Brand activation is an event, campaign, or any interaction through which a company drives customer actions. This technique aims to generate brand awareness, build lasting relationships with the target audience, and develop customer loyalty.

Brand activation is a relatively new term in the marketing world, becoming popular within the last few years. It plays a crucial role in any multi-touch event marketing plan. Brand activation is building awareness for a company or brand by engaging directly with target audiences. This can be done through different event types, formats, or marketing campaigns, as long as the effort results in a specific consumer experience that builds a company or brand’s notoriety.

If this definition seems broad to you, that’s because brand activation can be initiated in so many different ways. The rest of this blog article will explore ideas and examples you can use and learn from to grow awareness for your company or brand.