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Why Franchise Businesses need to do External Branding?
By Ameen Ahsan Strategic Consulting You may think Branding is your logo, signage and uniforms. Yes! This is all part of your brand identification. But it is much more than just visual. It’s also important to know that branding does not happen overnight. You can’t buy it. Branding is what your customers are telling their friends about your business when you aren’t looking. Brand is the sum of multiple touch points that goes beyond the first impression including how you meet customer expectations whenever and wherever consumers interact with you. For your franchise business, brand is a valuable asset because it is what attracts and maintains your customer base. Building a brand takes consistency and effort. It also takes time. And, usually, the older the brand is, the stronger it has become because it has lasted though many internal and external changes and challenges. Consistency is key to successful branding. As a franchisee, you need to follow the franchisor brand guidelines. Make certain that your graphic design elements as well as your language and messaging is carried across all communication channels. Remember that one of the reasons you purchased your franchise is because of the brand strength. It is important to work hand in hand with your franchisor marketing department to make certain that you are in compliance and actually an extension of the franchisor brand. After all, a big part of what you purchased is the brand and its strength. If you want to create your own brand, a franchise is not the right choice. Even though you have marketing direction from your franchisor you still have your own local area insights. Only you know your neighborhood market including local area events, organizations, community and referral groups etc. So extend the corporate franchise brand while always keeping in mind your own market personality. Put your own customization in your brand engagement as follows:
Even though you have purchased an identifiable brand in order to build your own local band do not forget that you must be consistent. You should not change colors, design elements or messaging. Work with your franchisor and use your own marketing sense but always stay on strategy. Share your views on this post! Ameen Ahsan Strategy Consulting "where visions are realised" 7th Floor, Hi Lite Business Park, Calicut http://www.ameenahsan.com +91-7558-900-800 info@ameenahsan.com *Kerala's finest experts for Feasibility Studies, Strategy Reports / Project Reports, Business Models and Vision Realisation*
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Why Franchise Businesses need to do Internal Branding?
By Ameen Ahsan Strategic Consulting Franchising as a source of investment and growth is slowly picking up in our localities. Today, it’s very common to see fast food giants and global brands present in malls and big shopping destinations as a result of franchise agreement. Huge demographic transformation fuelled by the consumption led growth, stands as an attractive option globally for the franchising fraternity. Consumerism is growing rapidly aided by high population, increasing household income over the last two decades. Retail and consumer services sectors are expected to emerge as high potential service sectors within franchising to cater to the prevailing boom. Non-traditional segments such as food service, jewelry, pre-schools etc. also present a huge opportunity for growth in franchising. When choosing to run a franchise, it is very important your business to implement internal branding in your organization. The concept of internal branding is all about believing in yourself. If the employees of your company are cynical about its product or do not have confidence on the organization itself, then it is very difficult to convince the buyers to purchase the products. Skepticism should be dealt with as fast as possible as it may start affecting your company adversely. Internal branding is an important channel between creating a strategy and its successful execution. Open and proper communication helps to eliminate dissatisfaction and incompetency. Internal branding is very advantageous for your brand as it cements the foundation of a company. Internal branding helps the company to move forward along with all its employees. Internal branding has an indirect impact on the external branding. If not handled properly it may lead to far reaching consequences on a brand as both are intricately connected with each other. *Ameen Ahsan Strategy Consulting* "where visions are realised" 7th Floor, Hi Lite Business Park, Calicut http://www.ameenahsan.com +91-7558-900-800 info@ameenahsan.com *Kerala's finest experts for Feasibility Studies, Strategy Reports / Project Reports, Business Models and Vision Realisation* |
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