Today’s market is competitive. Every success-minded brand is looking for innovative ways of connecting with its target audience and standing out from the crowd. An effective way of accomplishing this is through brand activation, which is all about creating immersive experiences and forming meaningful relationships with customers. Brand activation produces results, but it can be challenging for businesses to manage on their own. A brand activation agency steps up as a specialized partner in designing and executing a brand activation strategy, along with measuring the results. 

There are many brand activation agencies out there, leaving businesses like yours facing the daunting task of choosing the one that will generate the most impactful results. Here, we’re taking a dive into how to select the perfect brand activation partner for your brand. 

What Is Brand Activation? 

Brand activation is the process of creating the types of experiences that activate a brand and bring it to life. This includes its brand message, persona, and values. Brand activation takes what might just be a product or service with a name behind it, but not a relatable personality. Brand activation turns the product or service into something that’s living, and resonates deeply with the target audience. 

Brand activation can take many different forms. It can happen through engaging events, experiential marketing, content marketing, social media outreach, and more. The goal is to create impactful experiences that make an impression, inspire brand loyalty, and establish a brand’s persona and authority in its industry.  

Why Do You Need a Brand Activation Agency? 

The short answer is that brand activation is a game changer. Brand activation elevates a business’s presence and forms connections. This is a strategy that can be employed at every stage, from businesses just starting out, to those that are well-established but looking to engage at a whole new level. Small businesses, especially, can benefit from a professional, effective brand activation strategy. 

Here’s a brief rundown of what a brand activation agency provides:

• Expertise: A brand activation agency brings industry expertise to the table. They have experience in designing and executing campaigns that produce results. They know what works, what doesn’t, and how to tap into engagement with a wide range of audiences. In short, a brand activation agency saves businesses the time and money of trial and error. 

• Creativity: Brand activation agencies are fueled by creative marketing specialists, and they stay on top of industry trends. They offer fresh perspectives and are adept at thinking outside the box for a strategy that really sets a brand apart. 

• Objectivity: While a brand activation industry works for its clients, they’re not so tied up or personally invested. This means they’re able to see how to elevate the brand from a big-picture perspective. They enter the task of creating a brand activation strategy through an objective lens to help the business best identify opportunities for growth. 

• Resources: Brand activation agencies have access to a wide range of resources. This includes everything from technology to talent, and they have the ability to leverage it all to support brand activation efforts. 

5 Key Steps to Choosing a Brand Activation Agency

Choosing a brand activation agency can feel overwhelming. After all, you’re trusting the agency with the task of lifting your brand and bringing it to life with personality. There are different elements that should be considered. Here are five key steps for ensuring the agency you choose is a true partner in meeting your marketing needs and goals. 

1. Define Your Objectives

Before researching brand activation agencies, it’s important to enter the process with a clear idea of what your goals and objectives are. What is it that you want to achieve through your brand activation efforts? 

Is the goal to increase brand awareness and build customer loyalty? Is there a major product or service launch that you want to elevate your brand ahead of? Is your business new and looking to create a brand activation strategy from the ground up, or is it well-established and ready to have some new life breathed into it?

Narrow it down and be specific about your goals. There’s always room to adapt later, but knowing what you want to accomplish will help you best identify the brand activation agencies that offer specialization in areas that are aligned with your overall objectives. 

2. Shortlist Potential Agencies

This is the hard part – researching potential brand activation agencies. In addition to searching online for agencies that specialize in brand activation, it’s a good idea to look at industry peers, identify the brand activation strategies you see as successful, and ask for referrals or recommendations. 

While most brand activation agencies have experience in a range of industries, it’s smart to look for those who have experience working with brands or in industries that are similar to yours. Check out their websites and social media to get a sense of where they specialize and also look for examples or a portfolio of past work. 

3. Evaluate Expertise and Experience 

Now that you have a shortlist of brand activation agencies in hand, it’s time to evaluate and compare them head-on. Look at their track records, check out reviews, and assess how successful their brand activation campaigns have been. Go ahead and ask for proof. A great brand activation agency will not only be able to provide, but they’ll be more than happy to. 

Have a conversation with each agency. Ask about their experience with brands that are similar to yours. Inquire about their approach to brand activation and what types of strategies they use to help you achieve your goals. 

4. Request a Pitch or Proposal

Once you have narrowed it down to just a few, it’s time to request a pitch or proposal. This is the agency’s opportunity to show you what they have. What are their ideas for your brand activation campaign? Ask to see an outline for their approach, strategy, and tactics. This should include an outline of their budget proposal and approximate timeline. These combined will help assist in evaluating each agency’s expertise, value, and creative approach toward brand activation. 

5. Evaluate Cost Vs Value

Finally, it’s important to consider not just the cost of a brand activation agency, but the value they offer for the price. An agency that offers a high level of experience, especially in your industry, along with creativity and demonstrated successes is likely to produce a higher ROI on the cost of your brand activation efforts, but the pricing still needs to align with your budget. 

Ask for a complete pricing structure, and inquire about what factors might change the proposed costs. It’s important for brands to be prepared for unexpected costs or how leveling up their strategy and paying a bit more could affect their overall return. 

Choosing a Brand Activation Agency That Produces Results

Choosing a brand activation agency can be overwhelming, but it’s also an exciting time for your business. By following these steps, you can ensure that you’ll find a brand activation partner that meets your needs and achieves every one of your marketing goals. By carefully selecting a brand activation agency, you can create immersive experiences that bring your brand to life and nurture more meaningful relationships with your customers. 

At Factory360, we’re here to be your brand activation partner. We elevate brands through our experiential marketing approach to brand activation, and we have the track record to prove it. We encourage you to contact us at Factory360 today to learn more about brand activation for your growing business.