Franchise marketing is all about consistency. Your brand’s consistency will help you attract new customers and franchisees. You must retain complete control of your logo, images, theme, and promotional materials.
To create a consistent marketing message across all franchise partners and to maintain a strong brand identity, it is necessary for Franchise brand consistency. Every piece of marketing that you create must reflect your brand values. Brand consistency should be maintained across all marketing materials. This includes your company’s products and services. Consistency defines your business and cements your reputation for your products or services. It also differentiates you from your competition.
What are your challenges?
It is important to plan carefully and use a systematic approach to implement and maintain consistency in marketing.
Your franchisees may be resistant to your ideas. When creating a marketing campaign to promote brand consistency, you must respect your franchisees’ independence. Many franchisees are part of a group that helps with the initial stages of new campaigns. These campaigns can gain rapid traction if they have the support of their network.
When targeting local audiences, think about how branding messages should be managed. It isn’t easy to balance the needs of local markets and brand messaging.
Take a look at the systems in place. Do they allow you to deliver your product or service to all of your outlets?
Consistent franchise marketing aims to grow your company. Are you able to expand your business without compromising your marketing systems?
How can you manage your franchisees to ensure brand consistency?
Your franchisees must be well-trained and ready to market your brand. Each franchisee will have a different background and experience. Ensure they receive the best training in marketing practices to ensure that their marketing efforts remain on-brand.
It isn’t easy to balance being too protective with allowing franchisees the freedom to create their businesses. Your franchisee has already bought into your system. Your franchisee may have ideas on how to grow their franchise.
It is important to retain control over the brand but give your franchisees the freedom to customize collateral according to their requirements. Please give them the tools they need to create advertising campaigns consistent with the company’s message and identity.
Franchisees will order brand-compliant marketing material if it’s easy for them to do so. Franchisees will not place orders through an overloaded marketing department. If there are delays in delivery and processing, they will turn to other sources.
Franchisees will never resort to photocopies of colour from the copy shop or something they create in Word and print on their office printer.
Comprehensive reporting provides insight into the marketing activities of franchisees and highlights any gaps in compliance. Your report will show which branches have ordered a low number of packs or if all franchise partners must issue new customers with the same pack.
It cannot be easy to balance the need for brand control and franchisee autonomy. Download the WhitePaper to learn how web-to-print can make it easier for you and your franchisees to manage business identity.
