Like any healthy “core”, it grows and produces a stem or a trunk. In the branding world, we call this a pillar or “what we stand for”. This trunk; our stance, is an important aspect of a tree having branches. Without that trunk, the branches have nothing to attach themselves to. Make sense? It works the same for any business. Without a strong pillar, brand extension aren’t possible unless you’re building bryophytes. If you don’t know what that is think of moss or liverworts.

With a health value system, your company will naturally stand for that which is ethical. If your company has incorruptible values, it will show in the way it deals with it’s clients and employees. This is the sort of thing that can uproot a company especially during a storm.

Because JSib has a healthy set of values, it’s obvious that the firm will only stand for honourability. It’s important to also mention that at this stage, one will be able to experience the essence of your brand.

What your brand stands for inherently protects its identity; essence, purpose and values. One can also say that what your company stands for protects the company’s beliefs. This means anything opposing the nature of your brand, the brand will stand against. For example, when companies approach JSib with corrupt business partnership, JSib doesn’t engage. Rather, the brokerage is able to ethically influence those companies through honesty and integrity. The benefits of disengaging in corrupt business practice are much greater than those of engaging. For one, it gets to achieve its purpose by bringing impartiality, fairness, equity and honest back into the business world. Another is the trust that comes with being impartial. The Durban brokerage also becomes more and more know as the brokerage of honesty. No amount of money can purchase such an achievement.

So, what does all this look like? Well, have a look at JSib’s diagram. This is what the pillar of a healthy brand looks like.

As you can see, solace is indeed what JSib stand for, and being a business that deals justly, impartially is always the outcome. Solace and impartially is the quality one can experience when coming into contact with the brand. So is concern.

The concern in the community and their losses have established solid relationships with JSib’s partners and clients. Consequently, the essence of JSib, as referred to in part 2 of the series, is intrinsic to the stance of the brand, making relations not only the essence of JSib, but also an important pillar in the firm.

The pillar(s) of your brand branches off and manifests through three different aspects that I’ll share with you next week.

Written by Candice Leigh King