Know-How Exchange : Branding

Idarocha,

Dan is more than right saying that it all depends on the brand quality and consistent experience it conveys to customers via all sales channels.You cannot blame them for competing with each other since your company policy allows them to be so close to one another.Then the brand experience customers may have can be a bit surprising and in no way adding up to overall good franchisee community.Another thing is why they do not feel brand consistency does not help them along the way? Maybe they are right and you do something wrong.Why not ask them what their problems and complaints are and then try to solve them.As soon as they see that the brand experience also relates to them they will be more eager to grasp all the guidelines you wish them to.

Regards

Adam

Hello Idarocha:

You may want to talk to your audience about what they expect from any brand and then from there talk about how conistency fosters trust.

When they exchange ideas during your presentation or in groups they will realize that customers, employees, partners and vendors all depend on what the brand stands for and what it delivers no matter what they call it.

Good luck,

Vince

ldarocha...

Good advice so far!

Having been involved in a print franchise in the UK for a number of years, I can understand your concern, but it comes down to what the "brand guidelines" as you describe them actually are. Are they real discriminators in the market-place for your franchisees or are they rules and regulations to make the franchise owner feel that he's in control?

If your franchisees are breaking the guidelines to compete with the franchisee down the road, then could they be too much the latter?

If you can be a bit more specific about the guidelines and how your franchisees break them, maybe we can give more help!

Good luck,
Bob

I know its closed, just wanted to answer anyway!

"increase in credibilit"y as consistency presents a reassuring sense of order

"reduce risk" in the markets mind, which, in turn shortens their search and decision process

"reduce production time" and cost by re-using key components.