Expanding your company can seem like an enormous undertaking. In establishing a strong foundation from the get-go and providing your franchisees the tools for success, you can change that narrative.
The following are 3 important components to getting off to the right start with your marketing efforts.
- Know Who You Are
Before you even think about branching out, you need to know who you are as a company. Brand voice matters. Be clear with your brand’s voice and awareness not only for the consumer, but also for your franchisees.
Having a consistent and recognizable brand across all locations is a fundamental step in connecting with your customers. Creating and sharing a brand book or set of brand guidelines for your franchisees, along with a unified brand message, will help in streamlining your message across the board. It’s beneficial to start this practice from the beginning. Your franchisees are the bread and butter of your success. Afterall, a team is only as strong as its weakest player, right? Equipping your team is imperative for achieving and maintaining growth.
This leads to our next point -
- Support Your Team
Franchisees want to feel at ease and well taken care of, but at the same time, they want the freedom to run certain areas of business the way they see fit for their market. It's a fine line for a franchisor to walk.
One way to establish trust and empower them is to share pre-approved content to their own social media platforms and social circles. You can accomplish this by giving them access to marketing assets (ie. fonts, colors, logos and images) and content that you have found successful. In doing so, you’ll expand your reach tremendously. However, franchisees should have the freedom to create their own strategy. They will be the ones establishing a presence within their community and they should know it best. Providing franchise owners with the necessary training to make sure that brand guidelines are met will help in keeping that consistency mentioned above.
- Be Patient
As the old adage says, “Rome wasn’t built in a day.” Neither will a successful, long-lasting franchise. You may want to hit the ground running and build that empire as fast as you can, but choosing the right representative for your brand in your next franchise owner is of the utmost importance. After all, franchisees are your business partners. Selecting the right fit for your team will create the foundation you need for continued success for years to come. In your search for partners to add to your company, remember quality over quantity. You’ve established who you are, finding a team that aligns with your voice and values should remain a high priority.
Need tips on how to expand your team and franchise? Let IOI Ventures help in establishing your brand and finding your team!