Brand activation plays a vital role for startups aiming to leave a memorable mark. This is a chance to present your brand to the market, engage with your intended audience, and build a loyal following. Yet, numerous startups encounter pitfalls that can hinder their progress. Let's take a look at the five most common brand activation pitfalls and how to steer clear of them, ensuring your brand launches successfully.
Startups often make the mistake of not having a clear goal in mind when they are activating their brand. It's important to have a clear goal because it helps you measure your progress and makes sure you're reaching the right people. For example, a brand might hold a promotional event where they hand out branded items like personalised water bottles. But if they aren't sure if their goal is to raise knowledge of their brand or to get new leads, the event might not have a big impact.
Think about this question before you start any brand activation campaign: What are my goals? Setting a clear and measurable goal can help you engage customers, increase website traffic, and boost sales. This tells us what we're trying to do and makes sure that everything has a clear goal, from the promotional things to how we interact with the audience.
Even if a brand event works well, it might not reach the right people. Many new brands try to attract a wide audience because they want to show off their new products and services. For instance, if you're promoting a high-tech gadget, giving away promotional items like eco-friendly water bottles might not work well with people who care more about cost than sustainability.
Understanding your target audience thoroughly is essential for the success of your business before you begin promoting. You can choose the best promotional products, event themes, and messages for them if you know what they like and believe in. A targeted approach helps you get in touch with people who are most likely to buy from you again.
If you don't connect with your audience, it doesn't matter if you have outstanding products or a booth that stands out at a trade show. You risk missing your brand activation. Some startups think that giving away free stuff like branded tote bags or custom caps will get people excited, which is not true. However, these programs may fail to achieve their intended impact if individuals don't actively engage with each other.
For brand activation to work, you need to make an experience that makes people want to connect with it. Get people interested by using digital campaigns or hands-on demos that let them feel like they are a part of the experience. You could set up a booth where people can try out your product or play a fun game that fits with your brand. This will help them remember you.
Brand activation doesn't stop after an event, but many startups forget how important it is to follow up. Follow up with prospects after interacting to avoid missing opportunities.
Some startups don't collect email addresses or get in touch with event attendees after a successful event where they give away branded tech gadgets. A simple follow-up email thanking them for coming and offering a discount on future purchases can turn people who were interested into real buyers. After your event, you should plan on how to keep the conversation going and turn your brand activation into long-lasting relationships.
Consistency is a key part of building a strong brand, but many startups are so excited about their first launch that they forget about this important step. Think about a business that sends out stylish, up-to-date ads for one event but then sends out old-fashioned or odd ads for the next. If a brand isn't consistent, it can make people confused and hurt its character.
During each activation, make sure that everything fits with your brand's overall image. This includes your message, your visual identity, and the promotional items you give away. Every interaction with your audience should add to your brand's message and strengthen your relationship.
If a new brand wants to stand out in its market, brand activation can be very helpful. But it's important to avoid these common mistakes. Startups can make a big impact and build a loyal customer base by setting clear goals, finding the right audience, getting people to connect, keeping in touch, and being consistent. Planning carefully and paying attention to the little things will make sure that your brand event goes well and helps your business grow.