Part I: Planning for a Successful Brand Activation Project (II)

Prioritize Visibility



Yesterday, we reviewed the first (and most important!) step to planning for a successful brand activation project. Uncovering and documenting every physical branded asset that needs to be converted allows you to eliminate wasted time and unforeseen costs.

After you’ve documented the details of your physical assets, it’s time to think about the visibility of where your assets are located.

Step 2: Prioritize visibility of branded assets

Using the information provided from step 1, you want to determine and prioritize which assets need increased visibility in strategic locations. Rather than taking a “replacement approach” to your brand conversion – replacing old branding with new branding on every sign, vehicle, and other branded asset – take a “fresh look” approach and look at the strategy behind the branding.

While the replacement approach is easy and straightforward, it can lead to waste, missed deadlines, and blown budgets. By looking at the strategy behind the branding of each asset, you can identify the highest priority signage, service vehicles, and other branded assets that need to receive the most impactful brand treatments.

Are there signs facing another building you could do without? Are there any vehicles being used in a rural part of town that don’t need full graphic wraps? Are there some locations that could benefit from extra branding support?

The fresh look approach will free up money by reducing costs on rebranding low priority or unnecessary signs and vehicles. The money saved can go toward increasing brand awareness in strategic locations.

Check it out – you’re halfway done with planning! Tune in later for step 3 – choosing your desired treatments based on budget.

Author: Caylin Asehan
Created: 9/20/2017
Category: Brand Activation

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