Let me make this more concrete using the following Greenchoice example (simplified network in the form of a metro network based on our own research from 2014). Suppose that Greenchoice has set itself the goal of not only creating a green, but also a strongly positive brand image. After extensive research, the brand map below shows the mental representation of the Greenchoice brand among consumers.
brand associations
This map tells us first of all that Greenchoice has clearly conveyed its green character. 'Environmentally conscious' and 'sustainable' are part of the core of the brand DNA, the 'central station'.
As a third core association, we see 'sales tricks' returning. Around 2014, the association with sales tricks, and by extension 'irritation' and 'disappointment', plagued the brand image of almost all energy companies. 'Sustainable' is then mainly connected to innovative associations such as 'innovative', 'surprising', 'driven' and 'fresh', the blue 'metro line'. From this we can conclude that the associations 'sustainable' are not always given the same meaning in the minds of consumers as in the boardroom of an energy company.
Transfer station
Through 'environmentally conscious' there is a connection with 'social'. This is a strong association that also plays an important connecting role between two other, green metro lines: through 'sympathetic' to 'optimism' and through 'excellent service' to 'reliable'. 'Social' can be considered an important 'transfer station'.
In order to literally make the us phone number list association 'optimism' a more explicit part of the mental representation of Greenchoice, 'environmentally conscious' can be taken as a starting point. By using 'social' and 'sympathetic' as related brackets, 'optimism' can ultimately be more firmly linked to the Greenchoice brand. 'Collaboration' and 'connecting' are spontaneous associations that are related to 'social'.
Translation to marcom
It is important that not only optimism is reflected in Greenchoice's campaign material. Environmentally conscious, social and sympathetic are the hooks to hang this storyline on. This chain of associations can be used as a checklist in a briefing to a creative agency to give direction to the campaign. Campaign material can also be pre-tested for these associations to verify in advance that the campaign strikes the right chord with the target group.
In order to have an effect in the brand association network, it is important to have a consistent policy. All marketing efforts are ideally complementary. Repetition is essential to achieve long-term changes. If a follow-up campaign contradicts an initiated movement, effects may be nullified.
Knowing about the mental presence of your brand helps with brand maintenance. Enough reason to dive deeper into it!