Tips to Bring Your Brand to Life
Brand activation is a term that refers to bringing a brand to live, in the simplest sense. This is a new concept that aims to make a brand more visible and active in the market as well as build the brand’s reputation among customers whether the brand name is doing well or not. The key concept behind brand activation is trust where the brand seeks to establish and build existing trust with its customer and the market.
This building of trust is meant to promote loyalty to the brand. The building of trust is done by an activity or series of activities that encourages positive participation. This can be done physically or digitally.One of the areas of brand activation that many companies and organizations find themselves gravitating towards is going green.
This is as a result of more people going green as a greater awareness and care for the environment is registered. Many companies that produce products, be they food, beauty products, cleaning products and so many others have streamlined the products that they produce in line with these. For example, many beauty products have a range of herbal products or natural products that limit the use of harmful and harsh chemicals.
A brand activation campaign may focus on the brand going green. However, it is important that companies understand that going green is beneficial not just to the consumer but also to the brand. This is because even if some production processes are eliminated because they are harmful to the environment, this will cost the company money in the short term but will be beneficial in the long term. You may opt to use green marketing as a major part of the brand activation campaign.
This will make people perceive your brand more positively as well as cementing the brand’s value in the eyes of your customers.The first thing to do is to ensure that your company and products are aligning with the brand activation concepts. This means that what you are telling your customers should interest them enough so that they can try your brand and eventually become loyal. If you are using a green platform then your products should be authentically green. As a company it is important to ensure that the green practices and products that you have or launch are sustainable in the long time. If it is not, then you may irreparably damage your brand in the future.
This is especially important if you are using sponsors to help launch your brand activation based on a green platform.It is also important that consumers understand what the impact of going green as a brand means for them. This is because going green for companies has been done numerous times before which can make the consumer assume that it is just another marketing buzzword. However, if they understand the impact that your brand has on them directly, then they will be curious so that they are interested enough to try which will lead to brand loyalty.Kenneth Fabian, Founder & Owner of OGL Asia – a brand activation company specialising in Events, Exhibition and Design Communications since 1989.
With 27 years of experience, Kenneth was able to gather the right contacts, strategies and resources to ensure an effective brand engagement.