Glossary of Branding Terms
member John, don’t you? He’s the guy who used to be on the
school board and lives in the same cul de sac as the Smiths.”
That’s an example of aided brand awareness. Without assistance,
you wouldn’t recall John. Unaided brand awareness simply means
that customers recognize a brand without assistance and without
hints. And so, even a 3-year-old child who doesn’t read can recog-
nize the “golden arches” of McDonald’s from a distance! That is
an example of how a brand symbol conveys the brand. In the case
of personal branding, unaided brand awareness is said to be “top
of the mind.” Don’t ever forget that it’s better to be remembered
than to be recalled.
Brand Benefit is the positive effect a brand delivers and provides.
Brand beneﬁts may be functional, as with a vehicle that you can
drive from home to school and back. These are basic beneﬁts that
are easily copied by competitors. However, emotional beneﬁts of a
brand could include how you feel when you drive your vehicle. If
you are proud of your car and it reﬂects your personality, this bonds
you to the brand better than do functional beneﬁts. For personal
branding, think about your closest friend. He is a brand who pro-
vides you the beneﬁts of love, compassion, understanding, compan-
ionship, counsel, and so on. Those are all brand beneﬁts that
represent a value to the end user.
Brand Equity represents the assets linked to a brand, which add up
to the perceived value provided by that brand. In terms of personal
branding, we hope that our personal brand equity includes assets
such as reliability, trustworthiness, integrity, honesty, great sense of
humor, kindness, empathy, sympathy, character, and competency.
Equities are transferable to other parts of our life and should be
treated as personal strengths. They are positive features or skills
you have developed over the years. Needless to say, just as ﬁnancial