There is no one who does not want their brand, company, product, or even themselves to mean something special in the minds of others. And when asked, “What would you ideally want people to know about you or your brand?”, your answer includes brand associations.

What is brand association?

Every time we hear a brand name, specific images, thoughts, and emotions form in our minds. These mental and emotional connections are known as brand associations, and they play a decisive role in how we perceive a brand, remember it, and differentiate it from competitors.

These associations do not happen randomly. They result from the brand’s positioning strategy, communication, customer experience, and the perception shaped in the market. Any serious company that values and respects its brand has pre-determined the associations it wants its audience to connect with it.

By understanding and correctly shaping brand associations, a brand can establish a clear, desirable, and lasting position in the minds of consumers.

Look how simple it is in the example below. Without mentioning the brand name, you can identify which brand I am referring to just by looking at the brand associations.

Why are brand associations important?

Brand associations define how consumers perceive a brand and directly influence purchasing decisions. A brand with strong and positive associations:

• Differentiates from competitors: It creates a unique identity that sets it apart in the market.
• Builds trust and loyalty: Consumers emotionally connect with the brand and choose it repeatedly.
• Creates emotional value: More than just products and services, consumers buy into the ideas and feelings a brand evokes.
• Influences pricing perception: A brand with strong associations can support premium pricing and high perceived value.
• Enhances word-of-mouth marketing: When consumers have strong and positive connections with a brand, they are more likely to recommend it to others.

Brand associations and brand positioning

Brand associations do not work in isolation. They are the foundation upon which brand positioning is built—that is, the way a brand is placed in customers’ minds in a way that differentiates it from competitors and makes it more relevant to their needs and expectations.

Positioning is not just an internal decision of a company; it is how customers perceive the brand through specific associations. If these associations are weak or inconsistent, positioning fails, leaving the brand vague and without identity.

A brand’s positioning must be clear, easily understood, and emotionally strong to positively influence consumer behavior.

Case study: How we applied brand associations to major companies

At RISTART, we have worked with brands such as Misko, Kleemann, and Amila to reposition them in the market. For each of these powerful brands, the process began with a fundamental question: What do we want the brand to mean to its audience?

As you can see below, we start with the current brand associations and then transition to the ideal brand associations we want the brand to have in the future.

First, we conducted research on the internal and external environment of the brands to gather all the necessary information from their employees and customers. Then, after analyzing the data, together with the companies’ marketing managers, we identified the key associations we wanted to establish so that the new brand narrative contributing to its positioning would be clear and specific in the minds of consumers.

Based on this approach, we developed a strong brand storytelling framework that serves as the guiding strategy for all campaigns and communication efforts.

Our methodology: How we build strong brand associations

At RISTART, we follow a methodical approach to creating and strengthening the right brand associations. Our strategy is based on four key steps:

1. Analysis of existing brand associations

Before defining the desired associations, we assess the existing brand perception in the market. We use tools such as:

• Audience, employee, and competitor research
• Social listening & sentiment analysis
• Analysis of existing content

This helps us understand which connections consumers already have with the brand and which need enhancement or correction.

2. Strategic definition of desired brand associations

Taking into account brand equity, the marketing mix, brand dynamics, and the company’s new goals, we determine the key associations that we want to integrate into our strategy.

A key point to keep in mind when implementing this process is that brand associations should not exceed four to five at most.

3. Applying brand associations to the communication strategy

Once the key brand associations are defined, the next step is integrating them into the overall communication strategy. Brand positioning has no value if it is not consistently conveyed across all customer touchpoints.

To ensure that brand associations are communicated effectively to the target audience, we develop:

• Tagline and brand message framework: Defining the core messages that will reinforce the desired associations across all channels (advertising, social media, PR, website).
• Content strategy: Creating content that strengthens brand associations through storytelling, visuals, and emotional messaging.
• Marketing campaign concepts: Ensuring that every tactical marketing effort aligns with the defined brand associations to maintain consistency.

A successful brand storytelling approach relies on consistency and repetition of the right messages to build strong and lasting associations in consumers’ minds.

4. Evaluation and adaptation through insights and feedback

Brand associations are not static; they evolve with the market, competition, and changes in consumer behavior. That is why it is crucial to continuously assess the effectiveness of brand associations and adapt where necessary.

We use various tools and processes to measure and improve brand associations, including:

• Brand perception surveys: Regularly collecting data on how consumers perceive the brand and whether the desired associations are evident.
• Social listening & sentiment analysis: Monitoring discussions around the brand on social media and analyzing consumer sentiment.
• Analytics and engagement metrics: Evaluating audience interaction with the brand through digital marketing KPIs, such as engagement rate, share of voice, and conversion rates.
• Focus groups & qualitative feedback: Gathering deeper insights from small customer groups or internal teams to understand how associations impact brand perception.

Ongoing adaptation and flexibility are key to maintaining a strong and relevant brand presence in the market. Based on these insights, communication strategies can be optimized for even greater effectiveness.

Conclusion

Brand associations are the backbone of a strong brand positioning strategy. At RISTART, we do not see positioning as a static concept but as a living process that evolves constantly. Through systematic analysis, clear goal-setting, and consistent implementation, we create associations that make a brand unforgettable and unique in the market.

In a constantly evolving marketplace, only brands with strong and clearly defined associations survive and stand out.

Consumers have already created brand associations for your brand. The question is: Are they the ones you want?