One of the challenges, which is also one of the benefits, of owning a franchise business is that all franchise units are almost exactly the same, and it can be hard to stand out. However, utilising the steps indicated below will definitely help new franchisees when it comes to creating an identity for their franchise business.
- Explore social media marketing
- Create a customer-centric business
- Invest in local connections
- Put a premium on location
Explore social media marketing
Franchise chains can be stereotyped as “too standardised” or “too uniform”, implying that franchises are mere replicas of the original franchise unit. Such a belief can make it harder for franchisees to make their own unique dent in the franchise industry. This is where social media marketing comes in.
Social media marketing is one of the easiest and cheapest ways for franchisees to create a unique franchise identity for their business. The increased use of social media among people and communities creates an opportunity for franchise owners to build personal connections with their customer base.
Social media platforms such as Facebook and Instagram, and strategies such as blogging and posting relevant content, can help the franchise become more appealing to its potential customers and engage with them about issues of local significance.
Create a customer-centric business
Good customer service trumps everything else when it comes to making a mark in any franchise industry. Provide superior customer service that focuses on the needs and preferences of customers will help any local business to stand out, franchise or otherwise. Not only will this make the business stand out, but this will also help create a solid customer base for the wider franchise brand.
Personalising customer services might involve a lot of elbow grease. This is because it involves maintaining consistent communication with customers, taking into account and incorporating their suggestions and complaints into the entirety of the business, and creating content that speaks to your customers. Customers will always have different preferences, and these will definitely lend a touch of uniqueness to the business.
Invest in local connections
Building connections within the community is an important step that all franchise owners can take if they want to have a successful business in the long run, while also standing out from any nearby franchisees. Getting involved in the local community and building connections at the same time will help the franchise increase its visibility within the community while also gaining exposure during the early stages of the business.
A good way to start off building connections is by teaming up with other local businesses or charities and investing in collaborations which will benefit both parties.
Another good strategy can be sponsoring and volunteering for community events which can greatly help create positive exposure for the business.
Put a premium on location
Scouting a good location is often the only way to get full benefit of the aforementioned strategies and propel the franchise to success. After all, customers will not recognise the brand if they cannot find the premises!
There are a lot of factors that need to be considered when it comes to scouting a location, and franchisors can have varying levels of input into this.
In addition, products that are popular in one particular area might not have the same popularity in another, which is why franchisees are advised to rely on market research in conjunction with their franchisor before settling on a location.