Global Franchise 9.2 - Issue 56

“MakeYour Statement” campaign. Chief Marketing Officer Jennifer Herskind notes that the creative strategy was focused on bold transformations. “We worked to make sure the creative was not only well-branded but engaging. FASTSIGNS exists to help customers ‘MakeYour Statement’ – it ’s a perfect call-to-action,” she adds. Once the creative vision is set, consistency is crucial – especially for large franchises like FASTSIGNS. Centralized brand guidelines ensure the rebrand is uniformly implemented across locations, from signage to marketing materials, maintaining the integrity of the overall brand. For FASTSIGNS, the effect of this methodical approach was clear: franchisee satisfaction rose, and brand perception improved. Engaging franchisees Franchisee buy-in is also essential for a smooth rollout. Franchisees are the foot soldiers implementing the changes on the ground, so clear communication and collaboration are vital.Workshops, focus groups, and open dialogue during the process can help align the entire franchise network. “I can’t stress enough the importance of defining the purpose of your rebrand, as well as choosing the right time to change,” emphasizes Mastous, who recommends early engagement with franchisees to explain the benefits of the rebrand and address any concerns head on. “It’s critical “I can’t stress enough the importance of defining the purpose of your rebrand, as well as choosing the right time to change. It’s critical to explain to franchisees the benefits of the rebrand and address any concerns head on” 74 GLOBAL FRANCHISE Issue 9.2