One of the most powerful branding exercises you can do is identifying your brand pillars - four words that capture how you want people to feel  about your business. Not what you do. Not what you sell. How you make people feel . Why this matters Your brand pillars become your compass. They guide your tone of voice, your visual identity, the way you show up on social media, and even the clients you attract. When you're clear on these four words, everything else becomes easier t

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