4 Reasons Why Having a Good Brand Can Set Your Franchise Up for Success

So you’re hoping to grow your home services franchise.

Things have been going well so far but could be better. You know you need to improve a few aspects of your business, but aren’t sure how to make those changes.

When you bought the home services franchise, you did, in fact, receive a media kit and a list of branding guidelines. The problem? You aren’t exactly sure why you should care about branding. Shouldn’t the franchise name speak for itself?

Well, it can. But branding goes beyond the name of your business.

Why Having a Good Brand Can Set Your Home Services Franchise Up for Success

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The brand is the face of your business. It’s what people see, feel, and experience when interacting with your company.

No matter if you have a plumbing franchise, home improvement franchise, or some other home services franchise, your company’s branding should be at the forefront of all that you do.

From brand voice to brand colors to social presence, many factors come into play with branding. Here are four ways that having a good brand can set your business apart from the competition and place your home services franchise on a path to success.

1. Branding Builds Trust with Potential Customers

Think of a franchise that you trust. What makes you trust them?

Is it their reputation? Is it their “easy-to-spot-out-of-a-crowd” logo? Perhaps it’s their positive reviews on Yelp? All of these things relate to franchise branding.

It’s not new news that customers are likelier to buy from brands they trust and love. It’s when customers associate positive feelings with a brand that they’re much more likely to keep buying from their business even in the future. But, if you aren’t using your branding in the day-to-day, it makes it hard for your consumers to know why they should trust you if your brand doesn’t seem to have a clear identity.

Quick Stat: In the United States, 46% of consumers say they would pay more to purchase from brands they can trust.

2. Branding Elevates Your Business Above the Competition

With so many options available in the home services industry, it can be tough for new franchisees to distinguish themselves from the crowd. This is especially true when there are well-established brands already operating in your market area.

If you want your business to stand out from the competition, having a strong brand identity will help you attract more customers and retain more business.

To do this, you have to keep in mind that you only have about 50 milliseconds to capture their attention. This means that you need to get your message across about who you are… fast.

Customers are drawn to brands that are able to clearly (and quickly) communicate what they do, who they serve, and why they’re different from their competitors. You can do this by posting branded graphics to social media and publishing up-to-date content on your website that highlights who your brand is. Additionally, you should also revisit your Google My Business page to update it with the most current company mission, hours of operation, and logo variation. Any branding changes made by your franchise’s headquarters need to be reflected through your individual location’s branding as well.

When customers know what you stand for and who you are, they will be more inclined to choose your services over the competition.

3. Branding Enables You to Scale

The most obvious reason to build (and maintain) a strong brand is because it allows you to scale your business easier than if you were to start a new business from the ground up.

By owning a nationally-known (or globally-known) franchise, you get all the perks of owning your own business while getting access to a brand that many people have already heard about.

A good, recognizable name, logo, and website can help people point your business out of a crowd of other home services franchises in a snap —enticing them to purchase from your franchise all the while more.

Quick Stat: Brand consistency is known to increase revenue by 33%.

4. Branding Improves Loyalty and Reputation

A strong brand is an excellent way to build loyalty and reputation in your community.
In today’s ever-changing business world, it’s imperative for franchise owners to be able to differentiate themselves from competitors and establish a unique identity so they can attract customers. A great brand can improve loyalty and reputation in 2022 through:

  • Being vocal about social issues
  • Remaining transparent
  • Improving the customer experience
  • Staying consistent in your brand identity

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It’s 2022. Consumers don’t like to feel like they’re being sold something — especially when there are so many options available to them. When you offer something unique or special that other businesses don’t provide, though, people will be more likely to remember who offered it first.

You don’t have to follow all of the suggestions we highlighted above. But we will say that there is a huge push for brands to be more “human” than they have been in the past. This means that your brand needs to speak to the customer directly instead of using recycled advertising jargon IF you want to see success.
Consumers can see right through dated marketing tactics and desire to work with brands that bring the “human touch” to their buying experience.

Brand Your Franchise Towards the Future

If you’re looking to improve your franchise, it’s important that you have a strong brand to set yourself apart from the competition. Your brand should reflect your values and the quality of service that you provide. Customers should feel confident about buying from you. It’s clear how having an excellent brand can help set your franchise up for success!

P.S. 27% of companies that have brand guidelines say they don’t enforce their guidelines regularly. Don’t let your franchise be part of the statistic.

Ryan Gould is Vice President of Strategy and Marketing Services at Elevation Marketing.

From legacy Fortune 100 institutions to inventive start-ups, Ryan Gould brings extensive experience with a wide range of B2B clients. He skillfully architects and manages the delivery of integrated marketing programs. He strongly believes in strategy, not just tactics, that effectively align sales and marketing teams within organizations.