A Good Brand Story Will Set You Apart from Your Competitors

What is it about your franchise that’s going to drive customers to you rather than your competitors?

The most successful businesses are those with compelling and memorable brand stories — narratives that convey their mission, history and values in a way that sparks an emotional connection with their target audience. In his book “The Multiplier Model,” franchise expert Mark Siebert lays out a two-step strategy for crafting a great brand story for your business.

1. Come Up with a Brand Slogan That Tells Your Story

Your brand slogan should be a concise, compelling, and logical statement that encapsulates your story. Of course, this is easier said than done, otherwise everybody would be doing it. It’s not just enough to say what sets you apart — you have to do so in a way that resonates with customers (potential and repeat).

One brand that has done this masterfully is Dunkin’, the coffee and donut franchise with more than 13,200 locations worldwide that’s been around, in one form or another, for more than 75 years. In 2006, the brand adopted the slogan, “America Runs on Dunkin’,” a brilliantly-crafted brand story that speaks directly to the franchise’s busy and fast-moving customers. To wit:

• It’s compelling. Dunkin’ is here for people who are on the go.
• It’s logical. You need fuel (i.e. coffee/caffeine/food) and Dunkin’ will get it to you fast.
• It’s emotional. We’re Americans and we’re all in this together.

“Note that the slogan does not even mention coffee or doughnuts,” writes Siebert, “and I suspect that’s because it would change the underlying brand story too much. As Dunkin’ has evolved into a beverage-first, on-the-go brand, their core story is the same — fast, accessible and reasonably priced bakery items and beverages for busy people.” 

Crafting a slogan that’s emotionally moving can be particularly tricky; there are no formulas and no hard-and-fast rules for writing content that gives your customers the feels. Your best bet is to simply consider what emotion you want to spark in your audience and then try to isolate what it is about your business that will do that. Again, easier said than done.

However, many brands have come up with brand slogans that do a great job of appealing to customers on an emotional level. For example:

• Walmart: “Always Low Prices, Always” and “Save Money. Live Better.”
• Papa Johns: “Better Ingredients, Better Pizza.”
• Planet Fitness: “Judgement Free Zone.”
• Southwest Airlines: “You’re Now Free to Move About the Country” and “Low Fares, Nothing to Hide.”

2. Position Your Franchise as the Best Option

The primary goal of your brand story is to convince consumers that you are, in some way, the best option. This may seem like a no-brainer, but the challenge lies in not simply telling folks you’re the best, but explaining exactly what it is that sets you apart in a way that’s concise and memorable.

For an excellent case study in the power of a good brand story, consider the early competitors of McDonald’s. Burger Chef, Dee’s Drive-In, Sandy’s, Red Barn, Burger Queen (which eventually became Druther’s), Geri’s Hamburgers, and Weston’s.

Ever heard of them? Probably not. But what about Burger King? How did it manage to thrive when so many others fell by the wayside?

“One reason,” according to Siebert, “is that Burger King positioned itself with the ‘Have It Your Way’ burger. When introduced in the early 1970s, this message was compelling (‘Fast-food ordering doesn’t have to be so strict.’), logical (‘Why would I buy something that wasn’t exactly what I wanted?’) and emotional (‘You deserve this.’)”

In other words, rather than trying to copy McDonald’s, Burger King got right to the meat of the matter of what sets them apart.

Owning Your Brand Story

Your brand slogan is a fast, direct way to share your story with your target audience. It lets you cut right to the chase and lets consumers know exactly why you’re the logical choice. It also invokes the proper emotional response in prospective customers and leaves them feeling trustful, eager, empowered, relieved, or delighted. With a strong brand story, your potential customers will automatically associate your franchise with those feelings and — if all goes to plan, bring their business to you.

To learn more about brand stories and brand slogans in franchising, check out these related articles:

• How To Build Brand Loyalty, Awareness and Advocacy In the Franchise Space
• 7 Franchise Marketing Campaigns That Changed the Game
• 1851 Growth Club: How to Define Your “Why You, Why Now”