When it comes to marketing, the brand association is a simple concept of providing consumers with an association in which they can identify. If you’re promoting a new adult watch, for example, a campaign featuring younger millennials modeling the watch won’t make the right impression on your target audience.
Brand associations are images and symbols that pop to mind when a person thinks about a brand, such as “simple” for Apple, “classic” for Coca-cola, or “athletics” for Nike. But of course, some associations run deeper than others. Like when you think of Apple, you do not only think of simple, but also innovative, great designs, and high-quality cameras. When you think of Facebook, you also think of color blue, like an emoticon, friends, messengers, Mark Zuckerberg, memes, and so on.
So, what exactly is the meaning of brand association?
Whenever a business’s characteristics become ingrained in the heads of its consumers, this is referred to as brand association. The brand association seeks to present a brand with excellent features. A corporation’s image and credibility improve as a result of brand association. Finally, it increases consumer perception of the brand’s worth.
The Important Aspect of Brand Association
One great important aspect of creating brand association is to be able to mark your brand. Otherwise, society will, and they most likely end up in a negative association. Every brand has positive and negative associations, but you have to make sure that the brand’s positive association is much greater and popular.
If a brand has a negative association, most consumers won’t trust it and will stop purchasing. Effective brands, on the other hand, build associates with people, places, things, and emotions to inspire behavior. People are more likely to purchase your product or engage with your brand if it has positive associations for them. People remember brands. The mind is a network, not a collection of data. Concepts are connected in such a way that when you think of one thing, you unconsciously think of others.
A thoughtful and strategic brand manager or entrepreneur may create brand partnerships that help them achieve their objectives. An example of this would be associating Tiger Woods with the brand of Nike or associating a makeup line with the most beautiful girl in the world. These associations can be reciprocal as well, wherein the models are the ones who make people remember certain brands and vice versa.
It may appear simple at times, but it is true. Consider a time when a brand affiliation affected your purchase. You probably didn’t feel deceived into buying something; instead, you were delighted to do so based on this association. This scenario of a brand association is another brand strategy example.
Given this, it’s necessary to generate strategies that create strong brand associations. You can purchase ad read the best branding books in the market and even watch videos that can help you. But before you go there, let me tell you that there are good and bad ways to do this, so let’s make sure you’re on the right track. If you are planning to build your brand association, you might want to keep these next ideas in mind:
3 Essential Ways in Building Brand Association
- Visual Design
Visuals are an important aspect of brand branding and one of the most powerful ways to create a strong connection. This is likely because many ads can use a variety of symbols and patterns while using a fragrance would be difficult in many mediums.
The idea is to position a logo, design, symbol, or visual element so that it induces nostalgic, happy memories.
Part of it is figuring out who your target audience is, and another part is figuring out what kinds of visuals work best. Recognize how cartoon and friendly characters always appear on the packaging of children’s toy companies.
A perfect example of a visual brand association campaign is Coca-Cola’s drawn Santa Claus. Santa Claus is one of the visual elements used by Coca-Cola to create a connection between the brand and the positive attributes it wants consumers to associate with it.
Coke was able to persuade customers to associate all of their positive feelings about the winter season and holidays with consuming Coca-Cola by gaining this association. As such, what makes that visual branding so powerful?
First, when people think of Santa, they also think of joy, nostalgia, celebration, authenticity, and tradition. Second, the color of red and white is both applicable to Santa and Coca-cola. It’s important to remember that not all attempts can succeed. Pepsi colors just don’t fit with a red Santa the way the Coke colors do.
Personification is more applicable to brands with inanimate goods, but with enough imagination, many brands may use it. It is a technique where a brand attempts to associate their product with a personality
This brand association is the act of giving something nonhuman human traits and characteristics. It is a large part of the brand image. An iconic example of this is Wilson, the volleyball that Tom Hanks befriends in the movie ‘Castaway.
Personification is successful because it alters viewers’ perceptions of objects and establishes emotional relations where none previously existed. It also allows for more direct communication between the once-inanimate object and consumers.
Apple’s “I’m a Mac” advertisement was one of the earliest examples of brand personification. Rather than comparing their physical machine to a PC, they ran an advertisement featuring two humans who were personified versions of the machines. This way, they gave their lifeless product life, as well as humor, intelligence, youth, and personality.
It’s also necessary to pay attention to how brands communicate and what language they use. It may sound familiar or down-to-earth American, it may sound like your next-door neighbor, it may sound mysterious, or maybe somebody you’d like to be.
It is possible to establish a brand association simply by using the appropriate language in each campaign.
For example, if you want to link your brand to boxing, a language representative of the sport would be ideal. Terms knockout, punch, block, etc. should be prevalent in your ads. Consider how this vocabulary affects your brand persona, as well.
It’s easy to see how a brand can be transformed by using innovative words and vocabulary. Consider how you might be able to improve your language.
Being specific and direct about the brand associations you want to create can be a big help in developing a memorable brand. Most companies build brand associations over time by operating for many years, then deducing what people associate with their brand and gradually changing it. Brand value can be effectively built by operating, engaging, and promoting in a way that creates desirable associations.
Jess Torres, a blogger and self-proclaimed lover of food, is the woman behind WellnessFit. When not writing, she enjoys exercising and exploring the outdoors with her dogs.