16 July 2009 79 Comments

Successful brand activation process

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals


brand-ignition1brand-activationIt is becoming a difficult issue to be evasive about branding. We live, eat and drink brands. Some one has said that brands constitute the organizing mechanism that helps us navigate through each day. We are all branded even though we may not want to agree with that. Brand perceptions are result of mixed stimuli of interactions that an individual has with a given brand. This fact accounts for why brand managers as well as activators must work hard to ensure that the perceptions of various stimuli are resonating with brand’s character, behaviour among others.

Brand activation demands that brand managers intensely ignite the passion of a big idea that customer will appreciate in all the processes. Effort must be made to connect the brand emotionally with the clients who eventually ‘owned’ the brand. Brand managers need to create strong believe in the offering through all the stages of brand activation. Brand experiences by the consumers must also create a deep relationship through education, interaction, motivation as well as communication that builds closer rapport.

Brand activation process must evolve and be able to change with time or remain in the present tense as a friend once asserted. Brand activation that will work must listen to and study the client’s preferences per time, the influencing factors in their decision making process.

A great brand activation effort must support, encourages customer awareness of the brand, good knowledge of the brand, promote liking, conviction and eventual purchase and re-purchase. I am also convinced that brand activation process must begin with what the brand stands for and proper identification of who the audience is. Brand activation process must show vividly the step by step guide on what to do at any point in time. It should guide the brand’s communication channels, designs, creativity among many other vital indices.  Brand activation is an expression of how a brand will approach brand management activities from within the organization. Be sure that as brand manager, one is looking deeper behind every possibility in the brand and find out vital assets that have relevant consequences for the entire organization or brand. Brand position must be clearly elucidated. Brand activation that is wholly controlled by external consultants is bound to fail because the employees are major actors in making brand activation process successful.

Great brand activation meets with customers demand and challenges. Let me conclude today by saying that when brand activation is done right, the followings can be an advantage.

1. It enhances effectiveness of brand communication

2. It serves as a rational and impactful means to advertising campaign process, design

3. It helps to build strong emotional tie with clients

4. It aids brand’s repurchase.

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