Author:Walega, Larisa

Revamp and reintroduce your brand by following this tried ana true path.

Our brand's purpose revolves around the knowledge that the entire team and the entire brand experience will make or break business relationships. Ensuring brand consistency across advertising, public relations, products, operations and sales, with support of home office staff, is key to driving forward the reinvention of any brand. Coupled with ongoing development and coaching of your franchisees, as well as developing a deep understanding of problems your consumers face, the art of brand building is at the core of every franchise system, every day. It is important to map out, educate and stay the course when reinventing a franchise brand.

  1. Know Where You Are and Where You Want to Be

    To create a plan, you first need to understand where your brand scores against the audience's needs --Employee Experience (EX), Franchise Owner Experience (FX) and Customer Experience (CX) are all key factors. Whether working from a home office or at a franchise location, employees are at the heart of your brand. They eat, sleep and breathe it every day.

    Conducting a survey to help gauge where your culture stands with EX is the first step in understanding traits of your working environment that are worth continuing, as well as attributes worth reviewing and correcting. Your home office employees set the tone for a great customer experience for your franchisees, and as a result, your customers do too. Invest time and resources to make sure you're understanding and creating the right culture that breeds a certain mindset.

    Franchise Owner Experience (FX) is equally important when delivering your brand's purpose. The same EX approach can be applied here. Utilizing franchisee satisfaction surveys, such as Franchise Business Review and Franchise Research Institute, helps gauge where you excel and where improvement is needed to create a symbiotic relationship with franchisees.

    Very similar to EX, FX is the next step in delivery of a consistent brand experience for your customers.

    Finally, develop an understanding of who your retail customers are, who they could be, what their buying habits around your industry are and what their current knowledge of your brand is. This helps create potential growth opportunities for your brand, as well as refine your brand positioning. To get all this great information, partner with an outside data and analytics firm to have an analysis done of your customer...

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