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How do you leverage the brand recognition and reputation of your franchise?

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One of the main benefits of buying a franchise is that you can tap into the established brand recognition and reputation of the franchisor. This can give you a competitive edge, attract more customers, and increase your credibility. But how do you leverage the brand power of your franchise effectively? Here are some tips to help you maximize your franchise's potential.

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1 Follow the standards

The first and most important way to leverage the brand recognition and reputation of your franchise is to follow the standards and guidelines set by the franchisor. These include the quality of products and services, the customer service, the marketing, the pricing, and the appearance of your outlet. By adhering to the standards, you ensure that you deliver a consistent and satisfying experience to your customers, which reinforces the brand image and loyalty.

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David Lemon

Director of Sales & Business Development
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When I was on the franchisor side of things, we made it a priority to clearly define our brand standards across visuals, messaging, customer service and more. We regularly communicated the brand guidelines through onboarding programs and manuals for franchisees and staff. Our team provided marketing assets and templates aligned to our core values to empower impactful local marketing that reinforced consistency. We closely monitored brand health through surveys, audits and analytics to identity areas for improvement, set ambitious goals and track key metrics. I offered continued training and openly shared best practices between locations to motivate our network to deliver on our brand promise.

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Lizzy Young, CFE

Partnering with franchises and business networks to help owners hire and retain top talent ?? | Certified Franchise Executive | Author of the Franchise Leadership Ledger | Co-Chair of WFN Chicago
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It's crucial for franchisors to also hold franchisees accountable for brand compliance. It is all too often that we see franchisees "go rogue" and create their own materials. Unfortunately, these may very well be off-brand and customers may not even recognize even established brands immediately anymore because they look so different from other locations.

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2 Promote the brand

The second way to leverage the brand recognition and reputation of your franchise is to promote the brand actively and strategically. This means using the marketing materials and campaigns provided by the franchisor, as well as creating your own local initiatives that align with the brand values and messages. You can also use social media, online reviews, referrals, and testimonials to showcase your franchise's achievements and customer feedback. By promoting the brand, you increase your visibility and awareness, which can generate more leads and sales.

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Lizzy Young, CFE

Partnering with franchises and business networks to help owners hire and retain top talent ?? | Certified Franchise Executive | Author of the Franchise Leadership Ledger | Co-Chair of WFN Chicago
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Invest in multiple areas of your digital activation strategy - from your public relations to social media, your local franchisee websites, paid ads, listings, and so on.

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3 Collaborate with other franchisees

The third way to leverage the brand recognition and reputation of your franchise is to collaborate with other franchisees in your network. This means sharing best practices, ideas, resources, and support with your peers, as well as participating in joint events, promotions, and training. By collaborating with other franchisees, you benefit from the collective wisdom and experience of the franchise system, as well as create a sense of community and belonging.

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David Lemon

Director of Sales & Business Development
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We would use the more successful franchisees as a way to build trust within the network by promoting certain programs that were available to them. Sometimes it's better to hear that things are working from your peers rather than corporate telling you that this is the ways things are done.

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Suzy Collins
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I agree! Connecting with other franchisees in my system has been one of the most beneficial resources at my disposal. When successful franchisees share best practices, it not only helps individual owners, but it helps the brand as well.

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Suzy Collins
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When corporate says xyz location / owner has grown their business, been successful at a particular initiative, etc, it proves the process works!

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4 Innovate within the framework

The fourth way to leverage the brand recognition and reputation of your franchise is to innovate within the framework of the franchise agreement. This means finding ways to improve your operations, processes, products, or services, while respecting the standards and expectations of the franchisor. You can also suggest new ideas, solutions, or opportunities to the franchisor, and seek their approval and feedback. By innovating within the framework, you demonstrate your initiative and creativity, as well as add value to the brand.

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5 Engage with the franchisor

The fifth way to leverage the brand recognition and reputation of your franchise is to engage with the franchisor regularly and constructively. This means communicating your goals, challenges, results, and feedback to the franchisor, as well as seeking their guidance, support, and recognition. You can also take advantage of the training, coaching, mentoring, and networking opportunities offered by the franchisor, and provide your input and suggestions for improvement. By engaging with the franchisor, you build a strong and trusting relationship, as well as enhance your skills and knowledge.

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6 Leverage the brand recognition and reputation of your franchise

Leveraging the brand recognition and reputation of your franchise can help you grow your business, increase your profitability, and achieve your goals. By following the standards, promoting the brand, collaborating with other franchisees, innovating within the framework, and engaging with the franchisor, you can make the most of the brand power of your franchise and stand out from the competition.

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7 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 do you leverage the brand recognition and reputation of your franchise?

1

2

3

4

5

6

7

1 Follow the standards

2 Promote the brand

3 Collaborate with other franchisees

4 Innovate within the framework

5 Engage with the franchisor

6 Leverage the brand recognition and reputation of your franchise

7 Here’s what else to consider

Franchising

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How do you leverage the brand recognition and reputation of your franchise?

1

2

3

4

5

6

7

1 Follow the standards

2 Promote the brand

3 Collaborate with other franchisees

4 Innovate within the framework

5 Engage with the franchisor

6 Leverage the brand recognition and reputation of your franchise

7 Here’s what else to consider

Franchising

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