What do you do if your franchise brand lacks assertiveness?

In today's competitive market, Defining USPs (Unique Selling Propositions) for your franchise can differentiate your brand from competitors, attracting customers who resonate with your unique offerings. This clarity can bolster your brand's assertiveness by highlighting what sets it apart and why customers should choose it over others. It can also inform marketing strategies, helping target audiences understand the value proposition more effectively. This clarity can strengthen your brand's confidence by showcasing its unique qualities and reasons for customer preference. This not only facilitates your franchise expansion but also enhances the attraction of new business for your franchise.

USP should be unique to each business. There are natural USP such as unfair advantages (money, intelligence and insight, location and luck, education and expertise, and status), defined USP (quality, price, product, service), and blended USP (mix of both). The blended USP can leverage unfair advantages as the powerhorse to the defined USP. Use the previous Refined Marketing Statement (RMS) and Big Domino Statement (BDS) to incorporate your USP into it. For example (RMS): I help business owners to achieve monthly target revenue without a big budget and team by creating simple yet highly profitable digital marketing campaigns. The USPs are "without a big budget and team" and "simple yet highly profitable digital marketing campaigns".

Empowering your team to boost assertiveness in your franchise brand involves several strategies: 1. Training and Development: Equip your team with the tools they need to confidently express themselves and make decisions. 2. Encourage Open Communication: Create an environment where team members feel comfortable expressing their opinions, ideas, and concerns. 3. Delegate Authority: Empowering them to make decisions fosters a sense of ownership and encourages assertiveness. 4. Lead by Example: Demonstrate assertive behaviour in your interactions with team members and stakeholders. 5. Offer Support & Feedback By implementing these strategies, you can empower your team to become more assertive, thereby strengthening your franchise brand.

Plan a training to emphasize and explain the why your brand exists, the complete brand story (your audience or hero, their wants/needs/pain points and their external/internal/principal problem), your existence as helper or guide to the hero, your plan or guidelines to deliver or solve what their wants/needs or problem, your support and guide when they take actions, the expected outcome if they succeed and the consequency if they fail executing your plan well), the Refined Marketing Statements (RMS), the Big Domino Statement (BDS), the Unique Selling Proposition (USP), brand guidelines, and brand creative manuals.

After reassessing your brand thoroughly and training your internal team, then you should update marketing people. Brief them about the new brand assertiveness, the complete brand story, the RMS, BDS, and brand creatives that match your brand identity stronger. Gather valuable feedback from the marketing team to allow revising the brand assertiveness when something needs to improve to reflect and create even stronger brand perception.

Franchise brands can quickly become diluted when there is lack of control with visual asset /marketing material creation by Franchisees. This should become part of the discussion when initially building, or revamping your Franchise visual identity. Put in place a strategy that empowers zees to create brand materials, but within a controlled framework. Consider a platform where you can provide them with editable, but restricted brand templates that pass through an approval process. This provides a happy medium between franchisor marketing team control and franchisees for local area marketing initiatives, and an easy way to provide ongoing/updated graphic templates.