The Benefits of Multi-Brand Franchising Under an Umbrella Company

In franchising, we've seen firsthand how multi-brand franchising under an umbrella company can revolutionize a business. This strategy doesn't just weather economic storms; it thrives in them, driving innovation and growth for current and aspiring entrepreneurs. Our model under Empower Brands illustrates how franchising with multiple brands can lead to unparalleled success, offering a roadmap for those looking to build a resilient, dynamic, and expansive business empire that fosters generational wealth.?

Starting the Umbrella Company?

In my early thirties, my wife Erin and I relocated to Charlotte, North Carolina, where I took on my first leadership position with Outdoor Lighting Perspectives (OLP). Before this, I had been a franchisee with the brand for several years. At OLP, I managed day-to-day operations, including onboarding new franchisees, driving organic growth and building a support team.

While still serving in my role at OLP, Boyd Huneycutt and I co-founded Mosquito Squad , the original mosquito control company. We effectively created a new industry without even realizing it, adding a new brand to our portfolio and foreshadowing the growth to come.

The true catalyst for expansion was meeting Christopher Grandpre with Archadeck Outdoor Living, where we began dreaming of bringing multiple brands under one large-scale umbrella. This vision led to the creation of Outdoor Living Brands (OLB), a multi-branded platform and parent company to OLP, Mosquito Squad, Archadeck, and Conserva Irrigation.

When the pandemic hit in 2020, demand for home services skyrocketed, breaking records month after month. This surge in demand attracted potential investors, including Lynx Franchising. Eventually, our two brands merged, forming the powerhouse known today as Empower Brands, and the rest is history.

All of this to say, our journey of building and integrating multiple brands under a single umbrella company highlights the immense benefits of multi-brand franchising. Empower Brands, with its diverse portfolio, showcases how having multiple brands can fortify an entrepreneur's position in the market. By diversifying offerings, a franchisor can cater to a broader customer base, mitigate risks, and create synergies across different business units. This approach enhances resilience during economic fluctuations and drives sustainable growth and innovation. Empower Brands exemplifies how a multi-brand strategy can transform and elevate an entrepreneur's success, providing a robust framework for expansion and market dominance.

The Benefits of Multi-Brand Franchising

Increased Market Reach: Managing multiple brands under an umbrella enables franchisees to penetrate different market segments. Each brand can appeal to a unique customer base, thereby expanding the overall reach. For example, while Outdoor Lighting Perspectives caters to those looking to enhance their outdoor living spaces with sophisticated lighting solutions, Bumble Roofing services the practical need for roof installation and maintenance. This diversification allows franchisees to capture a wide range of customers with varying needs and preferences.

Risk Diversification: One of the significant advantages of multi-brand franchising is risk mitigation. Economic downturns or seasonal fluctuations can adversely affect a single brand, but with a portfolio of brands, the impact can be cushioned. If one brand experiences a slowdown, the other brands can help maintain overall financial stability. This diversified approach ensures a more balanced and resilient business model.?

Operational Synergies: Operating multiple brands under one umbrella allows for the sharing of resources such as marketing, training, and administrative support. These synergies can lead to significant cost savings and operational efficiencies. For instance, a unified marketing strategy can reduce costs and increase brand visibility, while shared training programs ensure that staff across all brands maintain high service standards.

Enhanced Customer Loyalty: Offering a variety of services through different brands can lead to higher customer satisfaction and loyalty. Customers appreciate the convenience of having multiple needs met by the same friendly faces. For instance, a customer who initially engages with Canopy Lawn Care for lawn and landscaping may want to explore services from Superior Fence and Rail or Conserva Irrigation. This interconnected service offering fosters a stronger, more loyal customer base.?

Growth Opportunities: Multi-brand franchising opens up numerous avenues for growth. Franchisees can expand their portfolios by acquiring additional brands or scaling existing ones. This flexibility allows entrepreneurs to explore new markets and adapt to changing consumer demands. The continuous growth and evolution of the business creates a dynamic and thriving enterprise.

Anecdote: A Multi-Brand Franchisee's Success Story

Take the story of Richard Popio , a franchisee with Empower Brands. Back in the day, Rick and his wife Margie actually purchased Erin and I’s OLP Richmond location from us, which quickly became even more successful under their ownership. Seeing an opportunity after Empower recently acquired Canopy Lawn Care, the Popio’s expanded their portfolio by adding a location in Richmond. This addition allowed them to cross-promote services and attract a broader customer base. The demand for outdoor home improvements and their ability to offer multiple services under one umbrella keeps their business resilient and profitable. And though it likely wasn’t easy starting with a new brand last year, the Popio’s still managed to secure OLP’s 2023 franchisee of the year award. Rick's success story is just one of many Empower franchisees that have taken advantage of the model of our umbrella company, and we can’t wait to see how all of our partners continue to grow and see success.?

Empower Brands' journey and the experiences of its franchisees illustrate that multi-brand franchising provides financial stability and fosters innovation and growth. As demonstrated by countless success stories, this strategy can transform a single-unit franchisee into a thriving multi-brand entrepreneur, well-equipped to navigate the complexities of today's dynamic market. Empower Brands stands as a powerful example of how multi-brand franchising can lead to sustainable success and industry leadership.