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.
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