Frequently Asked Question
What's the difference between a brand association map and a perceptual map?
A brand association map shows everything people connect with your brand — like a web of ideas spreading out from your brand name. A perceptual map is simpler: it places brands on a chart with just two measures (like cheap vs. expensive and basic vs. premium). Think of association maps as exploring all connections, while perceptual maps compare specific qualities.
Should I create separate maps for different customer groups?
Yes, if your customers see your brand very differently. For example, young professionals might see your brand as “trendy” while parents see it as “practical.” Making different maps for different groups helps you speak to each audience in a way that makes sense to them.
How often should I update my brand association map?
If you’re trying to change how people see your brand or work in a fast-changing industry, update every 3 months. If your brand is well-established and things don’t change quickly, twice a year is fine. Always make a new map after big events like launching a new product or running a major campaign.
Can I use this for personal branding?
Definitely. Instead of “competitors,” add other professionals in your field. Instead of “products,” list your skills or services. Map out the qualities and ideas people associate with you professionally. This is especially helpful if you’re a freelancer, consultant, or building your professional reputation.