Setting Your Franchise Apart with Your Brand Story

In this article published on BeTheBoss.com, iFranchise Group CEO Mark Siebert draws a parallel between building a loyal customer base through storytelling, with what is needed to succeed in franchise marketing: telling a powerful brand story.

A well crafted franchise brand story, per Siebert, is one that draws in potential franchise owners on both an emotional and logical level. It should inspire and motivate the prospect to action, and it has to be unique.

Uniqueness is one of the most important considerations for any brand story: it should effectively differentiate a brand from others in the marketplace. There are many ways for a franchise company to accomplish this. Siebert discusses a number of these ways in which a franchise brand can differentiate and position itself appropriately, in its messaging and storytelling efforts.

He also cautions franchisors against trying to do too much with brand storytelling, noting that “companies that try to be all things to all people quickly find that they only succeed at being mediocre at everything — a guarantee of long-term failure.”

Instead, he recommends focusing on one or two top differentiators when communicating to potential franchisees, to communicate these effectively and consistently across marketing channels, and, ultimately, to give potential franchisees a reason to connect with and build a relationship with the franchisor.