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How can brand adaptation help you build better relationships with franchisees and customers?

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Brand adaptation is the process of modifying your products, services, or marketing strategies to suit different markets or customer segments. It can help you increase your sales, reach new audiences, and differentiate yourself from competitors. But how can it also help you build better relationships with franchisees and customers? Here are some ways to leverage brand adaptation for your franchising success.

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Fernando Casas Jiménez

Management | Strategy | Franchising | Marketing | Operations | Retail | Restaurants | B2C | Leadership | MBA

1 Understand local needs

One of the benefits of franchising is that you can tap into the knowledge and expertise of local operators who understand the needs and preferences of their customers. By allowing some degree of brand adaptation, you can show your respect and trust for your franchisees and empower them to make decisions that suit their markets. For example, you can let them adjust the pricing, packaging, or flavors of your products to match the local demand and culture. This can also help you attract and retain more customers who appreciate the relevance and responsiveness of your brand.

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Cesar Madeiro

Consultor Expans?o de Franquias na Grendene S/A | Especialista em Vendas
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Uma vantagem do franchising é aproveitar o conhecimento dos operadores locais sobre as necessidades dos clientes. Permitir certa adapta??o da verba de mkt demonstra respeito e confian?a nos franqueados, capacitando-os a tomar decis?es que atendam seus mercados. Dica: Estabele?a diretrizes claras e flexíveis para a adapta??o, mantendo a consistência da marca. Passo a passo: 1. Identifique as necessidades e preferências locais. 2. Defina os aspectos da marca que podem ser adaptados. 3. Estabele?a diretrizes e limites para a adapta??o. 4. Forne?a suporte e comunica??o contínuos com os franqueados. 5. Avalie periodicamente os resultados e fa?a ajustes conforme necessário.??

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Fernando Casas Jiménez

Management | Strategy | Franchising | Marketing | Operations | Retail | Restaurants | B2C | Leadership | MBA
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He visto operadores exitosos fracasar en regiones desconocidas para ellos, no solo por su falta de conocimiento del mercado local, sino de la idiosincrasia que le ha causado problemas en la construcción del modelo de negocio o en la relación con los empleados. Cuando dichos negocios han sido absorbidos por operadores locales estos han logrado ser exitosos. También en otros países he visto como se ha modificado el producto con el fin de adaptarse al gusto del consumidor local, pero manteniendo los principios operativos y de modelo de negocio de la franquicia.

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2 Maintain consistency and quality

While brand adaptation can help you customize your offerings, it should not compromise the core values and standards of your brand. You need to maintain a consistent and high-quality image across all your franchises to ensure customer satisfaction and loyalty. To do this, you need to communicate clearly and regularly with your franchisees and provide them with the necessary training, support, and feedback. You also need to establish some guidelines and boundaries for brand adaptation, such as the logo, color scheme, or mission statement, that should not be changed or diluted.

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Fernando Casas Jiménez

Management | Strategy | Franchising | Marketing | Operations | Retail | Restaurants | B2C | Leadership | MBA
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La adaptación debe ser controlada y aprobada por el franquiciante, y no dejarse a libre albedrío del franquiciado. Es importante que construya procesos de aprobación y revisión que le permitan monitorear las modificaciones. En cuanto al marketing y la parte comercial, la adaptación debe ser flexible principalmente respecto a los hábitos de consumo que pueden fluctuar en cada país o incluso región. Sin embargo, dicha flexibilidad debe estar alineada con los valores y principios de la marca.

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3 Encourage innovation and feedback

Brand adaptation can also be a source of innovation and improvement for your brand. By allowing your franchisees to experiment and test new ideas, you can discover new opportunities and solutions that can enhance your brand performance and reputation. You can also learn from the feedback and insights of your franchisees and customers, who can provide you with valuable information on the market trends, customer behavior, and competitive landscape. By listening and responding to their suggestions and complaints, you can show your appreciation and commitment to your relationships.

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4 Celebrate diversity and collaboration

Finally, brand adaptation can help you celebrate the diversity and collaboration of your franchise network. By acknowledging and respecting the differences and similarities of your franchisees and customers, you can foster a sense of belonging and pride in your brand community. You can also promote the exchange of best practices and experiences among your franchisees, who can learn from each other and support each other. This can create a positive and cooperative culture that can boost your brand reputation and loyalty.

Brand adaptation can help you build better relationships with franchisees and customers by understanding local needs, maintaining consistency and quality, encouraging innovation and feedback, and celebrating diversity and collaboration. By doing so, you can increase your sales, reach new audiences, and differentiate yourself from competitors.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can brand adaptation help you build better relationships with franchisees and customers?

1

2

3

4

5

1 Understand local needs

2 Maintain consistency and quality

3 Encourage innovation and feedback

4 Celebrate diversity and collaboration

5 Here’s what else to consider

Franchising

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How can brand adaptation help you build better relationships with franchisees and customers?

1

2

3

4

5

1 Understand local needs

2 Maintain consistency and quality

3 Encourage innovation and feedback

4 Celebrate diversity and collaboration

5 Here’s what else to consider

Franchising

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