Visualize a scenario wherein you have just launched your brand. From your product range to your target audience, all of it has been carefully set, but you do not receive the anticipated connection, that you wish to build. Do you know why? The two most obvious reasons for this could be that either your target audience doesn’t know you or the few who know you cannot make meaningful connections with your brand! What do you do next? We build a meaningful connection with our audience.

As marketers, we can relate to the tremendous amount of hustle that goes behind each time we try to create a personal communication with our audience. Whilst trying all sorts of permutation combinations, we have figured out that the mush spoken about Brand Activation works best in such scenarios!

So first things first;

What is Brand Activation?
The definition of brand activation is often misinterpreted. So let’s break this concept for you in simple words. Brand activation is a part of brand promotion techniques that helps you generate brand awareness, audience interaction and builds long-lasting connections through campaigns and events. If you happen to research well you will find that an underlying difference between other brand promotion techniques and brand activations is, they are interactive and engaging to a personal level. And we all know the importance of personal communication!

Personal communication has a vital role to play when you want to reach out to your audience, and make impactful connections. The term “Brand Activation” has a more significant meaning than just being a marketing term or a brand promotional tool.

But now the real question is, in an era of a quick fix or a flash-in-the-pan trend, is brand activation just another brand promotion tactic? Let’s decode the ultimate guide to a strong brand activation campaign

1. Set Goals: this is the first step you need to close before setting sail. Decide what is that you want to accomplish. Do you want to sell more than last year? Do you want to give out a message? Or do you want to promote your brand? This will not only help you to stick through your plan but will make it easier to accomplish. Last but not the least, while setting goals try to keep them realistic and measurable. Follow the SMART formula for greater triumph.

2. Setting measurable and realistic goals: brand activation platforms may woo you off your feet and you may turn out to set the most unrealistic goal for your brand. But would that help? Think twice? Setting realistic and measurable goals is a must. This way, you not only overburden your brand and drain out in the process but also slowly yet steadily work your way up to success!.

3. Create a Budget: a successful brand activation campaign need not necessarily be a costly affair. An ideal way to start is, have a budget in mind and device upon your brand activation activities or brand activation platform that fits your budget and not the other way round. Creating a budget beforehand and working as per plan plays a crucial role later, to measure ROI post-campaign.

4. Identify target audience: this pointer stands true for all sorts of brand promotion or brand activation activities. Identifying the target audience is a must to reach out to them effectively. When you understand your audience well, you know what appeals to them, their likes and dislikes, and the opportunity it holds for your business. And while targeting your audience, remember not all needs and wants may be the same and hence you must be open to variation.

Final thoughts:
Building a brand is a process and no one solution fits the bills. But yes, working with the right brand activation agencies just makes the process a little too simpler. Therefore, while choosing the right brand activation agency be open to new ideas and learnings. Also remember, it is very important that the brand activation so created must continue in all your interactions thereafter or you tend to lose the spark. The process of brand activation does not stop post-event.