It was formerly thought to be a bonus if a company connected with its consumers on a personal level. These personal connections are now critical to modern commercial success. Creating a connection and emotional response to a brand’s audience is considered critical in today’s marketing.

There are several different types of marketing tactics that companies now use to create those connections, and brand activation is one of the best ways to do it!

Now, if you’ve never heard what brand activation is and are curious about learning more, then you’re in the right place. We’re going to go cover everything you need to know about it and how it can help bring a business to life!

What is Brand Activation

Brand activation is when a company uses an event, campaign, or interaction to increase brand awareness and create lasting connections with its target audience.

Brand activations are increasingly dynamic, allowing consumers to interact with the company and its goods. This sort of marketing allows clients to have a nice experience with a brand that they will be more likely to recall and suggest to others.

Brand activations are often confused with more general branding strategies. It’s easy to see why: most branding efforts are geared toward raising awareness and connecting with a target audience.

However, brand activation goes a step beyond general branding by creating opportunities for customers to directly engage with a brand. This interaction leaves a lasting impression that can result in increased brand loyalty and customer retention.

How Brand Activation Differs from Other Marketing Tactics

Now that we’ve answered the question “what is brand activation,” it’s time to explore how it differs from other marketing tactics. As we mentioned before, brand activation focuses on creating direct interactions between a brand and its target audience. These interactions can take many forms, but they all have one goal: to leave a positive impression that will result in brand loyalty.

Many marketing initiatives, such as advertising and public relations, also aim to create positive impressions of a brand. However, brand activation goes one step further by giving potential customers a chance to directly experience the brand. This direct experience is what sets brand activation apart from other marketing efforts and makes it so effective.

Brand activations are special events, experiences, and interactions that create strong emotional bonds between a brand and its target audience. According to research, 98% of consumers feel more inclined to purchase after attending an experiential activation.

Benefits of Brand Activation

There are many benefits of brand activation, but we’ve listed a few of the most important ones below:

Increased brand awareness: Brand activations are an excellent way to increase brand awareness and reach new audiences. By creating opportunities for potential customers to directly engage with your brand, you can significantly increase brand awareness and name recognition.

Improved customer relations: Brand activations improve customer relations by giving customers a positive experience with your brand. These positive experiences can result in increased brand loyalty and customer retention.

Improved brand image: Brand activations can also improve your brand image by making it more relatable and approachable. By creating opportunities for potential customers to interact with your brand, you can make your brand more human and likable.

Types of Brand Activation

There are a couple of different types of brand activation. Each one is unique and helps offer more benefits for a company depending on what its goals are for the campaign and brand strategy. Here are a couple of the most used and effective types of brand activation.

Experiential Marketing

Experiential marketing is a type of brand activation that focuses on creating immersive experiences for potential customers. This type of brand activation often takes the form of pop-up shops, brand activations at festivals or concerts, or other events that allow potential customers to directly engage with a brand.

Experiential marketing is an excellent way to increase brand awareness and create positive brand experiences that will result in increased brand loyalty.

Social Media Activations

Social media activations are marketing activations that take place on social media platforms. This type of brand activation can take many different forms, but it usually involves some sort of contest or giveaway. Social media activations are an excellent way to reach a wide audience and create positive brand associations.

In-Store Promotion

In-store promotions are brand activations that take place in a retail setting. This type of brand activation can involve product demonstrations, special discounts or coupons, or other in-store events. In-store promotions are an excellent way to increase brand awareness and drive sales.

Making Your Brand Activation Legendary

Now that we have a better idea of what brand activation is, how important it is for a company, and the many benefits that come along with it, let’s talk about making the most of it. If you want to really shine and outperform your competitors, you’ll want to stand out and create something memorable.

What better way to do that than with an eye-catching piece of 3D art to make your brand activation legendary? Create a sensation with amazing 3D and sculptural work during your brand activation.

Here at Smash Design, we design, create, transport, and install both small and large 3D art for your brand activation campaigns. This will allow your brand audience to engage further and interact more with your interactive brand activation experience, something they never have before!

Experience Brand Activation

Brand activations are an essential part of any branding or marketing initiative. By creating direct interactions between potential customers and your brand, you can significantly increase brand awareness and build emotional connections that will result in increased brand loyalty. If you’re looking for a way to take your branding efforts to the next level, consider using brand activation.

When you’re ready to really make your brand activation stand out, be sure to contact Smash Design for all your 3D art needs! We’ll work with you to create an unforgettable experience that will leave a lasting impression on your brand audience.