What Exactly is Brand Awareness? Why is Building a Strong National Brand Identity Important to Franchise Success?
When millions of consumers can recognize a brand's logo or message without actually seeing or reading the business's name, that demonstrates the business has developed an exceptionally strong brand awareness. Consider how many brands you can name by just seeing the logo, and hundreds of brands will likely come to mind. Nike's "Swoosh," Google's red, green, blue, and yellow G; and McDonald's "golden arches" are just a few of the thousands of logos that global consumers immediately identify and, more importantly, trust.
How did these companies build such successful brands and expand franchise brand awareness to billions of people? Although Nike and McDonald's didn't create their legendary brand overnight, the extensive time and resources they spent developing a unique and memorable brand resulted in a stunning, long-term franchise success that multi-location business owners dream about.
Developing a Clear and Consistent Brand Message Across All Locations
The more unique and uniform your brand messaging is, the easier it will be for customers to remember it. Business experts consider a company's unique value proposition (UVP) when evaluating its brand awareness campaign. A UVP differentiates a franchise from other franchises that provide similar goods or services.
An example of a concise yet effective UVP is the advertising messages released by various fast-food companies, such as Arby's "We have the meats" or Burger King's "BK, have it your way." Arby's UVP implies they offer more meat in their sandwiches (and, therefore, more food for the cost) than other fast-food chains. Burger King's UVP sends the message that they will fix your food however you want, unlike other chains that only serve what is on the menu.
When creating a UVP for franchise success, think about questions like:
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What is the primary difference between my franchise and franchises in similar markets?
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How does my product or service satisfy a desire or problem plaguing consumers interested in my product?
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Is my brand messaging short, punchy, and unique from other brand messages?
Using Brand Guidelines and Style Guides to Ensure Visual Consistency
Visual consistency across a multi-location business involves ensuring that the logos, fonts, color schemes, and digital signs customers see are the same in all stores. Repetition is the fastest way to etch your brand into a customer's memory. Consistent visual exposure to the same logo, color patterns, and typography increases retention of your brand's messaging and boosts customer confidence in your products or services.
Coca-Cola's brand messaging is a classic example of visual consistency. By always using a red and white color scheme and distinctive logo font, the company's brand has embedded its visual identity into the minds of consumers worldwide.
Storytelling and Brand Narrative to Build a Strong National Brand Identity
Vividly written stories incorporating emotional themes that are relatable to consumers are a great way to build brand awareness and franchise success. The narrative should be short—less than two or three sentences—and weave messaging about your brand's vision and values into the story.
An example of a brand awareness narrative: Our footwear represents more than just shoes you must wear before leaving home. Mountaintop Footwear expresses your individuality, your sense of style, and your desire for comfort and functionality. Walk in a pair of shoes from Mountaintop Footwear and experience the exhilaration of the journey.
Empowering Franchisees to Tailor Marketing Messages to Local Communities
Your multi-location business must have an expertly developed website and social media accounts that reach local communities for optimal brand awareness. Social media posts should provide information about local events that indirectly or directly relate to your franchise. Partnering with charities, schools, and other nonprofit organizations and posting about it on your website and social media helps generate positive brand awareness.
Localized Marketing Campaigns and Promotions That Complement the National Brand Strategy
Localized marketing campaigns and promotions build brand awareness, customer loyalty, and trust in a multi-location business. Email marketing, for example, is a cost-effective and practical method for complementing national brand strategy initiatives. Instead of sending unappealing hard sells, try diversifying among different types of informational emails, such as newsletters, brochures, and emotionally driven advertisements.
Building a Strong Support System for Franchisees Regarding Brand-Related Questions
The best support systems for franchisees endeavoring to build their brand consist of dedicated brand managers, professional online resources, and proprietary messaging platforms (intranets). Dedicated brand managers are skilled at developing and implementing compelling messaging and marketing strategies. They can also analyze trends affecting franchises, create UVPs, and broaden brand awareness by organizing marketing campaigns highlighting brand messaging.
Leveraging Technology for Multi-Location Brand Management
Content management systems (CMS) are invaluable for streamlining the distribution of brand assets to franchisees. A CMS allows franchisors to centrally store, manage, and distribute marketing materials, ensuring all franchisees can access the most up-to-date and brand-compliant resources. This system enhances efficiency and consistency, enabling franchisees to implement brand guidelines effectively in their local marketing efforts.
Using content marketing strategies to promote brand awareness has significantly influenced consumer buying decisions. Moreover, dynamic content marketing plans are much more likely to reach bigger and more diverse audiences, which contributes to establishing a franchise's brand.
Successful brand messaging and awareness methods effortlessly emerge from evidence-based content and digital marketing strategies that reach, engage, and retain new and existing customers who trust and purchase your products.
Technology facilitating communication and collaboration is vital for managing brand consistency across multiple locations. Platforms that enable real-time communication, file sharing, and project management help franchisors and franchisees stay aligned on brand matters. These tools ensure everyone is on the same page, promoting a cohesive approach to brand management and enabling quick responses to brand-related issues.
DevHub is a top-tier provider of expert CMS consultants with the remarkable ability to transform websites into portals that will lead your franchise to sustained success. Call us today to start building your brand awareness and expanding your digital presence with research-backed content management strategies.
Whether you are new to the multi-location business market or have been struggling to develop franchise success through brand awareness, DevHub is ready to unlock higher levels of success for your multi-location business. Contact us today!