I think we often fail to recognize the inherent complexity of business format franchising.
Franchising is a unique model. I can’t think of any other business where a single brand simultaneously markets to consumers and business while providing comprehensive, ongoing service to its own network.
The way I see it, there are three dimensions of franchise communications:
- Develop — How the Franchisor markets and sells to prospective Franchisees.
- Deploy — How the Franchisor disseminates their brand experience out to the marketplace through their Franchisees.
- Deliver — How the Franchisor and Franchisees promote and distribute their brand experience to the consumer.
Building a healthy, robust, growing franchise isn’t just about courting Franchisees and closing franchise agreements—as important as that is. Neither is it just about supporting and communicating with your current Franchisees—though that is undeniably core to your business. Nor is it just about driving consumers to your franchised locations—as critical as that may be. It’s about doing all of these things well and in harmony with each other.
Like playing on a 3-level chessboard, any move you make in one dimension has implications for the others. The first step in delivering effective Franchise communications across all three dimensions, is to recognize that they exist… and they all contribute to the success of your franchise.
Rick Cornish creates communications that inform, influence and inspire… helping organizations increase sales, promote unity and encourage their people to embrace change. Working in video, corporate meetings, event marketing and more; Rick delivers purposeful creative that drives business results and builds stronger brands.
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