Why Franchisees Need Brand Alignment

The Brand ON! Show

Even the Best Franchise Systems Can’t Do It All

Successful Franchisees (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 Franchisor (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. Brand alignment proves to be a win-win, for both the Zor and the Zee. Tune in and learn how entrepreneurs can leverage the power of brand alignment to accelerate their franchise. Whether you are currently a Zor or a Zee, or if you are thinking about buying into a franchise system, this episode is packed full of value for you!

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Transcript (with chapter marks)

0:03:15 Franchise Systems Have Limits

Brandon Coleman Jr: "Successful Zees (franchisees) understand even the best franchise systems can't do it all for them."

0:03:35 Franchisees as Implementers

Brandon Coleman Jr: "You don't buy a franchise to become creative. If you want to be creative, start your own ad agency. You buy a franchise to buy into a system, something that is proven so you are an implementer, but you're an implementer with zest and zeal to deliver that promise."

0:05:30 Brand Strength and Franchise Fees

Brandon Coleman Jr: "The stronger the brand is for a Zor (franchisor), the more they are able to charge the Zee (franchisee) to buy into the franchise system, and the more successful they are as working partners going forward."

0:06:16 Avoiding Brand Misalignment

Brandon Coleman Jr: "When Zees (franchisees) try to get creative trying new products and services outside the Zor (franchisor) operating system, it pulls the entire brand out of alignment and hurts everyone involved."

0:11:49 The Profit in Brand Alignment

Brandon Coleman Jr: "Any Zee (franchisee) location who adheres to the brand standards, maybe not only adheres, but excels and surprises their customers, heightening the opportunity for profitability."

0:12:30 Operational Alignment for Efficiency

Brandon Coleman Jr: "Zor (franchisor) brand standards should come with detailed operational guidelines, and you'll find they usually do and they streamline the process and reduce all your 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 almost nonexistent customer friction."

0:15:56 The Franchisee's Role in Alignment

Brandon Coleman Jr: "As the lead entrepreneur, the Zee (franchisee), you need to be the implementer who harnesses the power of that brand alignment at the store level, so you can deliver the penultimate customer experience and maximize your opportunities."