Visibility increases 3-4x and revenue increases an average of 23% when brand consistency is maintained across multiple locations.
And yet, consistency is difficult to achieve, especially for multi-location brands. Consistency in franchise marketing isn’t the easiest to get right, as it accounts for slightly different audiences across different geos. In fact, according to Demand Metric’s brand consistency report:
Nearly 90% of businesses agree that it is important to present their brands consistently in all the places people might encounter them . . .
But less than 10% of businesses surveyed report that their brand presentation is consistent.
As a means to help multi-location brands achieve consistency in their franchise marketing, we’ve published The Multi-Location Brand Guide to Social Strategy. It’s a free and customizable playbook to fill out and share with franchisees, in order to achieve a unified franchise digital marketing presence.
The guide’s 10+ pages are easy-to-use and update in Canva, PowerPoint, and Keynote. Download it now to increase your franchise marketing consistency, visibility and revenue.
And keep scrolling to learn more!
Visual & Copywriting Guide for Franchise Marketing
The first sections of our book include worksheets that guide visual and copywriting content direction for franchise marketing teams. You can fill out the following sections to guide all locations of your franchise brand on how to use your:
Logos: Add primary and stacked versions of your logos, for reference.
Fonts: Include which fonts your brand uses on your website, graphics, etc.
Colors: Include your brand colors and hex codes, so franchisees know what shades to use.
Images: Upload sample images to give direction on the types of photos that represent your brand.
Graphics: Similar to photos, you can add graphics and illustrations that your brand uses.
Verbal consistency is just as important as visual consistency in franchise digital marketing. Therefore, our guide’s copywriting page contains customizable sections covering the following:
Slogans: Type or copy & paste any slogans for your brand or specific campaigns.
Words We Like: Are there specific words or phrases you use often? Add them here!
Words We Don’t Like: Are there any no-go words/phrases for your brand? You can also include those!
Emoji Preferences: Let’s say you love using 🔥in your social posts. (We do!) Add it and other emojis to your preferred list.
Links to Libraries: Include links to libraries where you maintain and manage digital assets, for easy reference.
The Franchise Marketing Guide to Organic Social
With your creative preferences locked in across the first few pages of the guide, you can also give direction on your organic social efforts. This section of the book includes customizable blocks that give franchisees guidance on:
Where to Post: Circle where you post fresh and new content regularly.
Posting Frequency: Circle how often you want them to post.
Post Examples: Share a screenshot of a great post that exemplifies your brand.
Sample Content Calendar: We’ve even included a calendar that’s full of 30-days’ worth of sample posts, so your franchisees can be inspired! Think of it as almost a month’s worth of franchise marketing agency work that we’re giving away. 😉
The Franchise Marketing Guide to Paid Social Advertising
Similar to our guide on organic social, franchisors can guide teams across multiple locations on how to implement paid social ads. This section of the guide include customizable blocks that give guidance on:
Types & Locations of Ads: Circle what kinds of ads you run and where they run.
Ad Frequency: Circle how often you advertise on different platforms.
Ad Examples: Share a screenshot of a great ad that exemplifies your brand.
IF you allow franchisees to run their own ads, you can also guide them through:
Advertising Objectives: Select the ultimate goals of your ad campaigns.
Who to Target: Name lists in your ad accounts or describe demographics you target.
Where to Advertise in Meta: Include your preferences on advertising between Facebook, Instagram, and the Audience Network.
Budgeting: Set a monthly/weekly budget for franchisees to adhere to.
How Long to Run Ads: Specify how long you typically run a campaign.
Types of Ads to Run: Images, videos, carousels, and more! Pick which your brand prefers.
If you DON’T allow franchisees to run their own ads—but rather, you run ads for them—you can also fill out the following information for franchisees to reference:
Advertising Objectives: Show franchisees the goals you set out to accomplish with your campaigns.
Personas You Target: Describe demographics you target in your digital ads.
Where Ads Run: Let franchisees know what platforms you advertise with.
How Long to Run Ads: Give franchisees an idea of how long you typically run campaigns.
Community Management for Franchise Digital Marketing Teams
Finally, our guide includes a page dedicated to how multi-location franchise marketing teams can engage with followers on social media. Keeping their own communities engaged is very important! As a means to make those efforts easier, our guide includes sections on:
How to Engage with Comments & Messages: This section offers details on how to respond to and moderate both comments and direct messages.
Types of Content to Re-Post & Samples: Show and tell what types of content franchisees can and should re-post! Upload screenshots of posts to inspire them!
Important People/Accounts to Re-Post: List out important people (say, your CEO) for franchisees to follow and re-post. You can list out any brands or influencers you’d suggest they follow and re-post.
Hashtags to Use: Add a list of any branded hashtags for franchisees to hop on!
As franchise networks grow, maintaining brand consistency becomes increasingly difficult. With The Multi-Location Brand Guide to Social Strategy, both franchisors and franchisees can approach their digital branding with ease, while reaping the benefits of its consistency.
Download the full guide to multi-location social strategy here!
