The Glossary · Term
Brand pillars
The core themes an EVP is built on.
Brand pillars are the small set of core themes an EVP is organised around, such as growth, autonomy, or purpose, each capturing a distinct dimension of the offer. They give structure to messaging and ensure communication covers the full proposition rather than repeating a single idea. Effective pillars are distinctive and evidence-backed, acting as the headings under which proof points and stories are gathered.