A successful marketing campaign tells a story. It captivates the audience, captivates their interest with dynamic characters, and appeals to universal values. It is no wonder that developing a strong brand message can be as complex as writing a good book.
Bestselling authors know how to set a mood and create an experience. Marketers can use this strategy to cultivate a sustainable message and brand consistency. A brand’s logo, look, feel, and identity should all be consistent with its values, personality, experience, and core messaging.
Many marketers and their design teams choose to start campaign planning with mood boards. Designing a mood board helps streamlines planning to ensure visual consistency and unified messaging across all marketing channels.
Using technology to spread the message
Marketing automation allows for a brand to maintain a consistent identity throughout the customer cycle. Being able to organize the campaign and schedule posts in advance creates a seamless journey for every customer from initial discovery to repeat purchases.
In industries like franchising and insurance where local, independent agents, networks or franchisees represent large corporations, a consistent story is not just important, it’s mandatory. Corporate compliance policies are nothing new, but today there’s software that provides these local agents and franchisees with corporate-approved marketing campaigns with automatic personalization for consistent messaging across corporate and local channels.
Even better, top brands are using cutting-edge technology which lets corporations post on behalf of the local agent or franchisee, protecting brand consistency, leveraging personalized messaging and staying top of mind across every marketing channel. For any corporate marketer struggling with local platform adoption, the On Behalf Of capability can be the ultimate solution to overcome obstacles with consistency, compliance and reach.
Pizza guys get it right.
Don’t fight brand consistency. Why would a Domino’s franchisee ever choose to go against the grain and market itself in any way other than the corporate template? For one, brand compliance guidelines for most major franchises are quite strict. And two, the pizza joint wouldn’t benefit from all the successful branding Domino’s has established over the past 55 years.
According to a recent report by Mintel, 61% of consumers prefer ordering by internet or app because it’s easier than calling a restaurant. That’s where Domino’s has excelled, with consistent brand building online through emailing coupons, a strong online ordering experience and its newest feat in technology – the smart watch app that lets customers order, pay, and track progress from their wrist.
Can’t make it into the restaurant? Well that’s just fine. Domino’s will bring its style to you: from its light-up delivery car toppers to the “delivery experts” proudly sporting their uniform complete with brand colors (red, white and blue). The brand message inevitably makes it to you with branded pepper or parmesan packets and the pizza boxes themselves – and you welcome the brand into your home with open arms.
Customers expect a consistent brand experience, regardless of whether they’re ordering a pizza, buying a pair of shoes or investing their life savings. It builds trust, loyalty and engagement, and automation is the key to ensuring the brand experience is consistent across all marketing channels.
After all, you don’t want your audience to be confused by your brand; instead, the goal should be for your audience to understand and engage with your story (and in Domino’s case, buy pizzas).
So what is your story, and how are you going to tell it?
About the Author
Alex Navarro is a California-native who currently lives in Dallas, Texas with his fantastic wife. In the past, he’s been responsible for creating, developing and executing national brand awareness campaigns and has enjoyed developing personalized marketing and promotional plans. Alex studied advertising and marketing at Pepperdine University and has enjoyed working in the field ever since. He also loves meeting new people – connect with him on LinkedIn or Twitter.