Franchise Branding, Image and Drunk Driving

Posted on July 24th, 2008 in Branding by admin

Franchisee has a lot to do about image. Many marketers would agree that image is the single most important part of branding. In the world of franchising and brand-name extension franchisors and franchising companies must pay attention to details to ensure that their brand-name stands tall in the eyes of the consumer and customer.

There is probably no easier way to destroy a brand-name or image of a franchising company in a particular marketing region than to have a drunk driving accident with the company’s name on it show up on the front page of the newspaper. It is for this reason and because I am appalled by drunk drivers that I decided to do what no other franchise or has ever done in the history of franchising; I specifically addressed the drunk driving issue in our company’s franchise agreements. Below you’ll find the clause that I inserted into each and every franchise agreement;

3.24.2 Drunk Driving

Franchisee agrees not to drink and drive a mobile car wash truck or drive a vehicle while towing a mobile car wash unit of the Franchised Business on a public highway when Franchisee may be over the legal limit of toxicity. Franchisee also agrees not to drive their personal vehicle in the manner described above. Such violation of the law resulting in the conviction of a felony or misdemeanor is subject to termination of the Franchise Agreement.

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Perhaps this might be something you wish to address in your franchising company and you would be well advised to consult with a franchising attorney to see if this makes sense for your company as well. Perhaps they have a better idea of the legality of this issue. My thoughts, were not as much the legal issue as a statement of how I feel as the founder of my company about drunk driving and image. There are certainly other ways to address this issue such as a clause about moral turpitudes and your franchise attorney can better advise you on this issue, please consult with them, as all I am not an attorney. Do consider this in 2006.

Lance Winslow

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Branding What’s In a Name

Posted on July 3rd, 2008 in Branding by admin

Whats in a name? Possibly your entire image - take time to choose the right name.

Think about the last time you named a child or a pet or perhaps that prize-winning racehorse! How many days and nights did you agonise over choosing just the right name? Think of all the baby name books, the names that jumped out at you while watching TV or listening to the radio. How they sounded when you said them out loud. A lot of time and effort was spent in coming up with just the right name because you knew that you’d have to live with your decision for many years. Choosing a name for your company and products can be just as difficult.

A good name portrays personality, stands out in the crowd and is memorable. A great name is one that is easy to spell, pronounce or remember and tells the consumer what you do. A perfect example is Toys R Us. Everyone instantly knows what the company sells.

Image with Impact

Reinventing a brand can take many forms - new packaging design, advertising, sometimes a whole new personality. The key is to make sure all of those elements work together and portray the same image. Find that one look or message that describes your business and stick with it. Use the same colour scheme, fonts and design on all your communication materials - business cards, letterheads, brochures, web site and e-newsletters.

However, you can’t live on branding and image alone. Public Relations - relationships - are still the key to successful business practice. You need to continue to communicate consistently with your customers and clients. Branding is more than just a pretty cover - it’s about the total customer experience. Your brand needs to have some impact to help you generate leads, make sales and develop new relationships with your clients. You want your business to leave an impression - on your customers, your employees, your suppliers and the public at large.

But you still need to have accountability. You need to follow through with great customer service, quality of management and products and services. Make sure customers are happy with the end product and the service you provide. Be vigilant with every contact you have with your clients and help build the overall company brand and image.

Image and You

What about personal image? There is no doubt that personal presentation plays a big part in succeeding in your career and business operations. They say that 67% of first impressions are accurate. What sort of first impression are you making? Take some time to do a bit of self-analysis and look at plus and minus personality traits. Things like sloppy dress and bad manners can be your worst enemy. We invest a lot of time, money and effort into our businesses or upgrading our skills for the job, why not invest a bit of effort into ourselves. We’re worth it!

Sue Currie is a professional speaker and the director of Shine Communications Consultancy an executive development company. Sue’s strategies help boost your public profile and increase profits by enhancing your professional image and building brand visibility.

Through her consulting and speaking programs on image and media, she helps you to grow your company’s major asset - You! Sue enjoys helping others to bring out their personal best and Shine. To find out more visit http://www.shinecomms.com.au

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Branding Article Pepsi’s Missed Brand Opportunity

Posted on June 29th, 2008 in Branding by admin

I love Pepsi. It’s that slightly sweeter taste and the all-American logo combined with the non-conformist statement that, well, it’s not Coke.

Yet Pepsi has been consistently #2, and there’s nothing wrong with being #2 if that’s your goal. But Pepsi’s goal is to be the #1 preferred brand (notice I didn’t say ‘taste’ - we all took the Pepsi taste test and they’re still #2) with members of the eponymously titled Pepsi Generation - an age group that they seemingly stretch from year to year.

As of late, Pepsi has employed Pop-Culture icons to represent their brand : Britney, Big n’ Rich, AROD and Jeff Gordon to name a few. Yet none of them seem to capture Coke’s ageless, timeless wave of emotion brought on by a 6 year-old boy and Mean Joe Green. That commercial touched all of our senses; the agony of defeat, a fan’s elation with their idol, a friendship being forged between generations and a refreshing beverage that made everything ok. Coke continues to focus on the experience, while Pepsi focuses on taste.

Which is why I cringe every time I go to a restaurant that only carries Pepsi products; Sure, I’m happy, but what of those who prefer Coke? The waiter/waitress always asks if you would like a beverage before ordering, and an overwhelming majority of people reply, “I’ll have a Coke.” The wait staff them replies with the brand kiss of death:

“Is Pepsi ok?”

Is it ok? It’s like saying ‘no we don’t have Coke, but will you settle for this sub-par beverage?” And because they ask this way, the customer always reluctantly answers ‘yeah, I guess.’

For every restaurant, there should be an in-house Pepsi Brand Champion - someone who will train all restaurant employees on Pepsi’s passion, core values, culture and more importantly, how to make it preferred! Instead of making it the red-headed step child on the menu, they should wear buttons that read, ‘We Proudly Serve Pepsi Products’. There should be a branded way to respond to the unavoidable Coke question. There should be Pepsi soda glasses and other branded materials so that it’s no surprise to the customers. People do not choose restaurants because of the soda they carry, so Pepsi needs to step up and educate it’s captured audience on why they should be the choice of every generation.

tandembranding is a nation-wide branding firm, and we work with marketing directors to make their company famous. We specialize in industries that cater to the customer experience.

For more articles on how branding can make you famous, please visit tandembranding.com

Mark Campanale, Brand Expert
tandembranding
tandembranding.com

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