The only truth is that bad advertising can draw attention to your brand and expand your reach.
However, the first impressions (and any impressions) after that may last.
Therefore, if your brand is associated with negative traits and concepts, this perception can be difficult to change.
Here you will learn what a brand alliance consists of and how to create a positive one.
What is a trademark association?
Brand relationships refer to business-related characteristics, traits, emotions, or concepts. Typically, this comes to the consumer’s mind when it comes to the brand, and it may not accurately reflect the company.
Brand association is influenced by several factors, including:
- Brand identity and messaging
- Brand assets, such as logo and colors
- Customer experience
- Product and service quality
- Presence on social media
You’ll notice that most of these factors are controlled by the brand itself, which is good news. This means that brands play a key role in how consumers perceive them.
It also means that if the relationship with your brand is not very positive, you have the potential to change it.
Examples of brand alliances
Here are some common examples of a trademark association.
Charmin – bears, soft, toilet paper
Google – Search, answers, information
Wikipedia – information, biography
Anima Iris – Luxury, black excellence
Canva – Graphic design, simple, templates
Barbancourt rumm – quality, haiti, classic
As you can see, most connections are a mixture of services or products that a company can offer with certain features and concepts. It is hoped that the connections made to your brand will be both accurate and positive.
If you find that this is not the case, you may need to conduct some consumer research and work to build a stronger messaging around your brand.
Brand Association Map
The Brand Association Map is a visual representation of the attributes and concepts associated with your brand. You can also use it to identify threats and opportunities and against competitors.
With the Brand Association Card, you can quickly identify the words that are closest to your trademarks and that are closest to you based on your inner circle.
For example, the image above focuses on Nike. This shows that the two biggest links with the brand are: “Adidas”, a competitor and “shoes”.
Then you have the term “comfortable,” which is more closely related to Nike than the word “long-lasting.”
This can be a great start to identify where your brand currently stands in the eyes of consumers and to start changing your brand and marketing strategy.
If Nike wants consumers to see it as a long-lasting brand rather than creating comfortable clothing and footwear, it can use this information to create messages around the concept with targeted campaigns.
If it’s not clear what consumers associate with your brand, conduct a survey.
First, you need a number of respondents who know your brand. This can involve consumers at every stage of the buyer’s journey, from the point of sale to the customer.
Then ask respondents to provide terms that they associate with your brand. You can collect these answers with both open-ended questions and a list of questions. You can then ask respondents to rank the terms by proximity to your brand.
Alternatively, if you already have a list of positive, neutral, and negative attributes associated with your brand, you can use them to design your survey and engage your competitors.
Once you’ve collected, cleaned, and analyzed your data, you can visually represent your connections to create a brand association card.
How to create a positive brand connection
- Do you have a solid branding strategy.
- Review all customer touch points.
- Think about your partnerships.
- Identify threats to your brand.
- Do you have a crisis management plan.
1. Do you have a solid brand strategy.
Your branding strategy is a key pillar of creating a positive brand association.
For starters, you want to have a strong brand identity. It means knowing your mission, values, personality, unique brand positioning and voice. If there is not much clarity in them, you can leave consumers to make their own opinions, which may not be accurate or favorable.
Your brand identity then affects your brand assets, namely your logo and brand colors, which tell the story of your brand.
You then have a messaging that highlights the value you offer, conveys the benefits of your brand, and should set you apart from the competition.
In addition, you have your brand voice, which is how you interact and impress your audience. This is one of the most specific factors that affects your brand association.
When your brand voice is friendly, warm, and young, it means the concept, feelings, and traits that your audience associates with your business.
2. Review all customer touch points.
Think about how you interact with your target audience.
On the web, this includes social media, your website, email, chat and even business review sites.
How you care for your community can play a big role in how they look at you. The same goes for how you approach dissatisfied customers who express their concerns on social media or those who ask questions.
When offline, it looks like phone conversations, face-to-face meetings, and in-store communication.
To make sure your brand does its best, make sure you have proper training in customer communication.
The better your customer service and relationship management, the better your reputation will be – that is, positive brand connections.
3. Think about your partnerships.
The trademarks and influencers you partner with are also reflections of your trademark.
Nowadays consumers expect brands to be more vocal social and political issues. It also means voting when employees or external partners behave socially unacceptable.
As a result, we see brands breaking ties with celebrities and celebrities with whom they have had ongoing marketing campaigns.
As such, be selective about who you work with.
4. Identify the threats to your trademark.
After strengthening our brand strategy, more work is needed.
You need to be proactive in identifying and neutralizing threats to your brand. This can happen on a small or large scale.
At small, this may seem like a response to a negative review Yelp. To a large extent, this may be a response to your company’s discrimination notices.
Social monitoring and listening are important when keeping an eye on the ball and when making a threat to your brand when making a plan.
5. Have a crisis management plan.
You have identified a threat to your brand. What now?
If this is a high risk, you will probably need to refer to your own crisis management plan.
When a crisis happens, every minute counts. You want to run a narrative to ensure that your brand is not seriously damaged or exposed to long-term setbacks.
With that in mind, create an early plan with workable steps to solve problems, resolve them quickly, and improve relationships.
Creating a positive brand connection is an endless process as your business grows and develops. The great news is that the biggest factor influencing your brand alliance is you.