The Power of Brand Associations

Brand associations are a lesser talked about aspect of brand strategy, but can hold incredible value, especially for smaller brands. In today’s saturated market, creating associations with things your audience already loves—whether brands, personalities, or trends—can be the key to positioning your brand authentically without starting from scratch. When someone new encounters your brand, they instinctively try to categorize it within their “mental library” of familiar brands. If you share values and interests with them, you’ll rank high in their consideration; if not, you may not make it onto the shelf at all. By aligning your brand with interests that resonate with your audience, you’re helping them form an opinion more easily. People naturally gravitate toward those they feel a connection with, so make an instant impression through their existing values, interests, and taste.

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Why Brand Associations Matter for New and Growing Brands

Nothing connects people like a shared interest. Finding someone who’s passionate about the same sports team, sneaker brand, or athlete can instantly build a sense of familiarity, even if you’ve just met. We recently looked at how the bold, unapologetic collaboration between Adidas and Anthony Edwards created this effect on a large scale. By aligning with Ant—a highly competitive, wildly confident player—Adidas instantly built credibility with his fans they didn’t have before. Even if you’re not executing collaborations at that level, there are still major opportunities to leverage cultural associations.

For New Brands:
Starting from square one doesn’t mean starting from scratch. Share content and news that resonates with your audience’s passions and aligns with your brand. When people encounter your brand for the first time, a shared interest—like an exciting sneaker drop—can catch their attention and help them form an instant connection, even if your brand isn’t in the sneaker industry itself.

For Established Brands:
You may not be starting fresh, but people still buy from brands they know, like, and trust. Engaging with your audience on topics they care about helps deepen that relationship, making your brand feel more personal and relatable. It’s about evolving from being just another option to feeling like a familiar presence in their lives.

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Finding the Right Associations for Your Brand

Creating strong brand associations starts with aligning your brand with cultural elements that genuinely resonate with your audience and fit naturally with your brand’s core identity. Rather than trying to tap into every trend or popular icon, the key is to be selective, choosing associations that complement your brand’s personality and values.

Here are steps to help you figure out the right associations for your brand:

1. Define Your Core Identity and Audience Interests:
   Start by revisiting your brand’s mission, values, and personality. What are the fundamental qualities your brand stands for? Next, look at your audience—what are their key interests, hobbies, or values? If your audience is highly eco-conscious, for instance, it may make sense to associate your brand with sustainability-focused icons, movements, or events. This approach ensures you’re not only aligning with what’s important to them but also staying true to your brand.
2. Find Cultural Overlaps:
   Once you know your audience’s interests, identify cultural icons, events, or trends that naturally connect with both your brand identity and your audience’s passions. For example, if your brand is about innovation and creativity, aligning with the tech world or art movements can add depth. The Adidas x Anthony Edwards campaign is a great example—they tapped into the competitive spirit of basketball while calling back to Michael Jordan’s legacy, blending both cultural relevance and authenticity.
3. Create Visual and Verbal Callbacks:
   Incorporate these associations into your brand's visual and messaging style. For example, if you’re aiming to evoke nostalgia, consider using retro design elements or reinterpreting iconic slogans in a way that resonates with today’s audience. Ensure these cues are subtle but recognizable, so they connect with your target audience without overpowering your brand’s unique voice.
4. Engage Your Audience Through Shared Interests:
   Use these associations to start conversations and engage with your audience on topics they care about. Share relevant news, post about cultural events, or create content that reflects these interests. For example, if your brand aligns with the fitness world, posting about major sports events or athletes can draw in your audience and deepen their connection with your brand.

By being intentional with the associations you make, you build a brand identity that feels relevant and familiar without compromising authenticity. This way, your audience connects with your brand not only because of what it offers but because of the shared values and interests that make it memorable.

Implementing Brand Associations into Brand Strategy

At Supersonic, identifying and integrating relevant brand associations is a fundamental part of our brand strategy process. Here’s a look at our approach:

• Research:
  We start by analyzing your audience in detail—who they are, what they like, and what they steer clear of. Understanding who your audience isn’t is just as important as knowing who they are. Based on this, we create audience personas that capture the traits, interests, and values that define your ideal customers.
• Association Mapping:
  Next, we identify the key associations where your brand’s values overlap with the interests of your audience. It’s essential to choose associations that align with your brand’s core, as unrelated connections can leave people unclear about who you are. If haven’t defined your brand’s core identity, start there!
• Execution:
  We provide a strategic guide on how to leverage these associations effectively. For many brands, Instagram Stories are a great place to start—sharing news and trends that align with chosen associations is a powerful way to build relevance. It’s crucial, however, to balance shared content with your own brand’s messaging. Adding your brand’s perspective or unique take bridges the gap, making each association feel authentic and connected to your identity.

Making Brand Associations Work for You

In a crowded market, building meaningful brand associations can be the difference between blending in and standing out. By aligning your brand with the interests, values, and passions that resonate with your audience, you make it easier for them to connect with and remember your brand. Whether you’re a new brand seeking initial traction or an established brand aiming to deepen relationships, leveraging existing cultural connections allows you to position yourself authentically and strategically.

At Supersonic, we believe that every brand has a unique place in the cultural landscape—and the right associations can help you claim it. If you’re ready to explore how intentional brand associations can elevate your brand, let’s start the conversation.

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