It’s great to see so many organisations now understanding and embracing the importance of their brand as their most valuable asset. More businesses are investing in strategy and design at the early stages to define their brand positioning and value proposition. However, many still fail to take care of one crucial factor that can undermine all that hard work – who they let their brand associate with.

What I mean by this is the subconscious connection people make when they see a particular brand in a specific setting – whether at a venue, in a store, at an event, in documents, magazines, on TV, or at the cinema. A brand might wish to be perceived as ethical, yet it could be advertising in a publication with questionable morals or sponsoring an event that contradicts its values. While this might generate immediate exposure, at what cost? Is it truly contributing to long-term brand equity, or is it eroding the trust and credibility that take years to build?

The Power of Association in Branding

A brand can certainly be harmed by being seen in the wrong place or alongside the wrong people, but can it be strengthened by the right alliances? Absolutely! Think of it as the brand equivalent of hanging out with the cool kids at school. Associating with a respected, aspirational, or trusted entity can be incredibly powerful in shaping perception and gaining credibility.

A brilliant example of this is Simon Woodroffe, the founder of YO! Sushi. I remember hearing him speak at a conference many years ago. Besides an unexpected rendition of Hit Me with Your Rhythm Stick, one story stuck with me. When he was trying to raise funds for YO! Sushi in the late '90s, sushi was still a niche concept in the UK, and investors were hesitant. To create confidence in his brand, he strategically placed logos of major Japanese companies – Sony, Honda, and Nippon Airlines – above the door of his first restaurant.

The genius? None of these companies were official sponsors. But by leveraging their perceived reputation, he gave potential investors and customers the impression that YO! Sushi was a safe and credible brand to engage with. Sly behaviour, possibly, but It worked. His ability to build trust through association helped him secure funding and propelled the brand forward.

Red Bull: A Masterclass in Brand Association

If there’s one brand that has mastered the art of association, it’s Red Bull. Let’s be honest – its packaging design is decent, and its advertising is quirky, but nothing about it inherently screams cool, edgy, or high-energy. However, its strategic brand alliances have cemented its place as one of the most aspirational and culturally relevant brands in the world.

From skateboarding to stunt flying, Formula One to football, Red Bull has deeply embedded itself in high-adrenaline, high-performance lifestyles. The pinnacle of this strategy was the Stratos Project, where Austrian skydiver Felix Baumgartner jumped from the edge of space, free-falling 128,000 feet before safely parachuting to the ground. The official YouTube video of the event has amassed over 45 million views. That level of brand association doesn’t just boost visibility – it transforms perception, making Red Bull synonymous with pushing boundaries, adventure, and sheer audacity.

Felix Baumgartner’s supersonic freefall – RedBull YouTube Channel

Dove: Aligning with Cultural Movements

Not all brand associations need to involve extreme sports or futuristic stunts. Some of the most effective alignments are born from social and cultural movements. Dove, for instance, has been around since the 1950s, originally focusing on its moisturising claims. However, in 2004, it launched a campaign that redefined the brand entirely.

Rather than associating with a celebrity or another corporate entity, Dove aligned itself with a movement: body positivity, diversity, and real beauty. The Campaign for Real Beauty challenged conventional beauty standards and celebrated authenticity. This shift was not just a marketing campaign – it was a fundamental brand repositioning that struck a chord with millions. Today, Dove has over 28 million Facebook followers, all engaging with its uplifting and inclusive messaging. This is the power of brand association when executed authentically.