I’m going to make a very controversial statement. When you’re looking at franchising and you’re thinking that the brand is what’s going to drive your success, I’ll tell you that brand is irrelevant. You might be thinking, what the heck are you smoking, Gary?
A Short-Term Advantage, Not a Long-Term Solution
The brand is going to bring the customer to you two or three times, but if you can’t deliver the experience that that customer is looking for, then they’re going to go elsewhere and they might leave poison pills like negative online reviews on the way out.
What’s important is being able to execute the systems and processes that it takes to run the business, so that’s what you have to align with. What are your skills? What are your abilities in leading people and building a team that can deliver that brand experience? It’s through that, that you’re able to get and keep that customer on an ongoing basis.
Matching Your Skills to the Right Franchise Opportunity
When you’re looking at franchise ownership you need to figure out what your fit is. What are your skills? What are your abilities? What is the work that you love to do? You’ll want that to align to the franchisor’s vision and mission, so that you can fulfill your vision and mission through it. The “Brand” is relevant once you’ve got the business up and running and once you’ve got the right business.
So let’s come back to the controversial statement I made. Brand is irrelevant if you don’t have the skills and abilities to run the business, because you won’t be able to deliver the brand’s promise. Instead, identify your skills and abilities and where you can deliver the brand promise. Decide what type of franchise is going to give you that best opportunity.
Most people have never done this before – looking for a franchise. That’s the work that I do, I help people figure that out. I’d welcome a conversation with you to discuss this further or even challenge my position, but let’s see if franchising is right for you. Book a call and let’s connect!
