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?
- Manage. Engage. Measure. (Video) How Distribion is helping marketers manage their content, personalize their message and measure their efforts across all distribution channels.
- Marketing Genius Quiz Can you pass our Marketing Genius Quiz? Our short, 10 question, marketing automation quiz will rank you from zero to hero.
- The State of Online Video This year marks the 10th birthday of YouTube. Since its inception, other video sharing networks have tried to compete with the mega-giant and have fallen short. Many have tried to dissect video sharing into subcategories or offered amenities to counter Google’s unadorned approach, but it’s Facebook who has become a legitimate contender.
- Redefining Social Media Marketing (Video) Think of the incredible value of your audience becoming your biggest brand advocates. Redefine your brand’s social media marketing with just one click.
- The Marketing Automation Trends Report (Infographic) The only thing constant is change. Marketing automation has seen the fastest growth of any CRM-related segment in the last 5 years and its B2B vendor revenue now tops out at over a billion dollars per year. It’s no wonder many marketing professionals are trying to get a piece of that revenue pie.
- Turning Followers into Voters New software will undoubtedly impact your social newsfeed. Throughout the election season, political camps can now use social media On Behalf Of technology to quickly get candidate-approved content out to not only their supporters, but their supporter’s networks of friends and followers.
- #Tweet4DisasterRelief New software will undoubtedly impact your social newsfeed. Throughout the election season, political camps can now use social media On Behalf Of technology to quickly get candidate-approved content out to not only their supporters, but their supporter’s networks of friends and followers.
- Social Media Marketing: Fundamentals If a brand wants to create campaigns that transition over time, it must start with this fundamental marketing concept and go from there.
- New Technology Champions Brand Building New technology helps top brands build a consistent story. What is your brand’s story, and how are you going to tell it?
- Beginner's Guide to Marketing Automation (Infographic) Marketing Automation | Done correctly, could successfully complement your overall strategy and reach the right audience without wearing out the message. Learn how marketers are creating personalized messages in advance to engage and nurture their prospects while focusing on other initiatives.
- Marketing Game Changers: Recognizing Women in Marketing In honor of Women’s History Month, we are recognizing some of the women whose calling has left a lasting impression on the marketing industry. We are proud to share extraordinary women who were born to revolutionize the industry and encourage gender equality.
- Marketing & Music: Branded Content Hits Center Stage Brands seek to reach consumers in a new way at #SXSW. How marketing and music can work together to drive customer interaction.
- The Top 5 Apps You Must Download: Mobile Marketer Series What could a person learn about you from the apps on your phone? A quick glance at your phone might reveal that you’re a sports enthusiast, an amateur photographer, and a fan of talk radio podcasts. But would it reveal that you’re keeping up with marketing trends?
- Marketing Madness It’s the most wonderful time of the year for college basketball fans. That’s right, the NCAA basketball tournament is in full swing and the excitement is definitely in the air – or at least online.
- Can You Trust the WIFI? The Mobile Marketer Series Mobile internet has become much more convenient to access through public WIFI. But can you trust public WIFI?
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.