How is it that we can recognize a brand's advertisement without even seeing the brand's logo? How do these brands convince us that the style of the advertisement is exclusively theirs without so much as a logo at the bottom of the screen?
In most cases, it comes down to marketing consistency. The problem is that activating consistent marketing is easier said than done. And when you're trying to manage a multi-location brand, marketing consistency is even more complicated.
The thing is, franchisees are rarely the marketing aficionados that we need them to be. In most cases, these franchisees don't know what great marketing actually looks like and can just as easily slap up the brand's logo on a print advertisement, add some messaging using comic sans, hit print, and call it a day.
Unfortunately, marketing consistency is massively important and if your multi-location brand doesn't get it right, things can go seriously wrong.
What Consistent Marketing Can Do for Your Multi-Location Brand
However, when done right, consistent marketing can unlock a ton of value for your multi-location brand and customers. Here's what consistent marketing can do:
1. Builds Brand Awareness
To start, consistent marketing builds brand awareness. According to HubSpot, brand awareness represents how familiar prospects and customers are with your brand and how well they recognize it. "Establishing brand awareness is valuable when marketing and promoting your company and products, especially in the early stages of the business," continues HubSpot.
Try thinking about it this way – when a multi-location brand is represented consistently across the distributed network, prospects and customers are more likely to recognize your brand messaging, font, and colors. For this reason, many distributed organizations invest heavily in distributed brand management tools. A software solution like ours allows brand managers to upload pre-approved print and digital marketing templates. Moreover, managers can "lock" mission-critical features within the brand creative. This prevents distributed marketers from going rogue and adding any off-brand messaging or design.
2. Builds Trust
When you think about the most "trustworthy" brands, what brands do you think of? In most cases, trustworthy brands deliver powerful customer experiences and consistent marketing campaigns. When your multi-location brand consistently delivers on the promises inside its marketing, prospects and customers know that they can come back to your brand time and time again.
3. Increases Revenue
What's a multi-location brand's number one priority? Typically, it's scaling the brand, opening more and more franchise locations. And while there are a number of barriers that brands need to hurdle in order to scale, in most cases, it starts with marketing consistently across the distributed network.
When backed by a powerful brand management solution like ours, your local establishments can create on-brand and on-demand creative within minutes, maximizing marketing assets and distributing high-value and innovative marketing campaigns on time, every time.
4. Maximizes Marketing Effectiveness
Finally, consistent marketing maximizes marketing effectiveness. When all franchise locations are using the same fonts, messaging, and colors, the brand is working in unison. Instead of herding cats, invest in a brand management tool that makes consistent marketing easy. Equip your local franchisees with the tools and resources to honor the brand and run like a well-oiled machine!
Master Marketing Consistency With CampaignDrive
The success of your brand's marketing campaigns relies on expert execution and consistency at the regional or local level. In many instances, the first step towards building and managing high-impact marketing is investing in the right tools.
With 30 brands and 7,000 properties worldwide, Marriott International needed a way to manage local marketing at the enterprise level. CampaignDrive delivered a high-value enterprise brand management solution that guaranteed marketing consistency and local marketing flexibility for its entire global network.
Are you ready to scale your multi-location brand like Marriott International? To get started, we recommend launching a free product demo.