Measuring Your Brand Reputation As a Franchisor

August 24, 2011 by  Filed under: Branding 

It goes without saying that a franchisor’s brand is critical to their success. A strong brand name means a solid stream of new franchise buyers, and a strong customer base coming into the franchised outlets. That means promising sales all the way around. No wonder franchising companies guard their brands so diligently, and send out cease and desist letters to anyone who infringes on their trademark, logo, trade dress, or brand name. It’s serious business, so let’s talk about this topic for a moment shall we?

Now then, you obviously cannot put up Golden Arches in front of your restaurant, or go naming your family diner Wendy’s or call your hamburger joint The Hamburger King. And if you do, you’ll get one of those letters in the mail before you can say “winning the future” – if you catch my drift. Okay so, we know how franchising companies go out of their way to defend their brands, using legal means. But how does one go about measuring the value and strength of brand?

Well, as a former franchisor I have some thoughts on this issue, and let me pose it to you a different way, perhaps a way that you may not have considered yet. If I asked you a question, for instance I asked you what the first thing that comes to your mind is when I say the word hamburger. If you say McDonald’s, then obviously McDonald’s is ever present in your mind, and it proves that it is a significant player in the marketplace when it comes to the selling of hamburgers.

If I said donuts, and you said; Duncan Donuts, then that would equally be a strong brand name, or you might say Krispy Kreme, are you starting to see my point? What if I said submarine sandwiches, would you say; Subway. Consider if you will the incredible cost, and the number of franchised outlets that it takes to develop a brand name which is that strong. Now then, measuring the brand reputation of a franchisor also matters on a regional basis. For instance in one part of the country the brand name may be very strong, and it is the first word that comes to people’s mouth when you mention the category that they operate in, the industry, or whatever it is they sell.

If you want to test your franchise brand name strength, then simply ask your customers what comes to their minds first when you mention the item that you sell. If they answer with the name of your company, you are a winner, if not you still have more work to do. Indeed I hope you will please consider all this and think on it.

Lance Winslow is a retired Founder of a Nationwide Franchise Chain, and now runs the Online Think Tank. Lance Winslow believes writing 24,500 articles by August 24th or 25th will be difficult because all the letters on his keyboard are now worn off now..

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