How to create a positive association with a brand
Posted: Sun Jan 19, 2025 4:28 am
Creating positive brand associations can help you stand out from your competitors.
When consumers think of a brand, what do you want them to remember? Maybe it’s the fun, youthful vibe, or eco-friendly approach. The way a company positions itself often creates an impression nigeria b2b leads in consumers’ minds long before they think about buying.
The decisions you make about your company logo, brand messaging, and visuals affect how consumers perceive your brand. As a result, consumers begin to associate the brand with certain feelings and ideas, which is called brand association.
What is brand association?
Brand associations are the specific ideas that customers associate with a brand. One of the goals of marketing and design departments is to create strong and positive associations with the brand name through advertising, logos, slogans, visuals, and other marketing materials.
Customers may associate a brand with a location, features, or the results it promises to achieve. A great brand can help products stand out from the crowd.
Why is brand association important for business?
Brand associations can impact a brand's reputation and equity. Here are some benefits of creating a strong, positive brand association:
Increases brand loyalty
Brand loyalty means that customers are committed to the company and will consistently choose the product over competitors. Brand loyalty depends on how customers experience the product and the brand. A strong, positive association with the brand can lead to repeat customers over time. For example, if customers see a jewelry line as the epitome of effortless chic and sustainability, they may return for repeat purchases because it aligns with their style and values.
This stimulates sales.
Consumers who have a positive impression of a company are more likely to visit the business. How consumers perceive a brand and its reputation significantly influences their purchasing decisions. More than half of adults surveyed agreed that a brand’s reputation is critical when deciding whether to purchase a product.
This sets you apart from your competitors.
In a crowded environment, a strong brand association can be a critical differentiator. If consumers know what a brand stands for—whether it’s a bold, rugged aesthetic, an endorsement from their favorite actor, or innovative fragrances inspired by the natural world—they’ll understand why they should choose it.
Types of Brand Associations
Consumers can associate a brand with emotions, words, images, and more. Here are some common types of brand associations:
Based on personality traits
You can create a strong, positive brand association based on personality. Brands founded by famous celebrities can also benefit from this connection.
Based on benefits
Creating benefit-based associations involves drawing attention to what the product does and how it can improve lives.
Based on interests
To create interest-based brand associations, a company can use a brand strategy that will spark interest in the target audience. Think about what will resonate with the target audience - you can try secret sales, pop-ups, parties and other special offers and events that will help cement positive associations in the minds of consumers.
Result orientation
You may want customers to focus on intangible characteristics and attributes. Customers may perceive a brand as cool and inspiring, stately and luxurious, or dynamic and sporty. You can use the physical product and advertising to create attitude-based associations and improve customer service, website usability, and packaging.
Attributive approach
Attribute-based brand associations are linked to the actual characteristics of products or services.
How to create positive associations with a brand
Develop a plan to combat negative associations
Creating positive brand associations requires developing a clear marketing and branding strategy. Here's how:
1. Create a clear brand style
You need a clear brand identity to stand out from the competition. This includes logos, packaging, branding, and typography. For people to have a clear image of your brand, they must first be able to pick it out from the crowd.
2. Make a list of associations you would like to develop
Try to use both specific and general associations. General associations can be attributes such as luxury or high cost, while specific ones can be handcrafted, floral design or a memorable logo.
3. Create a brand association map
A brand association map helps you visualize the different associations consumers have with a brand. You place the company name in the center of the diagram and the associations in a circular area around it. The closer the association is to the center, the stronger its connection to the brand.
4. Develop a coherent marketing strategy.
Develop a marketing strategy that highlights the desired brand associations. Be consistent across all aspects of the brand—your website, packaging, logo, celebrity endorsements, social media videos, and TV ads should all reinforce the same strong brand associations.
5. Develop partnerships to strengthen associations
Collaborate with people who are relevant to the brand and can bring attention to the desired brand associations.
6. Develop a plan to combat negative associations
Not all associations are positive—negative reviews, whether justified or not, can affect how customers perceive a company. Develop a crisis management plan to deal with negative press, as well as a long-term policy for less immediate but often more persistent associations you’d like to change.
When consumers think of a brand, what do you want them to remember? Maybe it’s the fun, youthful vibe, or eco-friendly approach. The way a company positions itself often creates an impression nigeria b2b leads in consumers’ minds long before they think about buying.
The decisions you make about your company logo, brand messaging, and visuals affect how consumers perceive your brand. As a result, consumers begin to associate the brand with certain feelings and ideas, which is called brand association.
What is brand association?
Brand associations are the specific ideas that customers associate with a brand. One of the goals of marketing and design departments is to create strong and positive associations with the brand name through advertising, logos, slogans, visuals, and other marketing materials.
Customers may associate a brand with a location, features, or the results it promises to achieve. A great brand can help products stand out from the crowd.
Why is brand association important for business?
Brand associations can impact a brand's reputation and equity. Here are some benefits of creating a strong, positive brand association:
Increases brand loyalty
Brand loyalty means that customers are committed to the company and will consistently choose the product over competitors. Brand loyalty depends on how customers experience the product and the brand. A strong, positive association with the brand can lead to repeat customers over time. For example, if customers see a jewelry line as the epitome of effortless chic and sustainability, they may return for repeat purchases because it aligns with their style and values.
This stimulates sales.
Consumers who have a positive impression of a company are more likely to visit the business. How consumers perceive a brand and its reputation significantly influences their purchasing decisions. More than half of adults surveyed agreed that a brand’s reputation is critical when deciding whether to purchase a product.
This sets you apart from your competitors.
In a crowded environment, a strong brand association can be a critical differentiator. If consumers know what a brand stands for—whether it’s a bold, rugged aesthetic, an endorsement from their favorite actor, or innovative fragrances inspired by the natural world—they’ll understand why they should choose it.
Types of Brand Associations
Consumers can associate a brand with emotions, words, images, and more. Here are some common types of brand associations:
Based on personality traits
You can create a strong, positive brand association based on personality. Brands founded by famous celebrities can also benefit from this connection.
Based on benefits
Creating benefit-based associations involves drawing attention to what the product does and how it can improve lives.
Based on interests
To create interest-based brand associations, a company can use a brand strategy that will spark interest in the target audience. Think about what will resonate with the target audience - you can try secret sales, pop-ups, parties and other special offers and events that will help cement positive associations in the minds of consumers.
Result orientation
You may want customers to focus on intangible characteristics and attributes. Customers may perceive a brand as cool and inspiring, stately and luxurious, or dynamic and sporty. You can use the physical product and advertising to create attitude-based associations and improve customer service, website usability, and packaging.
Attributive approach
Attribute-based brand associations are linked to the actual characteristics of products or services.
How to create positive associations with a brand
Develop a plan to combat negative associations
Creating positive brand associations requires developing a clear marketing and branding strategy. Here's how:
1. Create a clear brand style
You need a clear brand identity to stand out from the competition. This includes logos, packaging, branding, and typography. For people to have a clear image of your brand, they must first be able to pick it out from the crowd.
2. Make a list of associations you would like to develop
Try to use both specific and general associations. General associations can be attributes such as luxury or high cost, while specific ones can be handcrafted, floral design or a memorable logo.
3. Create a brand association map
A brand association map helps you visualize the different associations consumers have with a brand. You place the company name in the center of the diagram and the associations in a circular area around it. The closer the association is to the center, the stronger its connection to the brand.
4. Develop a coherent marketing strategy.
Develop a marketing strategy that highlights the desired brand associations. Be consistent across all aspects of the brand—your website, packaging, logo, celebrity endorsements, social media videos, and TV ads should all reinforce the same strong brand associations.
5. Develop partnerships to strengthen associations
Collaborate with people who are relevant to the brand and can bring attention to the desired brand associations.
6. Develop a plan to combat negative associations
Not all associations are positive—negative reviews, whether justified or not, can affect how customers perceive a company. Develop a crisis management plan to deal with negative press, as well as a long-term policy for less immediate but often more persistent associations you’d like to change.