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Brand Activation Planning & Campaign Rollouts
Brand activations essentially refer to making your brand known to people, increasing awareness and engagement through some brand experience. If nobody knows who you are, they can’t understand your brand when choosing a suitable match. Your brand doesn’t exist effectively; that is, at least in your future customers’ minds. Your brand must be ‘activated’ before it can be helpful to anybody.
It’s time to take your brand to new heights.
Brand activation allows brands to create experiences that reach the right audience, drive in-store or online traffic, and introduce themselves to future audiences.
Look at brands like Nespresso, Super Cheap Auto, or Ikea and how they bring their unique offering to life in-store or through other communications. This doesn’t just apply to established brands but also to new brands. If a business wants to rebrand itself, it can’t just make a few changes and hope people notice. It needs to go through switching people’s minds to the new brand and making them aware of it.
Where do I start with Planning a Brand Activation?
Every time you step into a store to buy something, you immediately encounter thousands of brands competing for your attention.
A significant brand activation brings a coveted audience in-store, makes new merchandise accessible, and delivers a memorable, shareable, and hard-to-replicate experience.
A significant brand activation should centre on something that ties into the brand itself to create a memorable experience for customers. The best ideas intersect with what your customers enjoy and your unique brand promise.
Letting customers behind the curtain of your brand reveals an unknown or hidden backstory through the unique features of your store, service, or product.
Make your brand stand out from the crowd with an activation tied to your brand’s values.
When planning a brand activation, start with this checklist.
• Be clear about your brand values and what you want to communicate. To achieve precisely this, we plan out activations with our clients to perfectly capture the essence of their brand and bring it to life in the most cost-effective, creative way possible.
• Define your market and the exact target audience you want to talk to. This will also help define the space and format of your brand activation.
• Pay attention to the small stuff. Bringing together a variety of disciplines to bring activation to life can mean losing sight of the bigger picture, and your message can easily get lost in the process. Creative direction and brand management will play a critical role in steering the ship towards the destination
• Good planning and production. An excellent technical team and production experts help ensure each job is handled. Preproduction planning brand activations means the only limits are our imagination.
• Consider new technologies. Creating emotions and bringing them to life through applications or other technologies should be considered. What turns these activations into brand experiences is packing them full of design, visual character, technology, and staging.
• Never lose sight of the end goal. Done well, a brand activation will help you stand out in your future clients’ minds. Building awareness, entertaining, and staying in consumers’ memories after they leave are the end goals; never lose sight of that.
• Ask yourself three questions. How does our target get involved? Does it entertain, engage and educate? And why should they come back to you? If you can’t answer these questions, then you might be wasting your budget.
What is the best type of Brand Activation?
A significant brand activation should be designed to boost brand uptake by linking it directly to a new release or a featured item of your product or service.
Build long-term support for your brand through activation by connecting with your customers on a deeper level than you can in a traditional setting.
A significant brand activation should evoke an emotional response in your target audience, ensuring people walk away feeling something.
Make it memorable by invoking emotion in your target audience.
Shake people out of their everyday lifestyle in an original way so they form a lasting connection with your brand. Use data to get the most out of your activity; when paired with observational data, sales data can help you see your activation’s direct impact on consumers’ purchasing habits. Enact your brand in a setting that makes sense for the product you’re promoting.
A significant brand activation should leverage multiple media channels to reach distinct audiences and tell your story from different angles.
What are the benefits of Brand Activation?
Even if your brand has been around for a while, it doesn’t mean that it’s getting the attention it needs to keep growing and gaining new fans. Brand activations build this kind of additional support. The great news is that brand activations can be done in many ways, depending on the feeling you’re trying to generate and the budget you have at hand.
With your brand activation, the sky is the limit.
Because a brand activation can take any form, from sampling on unicycles to augmented reality in-store, as long as it’s on-brand and helping you uniquely spread your brand’s message, the growth potential is limitless.