Whilst the operational practices and IT systems are important, without the central brand that pulls all franchises in a business together they might as well be completely separate entities from your customers’ perspective. A strong, consistent brand promotes recognition and reliability for customers and ensures that you, as an entrepreneur, are getting the true benefits of the franchise model.
This means looking into the brand and reputation of a franchise is a vital part of your research process when it comes to choosing your investment. Here are considerations to help you decide whether the franchise brands on your shortlist are right for you.
The power of an iconic brand
Truely successful branding goes much further than a logo and a colour palette. It’s how the essence and ethos of a business is presented and communicated to customers, from the tone of voice to each post on the company’s social media, to how a customer service request is handled.
It’s not hard to think of an iconic piece of branding, everyone can bring to mind a favourite TV ad or a memorable slogan. Consider why certain brands are calling to you from the off and what you know about them before even starting your research. If it’s a brand with a strong local or national presence to you already, you can start by writing down some words that come to mind when you think of the brand and see if these are associations you would want for your own business. Then, it’s worth taking this a step further by doing more research on the brand and how it’s being used in different places (e.g. different marketing channels, or by different franchisees) to get a wider picture on how the franchise you’re interested in is presenting their brand to its customers.
Immediate credibility
Once you’ve worked out what the branding means for you and the franchise’s existing customers, it’s time to think about how this can work in your favour. Joining an established franchise brand should give your business immediate recognition and credibility before you’ve even opened the doors. This gives you the opportunity to lean into the brand legacy, you can cite how long the brand has been running and show how trusted it is with customers already.
The average potential customer isn’t going to consider whether this branch is operated as a franchise or not which means, even if you’re brand new to the business, you’re already starting with a higher degree of trust from your customers than a business started from scratch.
However, with big brands come big reputations so it’s worth looking into reviews to check current customer satisfaction. Remember, your franchisor and fellow franchisees also play a role in ensuring the brand has a consistently positive reputation, so you may wish to reach out to existing franchisees to ask for advice on how they work with their customers to create brand advocates.
The local, national and international stages
Strong branding often comes hand-in-hand with robust marketing campaigns and investment. You can make investigating what marketing channels and messaging the franchisor and other franchisees are using part of your research plans. Consistency is key with branding so take a look at how they’re establishing the brand across their local, national and, if applicable, international footprint to understand how your own marketing plans would fit alongside what’s currently in use.
Does the brand resonate?
The last and biggest consideration for you is to determine whether the brands on your list truly resonate with you as an individual. Are you looking for an investment that lines up with your interests and passions? Maybe you would like a franchise that speaks to your own ethics and values. All of this is tied into branding, and it’s a good idea to take some time to think about whether the brands you’re interested in will work for you on a personal level.
For example, franchisees of Stagecoach Performing Arts often say the main reason they enjoy being part of the business is the rewarding feeling of inspiring children and helping them build their confidence. This is no happy accident. Working with children and developing their confidence and life skills is a huge part of Stagecoach’s brand. This is demonstrated in their brand ethos: “Creative Courage for Life”. This means those that choose to franchise with Stagecoach are inspired by the branding and play a keen role in keeping the consistency and credibility of the brand alive.
The brand behind the business
A franchise’s true impact comes from the strength of its brand. Creating recognition, credibility and a strong reputation for customers, and aligning with you on a personal level are all key considerations to make when researching branding. For both the franchisor and franchisees alike, a strong, consistent brand turns a good idea into a successful business for all involved.
This article comes courtesy of Stagecoach Performing Arts, an international franchise offering part-time performing arts classes for children aged 4-18. Click here to find out more.
