The franchise business will see its potential grow exponentially through efficient and effective communication that enables differentiation for both franchisors and franchisees.
“As a business model, the success of franchising depends on effective communication to foster productive relationships between its stakeholders and its audiences. Effective communication channels are needed—channels capable of encouraging open and honest dialogue, as well as clear and frequent communication.“
Without Communication, There Is No Success in Franchising
Franchising is a business model that has become very popular over time. Globalization and the convergence of migratory patterns have contributed to changes in the franchising ecosystem in Portugal. This is a time of new challenges for companies based on franchising models, and what worked in the past is no longer true. It is important to make their value more visible and tangible.
In a business context with specific characteristics, where relationships are particularly important, success depends on good communication. One of the main challenges is maintaining effective communication between the franchisor and the franchisee. Effective channels are needed to encourage open and honest dialogue, as well as clear and frequent communication.
New consumer trends, such as, for example, the delivery or e-Commerce, along with new consumer concerns, particularly regarding convenience, well-being, and health, as well as diversity and sustainability (such as the move away from plastic or production cruelty-free) are shaping “a new normal” for franchising and influencing the activities of franchisors and franchisees.
The challenge lies in creating an experience that guides the target audience and converts leads into franchisors and turn franchisees into brand ambassadors by helping them understand the value proposition and positioning, telling their story, highlighting their relevance, and fostering an emotional connection with the target audience.
Roadmap for Communication in Franchising
Gaining visibility and a strong reputation among relevant stakeholders This is only possible through a well-crafted narrative that transforms threats into opportunities and failure into an unexpected success. It is important to know how to communicate a value proposition and positioning, demonstrate relevance, and ensure an emotional connection with the target audience. It is the most dynamic brands that are best positioned to dominate the narrative in the franchising sector.
Find the most appropriate channel to reach audiences and position the brand, drawing attention to our product or service. We must always adapt to the context, have a clear understanding of where we’re headed, and know who our target audience is. We can’t all take the same approach to the market when it comes to communication.
The challenge lies in instilling confidence in our stakeholders. We can't fall short of what we say we are. Audiences today are better informed and more demanding about what they consume. What we do has to be good and authentic.
Content is king. Today, we encounter various tiers of content creators, ranging from channels to individuals. What matters is knowing how to tell a story efficiently and effectively, in a way that creates an original narrative. Portugal is a small market, and the strategies we see in other regions don’t have the same impact here. We must know how to preserve the essence of the brand within the local context, identifying the attributes that set us apart in the market, and telling a story.
Do you already know how to unlock the potential of your franchise brand through communications and public relations? Talk to us with us.
by MARTA GONÇALVES
Managing Partner