Light refreshments: Dorian Gonsalves advises on the importance of ongoing franchise evolution

New Year can be an ideal time to think about what has worked particularly well for your business and to reflect on any areas that may benefit from being refreshed slightly or changed completely.

Light refreshments: Dorian Gonsalves advises on the importance of ongoing franchise evolution

New Year can be an ideal time to think about what has worked particularly well for your business and to reflect on any areas that may benefit from being refreshed slightly or changed completely. As I write, all eyes are currently on Downing Street and its alleged cheese and wine parties, so I should probably clarify that any light refreshments I refer to in this article are of the marketing and branding type! Newton Fallowell, an East Midlands based estate agency, has recently launched its first rebrand since becoming part of the Belvoir Group in 2015, whilst Goodchilds, which is also part of the Newton Fallowell Group, has benefitted from a brand refresh. I can confirm that even though the relaunch was announced in the run up to Christmas no cheese or wine was consumed at the time…

Belvoir has always believed that for the business to succeed it is necessary for it to constantly adapt and evolve. The estate agency and lettings markets operate within an ever-changing landscape, and I am delighted that our business has continued to grow and be extremely successful during the last 12 months. We believe there is enormous potential for all brands within the Belvoir Group, and for our franchisees going forward. 

We are living in such unprecedented times that it has never been more vital for franchisors to monitor the buying and lifestyle habits of clients. Failure to provide people with what they need, and if possible, to exceed expectations, will undoubtedly result in clients turning their attention to the competition. Unfortunately, once someone finds satisfaction, speedy service, and competitive prices elsewhere it can be very difficult to win them back. On the flip side, it also means there will be a lot of opportunity for franchisees to win new business in 2022. 

Being highly visible within your industry is one of the key factors to attracting new clients. Whilst it is essential to maintain a recognisable brand, it is also important to ensure the brand is looking fresh and up to date. A rebrand, or in the case of Goodchilds, a light brand refresh, helps to demonstrate belief and commitment to a business, whilst also conveying a message of future longevity that will give confidence to consumers. 

Although franchisees may fund a brand refresh, there’s no doubt that being part of a franchise group provides many advantages in terms of time, costs and resources; all things an independent business owner will find challenging. A franchisor such as Belvoir can provide the economies of scale that come from negotiating and rebranding an entire network rather than individual businesses. Our marketing team can also commission top creative agencies, inviting them to pitch ideas that will meet the needs of the whole network. 

When it comes to rebranding, communication is vital. Franchisees should have an opportunity to be involved in a brand refresh from the early stages, contributing ideas and discussing the pros and cons of any proposed changes. This was certainly the case with Newton Fallowell and when the rebrand was launched via Zoom earlier in December it was greeted with great enthusiasm by everyone because their views had been listened to, and their ideas acknowledged. Whilst Newton Fallowell has maintained its instantly recognisable dominant orange colour, smart navy highlights have replaced the previous black, and new artwork has been sourced, with the strap line “It’s that Newton Fallowell Feeling” to provide offices and websites with an eye-catching, contemporary look that will help them to stand out from the competition. 

To maintain franchisee satisfaction it is important that everyone understands the reasons for a rebrand and can see the benefits that will result. Franchisees are not expected to rebrand their business instantly, and any changes will be carried out gradually with help and support constantly available from within the Franchise Support Team to help deal with individual queries. Belvoir’s Marketing Team is currently working on a rebrand for some of our other brands. Going into 2022 with a new look, a new message and new confidence can only help to build on the success of the previous year. In the meantime I would like to wish all readers of Elite Franchise a very Happy New Year.

ABOUT THE AUTHOR
Dorian Gonsalves
Dorian Gonsalves
RELATED ARTICLES