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Franchise Advertising: Building Brand & Standing Out (Part 2)

by | Sep 7, 2023 | General

In the first part of this series, we explored the power of Google Ads in maximizing the reach and impact of your franchise advertising strategy. Now, in Part 2, we’ll take you a step further.

It’s time to build a brand that stands out and resonates with your audience. From advanced strategies to creative storytelling, let’s explore how to make your franchise truly distinctive.

1.  Understanding Your Unique Selling Proposition (USP)

A Unique Selling Proposition  is what sets your franchise brand apart. It’s like a spotlight on the best thing about what you offer. A strong USP is specific and easily understood by your customers.

Consider Subway’s “Eat Fresh Refresh” campaign. Unlike other fast-food chains, Subway’s USP is its commitment to fresh ingredients and customized sandwiches, setting it apart in the crowded fast-food industry.

Finding your USP requires looking deeply into what makes your business unique and what customers love about it. Once you’ve identified it, making it a central part of all your franchise advertising in every communication and national advertising campaign is vital. A clear and tangible USP attracts potential customers and lets them know why they should choose you over the competition.

2.  Crafting a Memorable Brand Story

A brand story isn’t just a list of facts. The exciting story tells people what your business is all about. It’s about your business model – the values, mission, and emotional journey that define your brand.

Take Ben & Jerry’s, for example. They tell a compelling story of a company deeply committed to social justice and environmental responsibility. Their brand story is infused in every part of their marketing materials, from flavors that promote social causes to their activism on climate change.

Your brand story should be a living part of your franchise advertising marketing strategy, not just confined to the “About Us” page. Incorporate it into your ads for consistent and fun storytelling. Stories evoke emotions like happiness, pride, or belonging, not just intellectual engagement.

3.  Utilizing Advanced Advertising Techniques

In today’s digital world, using advanced online franchise advertisement techniques is essential to reach the right audience.

For instance, McDonald’s uses geofencing technology as part of its digital marketing strategy to send promotions to customers’ smartphones near one of its stores. This targeted approach provides potential customers personalized offers at the right time and place.

The Franchise Ads landscape also extends to collaboration with influencers, which can significantly expand your reach and enhance your brand’s credibility. Platforms like YouTube provide powerful tools to tell a story, demonstrate a product, or convey emotions in ways that text and images can’t.

More: Facebook Ads For Franchise Marketing Results

4.  Creating Visually Appealing Content

Visually appealing content in a market saturated with advertisements can make your franchise stand out.

Taco Bell’s “Live Más” campaign, which emphasizes living life to the fullest, is visually represented in their advertising through vibrant images and youthful energy. The bold colors and exciting visuals encapsulate the brand’s message, encouraging customers to embrace their adventurous and unconventional fast-food offerings.

Brand recognition is built through consistency in colors, fonts, and styles. The unified look reflects the brand’s identity. Visuals can tell a story, evoke emotions, and create a connection with your audience more powerfully than words.

WordStream says the video has a 95% retention rate, while text has a 10% retention rate. Engaging video content can build brand recognition and loyalty.

5.  Engaging with Your Community

Building a strong brand is about creating meaningful relationships with your community.

Chick-fil-A is known for hosting “Daddy-Daughter Date Nights” and other family-oriented events in various locations. By fostering a family-friendly environment and actively engaging with the local community, they create a unique connection with their customers and strengthen their brand’s image as a community-centered establishment.

Supporting causes that align with your brand values can create a positive image and deepen connections with your audience. Creating opportunities for customers builds a sense of community and loyalty.

The Cone Communications study found that 87% of consumers will buy a product if a company advocates for an issue they care about.

An innovative franchise advertising program actively engages with its community and supports relevant causes, this can significantly influence consumer behavior and preference for your brand

6.  Monitoring and Analyzing Performance

Understanding what works and doesn’t allows data-driven decisions that enhance advertising effectiveness.

Starbucks leverages its Starbucks Rewards mobile app to gather data on purchase habits, favorite drinks, and frequency of visits. By analyzing this data, Starbucks can send personalized offers, suggest new products, and even anticipate busy times at specific locations, optimizing their marketing and in-store operations.

Continuous adjustments ensure that you are continually optimizing for the best results. Clear goals like increasing brand awareness, boosting sales, or growing your email list allow for focused analysis.

According to a McKinsey study, companies that invest in analytics perform twice as well as their competitors.

A franchise that actively monitors and analyzes its advertising performance can gain a competitive edge in search engine optimization and content marketing.

7.  Collaborating with Experts

Sometimes, the best way to stand out is to seek expert help. Professionals specializing in franchise advertising can provide insights, strategies, and tools tailored to your needs, covering areas like social media marketing, SEO, and content creation, ensuring you maintain brand consistency across different platforms.

According to the Nielsen Global Trust in Advertising Report, trust in traditional advertising is declining, with only 37% of global respondents trusting paid TV ads.

This highlights the need to stay relevant and effectively engage with your audience, something that collaboration with experts can ensure.

Partnering With TopFire Media

In the complex and ever-changing advertising landscape, collaboration with the right partner can make all the difference. That’s where TopFire Media comes in. They specialize in providing consistent oversight of all marketing efforts, from PPC to SEO, allowing franchise owners to focus on what they do best – running their franchise.

Both parts of this series underscore a central theme: It’s not just about being seen; it’s about being remembered.

Whether you’re harnessing the power of Google Ads, as explored in Part 1, or crafting a memorable brand story and utilizing advanced strategies, as detailed in Part 2, every approach should aim to create a brand narrative that sticks. A narrative that differentiates you in a bustling market and leaves a lasting impression.

With experts like TopFire Media by your side, you can confidently navigate the complexities of a franchise advertising program, ensuring that your brand not only shines but thrives.

Looking to stand out with your franchise?

Call 708-249-1090 to find out how.