Brand Aid
By: Kim Gilmore
Founded Gilmore Marketing Concepts in 1991 as a creative, energetic design house and advertising, marketing firm. Built a successful full-time business with over 300 clients. Employ full-time and free lance writers, designers, brand specialists, SEO experts, media buyers, printers and video producers.
May 8, 2023


Defining Your Brand is the key to your Success

Have you ever looked up the definition of the word definition? It seems like a strange thing to do, and a bit repetitive. However, the definition of the word definition is a good place to begin talking about branding.

Noun, 1. An exact statement or description of the nature, scope or meaning of something.
2. The degree of distinctiveness. From Latin “definitio” from the verb “definire”; “set bounds to”.

Do you see where we are going with this?

Your company needs a definition. Call this definition your “brand”. Gilmore Marketing Concepts helps companies define their brand through comprehensive marketing plans and strategies everyday. We create full scope brand analysis and definitions to send brands to the top of their market. Everyone knows the terms “brand name, brand new, brand recognition” all of these terms come from the definition of a company or product. What is the nature, scope or meaning of your company? What is distinctive or different that sets you apart from your competition? The foundation that supports your company is your brand definition.

Lets use a triangle as an example. A triangle is the strongest structure known to mankind. The pyramids in Egypt haven’t lasted 3000 years because they were square. They lasted because they form a triangle with an enormous base with which to build upon. Think of your brand as the base of that pyramid. Your brand is the strongest part of your organization. It is the face that customers see, believe in and become attached to. In order to build your pyramid, you additionally need the vertical support of loyalty and equity. These solidify your brand and crate the strength to withstand the elements of time.


“Where there is brand ownership there is brand value, where there is brand value, there is optimal production.”

The first building course of your pyramid is the introduction of your brand. It is extremely important to make sure your brand and name defines whom you are. GMC can help your company with a plan to define your brand. Remember to ask yourself, “What is it about my brand that makes it unique?” Your brand should be one that has the power to influence buyers. It takes time to build a solid brand. The pyramids were not built overnight. Neither can your brand be. As your brand name grows it creates the next course in your pyramid, awareness. Now your customer is recognizing you. It is trusted belief in a brand’s unique benefits that creates this cumulative effect. “We always buy ________. I love to have ______. I would never stop using ______.” Fill in the blanks with your favorite products and you are beginning to understand brand awareness and loyalty.

As you build upon your pyramid, you and your company have the power to define your brand. Defining your company is one of the pyramid courses that help develop the upward slope of loyalty. This loyalty will grow with repeated optimal performance and the following of your brand definition. Focus on the positives of your brand. TELL customers how to think of you. Again, define yourself. Customers then own a feeling about your company brand. Thus creating another layer closer to the top of your pyramid.

Loyalty, awareness and equity reside in the minds of your consumers. And result from what they have learned, felt and heard about your brand over time. A good marketing plan and message create the good feelings heading toward the top of your pyramid. Customers will search out your brand because they feel loyal and have equity in your brand. This again works off of the awareness course of your pyramid. Awareness is defined by your performance and marketing message. This circles upward as positive feelings and personal connections continue and the customer is satisfied. This circle of equity, loyalty and feelings continually rotates at the top of your pyramid and you officially have a solid structure with which your brand is built. Your pyramid is complete and you are standing at the top!

The vertical support of equity, like home equity, is the real and perceived value of your company through your name and reputation. Equity does not just happen, it is carefully crafted and nurtured by marketing programs that forge favorable and unique associations and experiences with your brand. GMC creates these marketing programs to help companies create a solid pyramid of loyalty and equity. The upward building of this loyalty and equity help to stack your courses leading to the top of your pyramid. Again, these top courses feed each other, thus, putting your brand at the pinnacle of your market and high above your competition. Remember, you are your brand name. You must define it in everything you say, do and produce. If you manage your brand your customers will own it and you will have a solidly built brand pyramid with which your company can sustain and prosper.

© 2006 Gilmore Marketing Concepts All Rights Reserved Written by Jane Miller and Kim Gilmore

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