To some, brand building activities may sounds like just another marketing jargon but when you understand what BTL activities mean, truly, and how brand building events help a brand to achieve that cult status; terms like this may not sound gimmicky anymore.

Brand building activities are ways and means of improving a brand’s equity in two ways – directly targeting through advertising campaigns and indirectly through promotions like brand activation, mall activation and events. So, if you launch a new product then it is crucial to nurture a brand further and brand building activities help you achieve that target.

Brand building activities are marketing processes with a centralised theme that revolves around consumer life. Through a variety of brand experiences and advertisements, brand equity can be generated in the minds of the consumers and this can easily give a head start to your brand. Positioning your brand right and within the right target audience is as vital as giving a name to your brand. Your target audience must be able to relate with the product and it must be in sync with their personality and ideologies. So, communicating the brand’s key message through suitable brand activation activities and various other promotions is necessary because it might be a needed criterion for developing the brand’s role.

How do you get the stage set for the brand building activities?

Before indulging in any sort of brand building activities or brand building events, it is necessary to analyze your target audience. A lot depends on the demographic of your target group. Their age group, economic status, location etc; once you have a clear picture of who your target audience exactly is, you can then strategize your marketing plan and brand building activities and other promotional events.  Make certain that your activities echo with the taste and preference of your target audience.

When you decide to have promotional brand activities for garnering more consumers for your brand then it is best to do it through brand building activities. Direct marketing like mall promotion ensures to reach out to the target group of audience and caters to the specific needs of the brand. With brand building activities, you are specifically targeting those whom you want to reach out to and by doing so you can also streamline as to which key message you want to communicate.

Interestingly, unlike exhibitions, brand activation activities and other BTL activities offer much more that you can give to the visitors. The use of large format graphics with high-quality prints attracts the consumers instantly. So make sure to have the message right and in perfect font to have the eyeballs turned to your experiential space. Also, brand building activities offer a single point-of-contact, which vehemently acquires the larger chunk of consumers in a mall, corporate space or wherever you have your promotional activities.

We all know that brand activation is a new term and it is strongly emerging and developing at every stage. Hence, use this untapped zone to communicate your brand’s message with BTL activities.