In a world where we don’t currently have much control, branding is one component of an overall localized marketing strategy where you can still have true impact. Effective branding can boost the visibility of your multi-location business, resulting in more sales. Does your current localized marketing strategy have enough of a focus on branding? Throughout this blog, we’ll share different tactics your multi-location business should be used to increase the effectiveness of your branding and help you win your localized marketing efforts.
Set Brand Guidelines
One of the first things all multi-location businesses should do when developing a branding strategy is to set brand guidelines. With multi-location businesses, you have different business locations nationwide, which makes brand guidelines critical.
Your business must have the same tone of voice, the same values, and a similar marketing strategy across business locations.
If one location is posting on social media every day and utilizing a playful or conversational tone of voice, while another location in the next city over is using a very informational tone, there is a big disconnect between the two, which ultimately negatively impacts the corporate brand.
Consumers should be able to recognize that your business location is part of the overall corporate brand, despite where they find you, which is why brand guidelines are essential. In addition to the aspects mentioned above, your multi-location business should also be on the same page when it comes to communicating with consumers and responding to ratings and reviews. For instance, how quickly should your business be responding to local reviews? And which reviews should you be responding to, and how quickly? This is a conversation that corporate needs to have with each business location to ensure that everyone is aligned when it comes to brand guidelines.