How To Activate A Brand To Work Commercially

Photo by Bert Ferranco

People do not buy a product or service because of its aesthetics, but because of what they mean to them . That is the explanation that, among a large repertoire of similar products – whether jackets, mobiles or cars – some have more commercial success than others. How is this fact explained? How can brand names be given meaning?

The brand names are one of the main assets of companies, and therefore one of the aspects that require greater attention in the process of creating a brand. The naming has to go in accordance with previously established objectives in the corporate branding strategy , and must actively contribute to endowing the brand with value .

But beyond the correct execution of the process of creating the brand name, it is important that the corporate branding is able to fill the naming and the brand behind it with meaning. That process is what is known as “brand activation”.

The activation of a brand

The process of activating a brand consists of three dimensions: a visual, a verbal and finally, a dimension of intangibles . And it is precisely this point that will provide that meaning to which we referred to the beginning of the article, and that in many cases decanted the balance in the purchase process.

In other words, the name of a car is the verbal dimension of it; its chassis, the visual dimension; but it is the engine (the intangible dimension) that will make those two aspects work correctly. The corporate branding will be in charge of making the car work as a brand within the market, developing a strategy that frames the elements of which it is composed within an “all” .

But before reaching that point of activation it is important to analyze carefully if the elements that make up the identity of the brand are appropriate. The aim is to launch a series of questions that are part of what is known as the consistency test in the most technical jargon .

It is important to clarify that it is different from the test of brand names, since it analyzes the legal viability of a naming, as well as its future acceptance by the public.

The consistency test, on the other hand, serves to ensure a better process of construction and activation of a brand . It is about analyzing based on a series of preconceived questions if the brand that is going to be launched to the market will be able to transmit the desired message and operate commercially.

The brand consistency test is divided into three different sections: the visual, the verbal and the brand platform (which would refer to the intangible dimension mentioned above).

Visual section

The questions that every expert team in corporate branding must formulate to test the visual section of a brand is:

  • Is the reservation area established for the logo being applied?
  • Is the logo reproduced with the minimum and maximum size collected in the project?
  • Is the logo correctly located?
  • Is the typography used the correct one?
  • In the case that there are images, does the photograph comply with the established messaging?
  • Have printing tests been carried out in the event that the material used is new?


The brand names, as well as the tone and message chosen must also be subject to a series of questions:

  • Is the key typography chosen by the brand used?
  • Do the different copys of the brand use the chosen tone of voice to convey the personality of the same?
  • And the content of the copy, is compatible with the selected messaging strategy?
  • Is the tone and message appropriate for our target? And are they coherent?

Brand platform

Finally, to know if a brand is endowed with meaning through all its intangibles, it is necessary to ask:

  • Is the brand idea behind it identifiable?
  • Are the values ​​marked as targets in the corporate branding strategy transmitted?
  • Is the personality of the brand reflected?

In conclusion, these are some of the questions that are important to ask if a brand has the right consistency to survive in the market . Trusting professional experts is the best recipe for success.

10 keys to make impactful brand activations

Brand activations have the magic of making the DNA, the soul, the essence of the brand relevant to an important audience. To touch the consumer at crucial moments of consideration, test, purchase or repurchase.

They have proven to be an innovative, accessible discipline with measurable results. In my opinion these are 10 crucial actions to have strong activations:

1.- Objectives

Define what your business, brand, and your expectations are. Does this discipline have congruence with the objectives you intend to achieve? Is it a vehicle that helps achieve the goals?

The activations have specific deliverables. They are associated with involvement with the product, they make known the personality of the brand, establish a connection with the user. They appear at the precise moment and place, they generate proof, they attract attention.

2.- Brand stimuli

An activation must generate brand experiences that are translated into sensations, feelings and influence on habits of use or consumption inspired by the Brand stimuli, accelerating the response and achieving the action

3.- Brand ideas

Define a great idea that adds value to the brand and the business. That works on sensory experience, affiliation, behavior. That delivers results on consumer satisfaction and loyalty. Keep the attention, create a long association and last even when it is over.

4.- Touchpoints

Have an interesting list of the points where you can build a relationship. A point of contact is any on & offline space where a brand comes into contact with the consumer. Think the obvious but also seek innovation in places, technology, media, scenarios that cause surprise and admiration for the consumer.

5.- Brand experience

The most important qualitative deliverable of an activation is the brand experience, the interaction that causes affinity for the product. The experience is marked is reflected in emotions, relationships evoked by the DNA of the brand. There are two disciplines that go very well with activations: PR and social media. They make the message multiply and reach an interesting number of people.

6.- ROI

Define from the beginning the way in which you will measure the results. It can be a combination of qualitative and quantitative KPIs. Define how you will measure experiences and how they are reflected on consumer behavior.

7.- Production

Carefully plan the production of the idea. View all the details Contemplate each of the elements that make up your activation. Make a minute-by-minute, contemplate a plan B or C in case you do not leave everything as planned. Pre-production is key.

8.- Commercial TV

Think that your activation is like making a big TV commercial, the details are taken care of to the maximum, you hire the experts that make it possible for the production to flow, everything looks spectacular, impressive, with the necessary glamor.

9.- Sales

Involves the sales force, they can have good contributions, they know the channels and points of contact in the sale

10.- Budget

The activations can be accessible but undoubtedly require a budget. A good activation can cost like a TV commercial or more. Think big and plan your success case.

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