How Local Franchises Can Cultivate Their Brand Identity

One of the hardest parts of launching a new business from scratch is developing a brand identity that informs consumers of who you are and what you stand for in an increasingly tight economy.

That’s why so many aspiring business owners turn to home service franchising, which offers the advantage of built-in brand identity. Franchisors have already done the difficult work of establishing their brand and developing broader awareness. Franchise owners can leverage that work as they look to expand into local markets.

Consistency is key

It’s critically important for franchise owners to remain consistent with the branding guidelines provided by their platform or system. When buying into a franchise, owners typically receive an entire kit of marketing and branding collateral, including logos, approved colors and images, pre-vetted marketing verbiage and more.

These marketing materials benefit new franchise owners in more ways than one. First, those who have little or no prior marketing experience don’t have to develop brand identities or marketing plans from scratch—instead of reinventing the wheel, they can simply execute the playbook that’s provided to them.

Second, when they do execute that playbook, it means their business automatically benefits from the associations customers already have with the national brand. So instead of cultivating a reputation for professionalism, for instance, a new franchise owner can simply leverage the reputation their franchisor has spent years cultivating.

Strategies for standing out

Even while aligning with systemwide guidelines, individual franchise owners can develop their brands regionally and locally. Consider a few creative strategies:

• Drawing on local relationships. Local owners know their neighborhood or community well, and they can leverage those roots in a number of ways. One option is to contribute to local non-profits, charities or other organizations, then highlight via some of the franchise system’s built-in marketing tools.
  
  
• Addressing local needs. Home service franchises may be well-positioned to address acute needs within the local community, or to fill gaps in an existing marketplace—for example, a biohazard cleanup franchise can offer a much-needed service to promote health and wellbeing within a particular area.
  
  
• Investing in a region. The built-in support and low cost threshold that franchising offers makes it possible for some owners to pursue multi-unit ownership—potentially creating a more robust presence that blankets an entire region or area, providing customers the convenience of having multiple locations.

When considering a home service franchise, it’s important to choose one who provides the national recognition and processes that can help you grow locally and regionally. Learn more about leveraging the power of a national brand by visiting our website or giving us a call at (855) 550-0900. If you are ready to get started, take our Five Star Franchising quiz to find the perfect fit for you.