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*
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