Franchisees are entrepreneurs. They buy into a franchise system hoping to benefit from the well-developed, and usually, professionally branded business model awarded by the franchisor. Presumably, the franchisee (Zee) follows the model per the franchisor’s (Zor) instructions and all should go well.
It doesn’t work that way. Too many times, Zees buy into the Zor’s system, open their individual franchise, and sit back expecting the power of the Zor’s brand to carry the ball across the goal line for them. Or worse, the Zee will create their own ideas to tweak or improve the Zors operating system, which usually sidelines their success. Even if the Zor has a well-aligned power brand, the Zee, the entrepreneur, must do their part in aligning their own individual store with the Zor’s model if they want to maximize their potential. Ultimately, the only way to totally align the brand is for everyone involved to understand their role.
Successful Zees understand even the best franchise systems can’t do it all for them. The most successful Zees also see themselves as implementers of the system, doing all they can to stay in total alignment with the Zors model and brand. This alignment is so critical to meeting, and preferably, exceeding customer expectations that each Zee must take responsibility for their own alignment at the store level. They need to harness that power in every one of their unique locations as if it were a business unto itself, because it is. Allow me to explain.
The Power of Brand Alignment for Franchisors
When someone creates a franchise system, the single most powerful advantage they must develop is a brand in alignment. Without it, I don’t care how good their operating model is, they will fail.
Why is brand alignment so powerful for a Zor? Because an aligned brand generates:
Value for Customers
The franchise system brand is the promise made to the end user, its customers. That promise is wrapped in a delivery, the franchise operating model, which is how the Zees deliver the promise to the customer.
Value for Zees
An aligned franchise brand creates value for the Zees, who in turn, create value for the customers, their end users. An aligned Zor brand is a powerful competitive advantage for a Zee, which is the primary reason a Zee buys into a Zor’s operating model. The stronger the brand alignment is for a Zor, the more they are able to charge the Zee to buy into the franchise system, and the more successful they are as working partners going forward. So the more powerful the brand alignment is, the more franchises a franchise system will be able to award as they grow.
Consistency Across Locations
By maintaining brand alignment, Zors offer a consistent experience to customers, regardless of location. This consistency builds trust and loyalty among customers who know they can expect the same quality and service from any franchise location. When Zees try to get creative, trying products or services outside the Zor operating system, it pulls the entire brand out of alignment.
Strong Brand Identity
A unified approach reinforces the brand’s identity, making it more recognizable and memorable. This strong brand identity can help attract new customers and retain existing ones.
Efficient Marketing
When all franchisees adhere to a set brand standard, marketing efforts become more streamlined and effective. Collaborative marketing campaigns across locations can be more cohesive and powerful.
Mutual Support
Franchisees benefit from the established reputation and brand equity of the franchisor, which can drive foot traffic and sales. In return, ensuring brand alignment helps support and enhance the overall brand reputation.
Clarity and Direction
Clear brand guidelines provide franchisees with a framework for operations, helping them understand the brand mission and values. This clarity can lead to better decision-making and a more aligned strategic direction.
The Power of Brand Alignment for Franchisees
A franchisee typically invests a good deal of money and resources committing to a franchisor who already has a powerful brand in place, so why should the Zee be concerned with brand alignment? Because brand alignment is when your customer experience meets or exceeds customer expectations. I like to use the formula: CX = CEXP or if you are REALLY good, CX > CEXP. Regardless of the brand you have bought into, you are still responsible for delivering that brand promise at the store level.
Think about it. You have just been awarded a “Company A” franchise, who has a powerful national brand. That means the graphics, words, advertising, colors, styles, product, packaging, displays, store design, window marketing, uniforms, and all of the other items that excite the senses are already in place. What it really means is your customer base has a pre-conceived notion of what that national brand represents to them before they ever walk in your door. National advertising, social media, and experiences at other locations have set the bar for their expectations of your follow through.
How can a Zee assess and control brand alignment and what difference will it make? At the store level, a Zee who implements and sustains an aligned brand based on the franchise operating model will generate the following benefits:
Leveraged Brand Recognition
First, the more in alignment the local franchise owner is with the franchisor brand, the more they will benefit from the established brand recognition and reputation of the franchisor. By maintaining brand alignment, they can leverage this recognition to attract customers who are already familiar with and loyal to the brand.
Exceptional Customer Experience
Because customers come in the door with an expectation from the franchisor, any Zee location who not only adheres to the brand’s standards, but excels and surprises customers, will heighten their opportunity for profitability. It all begins with the welcome and carries through to showing gratitude for the customers’ business. And if you are able to deliver that exceptional customer experience consistently, it builds unmatchable trust and confidence in the brand, both locally and nationally.
Efficient Operations
Zor brand standards should come with detailed operational guidelines, which can streamline processes and reduce inefficiencies at the store level. Making sure you and your team are in alignment with those guidelines can lead to improved operations and reduced, or non-existent, customer friction. It will improve employee performance, reduce turnover, and ultimately lead to a more we successful overall business.
Profit Maximization
A well-aligned brand can facilitate effective marketing efforts and promotions that drive traffic and sales. Zees can benefit from local marketing and promotional efforts that align with the mothership campaigns, leading to increased profitability. Profits are also maximized through more robust referrals due to your over-the-top performance.
Community Engagement
While maintaining brand alignment, local franchise owners can still engage with their specific community, tailoring certain aspects to resonate locally while keeping the core brand messaging intact. This balance can enhance customer loyalty and community support. Zees just need to make sure the events they engage in align with their overall brand so as not to pull their location out of alignment. By ensuring alignment at the store level, local franchise owners not only contribute to the strength of the overall brand but also position themselves for greater success in their communities.
I’ve counseled both Zors and Zees on various branding and marketing initiatives over five decades. More importantly, I’ve worked with one of the world’s most respected franchise strategy consultants, Kevin Hogan, creating a franchise system (think Zor) of my own. I wanted to revolutionize the Driver Training industry by developing a franchise system where entrepreneurs (think Zees) could offer advanced driver training packages to teen and adult drivers throughout Texas. We awarded 16 franchises in the first year before we were acquired.
The very best franchise systems are always going to put brand alignment at the forefront of their strategic initiatives. As the lead entrepreneur, the Zee, you need be the implementer who harnesses the power of brand alignment at the store level so you can deliver your penultimate customer experience and maximize your opportunities.
If you are ready to amp up the power of brand alignment, get more information at https://brandoncolemanjr.com
If you would like to listen to The Brand ON! Show that features an interview with franchise guru, Kevin Hogan, click https://podcasts.apple.com/us/podcast/the-brand-on-show/id1766116651?i=1000668064818
