Yam Brand Pillars
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Previously in the Yam Brand Exploration Part 3: Yamifesto Support Points List RFF, we looked in detail at the components making up the Yamifesto. Now we define three key Yam Brand Pillars which form the foundation from which the brand can be developed and built out. The goal of the brand pillars is to unify the brand into a single voice and visual representation. The desired result is to have all of the various brand touch-points work in a harmonious and unified manner.
Key to table
Brand Pillar – The three foundational brand pillars
Quality – The qualitative aspect of the pillar (similar to properties)
Description – Describes the pillar in plain language
Tone – An emotional tone or feeling associated with the pillar
Attribute – See Brand Attribute chart below
Narrative – An example of the brand pillar in a story form. This is one creative execution, but it can and will take various forms depending on the application or medium.
Brand Pillar table
Brand Attributes Chart and Description
Brand Attributes are the core values that define the overall nature of the organization and represent the essence of the brand. They are the set of unique fundamentals and characteristics that identify the physical, character, and personality traits of the brand in the market, and in the minds of the customers.
Functions of Brand Attributes
- Helps the brand stand apart from the rest of the competition
- Helps the brand define its unique nature
- Helps the brand express its benefits
- Helps the brand present its value to the customer
- Helps the brand decide on branding and marketing techniques