Have you ever wondered how a reputed popular brand in the market became so famous and trustworthy? How did it engage so many loyal customers and why is it admired by so many? When a product is first launched in the market, it is unknown to the general public.

To popularise their brand and product, companies engage in consumer engagement marketing.  They come up with marketing strategies like ad campaigns, viral growth, experiential events, surveys, consumer participation activities, etc. They engage in brand communication. They try to spread the word about their brand and their products in the market.

But the real question is: Is brand communication enough to bring about brand activation?

What Is Brand Activation?

Brand activation is the process of making a brand famous and admired by customers. It is a demonstration of how you plan to manage your brand marketing activities. It plays a very important role in creating a positive perception of the brand.

To encourage brand activation, your brand communication strategy needs to be right. You need to know clearly what your brand stands for and who your target audience is. The entire process needs to be carried out systematically.

First, your brand activation process requires an input for brand communication. Through this communication process, you should be able to convince more customers while maintaining the market share of your brand.

Key Principles of Brand Activation

• Formulate creative ideas and strategies to understand the consumers’ passions and needs. You can create a huge demand for your brand by doing so.
• To transform a consumer into a fan of the brand and a loyal customer, selecting the right place and right time is very crucial. Connect with your consumers at the right time.
• Use activation strategies like in person experience events. This way you can connect with the customers and make them start believing in the brand and what it represents.

Your Ladder to Convert Brand Communication to Brand Activation

There are five steps you need to follow so that your brand communication results in brand activation:

1. Be sure of what message you are trying to communicate. Articulate your goals and make sure they are quantifiable. The way you approach branding is more important than simply raising awareness.
2. There is a famous quote by Teddy Roosevelt which says “people don’t care how much you know ’til they know how much you care”. Do not just show off your brand. Let your customers know how much you care about the brand.
3. The next step is to strategise an idea for brand activation. Formulate a strategy which helps you embody all your brand attributes. Think outside the box to leverage cross-channel strategies.
4. Try to come up with ways in which you can leverage your activation for promotional activities. You can adopt programming, digital strategies, content and public relations strategies, paid advertising, etc. for customer engagement.
5. Lastly, formulate strategies to generate additional consumer touch points. Stay connected with them through social channels. Do not just focus on one product of your brand. Focus on your brand as a whole.

Push all the right buttons during your brand communication process. Don’t just communicate; connect with your customers. Keep your brand relevant, reflective and visible to encourage brand activation.

LSI Keywords: Brand Communication, Brand activation strategies, brand activation process, brand communication process