Brand activation comes in many forms and is delivered through multiple channels. Brand activation that resonates with customers and achieves results calls for strategic planning that starts with “why.” Why will your target audiences care? Why would they engage? Then focus on the “how.”

Whether the objective is to move products off the shelf, sign up new customers or raise support for a cause through donations or fundraising, brand activation is not just about gaining affinity — it’s about inspiring consumers to act. Do you want your consumers to watch a video and then click on an offer, share a selfie with your mascot and hashtag on Instagram, or motivate them to enter a contest that asks them to provide their email address and opt in to brand updates?

By starting with “why” and developing an activation model through a multichannel approach — think social, experiential, digital — you can foster engagement and emotion that creates face-to face engagement with your audience and sells products.

Ultimately, for successful activation, don’t simply look through the lens of one initiative or event. Strategize how, on an ongoing basis, to keep your brand visible, relevant and reflective of the values of your audience to connect emotionally with them and compel them to care enough to push all the right buttons.