Best 6 Fundamentals of Brand Activation

Businesses can generate long-term success by leveraging the talents of experienced marketers to activate brands.

Brand activation is a great way to build relationships with your customers and generate positive results.

What is Brand Activation?

A new product or company is essentially dead because no one knows about it.

Brand activation refers to the act of making your brand visible by creating an event, interaction, or experience. This can be used to raise awareness for a new product or rebrand an existing company.

What is The Purpose of Brand Activation?

Brand activation campaigns can be extremely successful when executed correctly.

Brand activations are so popular and successful that many brands now seek out activation specialists to help build effective activation campaigns. An activation campaign can have many benefits.

• Sensitization
• Stabilizing relationships
• Sales boosting
• Challenge your perceptions
• A ripple effect

1. How to Activate Your Brand

It is important to be familiar with the various brand activation methods in order to create a brand strategy that works for you. These are the top ways to activate your brand.

• Marketing Experiential
• In-store activation
• Sampling campaigns
• Branch events

These events provide opportunities to host seminars, book booth space, or promote your company on social media. Experiential marketing can also be done at industry events.

2. Brand Activation vs Brand Building

Although brand activation may sound remarkably similar to brand building, there is one major difference.

Brand activation is a short-term purposeful campaign that aims to activate your brand and establish your brand as a long-term strategy.

Brand activations are a way to achieve specific business goals quickly and effectively. Brand building is a long-term strategy, but brand activation can be used as a specific tactic.

Brand activations are a great way to promote your brand to as many people as possible. However, PR and marketing professionals have come to realize that the focus on short-term gains is not always the best option.

3. The Cause of Short-termism

Digital marketing is easy to seduce brands with the fast gains of brand activations. Businesses can quickly get satisfaction from short-term brand activation strategies like sampling and experiential marketing.

However, too much focus on this can hinder long-term brand growth. Marketing professionals consider short-termism the most important issue in their industry.

To much focus on brand activations can lead:

• Low-quality leads
• A small prospect pool
• A dry marketing funnel
• Strategy requires less attention
• Creativity burnout
• Profit plateau

4. Get The Best of Both

Marketing and PR experts will tell you that success requires a combination of short-term and long-term strategies.

But if your sole focus is on building your brand, it will be difficult to convince your audience to make a purchase. Forbes recommends that you consider both the long-term strategy for brand creation and a sales activation that is effective for your business.

5. Balance Act

It is difficult to find the perfect balance between long-term brand building and quick brand activation. It is difficult to find the perfect balance between long-term brand building and quick brand activation.

It takes time and investment to find the right balance, and this balance may change as your business grows.

A successful combination of both strategies can make a big difference in your bottom line. Marketing gurus Les Binet, Peter Field, and others have extensively researched the best balance between these two strategies. This is now known as the 60/40 rule of success.

6. Making a Connection

Your customers’ interactions with your products and business are key to your success. Your activation strategies may be more successful if you first establish your brand and understand your brand identity.

Adidas and other brands have shown that investing in the right activation strategies and marketing strategy is crucial. Some people prefer to work alone, while others rely on the expertise and knowledge of agencies.