[{"data":1,"prerenderedAt":74},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-brand-association":20,"i-material-symbols:person-outline":68,"i-material-symbols:calendar-month":70,"i-mdi:schedule":72},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":41,"relatedPosts":46},"post",34935,{"id":24,"name":25},"author-0301142015","Canto","2020-06-22T09:11:32","2026-05-11T19:27:07","Positive brand association: How to build it, protect it, and make it drive sales","brand-association","Achieving positive brand association (with examples)","Brand association is a chance to show your features and values to consumers. Use this guide to create effective brand associations at all times.","What is positive association? Positive association is the favorable mental link consumers form between a brand and desirable qualities, emotions, or experiences. These connections are built through consistent visual identity, messaging, and cultural signals, and directly shape purchase intent and brand loyalty. Brands that build strong, positive associations benefit from faster recognition, stronger word of […]","What is positive association? Positive association is the favorable mental link consumers form between a brand and desirable qualities, emotions,...","\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--what-is-positive-association\">What is positive association?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Positive association is the favorable mental link consumers form between a brand and desirable qualities, emotions, or experiences. These connections are built through consistent visual identity, messaging, and cultural signals, and directly shape purchase intent and brand loyalty. Brands that build strong, positive associations benefit from faster recognition, stronger word of mouth, and a competitive edge at the moment of purchase.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>\u003Ca href=\"\u002Fglossary\u002Fbrand-management\u002F\">Brand management\u003C\u002Fa>\u003C\u002Fstrong> is the continuous practice of shaping how audiences perceive, experience, and trust your brand, including the management of logos, imagery, colors, voice, messaging, and differentiation.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Check out our \u003Ca href=\"\u002Fblog\u002Fbranding-guide\u002F\">branding guide\u003C\u002Fa>. Also, check out our video insights on brand association below:\u003C\u002Fp>\u003Ccto-video-player vid=\"kRmJTJ9CHpg\" platform=\"youtube\">\u003C\u002Fcto-video-player>\u003Ch3 class=\"wp-block-heading\">Some key examples to consider\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">For some, a logo might be the brand element they most associate with. For others, it might be a celebrity. Note that a human brand association is much more dynamic than a logo. Sure, a logo might get changed or, by no fault of its own, eventually mean something new (like the peace sign or a thumbs-up).\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">However, a celebrity or other type of human brand association is more likely to change, for better or worse. Many people think ‘Flo’ when they hear about the company Progressive, ‘Jan’ when they see a Toyota symbol or Jeff Goldblum when they think of buying a new apartment.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">These are powerful brand associations to create, but they are destined to change. People age, make new decisions with their lives and create new personas. This has the potential to damage a brand with a negative association. For example, a popular human brand association was once Jared and Subway.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190830\u002Fbrand-association-60.jpg\" alt=\"Two circle graphs about association.\" class=\"wp-image-48744\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190830\u002Fbrand-association-60.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190830\u002Fbrand-association-60-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">These examples give us a good understanding of why creating brand associations is so important. Let’s take a look at some direct benefits brand association creates.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--the-simplistic-yet-drastically-important-aspects-of-brand-associations\">The simplistic, yet drastically important, aspects of brand associations\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Consumers are likely to interact with your brand if it builds unique, creative and positive associations with them.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">These associations can be reciprocal as well. For example, watching a golf tournament Tiger Woods is playing in might make you think of Nike products. Similarly, seeing a Nike hat at the store might make you think of Tiger Woods.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"575\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191616\u002Fbrand-association-42.jpg\" alt=\"Pro golfer Tiger Woods.\" class=\"wp-image-46043\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191616\u002Fbrand-association-42.jpg 1000w, \u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191616\u002Fbrand-association-42-450x259.jpg 450w, \u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191616\u002Fbrand-association-42-768x442.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">This type of reciprocation drives sales and keeps brands on the mind.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">It sounds simplistic sometimes, but it has validity. Think of a time when your purchase was influenced by a brand association. Chances are you didn’t feel tricked into buying something, rather, you were likely happy to make the purchase based on this association.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Knowing all this, it’s important to construct campaigns that build powerful brand associations. There are right and wrong ways to do this, so let’s make sure you follow the right path.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--necessary-foundations-to-build\">Necessary foundations to build\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">The following are some key ways to attempt to build your own brand associations:\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">1. Visuals\u002Fdesigns\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">“\u003Cem>Math is easy; design is hard.\u003C\u002Fem>” Jeffrey Veen\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Visuals are one of the most effective ways to build a strong association and are a large part of \u003Ca href=\"\u002Fblog\u002Fbrand-identity\u002F\">brand identity\u003C\u002Fa>. This is probably because a lot of advertisements are able to put forth different symbols and designs, whereas using a scent would be tough in many mediums.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The idea is to position a logo, design, symbol or visual element so that it induces nostalgic, happy memories.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Part of this is understanding the target audience, while part of it is understanding what types of visuals work best. For example, notice that brands that promote products for kids usually have things like cartoon animals and friendly characters on the packaging.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">One powerful example of visual brand association campaigns is \u003Ca href=\"https:\u002F\u002Fwww.bigcommerce.com\u002Fblog\u002Fhow-coca-cola-used-santa\u002F\" target=\"_blank\" rel=\"noopener\">Coca-Cola’s drawn Santa Claus\u003C\u002Fa>. Their packaging, cans and bottles had cartoon Santas, as well as other festive, seasonal elements such as falling snow.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"383\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191011\u002Fbrand-association-56.jpg\" alt=\"A Santa Coca-Cola ad.\" class=\"wp-image-47745\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191011\u002Fbrand-association-56.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191011\u002Fbrand-association-56-450x287.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Gaining this association meant that Coke was influencing consumers to link all their happy thoughts about the winter season and holidays with drinking a Coca-Cola.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">It’s important to note that not every attempt will be successful. If Pepsi tried to replicate this design campaign, drawing Santa and snow onto each of their packages and products, it would likely flop. The Pepsi colors just don’t fit with a red Santa the way the Coke colors do.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Understand and respect your own limitations, because they will play a big role in overall success.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">2. Language\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">It’s often possible to create a brand association by simply using the right type of language within each campaign.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">For example, if you want to link your brand to boxing, a language representative of the sport would be ideal. Terms knockout, punch, block, etc. should be prevalent in your ads. Consider how this vocabulary affects your \u003Ca href=\"\u002Fblog\u002Fbrand-persona\u002F\">brand persona\u003C\u002Fa>, as well.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Also, the language should meet at least a level of semblance tone-wise that indicates the campaign is from a boxing-informed brand.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The best way to assure you’re addressing this correctly is by confirming if you’re using the right vocabulary and if the tone is working. If these two things are adhered to, as well as \u003Ca href=\"\u002Fblog\u002Fbrand-consistency\u002F\">brand consistency\u003C\u002Fa>, things should be fine.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Here are a few popular campaigns that used language in order to create a powerful brand association:\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>1. \u003Ca href=\"https:\u002F\u002Fblog.anthonythomas.com\u002Fata-blog\u002Ftaste-the-rainbow-with-skittles-marketing-campaign-review\" target=\"_blank\" rel=\"noopener\">Taste the rainbow – Skittles\u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The multi-colored candy is associated with a beautiful rainbow, thanks to the genius language and phrasing of the ‘taste the rainbow’ campaign.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"540\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191616\u002Fbrand-association-43.jpg\" alt=\"A Skittles candy ad.\" class=\"wp-image-46045\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191616\u002Fbrand-association-43.jpg 1000w, \u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191616\u002Fbrand-association-43-450x243.jpg 450w, \u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191616\u002Fbrand-association-43-768x415.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>2. \u003Ca href=\"https:\u002F\u002Fmedium.com\u002Ftheagency\u002Fthe-ad-that-changed-advertising-18291a67488c\" target=\"_blank\" rel=\"noopener\">Think small – Volkswagen\u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Volkswagen’s creative use of language sparked associations between their vehicles and a convenient or ‘right’ size.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"489\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191615\u002Fbrand-association-41.jpg\" alt=\"A Volkswagen car ad.\" class=\"wp-image-46047\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191615\u002Fbrand-association-41.jpg 1000w, \u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191615\u002Fbrand-association-41-450x220.jpg 450w, \u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191615\u002Fbrand-association-41-768x376.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">It’s clear to see how creative language and vocabulary can transform a brand. Think of ways your language could change for the better.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">3. Personification\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">This is most relevant to brands that have inanimate products, but enough innovation could allow for many brands to use personification.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Personification is the act of giving something nonhuman human traits and characteristics. It is a large part of \u003Ca href=\"\u002Fblog\u002Fbrand-image\u002F\">brand image\u003C\u002Fa>. An iconic example of this is Wilson, the volleyball that Tom Hanks befriends in the movie ‘Castaway’.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"383\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191012\u002Fbrand-association-55.jpg\" alt=\"Wilson from the movie 'Castaway'.\" class=\"wp-image-47743\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191012\u002Fbrand-association-55.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191012\u002Fbrand-association-55-450x287.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Personification is effective because it changes the way audiences view items and creates emotional connections where it seemed impossible. It also allows for a more direct communication between the once-inanimate object and consumers.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">One of the best uses of personification by a brand was the \u003Ca href=\"https:\u002F\u002Fwww.fastcompany.com\u002F3026521\u002Fapples-famous-ads-created-an-im-a-mac-effect\" target=\"_blank\" rel=\"noopener\">‘I’m a Mac’ campaign\u003C\u002Fa> by Apple. Instead of comparing their physical computer with a PC, they simply ran an ad with two humans who represented personified versions of the computers.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This way, they gave their lifeless product life, as well as humor, intelligence, youth and personality.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Keep these different ways to create positive associations in mind during your next campaign.\u003C\u002Fp>\u003Ccto-card blue=\"true\" shadow=\"false\">\u003Cp class=\"wp-block-paragraph\">Note: It should be pointed out that forcing a brand association isn’t always going to work. Your audience isn’t stupid and their brains aren’t susceptible to a caveman approach. If I run campaigns that have Tiger Woods standing next to a football, people won’t forever associate the longtime golfer with a sport he doesn’t play.\u003C\u002Fp>\u003C\u002Fcto-card>\u003Ch2 class=\"wp-block-heading\" id=\"toc-4--the-negatives-and-how-to-recover-from-them\">The negatives and how to recover from them\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Companies do everything they can to create brand associations, but they aren’t able to control the outcomes. No matter how good of intentions you have going into it, sometimes a negative brand association is inevitable.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This is a huge problem when it happens, since it means customers will choose competitors over you.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">So, why does this end up happening? The answer lies in the information outlets available to everyone. There are so many ways for consumers and the media to relay information and form whatever opinions they want about a brand. This is just the reality, there is no changing it.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"294\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190830\u002Fbrand-association-61.jpg\" alt=\"An infographic about social media.\" class=\"wp-image-48746\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190830\u002Fbrand-association-61.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190830\u002Fbrand-association-61-450x221.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Even though this is an unavoidable possibility, there are ways to reduce the chances of it happening. The first way is simple: work hard to create positive brand associations. The more active we are in this process, the less chances of a negative association forming.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The second way to prevent a negative association is by being aware of current events and maintaining strong quality control.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">There are plenty of harmful associations – you probably can think of a few off the top of your head. Consistency is the key to avoid becoming one of the unfortunate brands caught up in a bad situation.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-5--ready-to-get-started-let-s-begin\">Ready to get started? let’s begin!\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Now that you have a handle on brand associations, it’s time to begin building your own. Figure out your brand’s current associations to get a foundational understanding. Next, come up with other things you’d like consumers to associate with your brand.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">With these goals set, you’ll be able to work with your teams to create the ideal brand associations. Remember to be consistent and keep the main principles in mind throughout the process. Good luck!\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"850\" height=\"250\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post.png\" alt=\"CTA image promoting a free guide titled "The Essential Guide to Brand Management," featuring a stylish woman in a cream sweater, color swatches, and UI elements that reflect digital brand management tools.\" class=\"wp-image-70168\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post.png 850w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post-450x132.png 450w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post-768x226.png 768w\" \u002F>\u003C\u002Ffigure>",7,{"url":37,"url_md":37,"alt":38,"height":39,"width":40},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191617\u002Fbrand-association-40.jpg","A man writing a brand map on a board.",220,350,[42],{"id":43,"slug":43,"title":44,"path":45},"branding","Branding","\u002Fpost-category\u002Fbranding\u002F",[47,54,61],{"featuredImage":48,"postId":49,"slug":50,"title":51,"description":52,"path":53},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19190022\u002Fbrand-activation-13-450x263.jpg",52419,"brand-activation","What is brand activation? Principles to ignite your brand","Some brands are metaphorically stuck alone in a dark corner, where no one can see them. Brand activation is a bright light. Let’s make sure your brand is shining.","\u002Fblog\u002Fbrand-activation\u002F",{"featuredImage":55,"postId":56,"slug":57,"title":58,"description":59,"path":60},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19190710\u002Fbranding-blogs-13-450x263.jpg",40108,"branding-blogs","7 simple branding blog strategies with some examples to boot","Don’t let the amount of branding information available overwhelm you. Here are seven branding blogs that give you all that you need.","\u002Fblog\u002Fbranding-blogs\u002F",{"featuredImage":62,"postId":63,"slug":64,"title":65,"description":66,"path":67},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F03\u002F19190542\u002FYoutube-brand-profile-9-450x263.jpg",42438,"youtube-brand-profile","The art of building a YouTube brand profile","YouTube has changed, and hopefully your brand profile has changed with it. Use this guide to make sure the competition hasn’t passed you by.","\u002Fblog\u002Fyoutube-brand-profile\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":69},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":71},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":73},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1789880513079]