Oxford Dictionary:
Brand:A particular identity or image regarded as an asset
Branding: The promotion of a particular product or company by means of advertising and distinctive design:
Branding is Everything. Your Franchise will raise and fall on your brand, no matter how much expertise you have, how much advertising you and how much capital you have behind you. We are all brand products and packaging is everything. You are a brand and so is your franchise.
Every day people take an average product and brand it to sell at the top of the market. On the other hand, every day, people take a great product, don’t brand it correctly and don’t understand why it doesn’t sell.
Many top Companies, Movie Stars, Writers, Sports Stars and Artists pay large amounts of money to people to look after their image. They are looking to maximise their image and use their image as an asset. These image specialises develop and maintain the “brand”, protecting the brand and they way in which it is used, where it is used, who uses it and who doesn’t. They make sure that brand appears in the right places, with the right people at the right time. These brand specialists invent, run and protect the brand.
There is one perception that says “any publicity is good publicity”. There is anther perception that stays “stay out of sight and stay out of trouble”. Both of these perceptions have spawned successful industries. The public relations industry together with their spin doctors are being used more and more (with spin doctors specialising in damage control when things go wrong)
Even the largest franchises and organisations are vulnerable to attack and a change in public perception if they are seen, for example, to be flouting the law or engaging in immoral or unethical behaviour. Large smart phone companies, for example, are particularly sensitive to criticism about their manufacturing practises. Some large pharmaceutical companies have used animals for testing in the past and have suffered very negative public opinion and consumer boycotts to a point where they have had to change their practises.
Your brand will be your most valuable assets. Your brand needs to be put together by professionals with a clear set of guidelines called the Branding Manual. You need to ensure that your Franchisees are aware of the value of your brand and the rules about how it is used. You will need to cover the use of the Branding Manual in your Franchise Agreement. Without a clear definition and control of the brand and the agreement about how this is used, you run the risk of your brand being damaged and the Franchise business being out at risk.
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