Franchise Advice
Baskin-Robbins are a great example of a franchise who set themselves apart from the competition and make themselves memorable with brand differentiators – new locations, new fl avours and products and a vibrant, family-friendly brand. These evolving brand differentiators are key to the long-term success of any business, as they ensure that the brand cannot be easily pushed out of the marketplace. A strong, well-known brand will help you enormously in starting up your business as many people will already be familiar with it and know what to expect. This generates custom for you because there may already be a demand for your product or service in your franchise territory.
Brands are built on trust and, just as customers must trust the business, so must someone buying a franchise. Consumers tend to value brands more than price because they have built trust in the quality or standard of service that the brand provides. You need to identify how consumers view the brand because the product and service of the franchise will also be your product and service. You can easily research consumer responses to a particular brand by searching on Facebook, Google or any other social media. Finally, it is essential that you choose a brand that is ready to adapt to marketplace changes and as new
technology comes along. Not all franchises will suit internet sales but all will benefi t from an online presence for communicating with potential customers. It is imperative that a franchisor can demonstrate to you that they have the fl exibility to adapt and the skills to innovate to keep the business fresh, the turnover growing and the brand strong. n
SALLY ANNE BUTTERS
Sally Anne Butters is director of media at Coconut Creatives. If you would like to fi nd out more about branding and franchise marketing, contact Coconut Creatives on 01725 511 673 or visit
www.coconutcreatives.co.uk
July/August 2014 |
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