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How can you customize brand training for your franchisees?

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As a franchisor, you want to ensure that your franchisees deliver a consistent and high-quality customer experience that reflects your brand values and standards. However, you also want to give them some flexibility and autonomy to adapt to their local markets and customer needs. How can you customize brand training for your franchisees without compromising your brand identity and reputation? Here are some tips to help you create a balanced and effective brand training program for your franchise network.

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1 Assess your franchisees' needs

Before you design or update your brand training program, you need to understand the specific needs, challenges, and goals of your franchisees. You can do this by conducting surveys, interviews, focus groups, or audits to gather feedback and insights from your existing and potential franchisees. You can also use data and analytics to measure their performance, satisfaction, and loyalty. Based on this information, you can identify the gaps, strengths, and opportunities for improvement in your brand training program and tailor it to suit different levels of experience, knowledge, and skills.

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Matthew Loder Sr

Since 1983 The Original Crabby Bills Seafood Restaurant and Family Brands
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As the originator you have a unique perspective. The brand and or concept is your own baby or monster. You know it best through trial and error. The training is also yours and hopefully you know how to train it best. What’s most important , what are the most challenging things to learn and train. The development of the training program and process is best in your hands. Don’t forget how much this means to the success of your brand and expansion.

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2 Define your brand standards and expectations

One of the most important aspects of brand training is to communicate clearly and consistently what your brand stands for, what your brand promise is, and what your brand expectations are. You need to establish and document your brand standards and guidelines for every aspect of your franchise operation, such as products, services, pricing, marketing, customer service, quality control, safety, compliance, and ethics. You also need to explain why these standards and guidelines are important and how they benefit both the franchisor and the franchisee. You should provide examples, best practices, and case studies to illustrate your brand standards and expectations in action.

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Alok Kohli

Building MarchingSheep | ex. Pepsico, Marico, Coca-Cola
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Possibly the most critical part while franchising one’s brand. A strong list of dos and donts ensure the consumer has a consistent experience. That’s where the power of brand really kicks in. The best way to do this is to map out the touch points one moments of truth and build guidelines into each by way of processes, design etc.

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Matthew Loder Sr

Since 1983 The Original Crabby Bills Seafood Restaurant and Family Brands
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Like any new team member it’s important to set and share expectations. It’s the same with any new team members tasked with building or expanding the brand. The processes to the culture everything needs to be considered. What is required to meet expectations for the brand product and its deliverables for the consumer need to shared in a meaningful and effective way.

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3 Use a variety of training methods and formats

To make your brand training engaging, interactive, and relevant, you should use a variety of training methods and formats that suit different learning styles, preferences, and needs. You can use a combination of online and offline training, such as e-learning modules, webinars, podcasts, videos, manuals, workshops, seminars, coaching, mentoring, and on-the-job training. You can also use gamification, quizzes, simulations, scenarios, role-plays, and feedback to enhance the learning experience and outcomes. You should also consider the frequency, duration, and timing of your brand training sessions and make them accessible and convenient for your franchisees.

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Matthew Loder Sr

Since 1983 The Original Crabby Bills Seafood Restaurant and Family Brands
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I think the best way to communicate is whatever way is best for the message to resonate with the audience. I think it’s best to over communicate, simplify the message, over use the medium for how you wish to communicate. No one will ever blame you for over sharing something that is important. They will however always point out how your method of or failure to communicate effectively added to their failure to execute correctly.

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4 Encourage collaboration and innovation

Another way to customize your brand training for your franchisees is to encourage collaboration and innovation among them. You can create a platform or a community where your franchisees can share their ideas, experiences, challenges, solutions, and best practices with each other and with you. You can also invite them to contribute to your brand development and improvement by soliciting their suggestions, feedback, and testimonials. You can also recognize and reward their achievements and innovations that align with your brand values and goals. By fostering a culture of collaboration and innovation, you can empower your franchisees to become brand ambassadors and advocates.

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Matthew Loder Sr

Since 1983 The Original Crabby Bills Seafood Restaurant and Family Brands
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A good technical solution for the flow of information is important. The training of the use of the technology and the process for communication and sharing information is critical. You cannot over share information or the training of how this type of tool is to be and can be utilized.

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5 Monitor and evaluate your brand training program

Finally, you need to monitor and evaluate your brand training program regularly and systematically to ensure that it is effective, efficient, and consistent. You can use various tools and metrics to measure the impact and results of your brand training program, such as surveys, tests, audits, reviews, ratings, referrals, retention, revenue, and profitability. You can also use qualitative and quantitative data to assess the satisfaction, engagement, and loyalty of your franchisees and their customers. Based on your findings, you can adjust and improve your brand training program as needed and communicate the changes and updates to your franchisees.

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Matthew Loder Sr

Since 1983 The Original Crabby Bills Seafood Restaurant and Family Brands
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I think it’s always important to analyze the situation. The goal is to be the best possible. So if you’re doing the analysis try this method. Is there a problem with the product, the process or the person. The product in this scenario maybe what we are trying to achieve. Maybe it’s just not a good idea. Maybe it’s the process, is there a specific problem with how we are trying to communicate or how we are going about it. The last thing, is it a people issue. The person communicating or training are they good at doing this ? Is the person we are supposed to be sharing with capable of understanding or taking responsibility for learning?

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6 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 you customize brand training for your franchisees?

1

2

3

4

5

6

1 Assess your franchisees' needs

2 Define your brand standards and expectations

3 Use a variety of training methods and formats

4 Encourage collaboration and innovation

5 Monitor and evaluate your brand training program

6 Here’s what else to consider

Franchising

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How can you customize brand training for your franchisees?

1

2

3

4

5

6

1 Assess your franchisees' needs

2 Define your brand standards and expectations

3 Use a variety of training methods and formats

4 Encourage collaboration and innovation

5 Monitor and evaluate your brand training program

6 Here’s what else to consider

Franchising

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