You may have heard this term thrown around in recent years, but like other intangible marketing concepts, it can be hard to pin down. Let’s unpack Brand Activation with the top FAQs answered.
Wait! What actually is Brand Activation?
Brand activation comes across as a bit of a buzz word. It may even have you rolling your eyes. But let’s actually pin down the meaning. Brand activation is an experience designed to increase brand awareness or – in other words – get more people to know about your brand.
Think of it like this: if your brand is the paper and logs sitting in the firepit, the brand activation is the match that turns it into a roaring fire.
How on earth do you ‘activate’ a brand?
There are different ways to activate your brand, but the best way is to offer people an experience of it. This can be through experiential marketing, which is what it sounds like – marketing that you can actually experience. Or you can develop a brand activation event – an event that allows people to physically interact with your brand.
Do I need Brand Activation?
You may think brand activation is just for a new company. However, it’s often used after a rebrand, or after something that happens in a company that effects the brand. For example, a product launch that lays slightly outside of a brand’s usual remit is a great opportunity to ‘activate’ your brand in its most updated form.
Does Brand Activation work?
This is a good question – so, how does Brand Activation actually work? Brand Activation is designed to evoke a reaction in your audience, this creates an emotional association with your brand in their mind.
Creating an experience for people that triggers emotions really is the secret to getting your brand known. Once people have an emotional connection to your brand they will remember it. That’s the power of Brand Activation.
How do you create a Brand Activation?
There are many strategies to Brand Activation but the most common is to hold a brand activation event. Here’s a quick guide to creating your Brand Activation:
• Pinpoint your brand’s values including which ones you want to highlight with this event.
• Decide who you are targeting the event towards
• Set some clear goals
• Start planning out the details such as activities, venue, and guest list. For this we recommend involving a professional event production company to really give your brand activation impact
Hopefully this list of questions has demystified brand activation for you. If you think Brand Activation might be something your business needs, or even if you’re not sure, get in touch with us and we can talk through your goals.
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