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What words come to mind when you think of iconic brands like Uber and Instagram? Maybe you think of “fast” and “affordable” for Uber, or “share” and “friends” for Instagram.
The associations we have with brands may seem benign, but they are vital for brands to succeed in the long term.
What a customer associates your brand with influences how they interact with your company. If the association is positive, they may make repeat purchases or recommend you to a friend. If the association is negative, they may avoid your brand or opt for a competitor.