Defining Your Brand Pillars To Grow Your Business

grow your business

To grow your business you need to build your brand. Every business benefits from solid branding that makes them recognizable online and offline. While there are many things to consider when it comes to branding, staying consistent is the key. To do so, you need to define the six pillars of your small business branding.


Content is the way to separate yourself from the crowded marketplace. By providing relevant content to your audience, you elevate yourself by creating authority. It’s the way to supplement your brand through avenues in which you can market and grow. While it may not be as direct as advertising, it slowly builds loyalty through continuous engagement. Here are some other benefits content brings:

  • Creates and improves brand reputation
  • Influences and directs audiences, leading to conversions
  • Improves your SEO, leading to higher rankings and increased traffic
  • Builds relationships with your customer base
  • A cost-effective way of building your brand

Many channels exist to help brands deliver content. You can create a blog on your website or share relevant information through social media. You can publish videos or start podcasts. The options continue to grow through the years.


Credibility affects a brand’s public perception. People are less likely to believe false statements about brands that are highly credible. By building credibility, you can have a direct influence on people’s behavior. Credibility also has a direct link to profitability.

Big brands invest a lot in building credibility, and small businesses shouldn’t skimp on it. It gives you an edge by making your brand genuine and giving it integrity. Here are some ways businesses build this pillar:

  • Public Relations: Endorsements and events improve public perception. It also affects credibility.
  • Social media: Social media platforms give brands a chance to directly engage. It gives them a voice and can reinforce positive impressions.
  • Press releases: Gives people news and insight into the company’s values. It also lets them know what you’re doing that is relevant to them.


Brands often collaborate because it creates a mutual benefit. It gives each brand access to reach they didn’t have before, without spending too many resources to achieve it. Collaborations often signify the creation of long-term relationships. It can lead to a network of brands helping each other, elevating everyone to growth.

There are many reasons why brands form partnerships and create networks. Here are some of the most common:

  • Increased reach: A brand partnership allows each business to gain access to more customers. It also brings the attention of peers in the industry, which opens up more relationships in the future. Brand partnerships often come with positive expectations and hype that can drive profits.
  • More resources: Two companies have the resources to pull off large-scale projects. By combining their knowledge and manpower, they can create a product that their audiences would like. It also means that they can cater to more markets.
  • Better profitability: Collaboration is a strategic move to help businesses gain higher profits. The decision to partner up means that both will earn more together than on their own.


A core is a brand’s central identity. It defines what the brand is and what it hopes to accomplish. It’s important to establish this core so that it directs each decision the brand makes. It is the reason many companies have mission and vision statements.

To define your core, you need to find out why your brand exists in the first place. What is its reason, and what does it plan to accomplish? It might be an outlet to work on a passion. It could also be to fulfill a specific mission.

In defining your core, you also need to determine the values of your brand. It helps you communicate your message consistently on all channels. It directs you and every team member of the brand to look in the same direction. Remember that consistency is the key that leads to success for small business branding.


It’s one thing to be a part of a niche or industry and another thing to be an expert. Potential customers will only flock to your brand if they believe you have what it takes to deliver their expectations. While you can do this organically, there are ways to help build competency faster to grow your business. Here are some examples:

  • Social proof: Based on psychological studies, people are inclined to follow what others are doing. They may want to interact with your brand but are hesitant. By showing them others who are already customers, you nudge them in the right direction.
  • Testimonials: Testimonials bring customer’s experiences to the forefront. A lot of prospects make or break their decision based on reviews.
  • Case studies: A case study brings authority to your brand. It shows how the brand solved a real problem that improves conversions for potential customers.


Creativity is one of the most valuable tools you have as a brand to grow your business. If you copy another, you’re only getting a portion of the full potential that particular brand is getting. In today’s market, it’s crucial to stand out and create your own space where you can thrive. As long as you stay consistent with your core, everything is game. Here are some avenues where you can express your creativity:

  • Marketing
  • Events
  • Product/service differentiation

Grow Your Business

If you found the above information helpful or insightful, then you’ll be sure to love the Creative Allies newsletter. We give you tips on growing your business and guideposts that point you in the right direction. Getting guidance from others who’ve traveled the same path will lessen the chance of costly mistakes. Sign up with us today and get a headstart on small business branding!

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