How to Rebrand a Franchise: Challenges and Tips

After providing marketing and rebranding assistance to numerous companies, we’ve gained a deep understanding of the process. However, rebranding a franchise comes with its own unique set of challenges. In this blog, we’ll discuss some of these challenges, how we approach finding solutions, and offer some tips for rebranding a franchise – let’s get started!

Maintaining Consistency

The first challenge of rebranding several franchise locations is maintaining consistency. Since you may be working with multiple franchisee owners, they may have differing opinions on how to go about the rebrand. However, to ensure an effective and recognizable rebranding, it is essential to maintain consistency across all locations.

The best way to combat this challenge is to ensure that you have clear and concrete brand guidelines in place with the franchisor, which are communicated to all parties involved. This way, you have a standardized plan to work with, and no one feels left out of the conversation.

Cost and Timeline

The next challenge is dealing with the cost and timeline of rebranding franchise locations. It can feel overwhelming when considering the scope of a franchise rebrand. However, in the long run, a successful rebrand will ultimately offset the costs.

The most important thing to remember here is to lay out a clear and realistic budget and timeline for the project. Without a plan like this in place, it may feel like you’ll never reach the end. Planning for a phased rollout and understanding the costs and time required for each location will help you celebrate the successes and feel less overwhelmed!

Customer Confusion

Any rebrand comes with the challenge of customer confusion. Especially with franchised locations, customers may grow attached to the way their location looks and feels. This can make changing these locations feel worrisome. On the other hand, a well-thought-out rebrand makes these changes for the overall brand strategy and market positioning. Overall, these advantages will outweigh any sacrifices that individual locations may have to make.

Once again, the best way to avoid customer confusion throughout the process is a phased rollout and clear communication. When rebranding a location, consider running a targeted campaign in that area or to loyal customers to inform them of the changes while reaffirming your brand’s continued quality and service. You could also put up posters in stores before the rebrand to let customers know what to expect!

Maintaining Brand Equity

The final challenge of a franchise rebrand is maintaining brand equity and customer loyalty. You may be rebranding for any number of reasons, from market repositioning to changing product offerings. Your new brand identity may have an altered or entirely new audience. To maintain your brand equity and relevance, conducting thorough research on your brand positioning and audience needs is essential – you don’t want to go into a rebrand blind.

If you have done this, then the best way to retain your audience and maintain a positive brand perception is to manage customer expectations and perspectives. Once again, be transparent with your audience about what is changing and why. If you continue to meet their needs and maintain their trust, there is no reason you will lose their loyalty. Furthermore, this transparency is a great way to win over new customers you are trying to appeal to.

Tips

Now that we’ve discussed the challenges that come with a franchise rebrand, here’s a compiled list of the tips we’ve mentioned throughout to ensure that your rebrand goes as smoothly as possible!

• Market and audience research

• Phased rollout/clear timeline

• Clear rebrand guidelines

• Measuring effectiveness

• Clear and consistent communication

• Transparency with customers/audience

We hope these solutions and insights help if you are considering a franchise rebrand. As always, unLOCKEd is the one stop for all your marketing needs, rebranding or otherwise. Contact us today to get started!

Author: Sarah Murphy