PROMOTIONALFEATURE Take a look under
Regular check ups of your brand will keep it in good health for the future, writes Shane Tout, operations director at besley & copp
A
s a franchisor, you know that your brand is your most valuable asset. The strength of that brand is effectively what potential
franchisees are buying into. Consequently, you will almost certainly have invested heavily in the initial development of it.
Regular maintenance But this isn’t just a one-off exercise. Like any other aspect of your business – or, indeed, like any car – your brand needs regular maintenance and fi ne tuning if it is to continue to deliver optimum performance and stakeholder value. By the same token, a lack of care or attention will gradually see your brand start to ‘break down’ and your marketing message begin to become diluted. The potential for this type of slippage is all the greater in the world of franchising, thanks
to the arms-length nature of the basic franchise model. Consequently, the issue of regular maintenance is that much more critical. Part of this is visual. Whether it is a simple logo or a more complex corporate identity, the visual elements of your offering require constant attention to ensure that they remain fresh and relevant to your chosen marketplace. No branding is set in stone. Instead, it needs to be open to a continual process of incremental change. Neither the Esso nor the Coca-Cola logos are exactly the same as they were decades ago. No matter how superfi cially unchanged they may appear, a quick glance through the archives reveals the extent to which they have evolved, gradually and almost imperceptibly, down the years. It is important to engage franchisees in this process at the earliest stage, fully explain any resulting changes, and ensure that brand guidelines are updated as appropriate.
your ‘brand bonnet’
To add further franchisee value to the brand, you will also need to offer your network a cohesive range of products and services, which might include any or all of the following: design and print; promotional merchandise and point of sale materials; workwear; stationery and offi ce supplies; mailing; storage; and logistics.
And in between all of that, you’ve also got to fi nd time to run the business…
The answer is outsourcing What you need is a trusted third party with a matchless track record in supplying design- and print-related solutions to franchise businesses – one able to do so via a proven platform that will help deliver cost-effective procurement, help reduce your own administrative load, maximise franchisee engagement and free you up to do the important stuff.
An experienced partner
besley & copp has been helping franchise networks with all their brand maintenance issues for over 10 years. Its eSupply Portal is an elegant web-based solution designed to deliver your brand assets, stakeholder communications, and marketing and operational product materials across your franchise network, empowering franchisees to identify and personalise a centrally controlled product range at the touch of a button.
If you would like to take advantage of a no- obligation audit or to fi nd out more about how besley & copp can help you manage your brand and support your franchise network, contact the team. You can also check out the franchise brand management brochure on the website. n
besley & copp
www.besleyandcopp.co.uk franchise@besleyandcopp.co.uk
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