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Leveraging The UPS Store Brand to Grow Your Franchise

Leveraging The UPS Store Brand to Grow Your Franchise

The UPS Store: strong brand name that customers trust.

When opening and operating a business, having the backing and support of an established brand is helpful in gaining consumer trust. A company’s brand includes the name, face, and experience customers know and expect with a business. It not only shows who you are but, when established, communicates your story and values without you even saying a word to the customer.

The importance of a brand

A brand is essentially a promise to the customer that they can rely on the business to provide an expected experience. With strong brands, the customer can trust the company behind the name, and the organization behind that company. As long as you’re part of a company that has earned and maintained client satisfaction over the years, being a franchisee means you benefit from being under their umbrella of brand trust.

One of the top benefits of starting a The UPS Store franchise is that brand trust and much of your reputation is built for you. The UPS Store has been ranked No. 1 in the “Postal, printing, communications and business services” category by Entrepreneur Magazine’s Franchise 500 list for over 25 years. As a franchisee, you’re the local face of a company that has already proven itself to a large base of customers. A considerable amount of your branding-based marketing efforts have already been completed.

With these items in place, your job as a franchisee is to promote your store within your local community.

Giving back and growing your business in your community

As a franchisee, you can help boost the awareness and reputation of your location by developing your own local marketing strategy. This includes building goodwill in your local areas by supporting civic causes and charities. The UPS Store supports and serves and supports franchisee communities through programs such as the Toys for Tots Literacy program.

Local owners like you can do the same by making a commitment to community stewardship, environmental sustainability, and the support of worthy causes. Not only will you help your neighbors and make a difference around you, your efforts also help reinforce the values of the brand and increase consumer confidence.

Some examples of cause-based marketing efforts you can take part in are:

  • Sponsoring local youth sports teams or advertising in their venues
  • Supporting local schools or youth groups
  • Looking into local branches of national charities that are supported by corporate, such as the Toys for Tots Literacy Program
  • Becoming an active member of chamber associations or local economic development programs

Each of these opportunities allows you and your business to impact the local community beyond the walls of your business. While your community gets to know you, you’ll earn respect within your service area and ultimately bring in business.

Following brand style standards

Part of your job as a franchisee is to ensure that your location meets the brand standards set by your franchisor. This helps to create a single, unified face for the company. It reassures customers that the location they enter in Florida is going to give them the same great service they received at the location they visited in Washington. Brand guidelines are available because they help keep everyone on the same page, providing the customer with the same excellent experience no matter where they are.

Keep in mind, brand standards are something other small businesses have to establish themselves and create a process and policy around. These efforts can be time consuming as they require a decent amount of research and testing. With franchising, this work has already been completed and tested for you. All you have to do is implement it.

An established brand identity helps to emotionally connect with your target consumers and motivates them to buy and remain loyal. Take online shopping as an example; 25 percent of respondents told Blumberg Capital they would only shop online with retailers they know as a way  to avoid possible hacking of personal or financial information. Knowing a company and their history builds a feeling of safety for the customer.

Protecting the brand

Beyond basic marketing, many established brands have a process in place to protect their brand image. As a franchisee, you can be confident that The UPS Store won’t advertise in ways that could be seen as controversial, obscene or offensive. Franchise brands typically have processes and tools available to help maintain consistency in the look and feel of marketing materials and messaging used at the local level.  Roughly 80 percent of surveyed business owners and marketers said that brand safety affects audience quality, brand equity, brand lift, ad engagement, and ROI, according to an October 2017 report from Trusted Media Brands and Advertiser Perceptions.

Some final thoughts

Overall, a brand represents a promise to your customer. A promise that their expectations of and experience with a company are going to be consistent each time they interact with the business. A promise that their needs will be satisfied. The UPS Store franchise locations can take advantage of the broad, national marketing efforts in place and focus on building local awareness to really get entrenched within the local community. Serve customers well, market with confidence and build goodwill in your community and you’ll likely see the rewards in sales and loyal customers.

2023 Entrepreneur's Franchise 500 Top Rated for Veterans badge

We Proudly Support Our Veterans

Participating partners with the VetFran program, The UPS Store offers qualifying veterans $15,000 off their franchise fee to start their new business. To learn more, contact The UPS Store Franchise Development Team.

Entrepreneur's Franchise 500 Ranked #4 in 2023 badge

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 seventh 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.

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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.

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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.