McDonald's refers to "freedom in the frame". The franchisor should decide which elements of the brand identity are critical to ensure consistency, and which elements may have certain freedoms, such as one local product with a localised name or recipe. However, buying a franchise means adhering to a framework, and franchisors must enforce compliance to core brand standards from day one with each franchisee.

When franchisees disagree over brand guidelines, effective mediation is essential to maintain franchise unity. Begin by convening a meeting with all involved parties to openly discuss their concerns and viewpoints. Actively listen to each franchisee to understand the root causes of the disagreement. Emphasize the importance of consistent branding for customer recognition and overall success. Facilitate a collaborative workshop where franchisees can contribute ideas and feel invested in the brand's direction. Consider establishing a committee that includes franchisee representatives to review and update brand guidelines as needed. Provide clear communication about any agreed-upon changes and offer training to ensure everyone is aligned.