Business Opinion: Brand activation and entrepreneurship

📅 Published: August 26, 2025

📰 Source: thestandard

Curated by AllZimNews.com

The aim is to forge a stronger emotional connection between the company and its customers by allowing them to experience the brand in a manner that is both memorable and meaningful.

Why is it important to activate a brand?

This must consistently remain at the forefront of the mind of the Pan-African entrepreneur as they seek to bring their brands closer to their markets and enhance their interface with the target audiences.

Brand awareness in the market:Brand activation techniques increase the brand’s visibility and help more potential customers recognise it.

Brand activations organised around notable events can also foster a stronger connection between people and the brand.

Getting customers to care:Brand activation initiatives encourage customers to actively participate and engage.

They allow consumers to interact with the brand beyond simply watching adverts, which helps foster greater involvement.

Customers who feel connected to the company will form positive impressions and may become loyal patrons.

Building emotional connections:Successful brand activation campaigns use emotions to leave a lasting impression on customers, so they naturally feel connected to the brand.

Emotional bonds make people more loyal to a company and turn them into brand advocates, as their interest in brands that represent their values never diminishes.

Competitive advantage:In today’s increasingly competitive business landscape, brands must capture people’s attention and stand out from their rivals.

Brand activation serves as a way to demonstrate what makes a brand unique, reveal its personality, and define its identity.