Brand image is the consumer\u2019s perception towards a brand. It is built from what the consumer experienced, saw, and heard. This could be from something as simple as logo, color scheme, and slogan, or something more such as marketing, store experiences, and testimony.<\/p>\n
![\"\"](\"http:\/\/base.binus.ac.id\/business-engineering\/wp-content\/uploads\/sites\/4\/2025\/04\/Picture4.jpg\")
Figure 1: Steps of Brand Building<\/p>\n
There are a few steps that can be followed to build up a brand:<\/p>\n
- \n
- Brand Description:<\/strong> Describe the brand. What is the brand about? What product\/service does it provide? This can be shown through product description, packaging, etc.<\/li>\n
- Differentiation & Positioning:<\/strong> After the product or service for the brand is decided, next, the brand will have to highlight its unique values to differentiate them from their competitors.<\/li>\n
- Brand Promotion: <\/strong>A brand won\u2019t come to light if it was never exposed to others. Advertising the brand online or offline will become one of the most important steps to create brand awareness. Make sure that the correct communication and media channels are used, according to the targeted market section of the brand.<\/li>\n
- Personalize the Brand:<\/strong> Brand building will be even better if customer\u2019s feels a connection with the brand. So, personalization such as innovation and customization, will be important to leave a stronger impression to the customers.<\/li>\n
- Evaluate the Brand:<\/strong> After completing all the steps above, it is necessary for the company to monitor and review its performance. Keep up the achievements and fix the mistakes. This is the only way for the brand to keep on growing.<\/li>\n<\/ol>\n
- \n
- Brand Activation<\/strong><\/li>\n<\/ul>\n
Brand activation is the efforts put in real life to bring the brand to life through direct consumer interaction. Usually, brand activation is used to promote the brand. This could be done through events, booths, product demos, campaigns, etc.<\/p>\n
![\"\"](\"http:\/\/base.binus.ac.id\/business-engineering\/wp-content\/uploads\/sites\/4\/2025\/04\/gabungan-640x179.png\")
Figure 2: Examples of Brand Activation<\/p>\nBrand activation is needed to transform awareness into engagement. There is no use for a brand to be known if they don\u2019t gain any customers.<\/p>\n
The key elements for brand activation:<\/p>\n
- \n
- Clear Objective:<\/strong> What is the goal? Is it to increase awareness? Launch a new product? Engage a specific target audience?<\/li>\n
- Target Audience Insight:<\/strong> Get to know the audience. What are their interests and lifestyle? What kind of experience will be interesting for them? This will ensure that the activation is relevant and relatable.<\/li>\n
- Strong Brand Message:<\/strong> Make sure to deliver your brand identity and values properly. What do you want the audience to remember from your brand?<\/li>\n
- Creative and Memorable Concept:<\/strong> This is crucial! Make sure it will be unique, engaging, and shareable. This can be shown through pop-up installations, virtual\/AR experiences, product trials, etc.<\/li>\n
- Call to Action (CTA):<\/strong> It is the expectation for the consumers to do something after experiencing your \u201cactivation\u201d. Examples of these actions include trying the product, filling out a form, following the brand\u2019s social media, etc.<\/li>\n<\/ol>\n
- \n
- Brand Loyalty<\/strong><\/li>\n<\/ul>\n
Brand loyalty has been successfully built if the customers keep choosing the same brand over and over again, even when there are other options available. Loyalty means gaining a long-term revenue and brand advocacy. Loyal customers will be a valuable asset to the brand. Sometimes, these customers will not only repeat their purchase, but they may even recommend and engage more with your brand.<\/p>\n
One example of an effort to increase brand loyalty is through the use of membership programs, to give customers the willingness to continue supporting the brand for the long-term.<\/p>\n
What is the connection between these three?<\/strong><\/p>\n
Brand image building is the foundation, when people learn about the brand. Brand activation is the bridge, where the brand is brought to life through real-life experiences. Brand loyalty is the result, when people like your brand and make your brand as a permanent choice to their purchase.<\/p>\n","protected":false},"excerpt":{"rendered":"
In today\u2019s marketing world, a brand is more than just having unique logo and a catchy slogan. A brand is also about the experience, emotional connection, and building relationship with consumers. The three basic pillars needed to build a strong, lasting brand includes brand image building, brand activation, and brand loyalty. Brand Image Building Brand […]<\/p>\n","protected":false},"author":10,"featured_media":1614,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-1613","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles"],"featured_image":{"phone":"https:\/\/base.binus.ac.id\/business-engineering\/wp-content\/uploads\/sites\/4\/2025\/04\/Picture4.jpg","tablet":"https:\/\/base.binus.ac.id\/business-engineering\/wp-content\/uploads\/sites\/4\/2025\/04\/Picture4.jpg"},"yoast_head":"\n
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- Target Audience Insight:<\/strong> Get to know the audience. What are their interests and lifestyle? What kind of experience will be interesting for them? This will ensure that the activation is relevant and relatable.<\/li>\n
- Clear Objective:<\/strong> What is the goal? Is it to increase awareness? Launch a new product? Engage a specific target audience?<\/li>\n
- Differentiation & Positioning:<\/strong> After the product or service for the brand is decided, next, the brand will have to highlight its unique values to differentiate them from their competitors.<\/li>\n