Key tips for making your franchise exceptional
It is fair to say that the majority of business franchises in South Africa enjoy long, successful life-spans – and in many instances have an established following that tends to remain constant. In fact, it is their very longevity that makes franchise business opportunities so appealing as a form of self-employment. Listed below are 3 golden rules for transforming your franchise into lasting success:
1. Remain true to your franchise’s brand
In order to set your business apart, it’s vital to ensure that your franchise remains fresh and up-to-date, without losing its essence or its emotional appeal. Assuming that your franchise will prosper simply because several other branches are profitable is simply not enough! By the same token, appropriating a well-established brand and altering its menu, services or products to suit your own taste could also be detrimental to its success.
For example, a franchisee who adds spicy meals or pub fare to the menu of a successful coffee shop is in grave danger of destroying the brand, as is illustrated in How to avoid failure in franchising. Standardisation, as characterised in this article, is the cornerstone of all profitable South African franchises.
After all, customers have specific expectations of their beloved franchises – be they restaurants, laundromats, estate agents or fast food outlets – and hence straying from a proven business model is likely to alienate your customers and steer your fledgling franchise towards disaster.
2. Keep your franchise fresh – and on everyone’s lips
It has been established that South African brands need to revitalise their image every 5 to 8 years in order to retain constant customer interest. To this end, it is not only essential to stay abreast of new trends and changing tastes, but also to embark upon aggressive – and continual – marketing and public relations campaigns.
Many franchisees make the mistake of failing to advertise their local branch, believing that the strength of the brand’s identity will attract sufficient patronage to their particular store or establishment. However, this severe oversight could be devastating to your business. If your franchise is located in a less populous area, away from large shopping centres, or is a newly-opened branch, advertising its existence becomes even more critical. Brand awareness comes with constant visibility, and regularly advertising your business is a sure-fire method of boosting its popularity and establishing a regular clientele.
3. Become “the face” of your brand in your community
Depending on the type of business franchise you wish to purchase, the degree of your community involvement could play a pivotal role – not only in the success of your business, but also in your application to purchase the franchise. Retail Franchise Need-to-Know presents a case study on the Friendly group of retail supermarkets in South Africa, and expounds on the importance of community interaction when it comes to owning a present-day “corner café”.
Customers are heartened not only by seeing their beloved brands lining the shelves, but also by forming a bond with their local “shopkeeper”. It is for this reason that Friendly franchise owners need to display a keen and committed interest in their communities – be it by supporting schools, hospitals, religious groups or various other activity-based initiatives. Familiarity is key to building up a loyal following, and for this reason, neighbourhood involvement lends much weight to a potential franchisee’s application. |
