strapped,” and “seeking balance.” These concise descriptors act as a reminder of who you’re speaking to and help inform how you engage with them in your marketing.

3. What Makes Your Approach Unique (Quality, Experience, Etc.)?

In a crowded marketplace, it’s essential to stand out. What sets your business apart from others offering similar products or services? Is it the quality of your work, the unique experience you offer, or perhaps your distinctive values? Identifying what makes your approach unique will help you define your brand pillars and create a distinct position in your industry.

For example, Gillian’s personalised, watercolour-illustrated children’s books are not only tailored to each child but also support a meaningful cause—Muscular Dystrophy UK. Her brand pillars might revolve around quality, personalisation, and charitable giving, which together create a unique value proposition.

4. How Do You Want Customers to Feel When Interacting with You?

Your brand pillars are also about the emotions you want to evoke in your customers. How do you want them to feel when they engage with your business—whether through your products, your marketing, or customer service? Do you want them to feel empowered, inspired, supported, or entertained? Knowing the emotional response you want to trigger will help you align your messaging and customer interactions with that feeling.

Let’s say you want your customers to feel confident and inspired by working with you. This could become one of your key brand pillars, focusing on delivering content or experiences that uplift and empower.

5. What’s the One Key Benefit You Guarantee to Customers?

Finally, it’s important to define the one key benefit that you guarantee your customers will experience when they choose your business. This is the promise you make to your audience—the single thing that they can always count on. Whether it’s exceptional customer service, a high-quality product, or a specific result, your key benefit should be clear and consistent.

If you’re offering a coaching service, for example, the one key benefit might be that you help entrepreneurs streamline their business operations, saving them time and reducing overwhelm. By clearly defining this benefit, you give your audience something concrete to latch onto, making your brand more memorable.

Conclusion: Defining Your Brand Pillars

By working through these five prompts, you’ll have a clearer understanding of your business’s core principles and values, which will inform your brand pillars. Whether you’re just starting out or looking to refine your existing brand, these pillars will guide everything you do—from content creation to customer interactions. So, take the time to reflect on these questions, and let them shape a brand that feels authentic, compelling, and aligned with your values.

If you want to chat about a content plan or have a power hour, why not get in touch today!