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As a franchisor, it can be hugely frustrating to have all of your hard work undone by a rogue outlet. When a franchisee starts to produce non-compliant marketing materials, customers can get confused, loyalty can wane and your entire brand is put at risk. The damage need not be permanent. Luckily, there’s an antidote, and it comes in the form of a clear-cut marketing campaign. When carried out with assistance from all of your franchisees, a straightforward campaign can unite your brand, grow your presence and put an end to non-compliant branding.  Brand Consistency Is Crucial for Franchisors There are several reasons why it’s important to keep branding consistent, writes digital marketer  Raubi Marie Perilli . A cohesive brand and consistent experience help to establish a sense of professionalism and build trust with customers. It also offers clarity so that customers know exactly who you are and what you stand for.  A consistent brand is essential for differentiating you...

By  Engage121 Team |   July 2nd, 2019 | Digital Advertising ,  Digital Marketing ,  Local Business ,  Social Media When your brand serves customers across different demographics, regions and even different countries, it can be tempting to become a chameleon. Just imagine a chain of restaurants where the menu changes drastically once you cross state borders. That would be a jarring experience, right? The same principle holds for messaging. By adapting your message and offering to every cross-section of customers, you try to please everyone. But such a muddled and contrasting approach only serves to harm your brand. Don’t change your colors. Here’s why businesses need to deliver a consistent message, even across different demographics and regions. Consistent Messaging Is Rare (But Powerful) MaryPat Kavanagh , an author, speaker and marketing coach, believes that “regular and consistent messaging is the best and often the least-utilized method of communicating your...

Lucy Victor | Content Marketing ,  Digital Advertising ,  Digital Marketing ,  Local Business ,  Social Media Consumers search,  a lot and fast ! In this age of fleeting attention and fierce competition, savvy local marketers are looking for new ways to engage with consumers at the very first opportunity. And, most often, that opportunity is presented through  Google’s Knowledge Panel . Most importantly, Google’s Knowledge Panel allows local business to engage with consumers directly within search and  without any additional clicks. Even though Google presents this first, best opportunity to engage with consumers, a new Moz survey revealed that just  over 50% of marketers  haven’t yet taken advantage of the opportunities that the Knowledge Panel offers! We’ve touched upon the value of the Knowledge Panel in our  previous post , but it’s worth digging deeper to explore the benefits it can unlock for local business.   Google Know...