Brand activation refers to the process of increasing engagement and awareness and making your brand known to people through some form of an experience. When you first start a business, nobody is aware of your enterprise. They are not aware of your products and services or what your brand is all about. Activation is the process by which you introduce your brand to your target demographics. Brand activation is not just undertaken by new companies. When an existent business chooses to rebrand itself, it cannot afford to merely make the requisite changes and hope that its customers notice. Even established businesses have to undertake brand activations to inform their customer base about their makeover and new products and services.