As your franchise expands nationally or globally, you may wonder how to stay true to your brand’s unique tone and voice. While adapting your franchise to fit consumer preferences in a particular market may be necessary, most franchises benefit from cohesive branding. This is particularly true as your franchise grows and expands into global markets. The wider your reach, the more likely you are to benefit from a cohesive branding approach.
So, what exactly is cohesive branding, and how can it be applied to your business? In this article, we’ll break down everything you need to know and share some of our top tips and tricks for effectively implementing it into your marketing strategy.
What Is Cohesive Branding?
Cohesive branding refers to using a consistent voice and tone across all marketing platforms. From one social media channel to the next, from one market to another, your business should maintain its brand integrity at each touchpoint.
This is particularly true for franchises. As your brand grows, you’ll have more franchise owners operating in various markets across the country or even globe. Still, despite the diversity in geographic location, consumers should be able to recognize your brand easily, no matter where they see it. Everything from your packaging to your messaging should be reflective of what you envisioned at the onset of the brand’s launch.
When it comes to your brand, there should be no second-guessing. Wherever you are, your brand and what it stands for should be instantly recognizable.
How Cohesive Branding Benefits Your Business
Ever go out to dinner and order a mouth-watering entree? Suddenly, you’ve found your new favorite spot, but you return a week later to order the same dish, and it just doesn’t taste the same. You’re probably feeling disappointed and less than satisfied with your meal the second time around.
Well, the same holds true for franchises. Customers want consistency because it builds trust in the brand. They know what they’re getting and can expect the same quality product or service regardless of where they are or which franchise they frequent.
Cohesive branding doesn’t simply benefit the customer. It also helps the business itself. Your unique brand identity is a key differentiator, setting you apart from market competitors. To honor that brand integrity, everyone from stakeholders to employees must be on the same page. Clear communication and expectations are key to streamlining operations as your business grows.
Below, we have compiled some great best practices when adopting a cohesive branding approach.
Cohesive Branding: Tips and Strategies
1. Align Core Values
Your brand’s mission and core values are central to brand identity. They’re the driving force behind why you do what you do. In order for your brand to be successful, your franchisees should understand and commit to upholding your brand’s values. Think about Starbucks’ Kindness Campaign, for instance. It encourages acts of kindness while reinforcing the brand’s belief in the pursuit of good.
Aligning your brand’s core values across franchise locations is not only essential for cohesive branding but also vital for maintaining your brand’s reputation and integrity. You can ensure employees understand your brand’s mission and how best to embody the brand’s core values by crafting a personalized employee trainee program. In doing so, you’ll be better able to educate each employee on how best to represent your brand at every turn.
2. Adopt a Clear Voice
Your brand’s tone and voice reinforce your brand’s values and mission. Each brand has a unique personality. Your voice could be witty and clever, thought-provoking, inspiring, quirky, or take on any number of other characteristics. But above all, it should be consistent across all channels.
To ensure consistency of tone on all platforms, consider creating a style guide for brand messaging. Think of it as an AP Stylebook, but one specific to your brand and its unique voice. Be clear and include examples of what does and does not reflect the brand’s tone. You can outline brand colors, where it is appropriate to use the logo, any motto or branded sayings, and any jargon you do/do not use. The more precise the guidance, the more likely your franchise content will always be on point.
3. Establish Brand Guidelines
There should also be clearly established guidelines regarding your franchise’s artistic style and visual elements. For example, your brand guidelines should include information about font style and size, color scheme, images, formatting preferences, and anything else you deem pertinent. You may also want to create design templates and other tools to ensure brand materials always have a harmonious look and feel.
4. Make Room for Exceptions
While cohesive branding is important, your approach must also be nimble. For instance, global franchises operate in diverse markets, each with its own customs and traditions. Your franchise will have to adapt to cultural sensitivities in each area of operation.
Global operations often require a degree of flexibility. For instance, in addition to brand internationalization, global franchises also need to consider each country’s legal and regulatory framework. So, while it’s important to be consistent in your branding, you must also be willing and able to adapt to local customs.
5. Perform Regular Audits
From time to time, you should perform audits of your franchises to identify any gaps in brand cohesion. This will help you determine if resources should be clarified or updated and whether additional guidance may be needed. You may also want to offer incentives to franchises honoring brand integrity and consistently embodying the brand’s mission.
If you want to learn more about cohesive branding and other best practices for global franchising, contact a marketing firm like InnoVision Global Marketing, which can provide tailored solutions based on each client’s unique goals and needs. Connect with a global marketing firm to help with your cohesive branding and map out the best plan to grow your business internationally.