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Jul
2
2019
OWNERSHIP

Why Brand Awareness is One of the Most Important Advantages of Franchising

Why Brand Awareness is One of the Most Important Advantages of Franchising

There are numerous advantages of franchising. Learn why the use of a well-known brand name with an established reputation is one of the most important benefits.

First impressions are crucial. For a business, that first impression is set by the brand itself, so it carries a great deal of weight. A brand is more than just a logo, jingle or color scheme. It’s everything consumers know (and think they know) about a business and the experience they perceive they will have.

There are several advantages of franchising, including the ability to use a nationally recognized brand name. In fact, the brand is one of the most important and powerful components of franchising. A powerful brand attracts customers to the franchise network as a whole, not just a single location. It is invaluable for both franchise owners and franchisors.

The Power and Importance of a Franchise Brand

No matter what product or service a business provides, building a popular, recognizable brand is critical to success. In a franchise network, brand impacts the success of both the franchisor and franchisee. Here are four reasons why the power of the brand is so vital for entrepreneurs when opening a franchise business:

  1. It attracts customers. Effective branding not only raises awareness of the products or services offered but also sets expectations in the consumer’s mind of the experience they will have.
  2. It attracts franchisees. A strong brand has a reciprocal benefit. The loyal customer base it creates generates more business for all its franchise locations, which helps to reduce the start-up risk and to encourage more entrepreneurs in opening a franchise business.
  3. It is a differentiator. Competition in the marketplace can be fierce, making it critical to stand out from the crowd. A strong brand not only helps differentiate a company and its products or services but also increases customer loyalty.
  4. It increases the value of the franchise. A powerful brand fosters consumer awareness and loyalty, which increases demand for more franchise locations, thereby increasing the value of the entire franchise system.

It takes time to nurture and grow a popular, recognizable brand, but it can be the difference between success and failure. Brand awareness is a major advantage that franchisees inherit when opening a franchise business. Consumers can count on a certain type of product or service and the experience they will have at any location within the franchise network, no matter where they are in the world. In other words, franchise locations are the brand.

However, new or small franchises may have little or no brand recognition to rely on to bring customers through your door. But, this doesn’t necessarily mean investing in a new or small franchise business won’t be successful. It’s important to be mindful of the situation and understand the implications. Smaller, less well-known franchises do offer an opportunity to get in on the ground floor and gain satisfaction from helping the brand grow, you’ll just have to work harder at it.

Hallmarks of Successful Franchise Branding

Regardless of its size, familiarity with a company’s brand is essential for growth. Hallmarks of successful franchise branding include the following:

  • Established brands should have strong brand recognition and a reputation for excellence. New or small brands should have a solid strategic plan for building brand awareness to promote the business.
  • New or established, the best way to build a brand’s reputation and attract loyal customers is by delivering a world-class customer experience. Successful brands focus on creating great relationships with customers.
  • A great franchise knows the work is never done and should continue to grow brand awareness with consistent, ongoing marketing campaigns at the national, regional and local level.
  • The franchise system should provide local marketing support to their franchisees with location-specific materials, templates and tools to maintain a cohesive brand look, tone and feel.
  • To maintain brand consistency, the franchise should provide all the assets their franchisees need for use in marketing like fonts, colors, logos and images along with usage guidelines.

Benefits of Franchise Branding

Great franchise systems provide extensive training and a number of tools like marketing plans to help their franchisees succeed. This support and expertise are among the many unbeatable advantages of franchising. Proven marketing strategies allow you to successfully promote your business from day one without having to rely on trial and error to find what works.

National or regional marketing support is also an instant advantage since many small businesses can’t afford that kind of exposure. In addition, franchise marketing plans guide you along the way, so you can focus on the task at hand – running your business and developing strong customer relationships.

Profitable franchises have at least one thing in common – they have built a robust and widespread brand. Having a national brand name on your side when you open a business is paramount to success. When opening a franchise business, there is no need to market your business to prove yourself tirelessly; a franchise has an established reputation from the very beginning. Also, access to national marketing and advertising campaigns offer peace of mind knowing you have instant access to a customer base that is already familiar with your brand and what it offers. Often, customers are anxiously waiting for a franchise location to open in their neighborhood to give them convenient access to the products or services they desire. A brand name speaks volumes, which is why brand awareness is one of the most important advantages of franchising.

Entrepreneur's Franchise Top Rated for Veterans in 2020 badge

We Proudly Support Our Veterans

Participating partners with the VetFran program, The UPS Store offers qualifying veterans $10,000 off their franchise fee to start their new business. To learn more, contact The UPS Store Franchise Development Team.

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Ranked for over 30 Consecutive Years

The UPS Store has been ranked #1 in the postal and business services category for over 30 years and remains in the top 5 overall for the fifth consecutive year according to the Franchise 500 list.

Kristin Howard

Franchisee, Michigan

The reason my husband and I decided to go into franchising and specifically with The UPS Store, is the different opportunities we're given with the business. The UPS Store has name recognition as well as opportunities to expand.

Debbie Adams

Franchisee, Kentucky

What I enjoy most about being a The UPS Store owner is working with my customers. We are the solution specialists for our customers.

Jim George

Franchisee, Illinios

My favorite part about The UPS Store network is the camaraderie with other franchisees. Everybody loves to help everybody else. You’re really part of a family.

Greg Murray

Franchisee, Florida

The interesting thing about The UPS Store is that when a customer walks through the door there's an extremely high probability that they're coming there to do something that is important to them. So at the end of the day, what we do for customers is very important and they are trusting that we are going to do it well.

See the Full Testimonial

Mariana Huberman

Franchisee, Washington, D.C.

One of the things that I love about The UPS Store franchise system is that you're not ever in this by yourself. The franchisees of The UPS Store network are great.

Heidi Morris

Franchisee, Colorado

The thing I enjoy most about being a The UPS Store franchisee is I get to get up, go to work and know that I'm helping other business owners succeed in what they're doing.

Bob Brown

Franchisee, Tennessee

Owning a The UPS Store franchise has changed my life because it's finally given me the opportunity to engage my customers and my staff and be able to take real pride in what I do. As a franchisee, we get faced with solving peoples' problems every day and we do everything we possibly can to try to help.

Marie Jensen

Franchisee, Oregon

My favorite thing about The UPS Store is the variety. I love the variety of customers, I love the variety of services; getting to know the customers, meeting their needs, finding out how we can help them accomplish what they need to accomplish and seeing how happy they are. That makes me ecstatic.

Tad Mollnhauer

Franchisee, Florida

With the products and services that The UPS Store provides we can make a difference in people's lives and that is the best reason for being a The UPS Store owner.

Joy Batchelor

Franchisee, Idaho

What makes being a The UPS Store franchisee worthwhile at the end of the day is the customers. The customers treat us like we're family.

Paul Erchinger

Franchisee, Texas

One nice benefit of owning a The UPS Store franchise for me has been that it gives me the opportunity to be more involved in the community. As I make relationships with others it seems like no matter what the environment is, in one way or another business comes out of that and that's not my objective—it's been a secondary benefit to being involved in the community.

Chris Reminder

Franchisee, Ohio

There are several things that I really enjoy about being a The UPS Store franchisee. First and foremost it allows me to get to know the people in the local community and that is a lot of fun. We get to see people on a regular basis. We get to know their life stories. That's a lot of fun.

Bruce Jones

Franchisee, Kentucky

Since we have joined The UPS Store, our life has changed by just having more time to spend together as a family. We've been very fortunate with the stores that we have and we have a great staff that looks out for our best interest and we look out for theirs.

Lonnie Williams

Franchisee, Oklahoma

What makes The UPS Store so successful is it gives each individual an opportunity to grow with the network and just meet the challenges that are brought to them on a daily basis. Every day gives us a new opportunity to help another person, to help another small business, to answer a question and to solve a problem.

Jeff Graham

Franchisee, Alabama

I love my customers. I love my employees. I love every person, every face that comes into my store. I enjoy every day going into work and I can't see doing anything else for the rest of my life.

Stacie Stigar

Franchisee, Alaska

I think that this franchise is so successful because of all of the resources that are available to us as center owners—we have marketing materials, we have so many different opportunities for help from the home office, and it just really makes for a great franchise.

Don Pollard

Franchisee, New Jersey

I think the thing that makes this franchise successful is a number of things. First of all we have an outstanding system, we have a great product, a great brand, and we're able to attract dynamic people to run these centers and run the business. So I think when you put all that together it really provides for a winning combination.

Mary Ellen Nichols

Franchisee, Tennessee

The thing I love about the franchise is that you have the UPS name backing you but yet you also have the autonomy to make your own decisions to promote.

Laura Griffin

Franchisee, Florida

In the eight short months I've owned my The UPS Store it has really changed my life. I've gone from being an employee of someone else to being an employer of my associates. It's a big responsibility but it's exciting every day.

Sandy Scandrett

Franchisee, Wisconsin

Being a The UPS Store franchisee has improved every aspect of my life. It's very rewarding financially, professionally, and emotionally. I have a large number of regular customers who are really, really appreciative of everything we do.

Kristie Robison

Franchisee, Alabama

I would say owning a The UPS Store location has changed my life to where I have more time and flexibility. In owning your own business you get your store up and running and you get employees that you can trust that are going to help keep your store running. This allows me to attend my two boys' ball games and also travel and do things with them so it has really changed my life for the better.