Consistency, consistency, consistency
Six rules for creating successful franchise brands

The recession isn't giving businesses a lot to smile about, yet franchise firms are not only surviving but growing. Circle Managing Director, Claire Livesey, examines what you need to create a successful franchise brand.

Franchises are hot property. Not only are they growing fast in several sectors, they're also managing to defy the downturn. Franchise firms from fast food to car repairs to homecare are showing remarkable resilience in troubled times. One of the most successful business models in the world, they now account for 4% of US companies. And they're proliferating in every corner of the globe.

Part of the reason for their success is a win-win formula for both franchisor and franchisee. Franchise owners can expand rapidly without taking on all the risk, while franchisees can start small yet have instant brand recognition.

Creating a successful franchise operation that rewards all parties is not just about having a strong product or service proposition, essential though that is. The key is to create a brand that is robust enough to unite hundreds (or thousands) of franchisees with very different approaches to running a business. That means creating a clear brand positioning, consistent brand behaviour, brand belief, brand scalability and rigorous brand management.

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