The word association game

How did a sugary energy drink come to be associated with extreme sports?

When you think of Red Bull, images of cliff diving, motorbike racing, and wingsuit flying likely spring to mind. You might think of adrenaline, excitement, and living on the edge. You might even feel energized in your body.

This is no accident—this is brand association, perfected.

Brand association works like a word association game: it’s the first thing that comes to mind when you hear a brand name. It could be a product or service, or something less tangible like a feeling or concept.

Here are a few examples:

• Red Bull: Energy drink, wings, extreme sports
• Coca-Cola: Soft drink, Christmas, classic, the color red
• Disney: Animation, Disneyland, magic, nostalgia
• GoPro: Weather-proof camera, travel, adventure
• Templafy: Document automation, tech, innovation

The goal is to ensure that the words tied to your brand are not only positive, but instantly recognizable and unmistakably clear.

Ready to sharpen your brand association? Let’s make like a Red Bull athlete and dive in.

What is brand association?

Brand association refers to the qualities, emotions, or concepts that consumers connect to a brand. These associations are often built over time, and are shaped by consumer experiences and marketing efforts. 

If they align with your brand’s values and are positive, they help build trust and loyalty. If they don’t, it’s time to revisit your messaging to ensure it’s clear, consistent, and compelling.

Several factors influence brand association, including:

• Your brand’s core identity and messaging
• Visual elements like logos, colors, and design
• The overall customer experience
• Product quality and service
• Customer reviews and recommendations
• Public reputation
• Marketing and advertising campaigns
• Social media presence

The good news is that most of these factors are under your control, which means you can actively influence how consumers perceive your brand.

Not all publicity is good publicity

But what happens when it all goes wrong?

When things go south, negative publicity can quickly harm a brand’s reputation. Bad press doesn’t always mean more attention—it can erode trust and push customers away. 

Take United Airlines, for example. When a passenger was forcibly removed from a flight in 2017, the backlash was fast and damaging. In fact, United Airlines’ stock value dropped by nearly $1 billion in days (source: BBC).

This shows the importance of actively managing your brand’s public image. Negative publicity, if not addressed swiftly, can be costly to more than your brand’s reputation.

What is a brand association map?

Image source: Nike vs. Under Armour

A brand association map helps companies identify which terms and concepts consumers connect with your brand. They work by placing the most highly associated words in the centre, so you can visualize how closely your brand association matches your brand goals. 

If you’re unsure how your brand is currently being perceived, a consumer survey can provide valuable insights. Here’s how:

1. Select respondents familiar with your brand.
2. Ask them to list the terms they associate with your brand, and rank them in order of importance.
3. Analyze the results and create a brand association map to visually represent those insights.

This map will help you make informed decisions about how to adjust your branding and messaging to better connect with your audience.

Ready to improve your brand association?

Start aligning your brand across all touchpoints today with Templafy. Get in touch with us to see how we can help you automate your documents and elevate your brand.