![]() ![]() Visuals are one of the most effective ways to build a strong association and are a large part of brand identity. “ Math is easy design is hard.” Jeffrey Veen The following are some key ways to attempt to build your own brand associations: 1. There are right and wrong ways to do this, so let’s make sure you follow the right path. Knowing all this, it’s important to construct campaigns that build powerful brand associations. Chances are you didn’t feel tricked into buying something, rather, you were likely happy to make the purchase based on this association. Think of a time when your purchase was influenced by a brand association. It sounds simplistic sometimes, but it has validity. This type of reciprocation drives sales and keeps brands on the mind. Similarly, seeing a Nike hat at the store might make you think of Tiger Woods. For example, watching a golf tournament Tiger Woods is playing in might make you think of Nike products. These associations can be reciprocal as well. The simplistic, yet drastically important, aspects of brand associationsĬonsumers are likely to interact with your brand if it builds unique, creative and positive associations with them. Let’s take a look at some direct benefits brand association creates. These examples give us a good understanding of why creating brand associations is so important. For example, a popular human brand association was once Jared and Subway. This has the potential to damage a brand with a negative association. People age, make new decisions with their lives and create new personas. These are powerful brand associations to create, but they are destined to change. Many people think ‘Flo’ when they hear about the company Progressive, ‘Jan’ when they see a Toyota symbol or Jeff Goldblum when they think of buying a new apartment. However, a celebrity or other type of human brand association is more likely to change, for better or worse. Sure, a logo might get changed or, by no fault of its own, eventually mean something new (like the peace sign or a thumbs-up). Note that a human brand association is much more dynamic than a logo. ![]() Someone may say they are going to ‘google’ something in lieu of ‘look something up’.įor some, a logo might be the brand element they most associate with. Here’s one I created using the above language I used for Microsoft: A word cloud helps brands visualize what their audiences are talking about.Īnd when I think of Google, I often see it as a noun and a verb. A powerful way to visualize this is by creating a word cloud. Similarly, researching social data helps construct an idea of the types of things people are talking about when it comes to your brand. ![]() For example, when I think of Microsoft, I also think of the following: Of course, some associations will run deeper than others. Here are some popular brand association examples most people have: If you’re highlighting new sunglasses for adults, for example, a campaign with younger millennials modeling the shades won’t put the right association into your audience’s head. When it comes to marketing, brand association is a straightforward concept: give audiences an association they would connect with. It ultimately makes consumers aware of brand quality. Brand association builds value and equity for a company brand. The goal of brand association is to have a brand linked with positive attributes. Brand association is when company traits are rooted in customers’ minds. ![]()
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