How Brand Association Can Benefit Your Brand?
What is Brand Association?
Brand association is the co-relation of a brand with a certain concept that a consumer recalls when he comes across that brand.
The consumer recalls a brand by using the unique set of attributes, experiences, images, etc. that make the brand stand out. This unique set can include a concept, emotion, object, experience, personality, relation, human, thing, or image. It can be tangible or intangible. It can be directly related, indirectly related, or totally unrelated to brand’s offerings. But it is something that makes the customer remember and recognize the brand.
Importance of Brand Association:
Brand associations are a vital part of building a brand identity. It’s important because it:
- Helps customers recall a brand for the unique qualities it offers.
- Differentiates the brand from its competitors.
- Ensures customers of the quality it offers.
- Create a positive image of the brand/product.
- Be of great help while trying to launch a new product under the same brand.
Types of Brand Association
Attribution based brand association: Association based on attributes is one which rely upon the descriptive features of a product or brand. The features or attributes are physical elements and external aspects of product such as pricing, quality, appearance and packaging. All these heavily promoted by company in market which helps them to stand out in competition. Customers are easily able to recall brand and associate themselves with its products through these attributes.
Attitude based brand association: This type of association based upon the brand attitudes which is determined after doing an overall evaluation of brand by consumers. It is quite abstract and can be connected with specific lifestyle like environmental consciousness, fitness oriented etc.
Interest based brand association: Interest based association factor used by many companies for luring customers towards their range of products. The basic interest serves as the major parameter which enables in appealing the consciousness and intellect of customers. Company’s initially develops interest in mind of customers and then accordingly position their products such that they become the way for catering their interest.
Benefit based brand association: It is one where customers take into consideration the benefits of product or brand for associating themselves with it. Such benefits are functional in nature that can be related to a particular product or service. They describe the customer-wise feelings who are using the product as are of experimental nature.
Celebrity based brand association: Brand association by celebrity is one of the common type of association used by companies for promoting their products. Brand uses celebrity’s image for pushing the product in mind of customers. Celebrities are hired for promoting products and this way customers begin to associate celebrities with the marketing brand.
Strategies to build brand association:
Have a cohesive branding strategy
Having a brand strategy is essential to having positive brand association. To do this, create a strong brand identity by showcasing your brand’s mission, values, personality, voice and its unique brand positioning. Brand identity tells a story about your marketing brand through your logo and brand colors.
Nurture customer interactions
How you interact with your customers both online and in-person plays a big role in positive brand association. Carefully consider interaction you may have through social media, email, your website, in-person meetings and during phone conversations with consumers. The way you nurture your community influences how people view your digital company.
Build partnerships
It’s important to build relationships with other brands and influencers to help maintain a positive image of your brand. Consider being selective with you who collaborate with since this person may represent your brand and become the figure consumers associate with your company. It’s beneficial to partner with celebrities, public figures or other organizations that have similar interests.
Be proactive
It’s important to be proactive to prepare for situations that may affect your brand’s image and identity. For example, developing a crisis management plan can help maintain a positive brand image with social media communication and other issues that a company may handle. Having this plan allows you to identify and address any issues, resolve them quickly and repair relationships with digital consumers and business partners.