Global Franchise 9.2 - Issue 56

How to execute a franchise brand refresh effectively 1 Clarify vision and align franchisees Use workshops and training sessions to communicate the refreshed brand vision, ensuring franchisees understand and embrace the changes. 2 Provide toolkits Offer centralized resources and comprehensive training to help guide franchisees throughout the refresh. 3 Plan for a phased rollout Start with a pilot, then extend to your top performers, and finally deploy the brand update across all locations to iron out teething problems as they arise. 4 Leverage technology Utilize digital asset management (DAM) and project management tools for smooth coordination throughout the process. 5 Over-communicate, not the other way round Engage franchisees through regular updates and success stories. 6 Balance consistency and local adaptation: Ensure the brand stays uniformwhile allowing for a little local customization. 7 Monitor and iterate Gather feedback and fine-tune based on real- world results. to explain to them why you’re rebranding, as well as what will be changing and when – especially if it affects them directly,” he says. “This can get tricky: you’ll need to be ready to answer questions like, ‘Why now?’ or ‘How will this improve my business?’” Herskind echoes this sentiment, sharing how FASTSIGNS launched its rebrand at their annual franchisee convention in 2022, generating excitement and positive reception. “The response to our ‘Make Your Statement’ campaign was overwhelmingly positive among our franchisees,” she recalls. “Coming out of the pandemic, it was good timing as our target audience was getting back to full-on business. It was the perfect opportunity to reignite interest in the FASTSIGNS brand.” Franchisee satisfaction for long- term growth rose significantly post-launch, highlighting the importance of timing and strategic engagement. “Since the launch, FASTSIGNS has seen franchisee satisfaction rating for long-term growth grow +3.3 points, the largest year-over-year gain we’d seen for the past nine years,” Herskind elaborates. “As every marketer who has ever worked with a franchise knows, buy-in from the network is everything and really impacts the relationship between the franchisee and the franchisor.” For larger franchises, a phased rollout can help mitigate risks. Testing the new branding in a pilot market allows for fine- tuning before a system-wide implementation. FASTSIGNS adopted this strategy, first introducing the rebrand to top-performing franchisees. This approach helped build momentum and excitement while minimizing potential hiccups. Tools for success Technology plays a vital role in the rebranding process, especially for large-scale franchises. Digital asset management platforms distribute new marketing materials efficiently, while project management tools help maintain alignment across locations. Tracking performance metrics, such as customer engagement and franchisee satisfaction, allows franchises to assess the success of the rebrand in real-time and make further adjustments as needed. FASTSIGNS quickly saw tangible results from their rebranding efforts, including a significant rise in website traffic, a 7% increase in average order value from new customers, and improved customer perception as a “brand on the move.”Video engagement exceeded Google norms by more than 30%. These metrics underscored the success of their rebrand, helping the company reposition itself as dynamic and forward-thinking. Sharing the story Once internal stakeholders are aligned and the rebrand is well underway, it’s time to go public. A consistent message across digital platforms, marketing materials, and media engagements is critical to ensure customers recognize the new brand identity. Whether through press releases or social media campaigns, sharing the rationale behind the rebrand helps connect with the broader audience and reinforces the new direction. “The media, franchisees, partners, and clients will all be interested in the reason(s) behind a rebrand, and you will find yourself explaining that often,” says Mastous. “You should have a deadline for when marketing collateral and signage is changed, but it’s important to give franchisees ample time to do so. Changes should not be sprung on franchisees – or the public – if you want to maintain trust.” Herskind agrees: “As marketers, we all know how media fragmentation makes it more challenging to get a brand’s message in front of the right audience and at scale. Rebranding is a way to meet that challenge, but the strategic thinking and executional power of our creative agency and media partners, who worked in tandem with our internal creative and content teams, helped FASTSIGNS achieve the success we wanted to see.” 75 GLOBAL-FRANCHISE.COM Ins ight | FEATURE