What is Brand Equity and why is it so important? How do you build it cost effectively and leverage it into selling more Franchises? This presentation is an introduction to what Branding really means in terms of moving more product and growing out a Franchise System.

1. What If For
One Day...
Every Franchise
Concept Cost $1

2. Which One Would
You Choose?

3. These Would Be Some of Your Options...

4. WHY?

5. BRAND
EQUITYCREATING FRANCHISE VALUE
TO SELL MORE.
Brought to you by:

6. What Is A Brand?

8. What Is Branding?

9. The Love Affair

10. POP QUIZ!
You Spot Your Perfect Mate!

11. Franchise This! BRAND Seminar - April 22, 2013
What Do You Do?
✓ Hand them a sheet of paper with your Mission &
Vision Statement and ask them to Marry You?!
✓ Show them your Logo and expect them to instantly
fall in love with you?!
✓ 30 seconds into to your ‘first date’ order their
dinner without consult and expect them to be
grateful.!
✓ Walk up to them and use the pick-up line
www.thisismyawesomewebsite.com thus it was
destiny for us to be together.

12. Starting Off Right.

13. “It is the Franchisor’s
Job to Manage The
Brand”
“It is the
Franchisee’s Job
to Manage The Business”

14. Franchise This! BRAND Seminar - April 22, 2013
Your
Personality
Your Core
Belief System
Your Story
YourVision
Your Language
WhatYou
Stand For
Your Choices
Your
Responsibilitie
s
The RolesYou
Play
Your Passion
or ‘The Why’
Your Goals
This Will Be
Why Your
Brand’s
Heart beats
Your Equity Lies
In How You
Balance the
Health of This
‘Heartbeat’

15. Franchise This! BRAND Seminar - April 22, 2013
Your Staff
Your
Customers
Your
Leadership
Your Logo
Your Social
Media
Your
Community
Support
Your
Brochures,
Flyers & Print
Your Products
& Services
Your
Advertising &
Marketing
Your Website
Your
Promotions
This Will Be
How Your
Brand
Heartbeat
Is Heard
Your Equity Lies
In How You
Manage the
Strength of This
‘Heartbeat’

16. Franchise This! BRAND Seminar - April 22, 2013
This
Why & How
About Your
Brand’s Heartbeat, It Needs To Be Documented.

17. Franchise This! BRAND Seminar - April 22, 2013
This
Why & How
About Your
Brand’s Heartbeat, You Need Your ENTIRE !
System To Live It.

18. Franchise This! BRAND Seminar - April 22, 2013
Building Your Brand To Franchise.
Just Some of The Brand Elements & Systems You’ll Need
to Consider Developing:!
• Brand Marketing Programs & Promotions!
• Local Area Marketing Programs!
• Digital Marketing Management & Social Media Policies!
• Brand Usage Manual!
• Marketing Manual!
• Franchise Local Area Marketing Creative Assets!
• Signage, Fixtures, Interior Design Kits, Vehicles !
• Grand Opening Manuals

19. Franchise This! BRAND Seminar - April 22, 2013
Building Your Brand To Franchise.
Here Are Just Some of Infrastructures You’ll Need to
Consider Developing:!
• Brand Website & Franchisee Websites!
• Creative Asset Library & Marketing Dashboard(s)!
• Annual Marketing & Promotions Calendar!
• Artwork Request & Design Polices!
• Shipping & Logistics to deploy Campaign Marketing Materials & Signage!
• Telecommunications and Marketing IT Systems!
• Search Engine Optimization !
• Customer Database & Lead Generation Management!
• How to Measure and Track Marketing Efforts.

20. “When a Franchisee is
failing, one of the first
things they will point their
finger at is, The Marketing ”

21. The AD Fund

22. Franchise This! BRAND Seminar - April 22, 2013
The Ad Fund - What is it?!
• The Ad Fund is a fund managed by the Franchisor to execute Marketing
Campaigns, Promotions, Salaries, IT Infrastructures (Websites) and other
systems to support Brand Marketing for the entire chain.!
• The Ad Fund is held “in trust” and is not considered income!
• The ‘Ad Fund Fee’ is in addition to a Franchisees monthly Royalty Fee!
• It is acceptable to have a National Ad Fund and a Regional Ad Fund - both
of which the Franchisee will pay into.!
• You may also want to designate a required additional % to be spent
monthly on local area marketing above and beyond the Royalty and Ad
Fund Fees.!
• The Ad Fund Fee is determined based up on the Marketing Strategies that
you believe will be required to grow the Brand.

23. Franchise This! BRAND Seminar - April 22, 2013
Managing The Ad Fund.
• Who will manage the Ad Fund at the Franchisor? Internal Marketing
Department or Marketing Manager? External Agency or Consultant
Partner?!
• What expenses will be associated with managing the Ad Fund?
Accounting? Bookkeeping?!
• What will the Ad Fund Cover? - Advertising, Printing, Agency Fees?!
• When and how do we raise The Ad Fund %!
• How is the money held and is it separate from the Franchisor
accounts?

24. SEO
Social Media
TelevisionRadio
Print Ads
Direct Mail
Mobile Coupons
Digital
Networking
EmailSponsorship
On-line Directories
Website
Product Placement
Licensing
Word of
Mouth
Reality TV
Press Release

25. Local Area Marketing

26. “Local Area Marketing is
one of the keys to a Brand’s
success & growth ”
“The more turn-key
programs you have
the better you set
your Franchisees up
for success”

27. Franchise This! BRAND Seminar - April 22, 2013
Setting up Local Area
Marketing Programs (L.A.M)
• Build your L.A.M programs so that they are associated with K.P.I’s - this
will help Franchisees match up Marketing to drive business!
• Develop turn-key L.A.M that includes a ‘steps of execution’ right
through to creative supports such as brochures, graphics etc;!
• Develop a L.A.M Calendar that allows Franchisee’s to select and
manage from a limited number of programs during a set sales season
(e.g Christmas, Winter)!
• Establish effective on-going training programs that coach and keep
L.A.M programs top-of-mind and easily executed by Franchisees.!
• Set-up a dashboard where Franchisees can manage their the L.A.M
and align with National Branding Programs

28. Franchise This! BRAND Seminar - April 22, 2013
Franchisor
Mobile
Website
Email
Marketing
Platform
Franchisee
Micro Website +
Mobile Site
Digital
Loyalty
Program
Agency
Creative
Services
Promotions &
Digital Marketing
Calendar
Pay Per Click
Advertising
Regional
And/or
Multi-Unit
Landing Site
Brand SEO
+ Local Area
SEO
For
Example:
Brand + LAM +
Franchise Marketing
May Be Managed via
a ‘Digital Dashboard’

29. Franchise Sales

31. Franchise This! BRAND Seminar - April 22, 2013
Marketing That Sells Franchises
Let’s Face It Your Brand Grows By Selling Franchises So
That You Can Sell & Distribute More Product, More Often &
Faster!!
• Franchisee Value Proposition - Why Are You Different? Why Invest?!
• Recruitment Marketing Strategy - Calendarized with Campaign Periods!
• SEO and Digital Marketing Strategy!
• Lead Generation, Lead Nurturing Strategy and Database Management!
• Recruitment Materials that support Lead Gen, Lead Nurture & Marketing +
Advertising Calendar. (e.g Brochures, Presentations, Tradeshow)!
• Recruitment Website!
• Media Buy and/or Advertising Budget.

32. “In this ever-changing society, the
most powerful and enduring brands
are built from the heart. They are
real and sustainable. Their
foundations are stronger because
they are built with the strength of
the human spirit, not an ad
campaign. The companies that are
lasting are those that are authentic.”
― Howard Schultz, ”

33. Franchise This! BRAND Seminar - April 22, 2013
Questions?