In my recent trip to Brazil I took a picture of this shirt, which I think vividly exemplifies a very important attribute of great brands: their ability to generate clear and consistent mental associations as soon as somebody hears their name. 

The words on this shirt are exactly what comes to mind when we hear “Brazil”.  This immediate connection is one of the reasons why Brazil is a strong brand.  Other countries, like Paraguay or Honduras, for example, are weak brands because most people are not able to easily associate any meaning to them.

My country, Peru, is beginning to position itself as a brand.  Whenever I tell people that I am from Peru, the most common reaction is: “Oh, Peruvian fooooood”, it’s the best!!!.”  Peru is slowly but surely becoming known for its fascinating cuisine.  Another strong association is Machu Picchu, and the iconic image that has been seen by millions of people all over the world. 

There are other associations that can be exploited, but they need a little marketing help.  For example: “surfing”.  Peru’s beaches are great for surfing, but that hasn’t yet been communicated as effectively as the country’s reputation for great food.  Another association that can probably work for Peru is “rain forest”.

For brand associations to be effective, they must work together to reinforce one single central theme.  In the case of Brazil, notice how words like “beach”, “soccer”, “samba” and “caipirinha” work nicely together to reinforce the central theme of “pleasurable relaxation”, or “relaxed pleasure” that usually comes to mind when one hears the word “Brazil”.

Companies, products and people are also brands, and they must work on developing strong mental associations in order to differentiate themselves and break through the clutter, which is the biggest obstacle to making it in today’s marketplace. 

What do you want people to think when they hear your name or the name of your product?  Identify a few (five or six) positive and memorable words that go well with you and what you want to project, and work hard to live up to them.  You will then be on your way to building a strong brand.