What’s the compelling purpose that your business serves...that drives your team…that your core values are built around…and that your KPI’s and rocks strive for?
Your BRAND is your purpose and if the purpose you serve is not compelling, neither is your brand!
Disney’s compelling purpose is to “...inform and inspire people around the globe through the power of unparalleled storytelling…”
Icy-N-Spicy is a family-run business with a focus on artisan ice cream and desserts. They have combined ice cream flavors of Europe and Asia with signature recipes of spicy ice cream created by Xiaoli Liu, which goes back to dessert recipes of three generations.
With over 2 million followers on TikTok, it's not a surprise that Icy-N-Spicy is killing it on social media. Check out this Miami-based Killer Brand!
Franchisees Kicking Ass: The Franchisee Is King
The Great Franchisees: Keylan and Erika Mitchell, MOOYAH Burgers, Fries & Shakes, Georgia
The community-oriented franchisees will use their business to support local schools and youth development programs.
When Keylan and Erika Mitchell began looking for a franchise brand to invest in, they were looking for more than a business; they wanted the ability to enrich their community with employment and mentorship opportunities for young people just starting out in their careers. That’s exactly what they found with MOOYAH* Burgers, Fries & Shakes, the 84-unit better-burger franchise based out of Plano, Texas.
The Mitchells, who are opening Georgia’s first MOOYAH location this year, intend to use their business to support local schools, youth development programs and charitable organizations across their community.
People — that’s what it’s all about for FranNet franchise consultant Emily Anderson. Nine years ago, she started her journey with FranNet and has been helping people fulfill their dreams of business ownership in Oregon ever since.
Her advice to aspiring franchise owners is simple — keep an open mind. Focus on how a franchise can help you achieve your goals rather than the particular product or service it offers.
“When I’m speaking with someone and I see the recognition in their eyes when they realize the possibilities that are available to them and the lifestyle they can have through business ownership — that’s success to me,” said Anderson. “Anytime I can get someone to think beyond the five dollar footlong and the golden arches, and they realize what is really available to them, that feels like a win.”
On top of her normal consultant services, Anderson also facilitates panel discussions several times a year featuring past FranNet clients who are now local business owners. These discussions are open to the community and give aspiring franchisees a chance to ask questions and learn from others’ experiences.
“The biggest question franchisees get asked at these panels is, ‘Do you have any regrets?’” said Anderson. “And the only answer I have ever heard is that they didn’t do it sooner.”
A great product that showcases great unit level economics, driven by a passionate leadership team who has properly capitalized franchise growth.
Done. Done. And Done.
If not all of those tools are working, brands have to find other ways to accelerate growth to meet high growth demands.
We recommend starting with a meeting of the minds -- the bridging of marketing and development.
Some marketing teams are averse to franchise growth. But, without it, well, marketing may be out of a job. And with it, the marketing leadership could be the future CEOs of franchising tomorrow.
Within the four walls of your brand (or your van or place of business if you don’t occupy four walls), you will find areas of opportunity to tell the franchise story. Telling the franchise story to your most fanatical people -- your consumers -- is the pathway of least resistance.
How can you tell your consumers that you are a franchise without saying you are a franchise? Ask them where you should open next on social. Highlight owner stories. Showcase new franchisees joining. Celebrate growth.
If you find a way to communicate to your fans that you are looking for fans to grow the brand, the ones who are ready will let you know. Don’t overlook this marketing channel.
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Nick Powills, CFE, founded No Limit Agency in 2008 and serves as Chief Brand Strategist for the Chicago-based firm. No Limit is a full-service communications agency that establishes and elevates brands by bridging Public Relations, Social Media, Marketing, Advertising, Digital, and a lot of creativity, to best strategize well-rounded and successful campaigns for 50+ global franchise brands. By presenting visionary ideas and building real relationships, No Limit is able to create effective media branding strategies to help companies grow. Nick currently leads a staff of writers, media strategists, designers, social media experts and digital producers in an office think-tank where brands are humanized for strong, compelling media stories. Prior to starting No Limit at the age of 27, Nick spent four years working at a franchise PR agency where he mastered the art of building rapport with media outlets and creating newsworthy pitches for earned media placements. He holds a Bachelor of Journalism from Drake University in Iowa.
