3 ways to build brand associations

Want to be the first brand people think of? Start here.

This week has gone so fast and August has gone pretty quick too - I can feel Autumn creeping in. I was on a beach sunbathing 2 weeks ago and today I’m wearing a fleece with my rain jacket on stand by. I'm looking forward to cooler days, fluffy jumpers and lighting the wood burner again. Roll on cosy nights.

So, the other week I posted on socials and promised I’d share 3 practical ways to build brand associations, but only to my email list. (You lucky people) This is the stuff that keeps coming up in real conversations with the founders and organisations I work with. Here they are...

1. Decide on the one thing you want to be known for.

This always come up in brand strategy sessions. Always. Being clear beats being clever, but most founders try to be clever.

The brands that stick aren’t trying to be everything to everyone. They’ve chosen. They know who they are for, what problem they solve and they’ve stuck to it. And choosing means saying no to some things so you can be really clear about the one thing. That’s the bit most founders avoid (because its not easy to figure out on your own). But it's the bit that changes everything when you do.

Try this: finish this sentence in 10 words or less (7 is even better).

“When people think of us, I want them to think of ....................”

Can’t finish it? You’ve got some work to do.

2. Define a few non-negotiables, then stick to them.

Whether I’m supporting on brand guidelines, archetypes or brand tone of voice, the process is always the same. A few clear rules used consistently build recognition faster than constantly coming up with new ideas and trying new things.

Pick a colour, a typeface, a tone, a customer avatar. Whatever feels most urgent to you. Then make a promise to yourself stick with and keep using them everywhere for the next 12 months.

Staying consistent is boring, it takes discipline. But it creates the most powerful and memorable brand experiences. Look around. When was the last time Coca-Cola changed its colour?

3. Build your brand into how the business actually runs.

The brands that become top of mind aren’t just well designed. They’re baked into the way the business operates; the website, the proposals, the onboarding, the decks, even the way people talk about the business in a meeting.

Pick one live project piece now and work on it in Sept. Maybe it's a proposal template, your onboarding emails, your website, your pitch decks. It's important to work on the things your business actually needs first. Then, ask yourself honestly: how do we make this twenty percent more us without adding more work?

Do these 3 things and you'll start being the first brand people think of when the need is there.

Will you? Let me know.