- Brand messaging pillars are 3-5 key story pillars that reinforce your value proposition—essentially your main selling points. They’re the recurring themes and messages you want to communicate consistently across all touchpoints. Every piece of content you create should reflect at least one of these core pillars to maintain cohesive brand storytelling.
- Effective brand messaging pillars must hit three key marks:
- Clarity (be concise and direct without fancy language)
- Consistency (carry coherent themes that ladder up to your value prop and tagline)
- Emotion (use language that excites people and speaks to the future emotional state your brand promises, like relief, joy, or comfort)
- These pillars fit into a brand messaging hierarchy that works from tagline (the big idea) down to value prop (what you do) to messaging pillars (how you do it). Together, these elements deliver consistent and cohesive messaging across the buyer journey.
Read more → How to Craft Your Brand Messaging (With Free Template)