People Sell Brands: Why Telling Your Story Is Key to Franchise Growth

You’ve heard the adage: brands don’t sell brands, people do. In a competitive marketplace hit hard by the COVID-19 pandemic, this is becoming increasingly true. 

A recent Accenture report shows that modern consumers are more likely to connect and engage with a brand that demonstrates a greater social purpose. The reasons go far beyond the basic question of “why does your company exist.” Many consumers are doing their research on the companies they buy from to ascertain whether a brand has a positive impact on society, the economy and the environment. Employee appreciation is also a major part of that equation.

From a growth perspective, the same is true. Prospective franchisees continue to look for brands that actively engage not only with their customers, but also with their community of franchisees. Businesses are taking note of this and building their team accordingly.

CEO of Bella Ballerina Natalie Perkins said that the infrastructure of the ballet franchise has given them the strength they need to combat the pandemic. “What we’ve built so far will help us be stronger on the other side,” she said. “I do think we’ve invested our time wisely in finding franchisees that are not just there for the financial income — they’re there for the passion aspect of it as well. Because everyone is in it— they’re really in it. That has been the most valuable thing so far.”

Heather Elrod, CEO of Amazing Lash Franchise LLC, also emphasizes the importance of building community with her franchise team and of creating the right culture within each of their lash extension studios. 

“Our most successful franchisees have been able to create the right culture in their studios: a culture of caring and shared success and of just following the system,” said Elrod. “The ideal owner is someone who realizes how Amazing Lash Studio services can change people’s lives, by empowering their team and helping make a guest feel beautiful and confident.”

The advent of the COVID-19 pandemic has further contributed to a greater push for community within businesses. Brands that are truly coming together to transform and make their services more accessible are seeing success in their respective communities. 

Sarah Miller, a multi-unit owner of supplemental education franchise Sylvan Learning* in Indiana recently shared the story of her staff’s resilience in the COVID-19 era. Miller noted that the brand’s ability to pivot to digital within 48 hours made all the difference to students and parents who desperately needed their services in the community.

“We have 11 centers across the state of Indiana, and what my team has done is put the kids first,” said Miller. “I’m proud of our families who have continued to commit to education and the importance of education, and I’m proud of my staff and my teachers who have just continued to step up and provide a high-quality product to our families in this most important time of need.”

Perkins also believes in using business to build community in these difficult times. “This is the time to treat your customers like friends,” she said. “Everyone just wants reassurance that they are doing the right thing and spending their money in the right place. This is the time to do right by everyone.” 

Though the COVID-19 era is shaking up the market, businesses that are engaging with their communities in new, innovative and meaningful ways prove their continued relevance and importance. If you’re looking to join a franchise, now is the time to do the research on the authenticity of a brand and how they are impacting their community.