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Similar to Building your brand within a Franchise (20)
Building your brand within a Franchise
- 2. The ability to on-sell a franchise is largely based on the
equity the brand has, or can develop.
© Block Branding 2011
- 3. Consistently applying your brand gives people the confidence that, no
matter which store they chose to eat at, they’ll be guaranteed the same
quality of product, service and experience.
© Block Branding 2011
- 4. Branding a franchise is a fundamental investment
and is one of the key determinants in its long-term
success or failure.
© Block Branding 2011
- 7. The strength of the brand
equity represents some
of the franchise offer.
© Block Branding 2011
- 10. You have to be consistently compelling.
© Block Branding 2011
- 11. It’s all about finding the
emotion in your brand.
© Block Branding 2011
- 13. This is a long-term investment.
© Block Branding 2011
- 16. Dilution of the brand, is effectively
a dilution of your product.
© Block Branding 2011
- 17. Koreans live and die by their brands
Aussie meat pies in Korea?
© Block Branding 2011
- 26. You see, customers get confused. They
don’t understand what you mean to them
anymore. And then, they start to stray
© Block Branding 2011
- 27. But I don’t like
that colour!
© Block Branding 2011
- 28. Franchisees need to be able to react to
local competition and seasonality issues.
© Block Branding 2011
- 30. We don’t want communications
looking like the parts and pieces
were randomly thrown on the page.
© Block Branding 2011
- 31. The responsibility of head office is to build the brand,
stimulate sales and accommodate local requirements
from the franchisees.
© Block Branding 2011
- 33. Remember that head office has
the larger brand-building effort in mind.
© Block Branding 2011
- 36. Anchor the idea or concept in the brand strategy.
© Block Branding 2011
- 37. So where does social media fall into the mix?
© Block Branding 2011
- 42. Think about a hammer
trying to drive a screw.
The tool doesn’t make the decision
to hit the wrong thing. You do.
© Block Branding 2011
- 43. Be smart about communicating in social media circles…
© Block Branding 2011
- 44. If you think it’s not going to spread
and you’re safe, that’s when it gets bigger.
© Block Branding 2011
- 46. Repetition of a customer experience
is fundamental to creating a
successful franchise.
© Block Branding 2011
- 49. Trust me, doing the ‘brand stuff’ later is a false economy.
© Block Branding 2011