are used most frequently by branding professionals, and that are
used in this book. After all, if you are to become a successful Brand
YOU manager, you need to understand these terms.
Brand Attributes represent the associations that are attached to
a brand. They could represent physical or emotional associations.
Different individuals may see different brand attributes in a prod-
uct or a service or a personal brand for that matter. Attribute rel-
evancy is often in the eyes of the beholder.
Brand Audit is the MRI or CT Scan or X-Ray or “Lab Work” of
the branding world. It represents the complete diagnostic, analy-
sis, and evaluation of a brand from top to bottom. From logo,
symbol, colors, positioning, target audiences, relevancy, message,
awareness, satisfaction, scores, and more . . . it is the activity asso-
ciated with a brand taking stock in itself so it can ultimately im-
prove and enhance its effectiveness.
Brand Awareness (also called brand recall) is the measure of famil-
iarity customers have with a brand. Aided brand awareness is when
customers are given hints about a brand to help them recall the
brand. In the case of personal branding, imagine yourself at a party.
You see someone across the crowded room, but can’t remember
his name. When you ask a companion for help, she says “You re-
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

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