The role of brand and longevity in franchise success
Posted on 23rd October 2023 at 12:35
Are you considering taking the leap into the world of franchising? As you embark on this exciting journey, remember that first impressions matter. In business, that initial impression is heavily influenced by brand awareness. A brand encompasses more than just a logo, jingle or colour scheme – it embodies everything consumers know and believe about a business and the experiences they anticipate having.
Franchising presents several advantages, one of which is the opportunity to align with a nationally recognised brand. In fact, the brand is arguably the most vital and influential component of franchising. However, it is crucial to acknowledge that building brand awareness is gradual. As a prospective franchisee, you must identify a franchise that has endured over time – thanks to the stable demand for its services and the experienced support it provides to franchisees. Here, Kevin Thackrah – director of the UK’s longest-running pet-care franchise – discusses the importance of aligning yourself with a well-established brand and its effects on business.
Consider your favourite products and services – each one represents a brand with strong recognition. You likely remember their brand names easily. Essentially, a brand is a commitment shared between a business and its customers. To the business, it is a pledge to consistently provide high-quality products or services as promised wherever they are in the UK – and in the case of a franchise brand, whichever franchise location delivers them. When you are a customer of a franchise, you anticipate what they will deliver, and it is this reliability that makes many franchises so popular and successful. Your favourite brand is your favourite because it typically fulfils its promise to you.
Brand awareness is a significant advantage that potential franchisees should consider when learning all about franchising. They inherit it when opening their own franchise business – for example, businesses like ours at Petpals, which has been operating since 2001. Over the years, we have diligently crafted a proven business model that diminishes the risks associated with starting your own business and establishes a reputation that helps attract and retain customers. Opting for a well-established brand like Petpals provides franchisees with robust foundations that pave a swifter path to profitability – making it an attractive option for aspiring entrepreneurs seeking a promising and less risky business endeavour.
Beyond the mere name recognition and longevity of the brand, here are several key aspects that franchisees can benefit from when they join an established franchise.
Uniformity and brand consistency
Investing in a recognised franchise brand extends far beyond merely adopting a business concept – it involves becoming part of a meticulously crafted image and reputation. When you join a franchise like Petpals, you gain access to a proven system and inherit the trust and credibility that have been painstakingly built over time. Uniforms bearing the franchise logo, like those provided to Petpals franchisees, represent your dedication to upholding the highest standards of service. More than attire, they become a symbol of trust in the eyes of your clients – fostering customer confidence and helping you distinguish yourself from independent competitors who may lack the uniformity and brand recognition that come with being part of a recognised franchise.
Insurance and peace of mind
Entering the world of entrepreneurship, even within a well-established franchise, inevitably carries a degree of risk. Nevertheless, aligning with a reputable brand bestows a unique advantage – access to comprehensive insurance packages. These insurance offerings are not just a checkbox – they are a lifeline, providing franchisees with invaluable peace of mind. Knowing that you have robust financial protection in place, ready to support you in the face of unforeseen challenges, can be a game-changer. At Petpals, we go a step further by tailoring our insurance coverage specifically to the intricacies of the pet-care industry, ensuring our franchisees are safeguarded against the unique needs and potential risks within our field.
Credibility through checks and standards
In pet care, pet owners entrust their furry friends to your care, and that trust should not be taken lightly. Here is where the strength of franchising shines. Established franchises, like Petpals, have well-defined procedures for conducting DBS checks, ensuring that their employees and franchisees meet the highest standards of integrity. As a franchisee, undergoing this rigorous screening process bolsters your credibility and assures clients that their beloved pets are in the safest hands possible.
At Petpals, we are members of the Pet Care Franchise Association and the British Franchise Association – underscoring our commitment to professionalism and ethical practices. Aligning yourself with a franchise belonging to these associations signifies your dedication to upholding industry standards, providing prospective clients with an added layer of confidence in your services.
As a business owner, your capacity to cultivate and earn the trust of your customers is the distinguishing factor that sets you apart from your competition. When executed effectively, this trust-building process lays the foundation for a loyal clientele, a client base that not only returns but also becomes an advocate for your services, potentially resulting in more referrals and increased revenue. However, trust does not materialise overnight. Studies have indicated that it typically takes around two years for customers to develop confidence in a brand or, more precisely, two years for them to perceive your brand as one they can rely on*. Building this trust involves consistent effort, dedication and, most importantly, time.
When you align yourself with a franchise with an existing position in the market, the years of painstaking groundwork required to establish a trusted brand name have already been accomplished for you. This inherent trust not only jump-starts your journey as a franchisee but also accelerates your ability to earn the confidence of your customers, enabling you to enjoy the benefits of a trusted brand from the very beginning.
When considering franchise opportunities, do not underestimate the power of an established and recognisable brand. It can provide instant credibility, a proven business model, a loyal customer base and the support you need to thrive. At Petpals, we have built our reputation over two decades and are proud to offer prospective franchisees the chance to join our family and benefit from our long-running success.
Remember, success in franchising is not just about the product or service you offer but also the brand you represent. Invest wisely, and you will be well on your way to a rewarding and prosperous business venture.
For more information on franchise investment opportunities with Petpals, click on the link below.
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