What Brand Is - The Science Behind Association
"A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well." - Jeff Bezos, Amazon
Let's Get On the Same Page First
Before we go any further, I need to make sure we're speaking the same language. Because the word "branding" has been so overused and misunderstood that most people think it's about logos, colors, and fancy websites.
It's not.
Let me give you the clearest, most actionable definition of branding you'll ever hear:
Branding = The intentional pairing of relevant things, done consistently
Brand = When your audience inherently associates those things together
That's it. No mystical woo-woo nonsense. No expensive agencies required. Just intentional association.
Why This Definition Changes Everything
Here's the beauty of this approach—it makes branding completely operational for you. All you have to do is deliberately and intentionally pair yourself with the association that you want your audience to make.
It takes all the fluffy magic out of what brand is and makes it something you can actually execute.
This isn't marketing theory—it's basic human psychology. Research in cognitive science shows that memories and associations are more easily recalled when there are stronger emotional ties. When you consistently pair yourself with specific qualities, your audience's brain creates neural pathways that automatically connect your name with those attributes.
"Brand is just a perception, and perception will match reality over time." - Elon Musk
The Master Class Examples (That You Already Know)
Let me show you exactly how this works with examples you're already familiar with:
Example 1: Nike + Michael Jordan = Athletic Greatness
Let's use the most classic example known to man. Nike and Michael Jordan.
Nike entered the basketball market and they wanted their audience to associate them with athletic greatness, specifically within the basketball industry. So what did they do?
They intentionally paired themselves with greatness in basketball. Michael Jordan. I can't think of another name that's more synonymous with victory, with winning, with greatness.
The result? Every time you see those swooshes, you think athletic excellence. That association is so strong it's survived decades.
Example 2: Gary Vaynerchuk + Content Mastery
Take Gary Vaynerchuk in content. The man literally wrote a book called "Crush It!" back in 2009, talking about how people were going to make money talking about the Smurfs on YouTube.
Gary is synonymous with content creation, and over time his actions done repetitively have led us to draw that association. He has intentionally paired himself with content mastery among many other things.
Example 3: Harley-Davidson + Freedom
This is my absolute favorite example that I have to inject at any chance I get. Harley-Davidson.
For years in their marketing, Harley-Davidson has intentionally paired themselves with freedom. And what's the association that their customer base draws when they think of Harley-Davidson?
Freedom. The open road. Tearing off their suit and hitting the road.
The Strategic Insight: These aren't accidents. These are intentional, systematic brand-building strategies that create specific associations in people's minds.
The Psychology of Brand Association
Consumer Behavior Research Reveals:
• Most consumers can only recall 3-5 brand names when prompted by a product category
• For low-interest categories, most people remember only 1-2 brands
• Brand recall influences 38.7% of brand lift across all marketing channels
• Strong brand associations create measurable competitive advantages in purchasing decisions
The Neural Science Behind It:
Modern neuroscience research shows that brand information processing follows two distinct pathways in the brain:
- Shallow Processing Route: Where brand information captures unintentional attention
- Deep Processing Route: Where brand information activates existing knowledge and experience, leading to brand recall
The Master Class Examples
Case Study 1: Nike + Michael Jordan - Athletic Greatness
When Nike entered the basketball market, they faced established competitors like Converse and Adidas. Their solution wasn't better technology or lower prices—it was strategic association.
The Strategy:
Nike intentionally paired their brand with athletic greatness by partnering with Michael Jordan in 1984.
The Investment:
• Initial 5-year, $2.5 million deal
• Equity stake that continues paying Jordan today
The Results:
• $100+ million revenue in Air Jordan's first year alone
• 58% market share of all basketball shoes in the U.S. by 2012
• $130+ million annually to Jordan as of 2019
• $1.7 billion lifetime earnings for Jordan from this single association
• Nike grew from struggling competitor to dominant market leader
The Psychology: Every time consumers saw Michael Jordan's excellence on the court, they unconsciously reinforced the Nike = Athletic Greatness association. This wasn't just advertising—it was experiential branding through performance.
Case Study 2: Gary Vaynerchuk + Content Mastery
Gary Vaynerchuk transformed from "the wine guy" to one of the world's most recognized content authorities through intentional brand association.
The Strategy:
Starting with Wine Library TV in 2006, Gary consistently paired himself with valuable content creation and authentic expertise.
The Evolution:
• 2009: Published "Crush It!" establishing content creation expertise
• 2018: "Crushing It!" featuring success stories of others who followed his methods
• Current: Built 800+ person agency VaynerMedia valued at hundreds of millions
The Results:
• $150 million net worth built primarily on personal brand equity
• Daily influence over millions through consistent content output
• Investment success in Facebook, Twitter, Snapchat, Uber, and dozens of other companies
• Speaking fees commanding six figures per appearance
The Method: Gary didn't just talk about content—he exemplified it. Producing daily content across multiple platforms for over 15 years created an unshakeable association between his name and content expertise.
Case Study 3: Harley-Davidson + Freedom
Harley-Davidson represents perhaps the most emotionally powerful brand association in modern business.
The Strategic Association:
For decades, Harley-Davidson has intentionally paired their motorcycles with freedom, rebellion, and American individualism.
The Community Building:
• Harley Owner Group (HOG): One of the world's most successful brand communities
• 1.4 million members worldwide creating shared experiences
• 48% market share in North American heavyweight motorcycle segment (651+ cc)
The Emotional Impact:
• Most popular tattoo in the United States is the Harley-Davidson logo
• Premium pricing power: Customers pay 20-40% more than comparable motorcycles
• Lifetime loyalty: Average customer owns multiple Harleys throughout their life
• Cultural transcendence: Brand recognition extends far beyond motorcycle owners
The Psychology: Harley-Davidson doesn't sell transportation—they sell the feeling of freedom. Every marketing message, every event, every customer interaction reinforces this core association.
The Operational Framework
"The most powerful and enduring brands are built from the heart." - Howard Schultz, Starbucks
This framework removes the mystique from brand building and makes it completely actionable:
Step 1: Choose Your Association
What do you want people to think when they hear your name?
• Innovation • Trustworthiness • Results • Expertise • Authenticity
Step 2: Identify Pairing Opportunities
How can you consistently connect yourself with that association?
• Content creation • Partnership choices • Client selection • Speaking topics • Social proof
Step 3: Execute Consistently
Every touchpoint must reinforce the same association:
• Social media posts • Client interactions • Content topics • Partnership decisions • Public appearances
Step 4: Measure Association Strength
Track whether your audience makes the intended connection:
• What words describe your brand? • What industries seek you out? • What problems do people bring to you? • How do others introduce you?
The Compound Effect of Consistency
Research shows that brand association strength increases exponentially with consistency:
• 0-6 months: Building initial recognition
• 6-18 months: Creating reliable expectations
• 18+ months: Achieving automatic association
• 3+ years: Establishing market position
• 5+ years: Creating lasting competitive moats
The businesses that fail typically give up during the first 18 months, before the compound effect takes hold. The businesses that succeed understand that brand building is a long-term investment that pays exponential returns.
Chapter Summary: Your Brand Is Your Business Strategy
Understanding brand as intentional association fundamentally changes how you approach every business decision:
• Content Strategy: Does this reinforce my desired association?
• Partnership Opportunities: Will this strengthen or dilute my brand?
• Client Selection: Do these clients align with my brand positioning?
• Pricing Strategy: Does my brand command premium pricing?
• Growth Planning: Is my brand scalable beyond my personal time?
"Let excellence be your brand… when you are excellent, you become unforgettable." - Oprah Winfrey
The professionals who master this principle don't just build businesses—they build lasting market positions that compound in value over time.