Why Brand Activation Planning important?
Brand activation is how a brand is popularised by creating awareness and engagement through some brand experience. If consumers are oblivious to the existence of a brand, they will not consider it while purchasing because, in their minds, such a brand is non-existent. Hence it is vital to adopt the needed measures to cement the brand’s name in the consumers’ minds. It’s time to take your brands to new heights.
Taking the Brand to New Heights
Brand activation enables brands to devise the experiences needed to win the target audience, increase in-store or online traffic and cement the brand’s name in the consumers’ minds. For example, brands like Nespresso, Super Cheap Auto and IKEA adopt unique methods to communicate with their consumers and attract them. Not just popular brands, even new brands adopt various measures to promote their brands to attract more consumers. It is not easy for a label to rebrand itself by making a few changes, and rest assured that people will notice them. Rebranding must go through a rigorous process to communicate with the consumers and to find a place in their minds.
Where do I start with Planning a Brand Activation?
Each time a consumer enters a store, thousands of brands compete to get his/her attention. A successful brand activation helps bring the target audience in-store, make new merchandise accessible, and deliver a memorable, shareable, and inimitable experience. For brand activation to be effective, it is crucial to focus the brand on something unique to create an unforgettable experience.
The best ideas are the ones that can successfully blend the brand’s unique promise and the customers’ interests.
It involves raising the consumers’ curiosity by revealing a hidden backstory in the form of unique features of the store, service or product. An activation tied to the brand’s values helps the brand to stand out in the crowd.
Brand Activation Checklist
1. Clarity about brand values and the messages that will communicate to the end-users.
For effective brand activation, clarity regarding the brand values and the messages that need to communicate is crucial. To accomplish this goal, we work in tandem with our clients to capture the essence of their brand perfectly so that we can bring it to life most cost-effectively and creatively as possible.
2. Defining the market and the target audience
Understanding and defining the target market and the audience is fundamental because it helps to identify the space and format of the brand activation.
3. Attention to detail
Paying attention to the small stuff is crucial not to lose sight of the big picture and prevent the message from getting lost in the process. Creative direction and brand management can play a vital role in ensuring the effective activation of the brand.
4. Great planning and production
A team of expert technical and production personnel ensures that every task is well-taken care of. With such a team, it is possible to create a preproduction brand activation in the way one wishes.
5. Consideration of new technologies
Relying on the latest technologies helps create suitable emotions and turn them into mesmerizing brand experiences packed with designs and visual effects.
6. Never lose sight of the main objectives
When executed well, a brand activation imprints the brand name in the consumers’ minds. One should never lose sight of the main objectives of the brand activation, which are creating awareness, entertaining and remaining in the minds of the consumers.
7. Ask three questions to yourself
What will be done to involve the target audience? Does the brand activation entertain, engage and educate? Why should the consumers come back to the brand? Failure to answer these questions indicates that you are wasting the budget.
What is the best type of Brand Activation?
A successful brand activation boosts the brand uptake when directly linked to the release of a new product, service or other featured items. Enacting the brand in a suitable setting that matches the product helps to make it memorable. Effective brand activation helps connect with the customers at a deeper level and stay in their minds for a long time. It evokes an emotional response in the minds of the audience. It shakes people from their day-to-day lives and encourages them to form a lasting connection with the brand. Effective brand activation also involves leveraging the power of diverse media to tell the story from different angles and reach a wider audience. Pairing the sales data with observational data helps identify the direct impact of the brand activation on the consumers purchasing habits.
What are the benefits of Brand Activation?
Even if the brand is around for some time, it can fail to get peoples’ attention and gain new fans. This is where one can utilize the power of brand activation. It is easy to choose a brand activation method that conveys your desired feelings within the budget you decide. With brand activation, the sky is the limit to send the message to the audience. You can choose any form, ranging from sampling on unicycles to in-store augmented reality, to create awareness about the brand.