Brand pillars are the bedrock of a company’s identity, including basic principles and commitments that influence decision-making, shape culture, and define the core identity of the brand. When clearly expressed, these pillars act as a guide for establishing a unique and appealing brand identity. It’s important to note that when these individual elements come together, they create a comprehensive brand idea that is unified and has a significant impact.
For me, this is the most important element of brand development and the aspect I spend the most time on. Why? Because if you’re one degree off at the start; by the end, you could be miles away!
Start strong. Defining how it’s going to go down is essential… bringing people on the journey is easier when they know the checkpoints! Then it’s the difficult part – extracting the gold ore! You need to get to the true crux of the brand proposition. I won’t tell you my process; each person needs to find their way of doing this… But getting as much out of the key stakeholders is essential. In the end, you’ll have a melting pot of molten grey matter that needs separating and refining to reveal the gold.
This is where you earn your pennies… unveiling golden pillars that appear to have come straight out of the bedrock of a client’s hopes and dreams… and if that wasn’t enough; atop the pillars sits a beautifully sculpted brand idea that reflects it all in one clear statement.
Leading the stakeholders down the path of how each was defined from their own words, thoughts, hopes and dreams, helps them to feel like they’re in the driving seat of the process allowing them to take control and own the continued journey of the brand.
Thoughtful naming involves considering the brand pillars, and ensuring that the chosen name resonates. The name becomes a crucial element in the overall brand narrative, aligning seamlessly with its pillars.
It’s not just about the pillars, though. Your company name should also capture the main theme or feeling you want people to have about your brand – that’s your brand idea. Think about the emotions or thoughts you want customers to associate with your business. A good name can help convey these feelings and create a strong, unified image for your brand. So, when you’re choosing a name, make sure it fits with what you stand for and the vibe you want to give off. It’s a key part of creating a brand that sticks in people’s minds.
For Nunza this was a pivotal step in brand development.
With Nunza we needed to cover several key themes. So when developing names we mapped each to see if we could find something that covered all the bases…
but we had a problem… language. In a global real estate industry you need to cater for a multilingual audience.
We needed a name that was simple and short but hopefully carried some of the heart behind the dream…
The dream – bringing light into a dark industry… the name a visible light.
Taken from the deeper symbolic translation of the Arabic alphabet (Nun (N) meaning light, and Za (Z) meaning visible) Nunza by its very nature constantly refers back to the baseline dream.
We had a name.
Developing a brand through pillars, thoughtful naming, and engaging key stakeholders is a holistic and ongoing process that demands strategic planning and adaptability. The pillars, when individually strong, form the basis of a brand’s identity; their combined strength forges a powerful brand idea. Engaging key stakeholders ensures that the brand journey is shared, fostering a collective commitment to the brand pillars. By staying true to core values, and maintaining consistency, businesses can build a brand that stands strong on the pillars that collectively define its compelling brand idea.
Now you have your foundation… it’s time to build.
Thanks for reading… here’s a sneak peek at the logo development… visit nunza.com to see the brand in action!
