4 Strategies for Protecting Brand Reputation as a Franchise Owner
Navigating the complexities of brand reputation in the franchise industry can be daunting, but armed with strategies shaped by industry experts, franchise owners can take control. This article distills key insights from professionals who have mastered the art of brand protection. Learn how aligning with core values, expressing brand standards, controlling the customer experience, and ensuring consistent messaging can fortify a franchise's reputation.
- Align Decisions with Core Values
- Express Brand Standards
- Control the Experience
- Prioritize Consistency in Messaging
Align Decisions with Core Values
One key piece of advice I'd offer franchise owners is to consistently align every operational decision with the brand's core values. Brand reputation is built on consistency and trust, which come from delivering on your promises to employees, customers, and the community. To safeguard brand image, I focus on implementing regular audits of franchise operations, maintaining clear and open communication with franchisees, and providing ongoing training to reinforce high service standards. By fostering a culture of accountability and excellence, franchise owners can proactively protect their reputation and maintain trust with customers and their community.
Express Brand Standards
Because you have bought into a franchise, the mindset should be that while you are not the owner of this brand, you are a steward. In fact, per the franchise agreement, there can be penalties for infractions that could impact your future as a franchise owner. Therefore, expressing the brand standards in your work and in your training with your employees is key. Additionally, raising issues with how the franchisor is living up to the brand reputation is also recommended (within reason). Because you are a part of the brand, actions by the franchisor impacts you both positively and negatively, so don't be afraid of raising concerns where there is a possibility that your business may be affected.
Control the Experience
The best advice I can give is to control the experience before problems start. A strong brand isn't just about logos and colors—it's how customers feel every time they interact with a location. We set strict service expectations, but in fact, what really makes a difference is getting franchise owners to think like customers. Every few months, I personally rent a vehicle from one of our locations using a fake name, just to see what the process feels like from the other side. This has caught small but important issues, like unclear pricing explanations or slow check-in times, that could have easily led to negative reviews if left unaddressed.To make sure service stays consistent across all locations, we track every complaint and review in real time. Any location that dips below a certain customer satisfaction rating gets a direct follow-up, and if the issues aren't fixed within 30 days, they lose access to corporate marketing support. Last year, this approach led to a 27% improvement in overall customer ratings because franchise owners knew they had real accountability. Honestly, keeping a brand strong isn't about reacting to bad reviews—it's about making sure customers never feel the need to write one in the first place.
Prioritize Consistency in Messaging
One piece of advice I would give franchise owners is to prioritize consistency in brand messaging and customer experience across all locations. The strength of a franchise lies in its uniformity, so it's crucial to provide comprehensive training and clear guidelines to ensure every franchisee represents the brand's values and standards. At Prohibition PR, we've implemented a proactive reputation management strategy that includes monitoring online sentiment, maintaining a crisis communication plan, and conducting regular brand audits to ensure we know where we are. By staying ahead of potential issues and responding swiftly when they arise, you can build trust with your audience and protect the long-term value of your brand. Having a crisis plan ready to go can really help because you definitely won't have time to write one if the proverbial hits the fan.
