Marketing and PR advice
Keeping it local
Every organisation has a brand, even if it doesn't want one, because a brand isn't a logo, marketing campaign or website, it is the perception that people have of the organisation
Structured branding conveys to your target market, the perception you wish to portray of your organisation.
One of the largest challenges facing franchisors today is keeping their brand consistent across the franchise network; weaknesses in this area can dilute the brand and present a seemingly divided franchise company, deterring not only potential customers, but prospective franchisees, ultimately resulting in poor growth. Successful franchise branding campaigns provide innovative and specifically targeted media packages to the franchisors and dedicated individual support to their franchisees.
As a solution, Franchise Branding can help as it works with franchisors to define business objectives and to create a brand strategy, which is aligned to meet these objectives, and clarifying and developing the company's vision through tailored support. It offers a well structured format, which conveys the unique selling proposition of the franchise, while still allowing for multiple promotional offers for its franchisees, all the while keeping consistency and not seeming as if the parts and pieces have been randomly thrown on the page.
"In many situations, a ‘one-size fits all' solution, simply doesn't work. Where franchisors find some franchisees are under performing, finding a marketing solution that is tailored to the franchisee's local audience and target market, while being monitored within brand guidelines, can help them around the situation, while offering visible support to the franchisees," says Steve Sadler, managing director of Franchise Branding.
To create a successful brand image, the following objectives require to be fulfilled:
- Deliver your message clearly
- Confirm your credibility
- Connect to your target prospects emotionally
- Motivate the buyer
- Concrete User Loyalty
A strong brand is invaluable as the battle for customers intensifies day by day.
Franchise Branding builds strategic awareness where people not only recognise your brand, but they also understand the distinctive qualities that make it better than the competition. Branding creates trust and an emotional attachment to your product or company. This attachment then causes your market to make decisions based, at least in part, upon emotion and not necessarily just for logical reasons.
Franchise Branding helps identify the future direction and role of the brand making sure it achieves long-term growth objectives, especially in new brand to market situations. It then re-focuses the business planning from a brand-based perspective, which will help drive equity and profitability.
With a proven track record in creating and developing strong brands, Franchise Branding will help achieve your branding goals and ultimately build trust with your customers and create a set of expectations about your products. Good branding will help you protect your customers from the competition and protect your market share while building mind share. Once you have mind share, your customers will automatically think of you first when they think of your product category.
Communicating a strong, consistent message about the value of your company builds customer loyalty and lets people know that you are serious about marketing, meaning you intend to be around for a while, and Franchise Branding at Intimation can communicate that message for you.
For more information on Franchise Branding, click here.
