New Technology Champions Brand Building - The Distributed Marketing Blog

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title="Wednesday, April 15th, 2015, 3:33 pm">April 15, 2015</abbr> <br/>by <span class="author vcard"><a class="url fn n" href="https://web.archive.org/web/20150624053058/http://distributedmarketing.org/author/alex-navarro/" title="Alex Navarro">Alex Navarro</a></span> </p> </div> </div> </div> </div> <div class="wrap"> <div id="content"> <div class="hfeed"> <div id="post-9106" class="hentry post publish post-1 odd author-alex-navarro has-excerpt category-content-marketing-2 category-distributed-marketing category-distributed-marketing-best-practices category-distributed-marketing-industry-news category-distributed-marketing-management-2 category-distributed-marketing-resources category-distributed-marketing-software-2 category-featured category-home category-marketing-automation-2 category-marketing-software category-multi-channel-marketing-automation-2 post_tag-automation post_tag-brand-management post_tag-distribion post_tag-distributed-marketing post_tag-dominos-pizza post_tag-epsilon post_tag-franchise-marketing post_tag-gleanster post_tag-local-marketing post_tag-local-marketing-automation post_tag-marketing post_tag-marketing-and-advertising post_tag-marketing-automation post_tag-mood-boards post_tag-multi-channel-marketing post_tag-multi-channel-marketing-automation post_tag-pepper-global post_tag-pizza-marketing post_tag-regulatory-compliance"> <div class="entry-content"> <h3><strong>Branding the story</strong></h3> <p>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.</p> <p>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.</p> <p>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.</p> <table class=" aligncenter" style="height: 800px; border-color: #ffffff; background-color: #ffffff;" width="215"> <caption> Not your boring mood boards</caption> <tbody> <tr> <td><a href="https://web.archive.org/web/20150624053058/http://distributedmarketing.org/wp-content/uploads/2015/04/xfs_300x1000_s80_9dea462f0557ff66162691d50f84e66d.jpg" target="_blank"><img class="aligncenter wp-image-9118 size-full" src="https://web.archive.org/web/20150624053058im_/http://distributedmarketing.org/wp-content/uploads/2015/04/xfs_300x1000_s80_9dea462f0557ff66162691d50f84e66d.jpg" alt="brand building mood board black and orange" width="233" height="1000"/></a></td> <td><a href="https://web.archive.org/web/20150624053058/http://distributedmarketing.org/wp-content/uploads/2015/04/5025585aeb25687c2428a8c03933d4d4-2.jpg" target="_blank"><img class="aligncenter wp-image-9125 size-large" src="https://web.archive.org/web/20150624053058im_/http://distributedmarketing.org/wp-content/uploads/2015/04/5025585aeb25687c2428a8c03933d4d4-2-221x1024.jpg" alt="brand building mood board unify" width="221" height="1024"/></a></td> <td><a href="https://web.archive.org/web/20150624053058/http://distributedmarketing.org/wp-content/uploads/2015/04/xfs_300x1000_s80_99f659ae7755ed4504aa5439d4752239.jpg" target="_blank"><img class="aligncenter wp-image-9119 size-full" src="https://web.archive.org/web/20150624053058im_/http://distributedmarketing.org/wp-content/uploads/2015/04/xfs_300x1000_s80_99f659ae7755ed4504aa5439d4752239.jpg" alt="brand building mood moard Climbit" width="231" height="1000"/></a></td> </tr> </tbody> </table> <h3><strong>Using technology to spread the message</strong></h3> <p>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.</p> <p>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 <i>automatic personalization</i> for consistent messaging across corporate and local channels.</p> <p><a href="https://web.archive.org/web/20150624053058/http://www.distribion.com/explore-our-solutions/platform/marketing-automation/" onclick="_gaq.push(['_trackEvent', 'outbound-article', 'https://web.archive.org/web/20150624053058/http://www.distribion.com/explore-our-solutions/platform/marketing-automation/', '']);" target="_blank"><img class="aligncenter wp-image-9131 size-full" src="https://web.archive.org/web/20150624053058im_/http://distributedmarketing.org/wp-content/uploads/2015/04/Marketing-Automation-Stats-Bar-Centered.png" alt="Brand Building Marketing Automation Stats Bar" width="600" height="200"/></a></p> <p>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.</p> <h3><strong>Pizza guys get it right. </strong></h3> <p>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.</p> <p>According to a recent report by Mintel, <b>61%</b> 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.</p> <p><iframe src="https://web.archive.org/web/20150624053058if_/https://www.youtube.com/embed/AH5R56jILag" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe></p> <p>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.</p> <p>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.</p> <p>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).</p> <p><strong>So what is your story, and how are you going to tell it?</strong></p> <script type="text/javascript">  </script> <div class="sharedaddy sd-sharing-enabled"><div class="robots-nocontent sd-block sd-social sd-social-icon sd-sharing"><h3 class="sd-title">Share this:</h3><div class="sd-content"><ul><li class="share-facebook"><a rel="nofollow" data-shared="sharing-facebook-9106" class="share-facebook sd-button share-icon no-text" href="https://web.archive.org/web/20150624053058/http://distributedmarketing.org/2015/04/15/brand-building/?share=facebook" target="_blank" title="Share on Facebook"><span></span><span 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