business branding

More Tips for Marketing Like the Big Brands

Many small businesses look to large, extremely popular brands with no little envy. But you don’t have to look on just wishing you knew what big businesses do to become successful. We’ve got even more branding and marketing strategies the large brands use to stay on the top.


Brand Advocacy

Some of the best people to advocate your brand may be sitting right next to you. Use your employees to help spread your brand. If they have the right tools, they can become carriers of your voice and your customer service.

To achieve this, workplace culture should be a priority. Not just in marketing; understanding your company’s goals and communication will help your business thrive. But helping strengthen your culture will help prompt good feedback and positive feelings about your company to your customers.

Once you’ve strengthened your workplace culture, be sure to communicate social media guidelines. Consistency in voice as your employees represent the culture from within and without can do a lot for your brand.

As you use this strategy, use metrics to measure how employee advocacy can work for you.


How you post to your audience communicates a lot about your brand. Use a voice that fits the image you want to portray. Whether that’s GIFs and casual posts, or professional business language, know what works with your audience and stick to it. Switching at random can damage your consistency, and may drive off your intended customers.

As you work on voice, remember to be vulnerable. Vulnerability is the only way to create a real connection with an audience. This does not always mean being emotional. Sometimes, it just means responding and posting without an ego, or with a playful one.

Look at Wendy’s. Though not every brand can pull it off, Wendy’s had some good fun poking at their competitors over Twitter. These teasing posts brought them a lot of attention just by amusing their followers. By having good-natured fun with yourself and acting without ego, your company can seem more relatable and genuine.


Every year claims to be the year of video marketing, but this is especially true this year. Video advertisements prove their effectiveness with incredible statistics. So, if you aren’t involved with video making yet, you should be!

Video uses more than one sense–effective for memory recall and for capturing your audience’s attention. It’s also a great way to deliver a slogan or a voice. Remember the Old Spice commercials? That humor and creative filming was captured their audience–so well that parodies existed for months and occasionally still spring up.

But humor isn’t the only way to snare your customers with video. Coca-Cola released a relevant, thought-provoking advertisement to garner a positive emotional response to their product.

As with all film and video, your best bet is to focus on storytelling. That human connection can be much more powerful than flashing your name and images of your product on the screen.

User Content

It can be tough to keep up with relevant, consistent content for your audience. But if you’re curious to know what your audience wants or what they’re talking about, why not just ask them? Start a Twitter or other social media campaign with hashtags! This way, you can re-tweet/re-blog your users’ photos and reviews. In one action, you boost your popularity and show that you connect well with your audience.

You can even use this in conjunction with a contest. Sports teams excel at this: they prepare a hashtag to share during a game. Fans can then post using a hashtag, often in hopes of winning a contest or just a re-tweet.


Marketing like one of the big brands doesn’t have to be unattainable! And with Divvy’s help, keeping your brand consistent is easier than ever. Contact us today to learn how we can help your business succeed!

Why brand consistency matters

Divvy-Systems-brand-managementOne of Divvy by Alexander’s primary purposes is to help brands maintain consistency. We all know that your brand is what’s perceived by your constituents, and not so much what you’d like them to perceive.

To help manage what’s perceived, you want to help consumers assign specific qualities to everything that has your name on it.

It doesn’t matter how large or small your business is. It’s developing and maintaining a consistent brand that’s one of the primary factors in determining your future success.

Below, we’ve offered a few reasons why brand consistency is so important.

Gives your business an identifiable personality

When you think of Old Spice and its brand, what do you think? We think of a brand that’s funny and trustworthy. All the materials Old Spice releases exude that vivacious, edgy personality. Consistent branding allows a company to build and nourish a personality. It’s this very persona that makes people relate to a brand and creates a bond with customers.

Drives customer loyalty

When your brand is strong and recognizable, and you deliver great products and services, customers feel loyalty toward your brand. Brandy loyalty is especially significant in the franchise industry because when you buy a franchise, you buy a brand for a geographic area. If customers are already loyal to that brand, much of your messaging and positioning work is already taken care of, and all you have to do is deliver great products and services.

Allows you to differentiate yourself

When your branding is consistent you solidify the way consumers and customers view your company or franchise. As your brand becomes more defined you’ll stand out among competitors and others in your industry.

Encourages trust in your business

When you care about your brand, customers will too. In our opinion, building trust through branding happens through consistent messaging in every communication — on printed collateral material, mobile platforms and online.

We don’t believe that everything your brand or business sends out should look exactly the same. But make sure you, your employees, franchisees and partners are all distributing materials that maintain visual cohesion and follow brand standards.

At Divvy by Alexander’s, we specialize in brand management by building branded online storefronts for customers. We also offer online marketing services like website development and social media publishing and management. If you’re interested in a free Divvy demo, please let us know.

You want your customers to feel good about your product and service. Protecting, stabilizing and maintaining your brand will help prospects and customers trust you and create loyalty.