Build Brand Equity: How to Create Lasting Value #branding #createamovement #leadership #purpose

The last one is what I'll put out there is brand equity. So you, just because you have a brand definition and just because you have awareness doesn't mean you have equity in that brand. And let me describe what that is. So what I mean by brand equity is that you have to transact on your brand to derive equity, which means that somebody has to experience your brand in play. And I wrote down here that takes 6 to 18 months. So, so that the equity you have to deliver value from the brand. Write that down. Deliver equity. You have to deliver value from the brand, which is different than doing a good job. They're correlated but not the same. But will you get the exceptional performance rating? Probably not, because it didn't tap into your superpower, your life values, where it challenged everybody else and you rose to the top. That's where the equity comes from. The last piece I'll put with this is I made this mistake early in my career, so I'm giving this to you early, is when you have all your brand equity with one person, the proverbial all the eggs are in one basket, and my equity just got flushed. It's like, oh, I gotta start over. And so that's the thing. Are you building equity with more than just one person? And I don't know if you've had that experience so far, but you might have in your college career where it's like, oh, oh, that person's gone. And now that experience isn't worth as much as it was. So brand definition, brand awareness, brand equity.