A Company's Brand

The Power of the Franchisor's Brand

Franchisors invest a lot of time, energy, and financial resources in developing and supporting their brands. They do this so that consumers understand exactly what to expect before they even walk through the door of any of the franchised locations. A franchisor's brand is more than its name; it is the entire experience that someone gets from visiting their location and sampling their food or services. We call this the Brand Promise.

Great franchisors want to ensure that their customers are satisfied each and every time they shop at a franchised location, and that the franchisee delivers on the franchisor's brand promise. In the consumer's mind, a franchisor's brand equals the company's reputation. It is the experience they perceive they will have – and expect to have – that is essential to protecting the value of the company's marks. This is true regardless of whether the location is company-owned or franchisee-owned. Consistent execution of brand standards is expected in each location the customer visits, regardless of where the business is located.

The brand is the franchisor's most valuable asset.

Customers decide which business to shop at and how often to frequent that business based on what they know, or think they know, about the brand. Consumers really do not care who owns the assets of the business. Great franchisors provide the tools needed by the system's local operators and enforce system standards simply because they understand that in the customer's mind, they're shopping or eating at a branch of a trusted chain.

Consider the influence a brand has on the way you and your family shop and what types of businesses you frequent. Driving down the highway at 65 miles an hour, you don't need to stop into the Starbucks you just passed to smell the coffee and know exactly how the staff behind the counter are going to treat you, or what the feeling of the location is going to be. Similarly, your four-year-old knows instinctively that when they see the "D" being formed and Cinderella’s castle appears that the next few hours eating popcorn is going to be magical.

That is the power of a brand, and that is the reason that every franchisor strives to ensure that its franchisees deliver on its brand promise to consumers every day.