The easiest way to remember anything is through connection and association—it’s how our brains are wired.
Think about how we remember things as kids: Italy is shaped like a boot, Saturn has rings like a hula hoop, and maybe you learned the colors of the rainbow with “ROYGBIV.” Even memory champions use this trick, building “mind palaces” that tie new facts to places or objects they already know. Our brains are wired to make connections between new ideas and familiar images.
Your brand works the same way.
Whether you realize it or not, people are constantly forming associations—feelings, ideas, even random experiences—that become shortcuts to your brand in their minds. The real question is: will you leave those associations to chance, or shape them on purpose?
Smart brands don’t leave it to chance. They use powerful cues—visuals, words, stories, experiences—to guide what people remember and feel.
Here are 9 types of brand associations you can use to shape how people see your brand, with real-world examples to spark your thinking.
The 9 Brand Association Types
1. Celebrity / Influencer
One of the fastest ways to give your brand some instant edge or borrowed authority is to link it to a celebrity or influencer. People love to “borrow” qualities from public figures they admire—so when a superstar is spotted with your product, his attributes bounce on your product too.
This move is luxury brand bread-and-butter: let’s be real, calling your product “premium” isn’t enough to make it premium. But show George Clooney in your ad, and suddenly, your coffee feels upgraded.
| Why use it? | Watch out for… |
|---|---|
| Adds instant credibility and glam | Can be pricey |
| Humanizes your brand | Ties your image to another person’s reputation |
| Taps into a ready-made fanbase | Feels fake if it’s not a natural fit |
Example:
Nespresso nailed this. Try picturing Nespresso without thinking of George Clooney—it’s tough. That association instantly gives off a smooth, high-end vibe.
But there’s a flip side: if your chosen face gets into trouble, your brand might suffer too (just ask Tiger Woods’ old sponsors).
A couple of twists to keep in mind:
- Micro-influencers work, too: You don’t need an A-lister. There are influencers in every niche with dedicated fans and built-in trust. Partnering with micro-influencers may not make your brand a household name, but it’s a great way to tap into specific communities and capture their audience. The trade-off? The impact is often more about direct sales than big-picture brand-building.
- Sometimes the personality is the brand: These days, some brands are built entirely around a personality, with the founder or owner front and center. Aviation Gin is a perfect example—Ryan Reynolds’ humor and charm are basically the whole brand vibe.
2. Founder
Some brands are almost inseparable from their founders. Whether they’re behind the scenes or constantly in the headlines, a founder’s personality, vision, and quirks can shape the entire company’s vibe. Their story becomes part of the brand’s story.
| Why use it? | Watch out for… |
|---|---|
| Gives the brand direction and soul | Founder’s mistakes = brand’s mistakes |
| Built-in story people remember | Risky if the founder leaves or gets “cancelled” |
| Makes the brand feel personal and relatable | Hard to separate the founder from the brand identity later |
Example:
Think of Steve Jobs and Apple—his obsession with design and innovation became Apple’s DNA. Or Elon Musk and Tesla: love him or hate him, his tweets can move markets. When a founder is deeply tied to a brand, their reputation (good or bad) becomes part of what people associate with the company.
Why it works:
A passionate founder gives a brand vision and soul. People love a compelling origin story, and founders often provide the most memorable one. A charismatic founder makes the brand feel more personal—sometimes even bigger than the product itself.
But there’s a flip side: if your founder stirs up controversy or leaves, your brand could feel the impact. That’s a lot of pressure for one person.
Today, personal branding and founder-led communities are everywhere. Founders aren’t just CEOs—they’re podcast hosts, newsletter writers, and influencers in their own right. Their personality becomes a living part of the brand, blending the lines between influencer, leader, and company.
3. Values
Some brands have such clear personalities, you know exactly what they stand for—even before you see their logo. That’s the power of values. People love to support brands that actually take a stand. It can create lasting loyalty… if you back it up.
But here’s the thing: just telling a “save the world” message on your packaging doesn’t make you a values-driven brand. If your values feel fake or forced, people spot it a mile away. Whatever your core beliefs, make sure they run deep in your company culture—not just your marketing.
| Why use it? | Watch out for… |
|---|---|
| Builds real loyalty and trust | Feels hollow if you don’t walk the talk |
| Sets you apart from bland competitors | Can alienate some customers |
| Attracts like-minded fans and talent | Takes commitment at every level |
Example:
Patagonia is the classic example of a brand built on values. Their commitment to environmental sustainability isn’t just a slogan—it shows up everywhere, from their supply chain to their famous “Don’t Buy This Jacket” campaign. They live their values every day, and customers trust them because it feels real.
Pro tip:
If you want to be a value-driven brand, don’t try to stand for everything. Pick a few values that actually matter to your brand and your team. If you genuinely believe in something, your customers will feel it—and want to be part of it.
4. Character & Mascot
Sometimes, the “face” of your brand isn’t a real person—it’s a character or mascot. This playful approach makes your brand instantly recognizable and creates an emotional connection with your audience.
Mascots aren’t just logos—they’re personalities. They tell stories, star in ads, and inject fun into your marketing. From cereal boxes to app icons, a great character can make your brand feel warm, friendly, and memorable.
| Why use it? | Watch out for… |
|---|---|
| Super memorable—stands out in a crowded market | Can feel childish if your audience grows up or shifts |
| Makes your brand approachable and likable | Outdated or “cringe” mascots can backfire |
| Endless storytelling and campaign potential | The mascot can overshadow the brand itself |
Example:
Think of Tony the Tiger selling Frosted Flakes, or Duo the Owl nudging you to practice Spanish in Duolingo: “Los elefantes leen libros.” These characters are more than just visuals—they are the brand’s spirit and create a real bond with fans, young and old.
Why it works:
A unique mascot is easy to remember (think founder and mascot Colonel Sanders vs. any other fried chicken place), makes your brand feel approachable, and opens the door for creative campaigns, social moments, and even viral memes.
But beware: characters can backfire if public opinion shifts. Ronald McDonald was once beloved, but as clowns got “creepy” in pop culture, he quietly disappeared from McDonald’s ads and restaurants. The lesson? Make sure your mascot fits your audience—now and as trends change.
5. Activity & Lifestyle
If you want your brand to feel like a way of life, connect it to an activity, hobby, or vibe your audience already loves. This is how brands move from being “just a product” to becoming part of people’s daily routines—or even their aspirations.
| Why use it? | Watch out for… |
|---|---|
| Fits your brand into people’s rituals and routines | If you pick the wrong vibe, you’ll seem out of touch |
| Gives you a built-in, passionate audience | Your brand might get boxed in to one activity or season |
| Endless content and collab opportunities | Takes time to build real credibility |
| Adds serious aspirational appeal |
Example:
Red Bull didn’t just sell energy drinks—they attached their brand to extreme sports, adventure, and wild stunts. Now, “Red Bull” instantly brings to mind action, adrenaline, and pushing limits. Or look at Yeti, which built its rugged image by connecting with outdoor enthusiasts and adventurers.
But it’s not just about sports:
- Kit Kat: “Have a break, have a Kit Kat.” Turned a snack into a daily ritual.
- Champagne: The go-to drink for celebrations everywhere.
- Nutella: Marketed as a must-have for breakfast in some countries.
Why it works:
If your brand fits into a specific moment or habit, you become top of mind every time. Tapping into communities gives you instant credibility, and the lifestyle you promote becomes something people want to “live.” Plus, the content ideas? Basically endless.
6. Profession & Authority
Sometimes the fastest way to build brand credibility is to borrow trust from respected professions. By associating your brand with doctors, scientists, or athletes, you instantly boost your authority.
| Why use it? | Watch out for… |
|---|---|
| Instant expertise—people trust professionals | If the link feels fake, you’ll lose trust fast |
| Makes your product feel “approved” and legit | Can limit your appeal if you only target one group |
| Helps reach specific audiences (athletes, parents, etc.) | Overuse (especially “doctor recommended”) can feel cheesy |
You see this everywhere:
- Skincare brands putting staff in white lab coats to look like scientists (think Kiehl’s).
- Sports drinks claiming “military-grade hydration” (like Hoist).
- Toothpaste commercials boasting “9 out of 10 dentists recommend…”
Why it works:
People trust experts. When you connect your brand to them, you gain some of that trust too. It’s a quick way to build credibility—but only if the connection is genuine. If it’s fake, people will notice. Remember when doctors used to recommend smoking?
7. Place of Origin
Where your brand comes from can instantly shape how people see it. Some places send strong signals—Swiss means precision, French means wine, Italian means fashion. Highlighting your roots lets you tap into these built-in perceptions and cultural shortcuts.
| Why use it? | Watch out for… |
|---|---|
| Built-in credibility and expertise | Stereotypes can be hard to shake—even if they’re outdated |
| Makes your brand feel authentic and unique | Your place might not mean what you think in every market |
| Taps into local pride or global aspiration | Feels hollow if it’s just slapped on the label |
Example:
Almost every place has a “local brew” or special product, and people love those stories.
The Swiss flag on On Running shoes instantly says “Swiss quality.”
Champagne is another example: only sparkling wine from the Champagne region can use that name, which makes it feel extra special.
You’ll spot this everywhere:
- Taiwanese milk tea
- Korean skincare
- Water brands named after famous mountain or spring
Why it works:
Some places are shorthand for quality, tradition, or expertise. Origin stories make brands feel authentic and unique, and people love to “buy local” or support places they connect with.
But here’s the catch: these perceptions are rooted in culture and can take years to shift—true or not. For example, “Made in China” once meant “cheap” to many Western consumers (even though that’s outdated now). “Made in USA” might mean top quality at home, but carry less weight in Europe.
Pro Tip:
Don’t just put your city or country on the label—show how your roots truly shape your product and values. Authenticity matters.
8. Product Attribute/Feature
Okay, this one’s a bit of a cheat—it’s as much about positioning as it is about association, but when it sticks, it’s powerful.
Sometimes, the strongest brand association comes from a single standout feature or benefit—something your product does better than anyone else. When people think of your brand, this is the first thing that pops into their heads.
| Why use it? | Watch out for… |
|---|---|
| Instantly sets you apart | Features can be copied by competitors |
| Super memorable—easy for people to “get” | Takes serious time and repetition to “own” the association |
| Builds trust if you always deliver | Can box your brand in if you want to grow beyond that feature |
Example:
- Volvo and safety. Volvo has owned the “safest car” reputation for decades, reinforced by everything from crash tests to that famous CEO demo.
- Emirates’ showers in the sky: Check out this wild first-class feature.
- Nokia 3310: The legendary “indestructible” phone. There are endless YouTube videos of people trying (and failing) to break it—like this set of test.
Why it works:
- Clarity: People instantly know what makes you different.
- Memorability: A unique feature or benefit is easy to remember and talk about.
- Trust: If you’re known for one thing and consistently deliver, people believe in you.
Of course, features can be copied, and owning that association takes relentless focus—across your messaging, ads, packaging, and every customer interaction. But do it right, and you’ll own your space in people’s minds.
9. Color / Symbol / Icon
Sometimes, a color or symbol says it all. Some brands are so closely tied to a specific color, shape, or icon that you recognize them instantly—no words needed. These visual cues become a mental shortcut for everything your brand stands for.
| Why use it? | Watch out for… |
|---|---|
| Instant recognition—stands out at a glance | Hard to “own” a color or icon if others use it too |
| Triggers emotion and vibes before words | Takes time and consistency to build the link |
| Builds a strong, unified brand image | Can feel generic if not unique to you |
Example:
Tiffany & Co. is inseparable from its robin’s egg blue. McDonald’s golden arches can be spotted from a mile away. Tiger Beer’s tiger illustration is iconic in Asia. You don’t even need to see the brand name—these visuals are enough to trigger all the right associations.
How to use it:
Pick a color, symbol, or icon that fits your brand personality and use it everywhere—products, website, packaging, social media. Over time, it becomes your signature and does the talking for you.
Other Associations Worth Mentioning
Brand associations come in all shapes and sizes—some are headline acts, others play a supporting role. Most are natural extensions of your main brand vibe or positioning. Here are a few classics to spark ideas:
- Tagline/Slogan: A catchy phrase can stick for years. (Think Nike’s “Just Do It.”)
- Luxury/Status: Some brands are built around exclusivity—like Rolex or Hermès.
- Sound/Jingle: A signature sound can be as powerful as a logo. Who doesn’t recognize the Netflix “ta-dum”?
- Price Point: Your pricing says a lot—Walmart’s “everyday low prices” or Johnnie Walker’s Blue Label for premium.
- Packaging Shape: Unique packaging (like Coca-Cola’s iconic bottle) can become a brand all by itself.
- Customer Service: Chewy isn’t just an e-commerce—they’re legendary for customer care.
The options are endless. Don’t be afraid to experiment or lean into what feels natural for your brand. Sometimes, the quirkiest associations are the ones that stick the longest.
About Temporary Association
Temporary associations happen when brands tap into a trending topic, event, or partnership for a short time—usually as a marketing stunt or campaign. The smartest brands use these moments to amplify their core positioning, not replace it.
Here are a few classic ways brands create temporary associations:
Calendar Events
Brands love jumping on calendar moments—think Pride Month, Earth Day, or Lunar New Year. For some, these tie back to real values. For others, it’s just a temporary logo swap or limited-time campaign.
Example: Hoist Hydration uses Memorial Day to reinforce its military values: “No sales, no discounts, just respect.”
Limited-Edition Collaborations
Sometimes, two brands, designers, or celebrities team up for a short-lived drop. Uniqlo and Stanley have made collabs a core part of their business. In luxury, think Balenciaga x Crocs (yes, really) or Louis Vuitton x Takashi Murakami.
Trend & Virality
Brands love to ride the wave of pop culture—jumping on the latest movie release, viral challenge, or meme. Remember Burger King’s “Stranger Things” upside-down Whopper? Or the flurry of brands posting Ice Bucket Challenge or Harlem Shake videos—even if they weren’t tied to the original cause? These moments grab attention, go viral, and then fade away.
What Now? Tips for Building Strong Brand Associations
Brand associations are the feelings, images, beliefs, and experiences people link to your brand—whether you plan them or not. You can try to position your brand, but associations often take on a life of their own. When they work, they give your brand real meaning and benefits that go way beyond product features.
Here’s how to make them stick:
- Go all in: Half-hearted associations never last. If you pick a direction, commit to it everywhere.
- Be authentic: Forced or fake associations are easy to spot and can backfire. The connection needs to be real, not just marketing fluff.
- Consistency matters: Repetition across ads, social, packaging, and every touchpoint helps associations take root.
- Watch the risks: Some associations (celebrities, trends) come with baggage. Be ready to manage the downsides.
- Stay flexible: If an association isn’t working, don’t be afraid to pivot and try something new.
- Perception is reality: Associations are based on perception, not always truth. Sometimes, tapping into a well-known stereotype is the fastest route to connection—otherwise, you may need to invest time in educating the market before your association will stick. (Example: Belgian beers might be better, but many people still think “Germany” when they hear “great beer.” It’s all about perception.)
So—what associations will you choose for your brand?
If you want to dive deeper, check out our full guide:
👉 Brand Association: What It Is & How to Build It (with Examples).
Brand association is just one of over 20 essential metrics for any smart marketing strategy.
If you’re not tracking what people really think, you’re missing out on the insights you need to grow a brand that compounds value over time—instead of just chasing random wins.
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