What Is Brand Activation and Why Does It Matter?

A ‘Brand Activation’ is one of the most engaging marketing disciplines out there. Put quite simply, it’s the art of using brand interaction and experiences to gain and maintain consumers. And it’s really rather effective.

From press days to corporate events, in-store interactions to PR ‘stunts’, these are all prime examples of brand activations, designed to reach out to the consumer and generate attention, action and impressions. But things are changing: consumers (people in marketing speak) are expecting more and they want it instantly and they want to be able to share it with hundreds of people at once.

So why does it concern me?

A well-executed brand activation can generate tons in terms of traffic, sales, impressions, consumer trust and plenty of other KPIs. Take the Virgin Money’s #FundraisingLounge for example, one of the biggest brand activations we’ve worked on this year. We’ve partnered with VM to create all sorts of photo activation areas including a next-level green screen finish line.

Brand activation, in short, is all about creating experiences that capture the attention of the consumer – and keep it.

In the age of social media, sharing and innovation, it’s increasingly tough to stand out in a crowd and that’s where experiential photography comes in. Branded photo experiences are a simple, to-the-point opportunity to draw consumers in and let them see what you’re all about as well as allowing them to get a slice of the action.

Instagram has grown to become one of the most in-demand apps out there. With more than 400 million active Instagrammers, the photo-sharing app is a lucrative platform for businesses. And what better way to get consumers to post organic content featuring your brand than a branded photo experience?

How to make brand activation work for you

Make it post-worthy

When it comes to setting up a brand activation strategy, think about the output too. From creative concept to the take-aways of the experience, it’s all pretty important.

Think outside the booth and get people moving. You want to immerse your customer in what your brand is all about and leave them with a firm image of your brand long after they’ve stepped away from your space.

Keep it on-brand

Whilst it might sound fun to offer a GIF booth and give your consumers a box of props, willy nilly, always make sure that it’s on-brand so you can reap the desired outputs.

Consider what you’re after: is it talk about how awesome your event was? Is it to hammer home that you’re pretty damn great at the services you offer? Perhaps it’s to create an organic association between your new product and the photo they take away or share? The key is in the creative.

It’s all fun and games. Kind of

And at the end of the day – it’s all fun and games. Your consumers want to have fun and engage with your new product or launch or event. Don’t over-complicate things for them.

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