e x pert a dv i c e
“Once your brand is established, it more than just a logo. With it comes core values and the cultural vibe of the company. Respecting it, protecting it and making key choices in line with it is the responsibility of both the franchisor and the franchisee.” Ian Jensen-Muir | CEO | Belgravia Health & Fitness
THE ROLES & RESPONSIBILITIES OF
A STRONG FRANCHISE
RELATIONSHIP
No business, be it a franchise or a privately owned company, exists in a vacuum and nor is success frozen in time. This was made very clear last year when the pandemic challenged businesses across the globe and we were all forced to innovate and respond very quickly to a rapidly changing situation in order to survive. A successful launch is one thing, but to be successful long-term – to really build a franchise brand that lasts – requires constant review, work, commitment, courage and improvement. Time can work in your favour if you’re smart about it – it allows for strong relationships to be developed, brands to be fostered and innovation to thrive. Time can
also work against you if you’re not careful and can see franchises negatively affected by competition, stagnation and drops in standards. Whether you’re new to the franchise world or have many years under your belt, here are some of the key considerations for sustaining a franchise that not only lasts long-term but thrives. And remember, long-term success is the responsibility of both the franchisee and the franchisor, who can together create a partnership for a bright future.
include new industry trends, developments in science or technology and even changes to laws and major world events, which we all experienced first-hand during 2020. Much of this rests on the shoulders of the franchisor, but as a franchisee, once you get comfortable and your business is nicely established, it pays to look at how you can evolve your individual offering and add your own touches to add value and improve experiences for customers. Ensure you get the basics right first, however, before you turn your attention to evolution.
Evolve
Treasure your brand
The world around a franchise doesn’t stay the same, so nor can you. This is not about constantly changing your core offering or brand, it’s about carefully considered shifts that are in line with significant movements in client behaviors, needs and expectations that change over time. Influencing factors can
Once your brand is established, it more than just a logo. With it comes core values and the cultural vibe of the company. Respecting it, protecting it and making key choices in line with it is the responsibility of both the franchisor and the franchisee. Your brand is a reflection of what you do, more so than
28 Business Franchise Australia and New Zealand
