Here, we’ll teach you five ways that you can make sure you not only craft a positive brand association but maintain it long-term.
What is Brand Association?
Brand association is the type of thoughts that pop into people’s minds when they think about your brand. For example, when you think about Mercedes-Benz, you might think of the words “luxury” or “elegance,” UAE Phone Number whereas if you think about a Volvo, the first thoughts you might have are about Sweden and safety.
People can associate both good and bad things with your brand, i.e. positive and negative associations. McDonald’s, for example, is often associated with unhealthy food and problematic farming practices, while Crest is associated with healthy teeth.
Ensuring that people associate good things with your brand is an important part of maintaining profitability and customer loyalty.
How to Build and Maintain a Positive Brand Association
Let’s jump right into it: here are five ways to make sure your brand holds a special place in your audience’s hearts.
1. Begin With Creativity
Brand association is closely linked with how your business is positioned within the market. If your brand doesn’t have anything unique about it, it will be hard for it to have any associations whatsoever. For people to attach connotations to your business, you first need to make sure it stands out in some way.
To do that, you’ll need to get creative. People are more likely to remember unique and creative branding and advertising campaigns — just think about how hearing the name GEICO stirs up images of that lovable Australian gecko, Martin.
Being creative is hard, but here are a few tricks. First, brainstorm the types of associations you want your brand to have: do you want to be known as eco-friendly? Healthy? Safe? Ethical? Friendly?
Next, think of ways to portray your company in that way without necessarily saying it outright. Creating characters can be a great way to do this as they tend to stick around in people’s minds.