A Lesson on Marketing Consistency from the Franchise Industry

Being in a franchise group often creates real challenges for entrepreneurial business owners. The Franchisor goes to great lengths to create a proven system. But the entrepreneurial Franchisee sees opportunities to tweak and change the Franchise marketing format.

In a recent article on Brand Channel, Karyn Kozo says:

When franchisees deviate from the established visual and verbal language that has been endorsed by the corporate office because they don’t think it will be effective in their market, they diminish their ability to build on the brand equity that they bought into. Creating their own ad formats and communications pieces is like starting at ground zero and building a brand from the ground up.

Many smaller businesses ignore the impact that is created by using a variety of advertising messages. Their thinking is usually reactive - and short term.

The truth is that customers are easily confused by receiving different messages from the same business. People receive thousands of promotional messages every day. They wont stop and try to figure YOU out. They will just MOVE ON to an offer they can understand... and that is consistent.

Karyn Kozo goes on to say:

But, no matter where the idea originates, the key is to anchor it in strategy, assess the value to the target audience and execute it at a level of consistency and flexibility that’s appropriate for the organization and the brand.

See what she says... "anchor in strategy"... and ... "value to target audience".

Effective marketing is rarely achieved by reactive "we need more sales" advertising or special offers.

If you are in a group or franchise system, be prepared to discuss your local marketing ideas with your Franchisor. Most established groups offer a local area marketing program to help you combine the best of corporate branding and the needs of your local market.

If you have an individual business, pay attention to what the 'big boys' do with their consistent approach to marketing. You may not have (or need) their marketing budget... but a consistent approach can pay dividends.

Less can be more.

Less confusion. Fewer special offers. A more consistent marketing message.

Cement your position (and value offer) by being consistent with your marketing messages.

Your customers will thank you by buying more from you!