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Get your content seen with a consistent strategy for your vintage shop. Photo: Darina Belonogova/Pexels
Get your content seen with a consistent strategy for your vintage shop. Photo: Darina Belonogova/Pexels
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How to create vintage shop–specific brand and content pillars


How to define your brand positioning and content pillars, with specific-to-vintage examples, templates and exercises from a content expert inside the Vintage Sellers Community

Let’s recap what we’ve already covered in our multi-part branding series for vintage shop owners:

  • Part 1: What is brand voice
  • Part 2: Uncovering your brand values
  • Part 3: Establishing your brand mission
  • Part 4: Defining your unique selling proposition
  • Part 5: Using customer personas to craft “tone”

All of this information is what we use to define your “brand pillars” — a set of five parameters that guide your shop operations. 

Brand pillars are the fundamental values and beliefs held by your shop. They articulate what your brand stands for, and help to guide both your own decision-making as a shop owner as well as the communications you put out into the world.

There are five common brand pillars:

  1. Purpose (values and mission)
  2. Perception (USP and how customers view you)
  3. Identity (brand tone/personality, as well as visual look, which we’ll be covering in the next section) 
  4. Positioning (target audience — who you are talking to)
  5. Promotion (marketing to customers — how and where you speak to them)

Together, these five areas create a distinct voice for your brand and help your shop stand out in the crowded marketplace that is online reselling.

Here they all are in one antique shop example:

[Downloadable image]

In this article, we’re covering #5 on the brand pillar list — promotion. Promotion is a lot easier if you are guided by an overall marketing plan that contains “content pillars,” also known as cornerstone content. 

Content pillars are the main topics, values and areas of expertise that inform the creation of your content (for social media, email marketing, website blogs, about me pages, etc.). 

The work you’ve done through parts 1-5 will make it far easier to come up with content pillars that make sense for your shop. 

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