The Role of Brand Activation Companies for Driving Consumer Engagement
Most savvy business managers are now using brand activation companies to help them to introduce their brands to the market, and to increase the popularity of the brand. One of the ways of doing this is to provide the consumer with an experience that engages with them on a personal level, and thereby help them to connect with the brand.
What is Brand Activation?
Do you ever wonder how certain brands have become so highly sought after and trusted by their consumers? How did this process start? When a brand is launched, almost nobody knows that it exists, so how do you get to the point where your brand is recognised, trusted, and appreciated by loyal customers?
This is where brand activation comes in. Brand activation companies help you to connect your brand with your potential consumer with the use of interactive experiences. The main objective of brand activation is to provide your consumer with an opportunity to act on the presence of the brand. It is about giving life to the brand in the marketplace, to bring your consumer and your service or product closer together, and to establish a relationship between the two, in order for the consumer to form a personal, long-term relationship with the brand.
Brand activation companies use various methods to drive brand activation. Examples of this could include samplings, marketing the product in-store in a retail environment, or the creation of experiential events.
Brand activation companies also find ways in which to identify the key features that will make the brand stand out above the competition – it is about finding out what is unique about the brand, and what gives the brand the edge over other similar businesses. They specialise in positioning the brand in the marketplace in a way that will allow the consumer to realise the benefits of the brand, and to engaging with the brand as an asset. Brand activation is also used to shift consumer perceptions of a brand, and to provide emotional engagement with the creation of events or experiences that bring up positive feelings and emotions about the brand.
Principles that brand activation companies use to bring the brand closer to the consumer include the following:
- Tapping into the passions and desires of the consumer through the use of creative strategies.
- Strategic timing is vital when it comes to connecting potential consumers with the brand, in order to turn them into enthusiastic users and promoters of the brand.
- Activation strategies, such as experiential marketing that will lead the customer to have faith in the brand and its image, so that they get closer to investing in the product or service.
If you are looking to launch a new brand into the market, or to find ways in which to increase the presence of your brand, why not contact our team at Moshate Communications? We are one of the best brand activation companies in Gauteng, and we would love to discuss the future of your brand with you!