This is an interesting article on the importance of digital branding as a marketing tool for franchises. Be sure to click on the link in the article titled, “Brands Breeding Loyalty Through Digital.” There is no doubt that utilizing social media networks to define your brand and stay at the forefront of your customers mind is the goal. The challenge is doing so in a positive way. By driving consumers to websites, enticing them to “like” things, tweet about things, and engage, many franchisors have been able to reinvent themselves to their target markets over and over again. This drives brand loyalty and ultimately adds to the bottomline.