The Power of Associations: Building a Brand People Trust

Think about a brand that you have known for a long time, think about their consistency, clarity, and what they stand for. These are traits that brands build on over time to gain their audience’s recognition and long-term loyalty. Let's take a look at three brands that have truly succeeded in doing this. 

LEGO’s image for example, is founded in creativity and imagination. Their partneships, product launches, and campaigns strengthen that while playtime is fun, it can also be innovative and educational. From classrooms to movies, LEGO keeps presenting themselves as a brand that sparks curiosity for people of (almost) all ages. 

We can also look at Fenty Beauty who had a huge impact in the beauty industry by prioritizing diversity and inclusivity. The cosmetics brand launched the line with unprecedented diversity in products, like their foundation which came in 40 different shades, making a clear statement on their commitment to wide representation. This message is also clear through their packaging, ads, and media presence. (Rihanna also gets bonus points for her Savage x Fenty lingerie line which is huge in body positivity.) 

Lastly, we can see how this strategy was used by Ben & Jerry’s, a brand that has always aligned their values with social justice, activism, climate change, and many more global causes. Their image had the desired effect as it skyrocketed this year (2025) when we faced such frail political times. Many consumers decided to ‘speak with their wallets’ leaving retailer shelves empty when the company doubled down on their stances. 

The takeaway is simple, you can nurture and build trust, loyalty, and brand representation by aligning your brand with causes that are important to your target audience. However, make sure to be genuine, consistent, and clear in these partnerships.  

Think about what associations and values are important to your brand’s community and how you can get your brand involved.