Not just a logo: the importance of branding for franchise businesses

By Chelsea Smith, Content Writer, Mayfly Inter net Marketing

What springs to mind when you hear the ter m ‘Brand’? No doubt you imagine a logo slapped onto ever y card, letterhead, social media platfor m and t-shir t But branding is much more than just a logo

There are many ways to describe the ter m branding, but in my eyes, it’s a symbiotic relationship with your target audience It’s a spark A connection When you’re having a free-flowing conversation with your audience, about a problem they have, that you can solve; that is branding

Branding should be integ rated into ever ything you do, from your tone of voice and messaging, to design and appearance, to customer ser vice and much more By positioning your product or ser vice as the solution to an issue your audience consistently str uggles with, you can keep your brand at the forefront of their mind

This is par ticularly impor tant when it comes to franchising your business If you have a foolproof solution to one of your demog raphic’s pain points, then ser ving that answer on a larger scale can help you g row and develop as a franchisor

Here, I’ll r un through some of the decisions you can make to develop your brand

Core values

Ever y business model has its core values But when it comes to branding, these core values should shine through From the way you describe your products, “sustainable”, “eco-friendly” and “environmentally conscious” to the promotions you make, “we plant a tree for ever y order” There are tons of ways to share your ethos within the brand without explicitly saying “We care about the environment”, for example.

These types of core values should be in line with your target audience, and the solution you’re bringing to the table You need to place your demog raphic at the centre of your business, taking on their values and por traying them through the business

Another example may be outdoor adventures, you may train your franchisees to offer the same exhilarating experience across the countr y But your values should shine through when it comes to safety f irst messaging, durable gear and an ethos to clean up behind you, leaving nothing but memories

You wouldn’t position yourselves as the affordable option when there are lots of hidden charges, so don’t waste your time with core values that don’t align with your audience.

Vetting your franchisees

Now this isn’t as serious as it sounds There are no Disclosure and Bar ring Ser vice checks or family histor y lookins But when it comes to franchisees,

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the people advocating for your business should be totally aligned with your core values

We Love Pets owners, Jo and Ryan, put this eloquently in their inter view with The Franchise Marketing Show where they mentioned their core values are “family, fun and animal welfare ” It’s not “we kind of like pets”, because “it doesn’t have the same ring” Any person looking to become a franchisee must love pets and have this exact mindset

When you have leads entering your inbox on a monthly basis with an attitude to simply make money, and they don’t actually align with your brand’s core values, then it’s not going to work Choosing the right people to join your franchise network is one of the most impor tant ways to stay consistent with your branding. And it doesn’t even cost a penny

Finding your voice

This step can be made so much easier when you understand your core values You may have perfected your product or become a master of your ser vice, but when franchisees come into play, it’s a whole different ball game Much like employees, when you allow franchisees

Chelsea Smith is a Creative Writing graduate and Content Writer for Mayfly Internet Marketing She has written for a wide range of companies from small businesses, to nationwide enterprises and has worked for marketing firms spanning Liverpool, Cheshire, and the wider Merseyside area Throughout her freelance and agency work, Smith has built knowledge in content marketing, copywriting, branding and SEO Her role at Mayfly encompasses all things wordy, from captivating blog pieces to optimised product descriptions chelsea.smith@may-fly.co.uk www may-fly co uk