Brand associations and perception design: how a brand resonates in consumers’ minds

First, what exactly are brand associations? This section provides an overview of their definition, their relationship with brand perception, and the so-called “curse of awareness,” which can occur when too much emphasis is placed on mere recognition.

1–1. Definition and Function of Brand Associations

“Brand associations” refer to anything that links a brand name in consumers’ minds with specific images or values, as well as the state of being linked.

For example:
・“Luxury bag” → Louis Vuitton
・“Energy drink” → Red Bull
・“Hamburger” → McDonald’s

Everyone probably makes such associations in their daily lives. Importantly, this is not merely due to “brand awareness.” Brand associations reflect the likelihood of a brand being recalled in a specific context and represent the first step in the purchasing process.

What matters is whether brand associations go beyond mere recognition and are spontaneously recalled by users at the moment of use or when solving a problem. Once this stage is achieved, the brand becomes part of the consumer’s consideration set, increasing the likelihood of selection.

Brand associations that users hold are formed in a three-layer structure:

The more these three layers are aligned, the stronger the brand’s memory structure becomes.

1-2. The Relationship Between Brand Associations and Perception

Brand associations deal with “what comes to mind.” On the other hand, perception deals with “how it feels.”

・Brand associations = recall as a “symbol”
・Perception = impression as a “meaning”

These two are inseparable. No matter how often a brand name is recalled, it won’t be chosen if the impression is negative. Conversely, even if the impression is positive, if the brand is not recalled, no purchasing opportunity will arise.

In other words, brand associations alone are not enough. It is also necessary to incorporate the perspective of brand perception design, asking, “How do users view or feel about this brand?”

To achieve this, we use the five factors that shape perception to design a framework that embeds the brand in the user’s mind. Details are provided in Chapter 3.

1-3. The Curse of Awareness

Having understood the basics of brand associations and brand perception, it is important to also touch on a common misconception: “As long as we gain awareness, that’s enough!”

This will also be discussed in Chapter 5 in the context of the consumer decision-making process. While gaining awareness is indeed important, many entrepreneurs and business leaders fall into what is known as the “curse of awareness”, placing too much emphasis on awareness at the expense of other factors.

What truly matters is how the brand is perceived, yet excessive focus on simply being known can lead to a misunderstanding of the essence. Remember: being recognized does not necessarily equal being liked by users.

That is why it’s not enough to just aim for awareness. The key is to consider what can be done to change the brand perception in a way that makes users like the brand and what perceptual stimuli are needed. The substance of these efforts is far more important than mere recognition.

So far, we have looked at brand associations and brand personality. Next, we will examine more specifically the elements that create brand associations and what shapes them.

Brand associations are built through the accumulation of multiple factors. Here, we introduce six core elements that are primarily applicable in practice. For each element, we highlight key points and suggest short- to mid-term actions that can be taken.

Core Element ①: Clear Brand Proposition (What You Offer and Who It Appeals To)

A vague brand will only be remembered vaguely. A brand proposition is a promise that clearly defines the value your company provides and whose problems it solves. The clearer the brand proposition, the easier it is for customers to anchor the brand in their minds as “this brand = specific value.”

By verbalizing differentiated value, the axes of communication and expression become more stable, and internal and external understanding of the brand aligns more easily.

Specific Actions:

First, create a brand statement that expresses the brand’s purpose in a single sentence.
Next, define brand pillars that support this value, considering three aspects: functional, emotional, and social value.
Finally, narrow it down to 1–3 core messages, which will serve as the foundation for all communications.

Core Element ②: Consistent Visuals and Tone (Unified Visual and Verbal Expression)

It is said that about 80% of human information processing comes from vision. Therefore, consistency in visuals and language is the shortest route to brand recall.

For example, if the logo, colors, fonts, and tone & manner are inconsistent, customers cannot easily recognize the brand, and its impression fades. Conversely, consistent expression quickly evokes the brand’s identity and strengthens trust.

Specific Actions:

Create a brand guideline※2※2Brand guidelines are rules or principles that maintain consistency in logos, colors, fonts, and overall brand expression. defining the logo, color scheme, fonts, tone for photos and videos, and copywriting style.
Apply these consistently across all communication channels—SNS, advertising, stores, websites, packaging—to build a consistent brand experience that conveys the same worldview wherever the customer encounters the brand.
The importance of consistency in branding will be discussed again in Chapter 7.

※2 Brand guidelines are rules or principles that maintain consistency in logos, colors, fonts, and overall brand expression.

Core Element ③: Situation-Based Messaging (Connecting to Contexts)

Consumers recall a brand not logically but when it is tied to specific situations or moments of need.

For example, a brand associated with situations like “a busy morning before work,” “weekends with children,” or “starting a new life” is more likely to be recalled during the latent need stage. In other words, brand associations are remembered together with context.

Specific Actions:

Map a customer journey for each persona, visualizing emotions and behaviors at each phase. While a general customer journey is fine, it is important to create it at the persona level to link specific behaviors with specific emotions.
Then, translate this into messaging: “In what situation, with what problem, and at what moment does the brand help?”
Advertising copy, SNS posts, and video content should be designed with this situation-based appeal in mind for maximum effectiveness.

Core Element ④: Touchpoint Optimization (Continuity of Experience)

Brand experience does not end with advertising. Every interaction—from holding the product, customer support exchanges, to packaging during delivery—can either strengthen or weaken brand associations. Consistently positive experiences help cement the brand as a trusted presence in the customer’s mind.

Specific Actions:

Identify all customer touchpoints※3※3Any moment or opportunity where a customer interacts with the brand—advertising, stores, web, social media—shaping experiences and impressions. (websites, stores, emails, packaging, support interactions, etc.) and conduct a touchpoint audit.
Ensure each touchpoint embodies the brand’s worldview, tone, and value; correct any inconsistencies.
Recently, more companies have marketing and brand management teams collaborate on this audit as part of CX (customer experience) ※4※4The totality of all experiences a customer has with a brand, product, or service, affecting satisfaction and overall impression.design

※3 Any moment or opportunity where a customer interacts with the brand—advertising, stores, web, social media—shaping experiences and impressions.

※4 The totality of all experiences a customer has with a brand, product, or service, affecting satisfaction and overall impression.

Core Element ⑤: Optimized Touchpoint Experiences (Consistency Across Interactions)

To make brand associations stick, it’s not enough to just maintain consistent visuals and messages. Each touchpoint must deliver a cohesive and emotionally engaging experience. Positive experiences at every stage reinforce the perception that the brand is reliable, enjoyable, and meaningful.

Specific Actions:

Map out all stages of the user experience, including pre-purchase, purchase, and post-purchase interactions.
Identify moments where emotional impact can be maximized, such as unboxing, customer support, or community engagement.
Ensure that all experiential elements—both digital and physical—reflect the brand’s promise and tone.
Monitor feedback and refine the experience iteratively to strengthen recall and attachment.

Core Element ⑥: Engaging Communication and Storytelling (Narrative and Content Strategy)

Brands are remembered not just for what they do, but for the stories they tell and the narratives they create. Storytelling makes the brand relatable, conveys its values, and builds emotional connections that drive loyalty.

Specific Actions:

Develop a brand story that communicates the mission, vision, and values clearly and compellingly.
Tailor content for different channels—social media, websites, video, advertising—while keeping the narrative consistent.
Use storytelling to highlight functional, emotional, and social benefits of the brand.
Create campaigns that allow customers to see themselves in the story, which strengthens personal relevance and recall.

By building consistent expressions and storytelling around a clear brand proposition, and by creating continuous experiences through touchpoints and exposure strategies, a brand becomes anchored in the customer’s mind as a meaningful image.

In Japan, more companies are systematically developing brand associations in this way. Particularly among small and medium-sized enterprises, practicing the three steps of verbalization, guideline development, and experience design has made it easier to differentiate themselves from competitors.

Having understood the difference between brand association and brand perception, let’s now explore in detail the factors that create the moment when a brand “takes residence” in a user’s mind.

The overall impressions, images, and recognitions that users or customers hold toward a brand are collectively called brand perception. There are five key factors that shape this perception. Importantly, the value a company intends to communicate and the perception that users or customers actually hold do not always align.

This is because factors such as users’ memories, experiences, and social information are deeply involved in shaping perception. In this section, we will introduce the five factors and also explain how to translate them into a relationship model and actionable plan for achieving top-of-mind awareness.

①Visual Identity (Visual Expression)
②Communication Language and Tone
③UX (User Experience)
④Third-Party Evaluation (Reviews, Social Media, Media Coverage)
⑤Internal and Cultural Context (Brand Positioning)

① Visual Identity (Visual Expression)

Elements such as logos, colors, fonts, UI composition, and package design—the “visual components”—greatly influence the first impression people have of a brand. Within just a few seconds, people subconsciously judge whether something feels “trustworthy or not,” “high-quality or cheap,” and most of these impressions depend on visual information.

Given that humans rely more on visual input than any other sense, it’s fair to say that visual consistency is the key to building trust. In other words, consistent visuals reinforce a brand’s credibility and strengthen the stability of brand recognition.

Relation to top-of-mind recall

A brand’s visual features serve as triggers for memory. For instance, when you think of “a blue background with a white circle logo,” many people will instantly recall a specific brand. In this way, distinctive visuals act as “search keys” in the mind, making it easier for that brand to surface as a top-of-mind recall.

The stronger the visual impression, the more it shortens the cognitive path—directly improving ease of recall.

Practical Actions

・Develop a brand guideline (logo, color, font, photo composition, icons, etc.)
・Maintain visual consistency across advertising, websites, social media, packaging, and retail environments
・Design visual elements that allow brand recognition without text (add minimal differentiators to clearly distinguish from competitors)

② Communication Language and Tone

A brand is recognized not merely as a provider of products or services, but as a personality with a “voice.” The vocabulary and tone of the words a brand uses—whether in taglines, articles, social media posts, or advertising copy—help shape that personality.

When defining a brand’s personality, the choice of narrative style and tone is a key element that supports the brand’s overall worldview.

Relation to top-of-mind recall

For example, repeatedly communicating phrases like “Use △△ in situations like 〇〇” naturally links specific scenarios with the brand in users’ minds. Consistent use of language encourages situational associations and strengthens top-of-mind recall.

Practical Actions

・Define tone & manner (speech style, vocabulary, writing style, subject design)
・Repeatedly use core message phrases (slogans, taglines)
・Document internal writing guidelines to standardize language usage
・Use internal checklists to ensure consistency

③ UX (User Experience)

The experience itself when interacting with a brand plays a decisive role in shaping perception. Factors such as product or service usability, the ease of navigating a website or app, and the quality of customer support all contribute to emotional evaluations like “trustworthy” or “likable” when the experience is positive.

Relation to top-of-mind recall

No matter how strong an impression advertising leaves, a poor actual experience can backfire, resulting in the sentiment: “I know the name, but I don’t want to use it.” On the other hand, excellent UX generates positive word-of-mouth, creating a natural reinforcement of brand recall. Memories formed through experience become the most enduring branding assets.

Practical Actions

・Create a Customer Experience (CX) map and establish a continuous improvement cycle
・Optimize website/app usability (loading speed, navigation, and clear user flows)
・Provide prompt and courteous responses for inquiries and aftercare
・Design micro-interactions that resonate emotionally with users

④ Third-Party Evaluation (Reviews, Social Media, Media Coverage)

People form impressions not only from their own direct experiences but also from the opinions and social evaluations of others. Reviews, social media posts, influencer statements, and media coverage act as third-party perspectives that contribute to building trust.

External information, such as others’ opinions and social evaluations, strongly influences the purchasing and consumption behavior of potential customers. Therefore, third-party evaluation plays a crucial role as a social signal that can shape a brand’s reputation.

Relation to top-of-mind recall

Information like “Many people use 〇〇” or “Featured in the media” serves as reinforcement when recalling a brand. In particular, as a form of “trust validation” during the pre-consideration stage, third-party evaluations are an important factor that strengthens the recall pathway.

Practical Actions

・Encourage review submissions (request reviews after purchase)
・Quote and share user-generated content on social media
・Secure media coverage and PR articles
・Select and collaborate with trustworthy influencers

⑤ Social and Cultural Context (Brand Positioning)

A brand does not exist in isolation; it derives meaning within social and cultural contexts. How a brand engages with societal themes such as the SDGs, sustainability, diversity, and ethics generates user empathy. In other words, connection with social trends has a significant impact on shaping brand perception.

Relation to top-of-mind recall

In a given category, if a brand is recalled as “the brand to choose for environmentally conscious products” or “the company that respects diversity,” it achieves differentiation based on social values. A consistent positioning grounded in a clear philosophy adds semantic depth to top-of-mind recall.

Practical Actions

・Clarify corporate philosophy, CSR initiatives, and sustainability policies
・Continuously communicate a consistent stance on social themes
・Align social contribution and co-creation projects with brand activities

+α (Integrated Model of Brand Association × Perception Factors)

Based on the discussion so far, enhancing brand recall requires more than just creative advertising or design. It is important to integrate the six elements of brand association with the five factors of perception design in a comprehensive approach.

To this end, we have developed an integrated model for brand recall and impression design by combining the traditional six elements that create brand associations with the five perception factors. While Chapter 6 will provide a deeper exploration of this integrated model, here we first organize the relationship between the six elements of brand association and the five perception factors.

In this way, the five perception factors are closely linked to the six elements that form brand associations. By consciously designing and integrating each element, it is possible to go beyond simple image creation and establish a brand’s presence as a brand that is actually recalled.

With this integrated model, it is not enough to “increase exposure” or “run situational ads.” Only by designing exposure, experience, evaluation, and social context as a unified whole can a brand create the “moment it lodges in the user’s mind.”

The process by which a brand is remembered progresses in stages: aided recall → unaided recall → top-of-mind recall.

The concept of “brand recall” used in marketing research and branding design can be categorized. Below is a summary of each definition and its implications:

・Aided Recall

→ Recall that occurs when a hint, category, or brand list is provided, prompting the consumer to say, “Ah, I know this brand.” For example: “Please tell us which brands you recognize from the following list.” Aided recall is useful for measuring the breadth of brand awareness, but it often has less influence on purchase behavior compared to unaided recall.

・Unaided Recall

→ Recall without any hints or prompts, where consumers spontaneously name a brand. For example, if asked, “Which detergent brands come to mind?” the brands mentioned immediately are examples of unaided recall. Unaided recall is a powerful indicator of whether a brand exists “naturally” in the consumer’s mind.

・Top-of-Mind (First Recall)

→ The brand that comes to mind first within a category. Among unaided recall brands, this is especially important because it is most likely to be considered when a consumer begins their evaluation. Brands that achieve top-of-mind status are more likely to be chosen even with lower advertising spend or promotion, giving advantages in customer lifetime value (LTV) and brand loyalty.

Key Point:

Consider the purchase influence as increasing in the order of unaided recall → aided recall → top-of-mind. Strategies aiming for top-of-mind recall should focus less on mere exposure (increasing awareness) and more on linking the brand to specific needs or moments. The brand with the highest top-of-mind recall rate is more likely to be selected.

The goal of perception design is not only to increase the probability of recall but also to align the impression when the brand is recalled. In other words, the objective is to create a state where the consumer experiences the expected emotions at the very moment the brand is remembered.

In section 1-3, we introduced the concept of the “curse of awareness.” While it is certainly advantageous for a brand to have as many touchpoints as possible and for consumers to develop positive impressions of the company or product, awareness alone is not enough. When making purchasing decisions, the higher the recognition of a product or company name and the more favorable the impression of the brand, the more confidently consumers can make a purchase.

So, what process do consumers go through when selecting products or services, ultimately becoming repeat customers? Typically, the consumer decision-making process follows these stages:

Awareness → Interest → Consideration → Purchase → Experience → Sharing (Repurchase)

Brand associations are particularly influential in bridging the gap between “awareness” and “consideration,” especially in the moment just before consideration begins—that is, when latent needs surface.

Examples of How Brand Associations Work in This Phase:
・Morning, during the commute, feeling thirsty → The consumer begins to consider whether to buy from a vending machine or convenience store. If “canned tea = Brand X” immediately comes to mind, Brand X becomes a candidate.
・Before a child’s sports day, realizing shoes are needed → If “children’s shoes = Brand Y” is the first brand that comes to mind, it enters the consideration set.

In other words, the key to gaining top-of-mind recall is that the brand is “connected” the moment the user becomes aware of a need. Achieving this requires communication design that links the brand to specific situations or contexts—not just simple visual recognition (awareness).

Many companies invest heavily in advertising to create this connection and drive sales, but caution is required when campaigns focus solely on short-term impact. High-impact campaigns may temporarily boost sales, but from a medium- to long-term perspective, they can risk damaging brand equity. Focusing only on immediate profit can deviate from the intended brand concept and ultimately diminish the brand’s intrinsic value.

In this chapter, we provide an integrated explanation of the “6 Elements of Brand Associations” introduced in Chapter 2 and the “5 Perception Factors” presented in Chapter 3.

Designing both simultaneously creates a brand that is recalled with meaning.

In this chapter, we strengthen a more concrete strategic design perspective by integrating the six elements (Proposition / Consistency / Situation-Based Appeal / Touchpoint Optimization / Storytelling / Reach & Relevance) with the five perception factors.

① Brand Proposition × Visual & Tone

As discussed in Chapter 2, a clear brand proposition is essential. By translating it into visual expression and language tone, it connects with perception factors. For example, if the proposition is “approachability × convenience,” the brand should use rounded fonts, soft colors, and a casual tone consistently.

② Consistency × Comprehensive Touchpoint UX & Experience Alignment

Thorough implementation of brand guidelines ensures that appearance, tactile feel, and language remain consistent across all touchpoints, supporting the perception factors of UX and tone. Additionally, experiences should be designed holistically, including product usage, customer support, and delivery, to avoid any misalignment.

③ Situation-Based Appeal × Language Tone & Storytelling

When using situational appeals, language and storytelling that convey “you’ll want to use this in this situation” or “this answers your needs for ~” reinforce impression design (tone). Designing both the story and the language—not just the scene—creates memorable top-of-mind recall.

④ Touchpoint Optimization × UX / Experience Alignment

Mapping touchpoints and designing them so that UX (usability and navigation) and experiences are consistent enhances trust in the perception factor UX. Any negative gaps in touchpoint experiences can disrupt memory anchoring.

⑤ Storytelling × Social Context & Value Proposition

By communicating brand stories, social values, and the company’s positioning, this aligns with the perception factor social and cultural context. Embedding the brand’s philosophy and vision into everyday initiatives creates meaning beyond mere product functionality.

⑥ Reach & Relevance × Third-Party Evaluation

When optimizing reach, integrating media coverage, review articles, and social media sharing creates touchpoints for third-party evaluation. In other words, it’s not enough to run ads; mechanisms should be designed to generate reviews, word-of-mouth, and social sharing, creating a structure where evaluation spreads organically.

By designing with these six elements and five factors in combination, brand associations and perceptions are reinforced, making it easier to control top-of-mind recall.

Based on the integrated model introduced in the previous chapter, this section outlines concrete initiatives by timeframe to achieve top-of-mind awareness.

To become the brand that comes to customers’ minds first, it is essential to design **“when”** and **“with what emotions”** the brand is recalled, and gradually embed it into memory.

Here, we explain specific branding initiatives to achieve top-of-mind awareness in three phases: short-term (3–6 months), mid-term (6–18 months), and long-term (18 months and beyond).

Short-Term (3–6 months): Strengthening the Foundation and Increasing Scene-Based Exposure

First, start by strongly linking the brand to daily life scenes. The goal is to clearly define **“when you want customers to recall the brand”** and make a visual and verbal impression of it.

(1) Scene-Oriented Advertising Campaigns

• Select typical latent-need scenarios (morning, returning home, breaks, etc.) and create advertising creatives.
• Ensure creatives incorporate visuals plus core message phrases.
• Prioritize ad media close to the target’s touchpoints (SNS, video, search ads, etc.).

(2) Search Ads Centered on Situation Keywords

• Collect user keywords representing vague needs or desires (e.g., “a drink for when I’m tired,” “a beverage to help wake up in the morning”).
• Use ads to expose the brand name and encourage searches for those keywords (raising awareness).

(3) Scene Story Development via PR

• Provide newspapers and web media with stories showing **“how the brand is used in this scenario.”**
• Tie the stories to seasons and trends to generate buzz (e.g., summer heatstroke prevention, winter dryness care).
• Link with third-party evaluations through review articles or column submissions.

(4) Increasing Exposure of Brand Symbols

• Frequently use logos and symbol marks (icons, graphic elements, etc.) in ads and media.
• Place visual elements in prominent positions so they are memorable.

Mid-Term (6–18 months): Strengthening Associations and Expanding Experiences

This phase moves the brand from being **“remembered”** to **“empathized with and chosen.”** The goal is to increase touchpoints with users and make the brand feel like a part of their daily lives.

(1) Scenario-Based Content Marketing

• From an SEO perspective, deploy multiple scene-oriented how-to articles (e.g., “Ways to Refresh During a Tired Afternoon”).
• Ensure each article includes the brand name and core message phrases.
• Structure internal links to guide users to navigate within the brand site.

(2) Social Media & UGC Utilization※5※5Leveraging user-generated content—such as photos, reviews, and videos voluntarily posted by users—in brand marketing to enhance credibility, empathy, and purchase motivation. and Sharing Design

• Run campaigns encouraging users to post their experiences using the brand in specific scenarios.
• Repost and amplify submitted images and videos.
• Design hashtags and unify vocabulary for UGC (e.g., #MorningReset, #RefreshTime).

(3) Redesigning Touchpoint Junctions

• Check consistency across web → purchase flow → packaging → unboxing experience → support.
• Insert memory triggers, e.g., include a message card or brand-colored paper when opening the package.

(4) Encouraging Reviews and Strengthening Media Partnerships

• Send review requests to customers (design prompts and incentives).
• Plan tie-ups with industry media or specialist publications.
• Strengthen collaborations with influencers to reinforce trust.

※5 Leveraging user-generated content—such as photos, reviews, and videos voluntarily posted by users—in brand marketing to enhance credibility, empathy, and purchase motivation.

Long-Term (18 months and beyond): Deepening Meaning and Strengthening Loyalty

This stage evolves the brand from **“known”** to **“trusted.”** The brand’s meaning is deepened by linking it to social context and shared values.

(1) Embedding Brand Philosophy and Social Value

• Implement SDGs and social contribution activities as mid- to long-term strategies and annual initiatives.
• Clearly communicate the brand’s positioning and values.

(2) Product Improvements and Experience Updates

• Improve product/service features based on the brand promise.
• Incorporate user feedback and apply it to future phases.

(3) Community Building and Brand Ambassador Programs

• Design online and offline communities.
• Foster ambassadors, encourage word-of-mouth, and offer exclusive benefits to build loyalty.

(4) Retention Marketing※6※6A marketing approach focused not on acquiring new customers, but on maintaining and strengthening relationships with existing ones, encouraging continued use, repeat purchases, and increased loyalty. and Reuse Promotion

• Use email marketing and retention ads to encourage repeat use.
• Offer programs for loyal users (benefits, newsletters, exclusive information).

(5) Continuous Perception Monitoring and Course Correction

• Conduct regular perception surveys to track recall and impression words.
• Update brand expression in response to external changes (competition, culture, trends).

To become a **top-of-mind brand**, a brand must become the **representative of its category** in consumers’ minds.

Short-term efforts focus on exposure and impression formation, mid-term on expanding associations and experiences, and long-term on deepening philosophy and trust.

Ultimately, the goal is for users to naturally think, **“Ah, there’s ○○”** in the moment—that is proof the brand has taken root in memory.

※6 A marketing approach focused not on acquiring new customers, but on maintaining and strengthening relationships with existing ones, encouraging continued use, repeat purchases, and increased loyalty.

According to David Aaker※7※7David Aaker is an authority in brand strategy, known for proposing the concept of "brand identity." He is widely influential for his theories and practical models on enhancing brand value and loyalty., author of *Brand Relevance: Making Competitors Irrelevant* and often called the “Father of Modern Branding,” brand consistency is **“something” that continuously reinforces brand recognition**. Visual symbols, overall design style, and atmosphere constitute this consistency. However, brands naturally evolve over time, as seen with characters like Mickey Mouse and Snoopy.

Yet some aspects remain unchanged—specifically, the **structure of brand design and communication**. Here, “structure” refers to the consistent relationships between brand elements, forming a basic design framework. Characters like Mickey Mouse and Snoopy maintain this core structure while gradually updating visuals and symbols.

This illustrates that brands are not built overnight, nor is it easy to overturn an established brand image. Therefore, it is crucial to avoid **misperceptions among consumers**. Ensuring consistency in what the brand wants to convey and display, designing touchpoints—including brand design and advertising—that create a coherent brand image, and nurturing brand communication with a long-term perspective and process are essential.

With an understanding of consistency, we can explore its relationship with brand loyalty.

※7 David Aaker is an authority in brand strategy, known for proposing the concept of "brand identity." He is widely influential for his theories and practical models on enhancing brand value and loyalty.

• Consistency as the “Glue” of Brand Memory

As mentioned, consistent visual and verbal expression strengthens associations. People are more likely to remember repeated, consistent expressions than fragmented information, which helps avoid incorrect brand associations.

Visual perception, in particular, accounts for about 80% of the information humans can perceive and serves as a powerful channel for embedding memory and recognition. For this reason, many companies repeatedly promote a consistent brand design to reinforce recognition.

However, when attempting to temporarily boost awareness through large-scale advertising or campaigns, any contradiction with the brand narrative can create a gap with brand personality, potentially producing a counterproductive effect.

• Connection with Brand Loyalty

Brand loyalty refers to the state in which consumers can anticipate and associate the experiential and emotional value they gain from a brand’s products or services **before making a purchase**, by establishing loyalty that links these values to the brand.

Establishing brand loyalty is one of the outcomes that follow once top-of-mind awareness is secured. By consistently being chosen after achieving Top of Mind, usage frequency increases, repeat purchase intention and recommendation behaviors (word-of-mouth) rise, thereby increasing LTV※8※8LTV (Lifetime Value) refers to the total profit (or revenue) a customer generates for a company from the start to the end of their relationship. It is a metric indicating the long-term value of a customer.. To nurture loyalty, providing a **consistent experience**—where expectations align with delivery—is essential.

※8 LTV (Lifetime Value) refers to the total profit (or revenue) a customer generates for a company from the start to the end of their relationship. It is a metric indicating the long-term value of a customer.

So far, we have introduced the importance of brand associations, brand perception, the factors that shape them, branding initiatives that connect them to top-of-mind awareness, consumer behavior, and the significance of brand loyalty and consistency.

Based on the content presented, we have prepared a checklist to review what may be missing in your brand regarding brand associations and perception design. Please make use of it.

The essence of branding is neither simply gaining recognition nor running advertisements. It is the act of cultivating a “meaningful memory” within users. By carefully building touchpoints, experiences, and narratives around brand associations and perception design, a brand can evolve from being merely “remembered” to being consistently “chosen.”

Additionally, being “liked when recalled” signifies that the brand has truly taken root.

• Brand Association – “What comes to mind”
• Brand Perception – “How it feels”
• Top-of-Mind Awareness – “In which situations it first comes to mind”

When these three elements are aligned, a brand transcends a mere product name and becomes a cultural symbol embedded in consumers’ memories. Branding is not about advertising—it is “memory design,” and perception design is about “designing the context of trust and favorability.”

References:
• Hiroshi Tanaka, *Brand Strategy Theory*
• Japan Marketing Association, *Rethinking Brand Theory*
• Dentsu Research Institute, “Correlation Study Between Brand Recall and Purchase Probability” (2024)
• paddle design company, *Correlation Between Awareness and Brand Value*
• Zootripper Labo: “The Moment a ‘Brand’ Resonates in the User’s Mind — 5 Factors Shaping Perception” (April 2025)
• Re-DERISE JAPAN: “Benefits of Brand Associations and 6 Steps to Build Them”
• “Most Branding Challenges Lead to Perception Issues”