Brand activation is a strategy to create consumer awareness and trust in a brand by effectively presenting product information and ensuring appropriate product placement. It emphasizes the importance of a well-trained brand ambassador team to enhance consumer experiences and gather valuable data for continuous improvement. Overall, brand activation is essential for establishing a strong brand presence and gaining a competitive edge in the market.

2. So you have a brand or product, how are you
going to make consumers aware of it, what is
does and what it stands for? The answer is
Brand Activation!!
A brand is a sign, symbol, word or a
combination of all three that allows
individuals to identify a product from its
competitors.

3. A strong brand is one that is top of consumer’s
evoked set, one of the first three brands that
are their ‘go to’ when buying a product.
The stronger your brand is, the more likely
consumers are going to trust you and the
products sold by you, having a strong brand is
a powerful position and one most brands try to
achieve as it is a competitive advantage.

4. So how do you build a strong brand, how to
you become apart of the evoke set, how do
you compete. This is where brand activation
comes in, brand activation is able to give your
brand that edge and meaning.
How I hear you ask?

5. 1. Knowledge is power!
Successful brand activation allows the transfer
of information and knowledge from the brand
to the consumers. Brand activation is the
perfect time for the brand and brand
ambassadors to inform and educate consumers
on the product at hand. They may be able to
demonstrate how the product can be used as
well as where they are able to purchase the
product.

6. 2. Put the P in product placement
The placement of your brand or product
during a brand activation campaign needs to
reinforce the brand image, and confirm whom
the brand is targeting. There is no point
attracting price sensitive customers if your
brand is high end and niche.

7. The way the product is presented to the
customers needs to reflect the customers.
Products need to be placed in a way, which
reflects the brand story, and brand activation
is the perfect way in which to do this.

8. For example, if a product is stacked sky high
it can suggest that the product does not have a
high price point. However if a product is
presented with a lot of space and has only a
few on display, it can suggest the brand and
product is more prestigious and have a higher
price point.

9. Brand activation allows you to dictate how
the brand is presented, the supermarket shelf
does not govern you so get creative! Although
be mindful of other requirements such as
electricity and safe storage of food if you have
a perishable product. You might get too
creative and end up with a mountain of melted
ice cream and that is not the kind of product
placement any brand wants.

10. 3. There is an I in team
The quality of brand ambassadors and the
brand activation team are another layer to
brand activation so don’t think you can get
away with skimping on this vital ingredient.
See there is an I in team!

11. Outstanding brand ambassadors are always
remembered and add meaning to the brand, as
are individuals who give the worst service so
choose your team wisely as they are an
extension of your brand. You want your brand
ambassadors and brand activation team to
leave a positive impression on the consumers
- at the least.

12. However what you really want is for the
brand ambassadors and brand activation staff
is give consumers and experience, as an
experience will last and be talked about for a
lot longer then the brand activation itself.

13. The presentation of the brand ambassadors and
brand activation staff strongly reflect the
brand and the product. Providing a uniform
can tell a visual story to the consumers about
the value proposition the brand is putting
forward.

14. 4. Give me data, data and more data!
There is a lot of data out there at the moment.
There are many surveys done by private
companies and the government and heaps of
big data which are structural, semi structural
and unstructured data which are collected
through credit cards, loyalty cards, phones,
social media which can be data mined.

15. All of this secondary data can be correlated
and then provide a generalization about the
target market. Due to many changes in the
macro environment, the characteristics, such
as needs and wants of consumers as well as
tastes of the consumers can change.

16. Hence the brand activation, personal
interaction between the brand and the
consumers is able to gain information from
the consumers and highlight some of the main
concerns the majority of the target market has
regarding the product or brand. Taking on
some criticisms as well as some suggestions
from the target market regarding the product
can always help R&D for the brand, aid the
brand to continuously improve and evolve
through the times.

17. Following the response from the customer and
integrating their opinions into the product can
also view the brand as a favourable one in the
eyes of customers, as they see the brand as
responsive and embracing their ideas.

18. Brand activation plays a huge role in adding
meaning to your brand. Not only do multiple
elements need to be correct during the
execution, but also the feedback from the
consumers can be fed back into research and
development stage.

19. Utilise the time and interaction you have with
your customers, as that is a small amount of
time to gain first hand information and data
from your target market. There is nothing
more valuable then collecting this data, think
about how much is would cost to have a
research company do it for you?

20. So you see, Brand Activation is key to giving
your brand a competitive edge – and so much
more.
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