PROMOTIONALFEATURE


Brand control A


besley & copp on finding the perfect balance between upholding your brand’s reputation and readying it for all markets


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s an entrepreneur, you are well aware that the creative process of developing a brand, whether in the form of a simple logo or a more comprehensive corporate


identity, relies upon an extensive set of skills, imagination and experience, which will undoubtedly be a significant factor in the long-term success of your business. With any brand, the message has to be clear and consistent, but the challenge with a franchise brand is that it has to be flexible enough to work B2B and B2C, which is no mean feat.


Establish control Establishing brand control across your network is vital. If you are just starting out, make this a priority from the outset. Invest in a set of brand guidelines, write a review and approval process into your franchise agreements, and provide training for your head office team. The last thing you want is for something to be published by you or a franchisee that could damage your brand. With social media, this can happen in seconds.


Control, however, does not have to mean


bureaucracy. Think carefully about the creation, review and approval process to ensure that marketing pieces can be dealt with quickly and effectively with minimum admin. Even one member of your head office team dealing with brand approvals is one too many, so think about technology and an outsourced brand management partnership.


The brand buy-in It’s all well and good creating a nice shiny brand, but unless your team and your supply partners know how to use it, it will quickly lose its impact and the engagement factor. Firstly, make sure that your brand guidelines are readily available both internally and externally, and that you spend time educating your head office team. As part of your franchisee training, spend some time going through your brand guidelines and communicating best practice. The reason they have bought the franchise is because of the brand and its reputation, so it’s in their interest to use it correctly. Once again, use technology and documented processes to avoid too many support calls to your head office.


flexibility Flexibility


Franchisees will require a local approach to their marketing, so ensure that, for the B2C side, your brand and any marketing pieces created allow for these scenarios. When creating advertising material, for example, create a suit of templates that work in different sizes and formats so that they can quickly be personalised by the franchisee. These, and other centrally approved designs, can then be offered across a range of products and services such as print, promotional merchandise, point of sale and workwear. Technology is key in offering flexibility to your franchise network, so do your homework. There are many online companies specialising in print, promotional merchandise and workwear for example, but each of those in turn will need to be managed in terms of brand management, product range, commercials and systems. Consider the benefits and flexibility of outsourcing these services to a supplier who can bring this together under one roof with a single system and personalised franchise network support.


An experienced partner


besley & copp has been helping franchise networks balance the need for control and the desire for enterprise for over 10 years. Its eSupply Portal is an elegant web-based solution designed to deliver your brand assets, stakeholder communication, and marketing and operational product portfolio across your franchise network. From simple asset management through


to procurement and ecommerce services, the eSupply Portal enables your network to find and personalise a centrally controlled product range at the touch of a button, reducing central administration and lowering costs. n


besley & copp


www.besleyandcopp.co.uk franchise@besleyandcopp.co.uk


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