Global Franchise 9.2 - Issue 56

Rebranding, done right, is a game-changer – but it requires vision, commitment, and flawless execution. Approach it strategically, and your franchise will thrive COULD REBRANDING POWER YOUR GROWTH? leak, a small kitchen fire, or a major electrical fire or flooded basement. We restore people’s property and their lives to what they previously had, and our new name, Delta Restoration Services, reflects that change – with greater emphasis on the ‘restoration’ rather than the ‘disaster’. This name change was more than a cosmetic adjustment; it encapsulated a shift in our mission.” Franchises typically rebrand when they feel their image is outdated, need to reflect new products or services, or want to expand into new markets.We’ve seen this recently with brands like Jamba Juice, now known simply as Jamba. In 2018, Dunkin’ – the world’s largest coffee and baked goods chain – dropped the ‘donuts,’ a bold $100 million modernizing move to re-establish its market dominance by refocusing on becoming a ‘beverage-first’ brand while holding onto their iconic colors and typeface. For Now Optics, a leader in eye care, the decision to rebrand My Eyelab to Stanton Optical in 2023 followed extensive consumer research into changing customer needs, shopping behaviors, and preferences. The study showed that 82% of consumers valued receiving glasses in three days or less, and 74% prioritized getting good value for their money. “We found Stanton Optical was a better fit for today’s customer demands for convenience and value,” says Lukana Justin, SVP of Marketing. “For our franchisees, there was an overwhelming consensus that having the ability to deliver glasses to customers on the spot would be a game changer for their store.” The rebrand, readily embraced by 94% of franchisees within a four-month timeline, significantly expanded Stanton Optical’s presence nationwide. Creativity meets consistency Rebranding is about more than aesthetic tweaks. It’s about building a narrative that speaks to both franchisees and customers. Take FASTSIGNS, for example, which redefined its identity post- pandemic through its powerful ebranding a franchise is a significant investment, but when done right, it unlocks new opportunities for growth, deepens franchisee relationships, and strengthens market positioning. However, it’s not as simple as just refreshing a logo or tagline. It demands thoughtful strategy, strong stakeholder alignment, and precise execution to uphold core brand values and pave the way for future growth. The secret? The most successful rebrands tell a story of transformation – one that resonates with franchisees, customers, and the market. Clarity, collaboration, and a long-term vision to guide your franchise through this transformative process are crucial for success. Why rebrand? Even the most recognizable franchises must evolve. A well- executed rebrand can breathe new life into a business, attracting fresh customers and strengthening franchisee engagement. Franchises often rebrand to modernize their image, expand into new markets, or reflect changes in product offerings – essential if they’re to remain competitive and relevant to their audience. Mike Mastous, founder of Delta Restoration Services, formerly known as Delta Disaster Services, explains his rationale: “I wanted to align the brand more with our mission,” Mastous says. “Delta Restoration Services better reflects our focus on helping people restore their lives and property after a disaster, whether it’s a refrigerator R Stay relevant in a changing world A rebrand can revitalize a business by attracting new customers and markets, increasing brand relevance, and modernizing its image to align with evolving customer or client expectations. This can result in enhanced brand recognition and competitiveness within the industry. Amplify your core message and values Rebranding provides an opportunity to refocus a franchise’s core message and values, enabling clearer communication of its unique offerings. This differentiation can strengthen customer loyalty, boost market positioning, and create momentum for expansion and growth. B U S I N E S S W I S E S U C C E S S S T O R I E S 72 GLOBAL FRANCHISE Issue 9.2