In honour of Creativity and Innovation Day on April 21st, let’s talk about getting creative with how we talk about our brands. While advertising and marketing have been around for a long time, there’s always room for new and exciting ways to showcase your brand to the world. That’s where brand activations come in.
What Is a Brand Activation?
In simple terms, it’s an experiential marketing strategy that allows a brand to connect with its audience in a meaningful way. Rather than just telling people about your brand, activations provide an opportunity for people to experience it first-hand. This could take the form of a pop-up shop, a conference booth, or even an immersive experience that transports people into your brand’s world.
Here are a few examples of the types of branding activations that can be done:
- Sponsorship of an event or sports team: This can involve placing your brand’s logo or name on the event or team’s jerseys, banners, and other promotional materials.
- Experiential marketing: This involves creating an immersive brand experience for customers, such as setting up a pop-up shop, hosting a product launch event, or creating an interactive exhibit.
- Influencer marketing: This involves partnering with social media influencers to promote your brand or products to their followers.
- Brand partnerships: This involves partnering with another brand to create a joint marketing campaign or product.
- Guerrilla marketing: This involves creating unconventional and unexpected marketing campaigns, such as street art or flash mobs, to generate buzz and attention.
- Cause marketing: This involves aligning your brand with a social or environmental cause to demonstrate your brand’s values and commitment to making a positive impact.
- Product placement: This involves featuring your brand or products in movies, TV shows, or other media to increase brand awareness and recognition.
Why are Brand Activations So Powerful?
For one, they create a memorable experience that sticks with people long after the event is over. Think about it – when was the last time you saw an ad on TV that you still remember weeks later? But if you have a positive experience with a brand activation, you’re likely to tell your friends and family about it, and even share it on social media.
Brand activations also allow you to connect with your audience on a deeper level. By creating an experience that aligns with your brand’s values and personality, you’re more likely to attract people who resonate with those same values. This creates a sense of community and loyalty around your brand, which can translate to increased sales and brand recognition.
How Can You Use Promotional Branding in an Activation?
Let’s say you’re doing a shopping centre activation. You could set up a booth with your brand’s logo prominently displayed, along with your brand’s colours and messaging. You could also give out branded swag like tote bags or water bottles, or even offer a discount on your products or services.
But it’s not just about adding your logo to merchandise. You want to create a cohesive experience that represents your brand in a positive light. This could mean creating an immersive experience that transports people into your brand’s world, or showcasing your brand’s products in a way that highlights their unique features.
Do’s and Don’ts When Representing Your Brand
Firstly, make sure your logo is placed prominently and is easily recognisable. But don’t go overboard – too many logos can come across as tacky or desperate. Similarly, use your brand colours sparingly and strategically – you want to create a cohesive look without overwhelming people with too much colour.
Another important consideration is the impression you leave with people. Make sure your activation is clean, organised, and visually appealing. If people have a positive experience with your activation, they’re more likely to associate that positive feeling with your brand as a whole.
Outsource to Professionals
Of course, creating a successful brand activation takes time and resources – that’s where professionals like Magenta come in.
Our team of experts can help you develop a unique and memorable activation idea that aligns with your brand’s values and resonates with your audience. Once you have your brand activation agency or team on the job, Magenta Gifts will come in to provide all the brandign collateral you’ll require – be it printed collatera to digital experiential, always ensuring your activation is a success.
Together, we can create something truly special and unique, that showcases your brand in the best possible light.