Question

Topic: Branding

Franchise Branding

Posted by Travel on 11/6/2012 at 12:47 PM ET 250 Points
In most franchise situations you would be well branded like McDonalds or NAPA Auto Parts but I have a quandry. I purchased a franchise within the travel industry which allows a work-at-home or store front. I knew going in this corporation was not well branded but none of the ones in this industry are. I selected this franchise work from home option because it had the most marketing support and growth.

On top of not being well branded through the corporation, the corporation also had us setup our own online company name so as not to conflict with the headquarters. A mistake I believe on their part but, even more of a branding conflict for the franchisee.

First question - So, with no branding support from corporate and a different business name and brand online, how can I get these two to co-exist.

Second question - How can I distinguish my franchise from other franchises? Normally this would not be something you would want to do but since the corporation does not provide any branding, any and all marketing or advertising I do under the corporate name could drive business to other franchises yet I do not benefit from using the corporate name.

Should I promote my online business name and generate a brand around that and then just mention myself as a franchise? I don't even know how to answer the phones as I get online clients calling when I answer with the corporate franchise name and they are confused!
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RESPONSES

  • Posted by Andy Fracica, MBA on 11/6/2012 at 1:13 PM Member
    My advice based on what you described above is to brand your business and forget about the "franchisee." Just a quick question, if the franchisee doesn't provide any branding what are they providing to you, just access to the book computers? If this is the case, set up a marketing plan to build your brand. That way later on if you find a better opportunity the branding will be on you and your company and not on the franchisee.

    I talk about these topics in my new book Navigating the Marketing Maze. https://NavigatingtheMarketingMaze.com.

    Best regards,

    Andy Fracica
  • Posted by Travel on 11/6/2012 at 1:22 PM Author
    Good question - if the franchisee doesn't provide any branding what are they providing to you

    I paid for the connections they have with the travel partners, use of travel booking license, discount memberships, booking tools, discount and co-op marketing programs, special invitations to new travel options/reviews, technology use, marketing and advertising support and advice. In other words - a jump start on starting up.
  • Posted by Gary Bloomer on 11/6/2012 at 1:57 PM Member
    In its purest form branding has nothing to do with logos, promotion, or naming opportunities. It's more to do with how you make people feel, how people recall their interaction with you, and how people feel they've been served when it comes to having their needs met and having their expectations exceeded.

    From what little you've outlined thus far it would seem you've entered a franchise agreement without first carrying out a great deal of due diligence. The top rules when getting involved in a franchise of any sort are upfront costs and back end support.

    I agree with Andy: position yourself as the top choice and condition people's thinking to serve your customers well ... no, scratch that: serve them BETTER than anyone else in your niche.
  • Posted by Andy Fracica, MBA on 11/6/2012 at 1:59 PM Accepted
    Honestly Travel, you don't owe them a thing. Brand your business and for get about them. It would be like calling yourself Quickbooks because you used their software to run your business.

    Years ago I used a company called Zoovy.com to provide a web store for my online business. I promoted my business, not the provider of my store. I would focus all of your attention on what you provide and what you do for your customers, not on what you back end provider does. Figure out what is unique about what you do and why people should buy from you and then promote that though ever free opportunity you can find as well as using your advertising dollars wisely to get the biggest return on your money.

    I hope this helps,

    Andy Fracica
  • Posted by Travel on 11/6/2012 at 3:37 PM Author
    I appreciate the responses and the overall perspective seems to be go with my online brand. As for those who suggested non-due diligence, you may have missed the information that I gave - no travel brands with the options I was looking for were successfully branded. I searched out what I wanted and I got what I paid for. It wasn't branding - I want to do that on my own. So thanks for the input on how to brand an existing franchise.
  • Posted by Gary Bloomer on 11/6/2012 at 4:05 PM Member
    I've only having been involved in applying, advising on, and in creating branding for 27 years. I mean, really ... what could I possibly shed any light on a branding question?

    Whenever anyone tells me they're going to "do" branding on their own I shudder. I know the desire to do the do is based on a fundamental misunderstanding of just what branding is, what it does, what it's for, how its done, how it's applied, how it's created, how it's viewed, how it's valued, and how it can work for or against people.

    There were no options within your niche that were successfully branded? Did this not give you any inkling of the task that lay ahead of you? Did this not start the ringing of distant alarm bells?

    And you're going to tackle branding alone despite not, or so it would seem, knowing how go about it let alone being able and prepared to answer the phones?

    I applaud your courage and hope you're aware of and prepared for the realities that lie ahead of you.

    Good luck to you.
  • Posted by Peter (henna gaijin) on 11/6/2012 at 5:52 PM Member
    I agree with AndyF - you should go about marketing and branding this business yourself.

    Many franchisees provide branding and marketing support, but not all franchise companies do. Sounds like you are buying in on the back end, access, and systems and such here, but not getting much (any) marketing or brand support. So you must go out and do this for yourself.

    Unless there is some benefit to the parent company name (maybe people know they can get access to trips that aren't available elsewhere through this company, or something like that), I wouldn't even mention them nor that you are a franchise.
  • Posted by darcy.moen on 11/6/2012 at 7:53 PM Member
    I would hope your franchise agreement DOES NOT have a clause in it where you pay a percentage of sales or a fee for use of the franchisor's brand or marketing. If you you are, STOP!

    If you are paying a fee to use the franchisor's booking systems and connections, well, that's a different story.

    You may as well develop your own brand and run with it because the franchisee's brand and marketing support isn't worth anything. Discount your franchisee fee payments accordingly if you are paying for marketing and use of a brand.

    Darcy Moen
    Customer Loyalty Network
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