If your brand isn't local, it's impersonal. But don't worry; you can fix that. The fact is that every brand is connected to a physical location in some way. It could be through the history of the brand, products associated with the brand, or personalities associated with the brand. Being local affords brand personality and intimacy with customers that can't be achieved otherwise.

However, to achieve that personality and intimacy, you need to understand the tools at your disposal. Those tools, and their specific use cases, can lead to a stronger location-based branding presence, but only if used in concert. In other words, the additional branding, traffic, leads, and community outreach that comes with location-based marketing results from...