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Dec 18





Toyin Wura Oke


The ‘You' Side of Brand Association

“Show me your friend’s and I will tell you who you are”

“Birds of a feather flock together”

Sounds Familiar?

Little did we know that the concept of branding existed since ancient times!

Whether you know it or not, your personal brand is being associated with something positive or negative. It could be association with products, companies, people, imagery, expressions, attitude, qualities, colors, and just about anything else.

This is an aspect of developing a strong brand that must not be neglected. Oftentimes, we see certain things that remind us of a person, company, or product. It is important that you associate your brand with other good brands, companies, people etc that further enhances your brand.

 Photo: synchromiss.files.wordpress.com

Photo: synchromiss.files.wordpress.com

For your company’s brand communication, associate your messages with images, colors, and symbols that rightly describe what your brand stands for; such that positively influence your brand. For example, the image of a skull is associated with evil and death, but in some parts of the world it does not have much negative meaning. It is seen as merely a design or a symbol of danger, mystery, and strength. Whereas, in African communities, the sign of the skull has a negative connotation, and people may not want anything to do with a person, company, or organization with such on their brand communications.

No wonder companies endorse the idea of celebrity brand ambassadors, and reserve the right to strip them of the title when they engage in behavior or scandals that are out of line with their brand values.

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Brand Association - Brand Currency