How to Implement a Brand Activation Strategy [+Examples]

Did you know that it takes 5 to 7 impressions for people to remember a brand? With branding, the goal is to continue making those positive impressions on an ongoing basis. One way to do that is through brand activations.

In this post, we’ll dive into what brand activations are, how to strategically plan a brand activation, and give you some ideas to inspire your own branding events.

While a brand activation is a singular event or campaign that is meant to elevate your brand it shouldn’t be confused with ongoing brand strategy. So, what does brand activation strategy look like? Let’s dive in now.

Brand Activation Strategy

Before you get started with planning different brand activation events, it’s important to understand the goal of each separate campaign.

The best way to plan a strategy is to identify your goals. It could be customer acquisition, user sign-ups, social media engagement, etc. Ultimately you’ll want to increase brand awareness, however, narrowing down your goal, even more, will make it measurable and attainable (hello SMART goals).

Once you know your goals, you can begin brainstorming various brand activation events or campaigns that you can do to achieve your goals.

For instance, let’s say your goal is user sign-ups. One brand activation for that goal could be going to a trade show. There you can talk to potential customers and then hopefully sign up users on the spot (depending on your offerings).

Once you have a list of ideas, goals, and metrics, it’s time to begin your brand activation plan. You should decide on one campaign or event to move forward, plan the logistics of that event, and use your brand playbook (with a clear vision, value propositions for key targets, brand personality, character, voice, and experiences). Keep in mind that brand activations don’t necessarily need to be events, but can be sampling campaigns, social media contests, or other digital marketing campaigns.

Now, let’s go over some ideas to help you come up with your own brand activation plan. Below, we’ll have the ideas separated by the goal to give you an idea of how to strategically brainstorm brand activations.