Cole Don Media

Brand Association

As a digital marketing agency, we at Cole Don Media are always on the lookout for new and innovative ways to help businesses grow. One of the key strategies we use to establish a strong brand identity is brand association.Now, you might be thinking, 'What in the world is brand association?'. In simpler terms, brand association is all about making your brand memorable and recognizable. It's about creating a positive and lasting impression on your target audience, so that when they think of a certain product or service, your brand is the first thing that comes to mind.

Types of Association

Let’s talk about the different types of association that can help define a brand’s identity.

Attribute-based association focuses on the physical characteristics of the product, while benefit-based association highlights the advantages of using the product. Personality-based association is all about creating a brand personality that resonates with consumers, while attitude-based association centers around the values and beliefs of the brand. Lastly, interest-based association targets specific audiences that share a common interest with the brand.

Let’s dive deeper into these subtopics and discover how they can help shape your brand’s identity.

Attribute Based

When considering a product or service, you often associate certain characteristics and features with it, such as quality, value, innovation, reliability, or even physical attributes like packaging, shape, and colors.

This is where attribute-based brand association comes into play. Positive brand association can make all the difference when it comes to consumer decision-making.

For example, when you think of Nike, you might associate the swoosh logo with quality, innovation, and athleticism. These attributes help reinforce Nike’s position as a leading athletic brand, and may even influence your decision when it comes to purchasing athletic wear.

It’s important for brands to consider all aspects of their message, from their logo to their marketing campaigns, in order to establish a positive brand association and avoid any negative associations that may harm their business.

Benefit Based

Associating benefits that consumers can gain with a product or service is at the core of benefit-based branding. This can range from functional attributes like durability or ease of use to more emotive connections like generosity or modernity. By building a positive brand association, businesses can create a strong brand voice that resonates with their customers.

Benefit-based brand association examples include Body Shop’s promotion of non-animal tested products or Unilever and Proctor & Gamble’s use of recyclable packaging to promote social responsibility. Positive associations with a brand can also lead to increased customer loyalty and higher sales.

As consumers, we are more likely to choose a brand that we have a positive connection with and believe will provide us with the benefits we desire. Therefore, it’s important for businesses to focus on types of brand association that will create a positive perception of their brand.

In the next section, we’ll explore how personality-based branding can further strengthen a brand’s connection with its customers.

Personality Based

Blasting off to new heights, personality-based branding adds a unique flavor to a business, like a secret ingredient that makes it stand out from the competition.

By associating positive emotional attributes with your brand, customers relate your brand to something that they want to be a part of. This is why it’s crucial to have a strong brand identity that people can associate with.

A well-crafted brand identity not only helps in building a positive brand message across various marketing channels but also ensures that consumers perceive your brand as a trustworthy and reliable one.

When building a positive brand message, it’s essential to choose a personality that aligns with your brand values. The character or celebrity should embody the brand’s positive attributes, and their association should feel natural and authentic.

When done correctly, personality-based branding can create an emotional connection with the customers that goes beyond just a transactional relationship. It can make customers feel like they are part of something bigger, something that they can be proud of.

With personality-based branding, you can build a loyal customer base that supports your brand not just for the product it offers but also for the values and beliefs it stands for.

Attitude Based

Establishing a positive attitude towards a product or service based on customers’ experiences and the benefits they perceive is crucial in forming a favorable opinion of the brand.

This attitude-based brand association can be the difference between a loyal customer and a negative brand image. As a brand strategist, it’s important to build positive brand association by highlighting the brand assets and consistently communicating the brand message across all platforms.

By engaging with your brand and creating a positive emotional connection, customers will form a mental connection that will lead to a lifelong relationship. To build positive brand association, it’s crucial to understand the target audience and their interests.

By incorporating these interests into the brand identity and messaging, customers will feel a personal connection to the brand, leading to a positive attitude towards the product or service.

This interest-based approach can also expand the potential customer base by appealing to a wider audience.

Overall, attitude-based brand association is a powerful tool that can make or break a brand’s success. By focusing on building positive emotional connections and engaging with customers, a brand can establish a loyal following and achieve long-term success.

Interest Based

By associating your brand with something that your target audience is already interested in, we can build a positive emotional connection between your brand and your potential customers.

Here are some top examples of how interest-based brand association can help your business soar:

  • Product placement in movies and TV shows: Just like how Nike became associated with Tiger Woods, getting your product into a popular film or TV show can help consumers relate your brand to something they already love.

  • Sponsorship of events: Whether it’s a music festival or a sports game, sponsoring an event can help you build a strong brand association with the attendees.

  • Influencer partnerships: Partnering with an influencer whose audience aligns with your target audience can be a powerful way to engage with your brand.

  • Social media campaigns: Creating a social media campaign that taps into a popular trend or hobby can help you build a positive brand association with your target audience.

By associating your brand with something your target audience already loves, we can help you build a strong brand association that will keep your business top of mind.

But it’s important to remember that not all brand association is positive, which is why in the next section we’ll explore the difference between positive and negative brand association.

Positive and Negative

Positive brand association is like a warm hug from your best friend – it makes you feel good, safe, and loved. It’s the result of consistent messaging, quality products, and exceptional customer service.

On the other hand, negative brand association is like a bad breakup – it’s hard to shake off and can damage your reputation in the long run. It’s the result of poor communication, bad experiences, and lack of trust.

So, which one do you want for your brand?

Positive Brand Association

As brand strategists, we understand the importance of building positive brand association to establish a strong brand identity.

Customers are more likely to recall the brand and become an influencer when they have a positive experience with it. To achieve this goal, we use a brand association map to identify the key elements that make up a brand and endorse them in the right way.

Our team works hard to ensure that your brand message is communicated effectively across all platforms to build a positive brand association. Here are a few tips we use to achieve this:

  • Focus on the customer’s needs and wants to create a personal connection with them.
  • Use storytelling to create an emotional connection with your audience.
  • Consistently deliver quality products and services to gain trust and loyalty.
  • Use social proof to build credibility by showcasing positive reviews and customer feedback.

While building positive brand association is crucial, it’s also important to be aware of negative association that can harm your brand’s reputation.

In the next section, we’ll discuss steps to avoid negative brand association and maintain a positive image.

Negative Brand Association

It’s important to watch out for negative associations that can harm your reputation and make it harder for people to connect with your business. Customers relate your brand to their personal experiences, and if they have a negative association with your brand, they may subconsciously avoid it.

For example, if your company is associated with poor customer service, customers may avoid interacting with your brand altogether. Negative brand association can be detrimental to your marketing campaigns, as it can be difficult to evaluate the exact cause of the negative association.

It’s important to actively monitor and address any potential negative associations to prevent long-term damage to your brand reputation. Building positive brand association is just as important as avoiding negative association, as it can increase customer engagement and improve overall brand recognition.

Building a Strong Brand

To build a strong and recognizable presence in your industry, focus on developing a unique and consistent voice across all your marketing channels. Brand association helps customers relate your brand to a certain set of values, characteristics, and emotions. It’s important to think of the brand as a person and to develop a personality that will attract and retain customers.

Here are some things you need to know about brand association:

  • Plan early: Start thinking about your brand association as early as possible. Determine your brand’s core values and develop a brand messaging strategy that aligns with your business goals.
  • Consistency is key: Make sure your brand messaging is consistent across all channels, from social media to your website to your packaging. This will help customers remember and recognize your brand.
  • Be authentic: Your brand association should be a true reflection of your business and its values. Don’t try to create a false image to appeal to customers.
  • Emotion is powerful: The strongest brand associations are often emotional. Think about how you want your customers to feel when they think of your brand and develop messaging that evokes those emotions.
  • Be memorable: A strong and long-lasting brand association is one that customers remember even when they’re not actively thinking about your brand. Develop messaging and visuals that are unique and stick in customers’ minds.

Building a positive brand association can be a powerful tool in growing your business. When customers have a strong connection to your brand, they’re more likely to become loyal customers and recommend your business to others. By developing a clear brand messaging strategy and being consistent across all channels, you can create a memorable and long-lasting brand association that will help your business soar.

Now that we’ve covered the importance of building a strong brand association, let’s dive into some examples and actionable steps you can take to develop your own brand association.

Examples and Actionable Steps

Now let’s dive into some examples and actionable steps for creating brand association. Brand association helps customers relate your brand to something they already know and trust, making it easier for them to remember and choose your brand over competitors.

It’s important to think of the brand as a person with a unique personality and values, and to consistently communicate those traits through all marketing campaigns. One example of brand association is Nike’s famous tagline ‘Just Do It.’ This phrase has become synonymous with the brand and instantly brings to mind the image of a motivated athlete.

Another example is Coca-Cola’s iconic red and white color scheme, which has been used consistently for over a century to create a positive association with the brand. By creating these associations, companies are able to build a positive brand image that resonates with customers.

To create effective brand associations, it’s important to understand what customers need to know about your brand and what makes it unique. This can include factors such as product quality, customer service, or company values. Once you have a clear understanding of your brand’s identity, you can begin to incorporate it into all aspects of your marketing strategy.

By consistently communicating your brand’s values and personality, you can build a strong association in the minds of your customers. Brand association is important because it helps customers remember and choose your brand over competitors. By creating positive associations through consistent messaging and branding, companies can build a strong brand image that resonates with customers.

In the next section, we’ll explore the benefits of brand association and how it can help businesses achieve long-term success.

Benefits of Brand Association

If you want your business to stand out, you’ll be interested in the benefits that come from creating positive connections between your company and the things your customers already know and love. For example, if your company sponsors a local charity event, customers who attend will associate your brand with the positive experience they had at the event.

Similarly, if you use a popular celebrity to endorse your product, consumers may subconsciously associate your brand with that celebrity’s positive attributes. These connections can help your brand stand out in the marketplace and become part of consumers’ consideration set, leading to more sales.

Building a positive brand association is important for any business, but it’s particularly crucial for small businesses that are trying to compete with larger companies. By incorporating brand association into your marketing campaigns, you can differentiate your brand and build a loyal customer base.

Consumers think in terms of associations, so if you can create a positive one with your brand, you’ll be well on your way to success.


So there you have it, folks – the power of brand association! It’s like a secret weapon that can make or break your business.

By understanding the types of association, both positive and negative, you can create a strong brand that resonates with your target audience. With the help of Cole Don Media’s mad scientists, you can experiment with different strategies and push the boundaries of what’s possible.

Building a strong brand takes time and effort, but the benefits are worth it. A strong brand can help you stand out in a crowded market, build customer loyalty, and increase sales.

With the right mindset and approach, you can establish a brand identity that is unique, memorable, and most importantly, profitable.

Brand Association FAQ

We all know that our behavior as consumers is influenced by a variety of factors. But one thing that often gets overlooked is the power of brand association.

When we think of a particular brand, we don’t just think of the products or services they offer. We also think about the values and personality traits that are associated with them. And those associations can have a big impact on how we interact with that brand.

Whether we realize it or not, our perception of a brand can affect everything from our purchasing decisions to our loyalty over time. So if you’re looking to build a successful brand, it’s important to pay attention to the associations you’re creating and make sure they’re aligned with your goals.

Changing the perception of a brand might seem like an impossible puzzle to solve, but at Cole Don Media, we believe that no challenge is too big.

Whether it’s through a rebranding strategy or a shift in marketing tactics, we know that brand association can be changed once established.

As a team of strategists, we’re always experimenting with new ideas and finding ways to push the boundaries of what’s possible.

We ask the right questions and challenge the status quo, which allows us to come up with disruptive solutions that’ll take our clients’ businesses to new heights.

So if your brand needs a boost, we’re ready to blast off with growth solutions that’ll make sure your business reaches orbit.

When it comes to creating a strong brand, storytelling is everything. It’s not just about selling a product or service, it’s about creating an emotional connection with your customer.

By weaving a narrative that speaks to their values and aspirations, you can establish a rapport that goes beyond the transactional. At Cole Don Media, we’re all about crafting compelling stories that resonate with our audience.

Whether it’s through social media, video content, or blog posts, we’re always looking for ways to engage and entertain. After all, if you can make someone laugh, cry, or think, you’ve already won half the battle.

So, the next time you’re thinking about your brand strategy, remember that the power of a good story can take you places you never thought possible!

Let’s talk about cultural differences for a minute. We all come from different backgrounds and upbringings, which shape our perspectives and experiences. These differences can sometimes lead to misunderstandings or even conflicts, but they can also provide opportunities for growth and learning.

When it comes to brands, cultural differences can affect how people perceive and relate to them. What works in one country or region may not work in another. It’s important for companies to be aware of these nuances and adapt their messaging and strategies accordingly.

After all, a brand that resonates with one culture may fall flat with another. So let’s embrace our differences and learn from each other to create stronger, more inclusive brands.

We’re like a group of magicians, always pulling new tricks out of our sleeves. And just like a magician can have multiple tricks up their sleeve, a brand can have multiple associations.

It’s all about how you present yourself and what you want to be known for. You can be the fun and playful brand that also takes their work seriously, or the reliable and trustworthy brand that also knows how to have a good time.

The possibilities are endless, and it’s up to you to decide which associations you want to cultivate. So go ahead, be a brand with multiple personalities – just make sure they all work together in harmony.