Advisory Aug, 10 2009

Franchisee the brand builder

We always talk of building a brand that becomes a household name. But have you ever wondered what role a franchisee plays in brand building? Companies which largely work on franchise model greatly rely upon franchisees, who support and uphold the companyÃ

By Neha Malhotra
Sub Editor, Franchise India Holdings Limited, Web Division
Franchisee the brand builder

The franchisee has certain obligations towards the franchisor as per the franchise agreement. The primary one being, holding and taking forward the brand name.  Balvinder Singh Ahluwalia, President, Koutons Retail India Ltd opines,Franchisees always become an active member to the development and growth of the brand in the optimum manner. They are given regular training to carry on their functions efficiently and maintain our growth level at a consistent pace. We believe that our franchisees are equal partners to our brand value and hence our job does not end after we provide them with stocks.” Carrying out the following will help you move a step further in this respect.

Deliver the best services

You can provide the customers a memorable shopping experience on their visit to your store. There is nothing more annoying than a bad customer service when people go out shopping. A good service will definitely bring back a customer, whereas a bad experience will be a reason to lose a customer.

Make value additions

A franchisee should make value additions to his store according to local requirements. He can suggest to the franchisor any changes which he thinks if brought about could bring in more customers. For example, a franchisee may suggest to the franchisor the changes in  timings of his store according to local trends, which may attract more customers. He may also organize ramp shows occasionally which would definitely boost his sales and  publicise the store.

Build up local network

A franchisee should build up a network of his clients. Internet is emerging as a great medium for promoting the brand. Franchisees can form communities on various social networking websites where customers form a part of it and can share their viewpoints. These can help bring about the desired changes which can be of benefit to the store.

Marketing at local level

Marketing at local level is usually the franchisees responsibility. So by putting up banners and sending pamphlets to let people know of the ongoing offers, the franchisee can increase the clients foot-fall and raise sale.

Maintain quality standards

The biggest concern of a franchisor when he gives out a franchise, is that the franchisee maintains a level of standard which has helped him gain people’s trust. So, a franchisee should constantly endeavour to maintain the standards and systems set by the franchisors, so that the legacy goes on.

So if you’re a franchisee and wish to play your part in building the brand name, just try and implement the above methods.

Related: Treat your business with training

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