{"id":712,"date":"2018-02-10T06:32:30","date_gmt":"2018-02-10T06:32:30","guid":{"rendered":"http:\/\/www.realworldconsulting.kiwi\/rwc\/?p=712"},"modified":"2018-05-30T08:59:00","modified_gmt":"2018-05-30T08:59:00","slug":"solidarity-unity-is-the-no-1-objective-for-every-franchise-unified-franchisees-strong-brand","status":"publish","type":"post","link":"https:\/\/www.realworldconsulting.kiwi\/rwc\/rwc-blog\/solidarity-unity-is-the-no-1-objective-for-every-franchise-unified-franchisees-strong-brand\/","title":{"rendered":"Solidarity\/ Unity is the No. 1 Objective for Every Franchise&#8230;United Franchisees = Strong Brand"},"content":{"rendered":"<p><span style=\"font-size: 14pt;\">In my view,<strong> the single most important commercial objective that should be stated in the Strategic Plan of every Franchise operation should be <span style=\"color: #ff0000;\"><u>to increase\/ improve the level of unity\/ solidarity that exists between Franchisees<\/u>.<\/span><\/strong><\/span><\/p>\n<p><span style=\"font-size: 14pt;\"><strong><span style=\"color: #ff0000;\">The more that Franchisees can be influenced to work in the same common direction doing the same\/ similar things, the greater will be the commercial impact of the franchise brand in the public arena.<\/span><\/strong> I have proven this to be a fact many times over in a range of industries to date.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">To achieve this objective in relation to a national jeweller franchise that I was the CEO for, the Board of Directors and myself managed to strike a good balance between having Franchisees work in accordance with what we termed \u201c<em>Minimum Participation Standards<\/em>\u201d and Franchisees performing practices of their own discretion\/ liking at a local level.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">If a Franchise operation is to have any hope of achieving the status of being a well-recognized well-regarded brand (i.e. achieve a commendable level of brand awareness) then it must require <strong>each<\/strong> Franchisee to do certain things. For example:<\/span><\/p>\n<ul>\n<li><span style=\"font-size: 14pt;\">Use the company brand strictly in accordance with published \u2018Corporate Livery Identity Protocols\u2019.<\/span><\/li>\n<li><span style=\"font-size: 14pt;\">Commit to practicing proven effective marketing activities.<\/span><\/li>\n<li><span style=\"font-size: 14pt;\">Attend company conferences.<\/span><\/li>\n<li><span style=\"font-size: 14pt;\">Use company training resources.<\/span><\/li>\n<li><span style=\"font-size: 14pt;\">Participate in regional\/ national marketing activities.<\/span><\/li>\n<li><span style=\"font-size: 14pt;\">Use key electronic platforms as a part of their marketing mix.<\/span><\/li>\n<li><span style=\"font-size: 14pt;\">Attend regional meetings \u2013 to exchange ideas with colleagues.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-size: 14pt;\">National\/ Regional Marketing Annual Activity Schedules must be <strong><span style=\"color: #ff0000;\">aligned<\/span><\/strong> with the Annual Marketing Activity Schedules of individual Franchise businesses, to achieve a situation where local level marketing activity is <u>reinforcing<\/u> (and is <u>not<\/u> at odds with) regional\/ national marketing initiatives.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">The more unified a Franchise operation is in representing the franchise brand and brand experience in the market, the greater will be the level of success in the brand penetrating and being recalled in the minds of customers (prospective and existing alike). Remember \u2013 a key goal of any marketing strategy is to achieve a level of brand awareness among as a wide a base (i.e. as big a population) of customers as possible.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In my view, the single most important commercial objective that should be stated in the Strategic Plan of every Franchise operation should be to increase\/ improve the level of unity\/ solidarity that exists between Franchisees. The more that Franchisees can be influenced to work in the same common direction doing the same\/ similar things, the greater will be the commercial impact of the franchise brand in the public arena. I have proven this to be a fact many times over&hellip;<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[3],"tags":[],"_links":{"self":[{"href":"https:\/\/www.realworldconsulting.kiwi\/rwc\/wp-json\/wp\/v2\/posts\/712"}],"collection":[{"href":"https:\/\/www.realworldconsulting.kiwi\/rwc\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.realworldconsulting.kiwi\/rwc\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.realworldconsulting.kiwi\/rwc\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.realworldconsulting.kiwi\/rwc\/wp-json\/wp\/v2\/comments?post=712"}],"version-history":[{"count":3,"href":"https:\/\/www.realworldconsulting.kiwi\/rwc\/wp-json\/wp\/v2\/posts\/712\/revisions"}],"predecessor-version":[{"id":807,"href":"https:\/\/www.realworldconsulting.kiwi\/rwc\/wp-json\/wp\/v2\/posts\/712\/revisions\/807"}],"wp:attachment":[{"href":"https:\/\/www.realworldconsulting.kiwi\/rwc\/wp-json\/wp\/v2\/media?parent=712"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.realworldconsulting.kiwi\/rwc\/wp-json\/wp\/v2\/categories?post=712"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.realworldconsulting.kiwi\/rwc\/wp-json\/wp\/v2\/tags?post=712"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}