The Biggest Critics of Your Franchise Brand Name

By: Lance Winslow
Submitted: 2007-01-17 11:42:39
Print this article | Tell a friend | For publisher | Social Bookmarking
Rating:
 

The biggest critics of a franchise brand name come from two groups of people and neither of them are you customers. If our brand is lousy your customers will most likely simply not say anything, after all every day average brand names are a dime a dozen in the market place. No you biggest critics are of course your competition, who will never miss a swipe if you make the smallest mistake; you can bet they will mention it in high-volume conversations, jabs and snickers. But that is to be expected of course and who cares what they think, especially if you a light years ahead of their mediocre best efforts.

Your very biggest critics and the one’s you better play careful attention to is you own team. So each quarter I ask the team to hold nothing back and let me have it, the whole truth and I listen, sometimes it is not pleasant sometimes it is, but in franchising truth about all else is essential for honest evaluations. Here is what one team member asked when I asked about our brand.

“. . . and that is the point. We are different, we are the best, we accomplish what others in this industry can't. Sparkle Wash can low-ball prices and hit up a handful of fleet accounts, but they can't detail the car of a construction site foreman and land a well-paying post construction clean up (we did). They can't make money, servicing offices and open up the doors to whole other kinds of business, which can all be done with the same equipment off the same truck that just cleaned out a cell tower site. We can and this is clear in our presentation and materials. We are here to stay and to dominate our marketplace.”

“But it would not be fair to mention the strengths of CWGs without mentioning your strength, Lance. Your charisma, excitement, vision and energy pours out of the materials. 'This guy is excited about what he is doing', comes across LOUD AND CLEAR and is (I think) a large part of what attracts people to the franchise. And when people meet you, they don't find a fake. You live and breathe CWGs. It's a mission, a lifestyle and a business all in one.”

Incidentally (CWG) stands for Car Wash Guys, our brand name; CarWashGuys.com . The reason for this example is that when we talk about Brand Names, we must take about “buy-in” and hear the truth straight from the gut of the biggest critics, the one’s who know the inside scoop and lay it on the line everyday for the team. Think on this in 2006.

Lance Winslow

Article source: Expert Articles

Most Recent Articles in Franchise category

  • Franchising: Questions You Should Ask A Franchisor - By: Nazeer Daud
    If you're starting a business, you may have considered purchasing a franchise rather than starting a company from scratch. This is particularly common in certain sectors, and has many solid advantages over starting a business on your own.
  • 7 Characteristics Of Business Models Perfect For Franchising - By: Nazeer Daud
    When rapid business growth is on the menu, you might be considering franchising as a way to sky-rocket infrastructural development and revenue acceleration. For many this is a good choice, however for others it just isn't going to work.
  • Franchising Your Business & What To Look For In Franchisees - By: Nazeer Daud
    Franchising your business can help you to achieve scale much quicker than you would otherwise be able to. It also means that you won't have to raise as much debt and equity financing as if your business decided to go it alone.
  • Buying A Business Franchise - The Basics - By: Nazeer Daud
    Before you buy a business franchise, you should make sure you're ready. From choosing the franchise that's right for you, to making sure you're right for the franchise, this article takes you through the steps you'll need to cover in order to get your franchising dreams off the ground.
  • Guide- Business Franchising Territories - By: Neerja Shukla
    Business franchising arrangements are usually conducted on the basis of a particular geographic area or territory. The franchisee breaks up the licensing of his business between different franchising territories, to ensure there's no overlap of competition between franchises and to geographically grow the business nation wide or even world wide.
  • Business expert shares key factors to consider before purchasing a franchise - By: Kyle B
    Business expert shares key factors to consider before purchasing a franchise Know your strengths and stay focused
  • Business Franchising Territories - By: Nazeer Daud
    Business franchising arrangements are usually conducted on the basis of a particular geographic area or territory. The franchisee breaks up the licensing of his business between different franchising territories, to ensure there's no overlap of competition between franchises and to geographically grow the business nation wide or even world wide.
  • Key Business Franchising Contract Terms - By: Nazeer Daud
    Business franchising agreements are commonplace, and tens of thousands of these contracts are signed every single day around the world. More often that not, the agreements underpinning business franchising arrangements are written by qualified and skilled commercial lawyers experienced in this kind of arrangement.
  • Why Business Franchising Is A More Popular Investment Choice For Banks - By: Nazeer Daud
    Critical to starting a business is having the appropriate finance in place, and money alone is the number one reason most - as much as 90% - of business ventures fail during the early start-up period.
  • Franchises in the UK Market: Previous experience necessary? - By: Michiel Van Kets
    The number of franchises in the UK increases every day as awareness of the market grows and more people choose to opt out of the traditional 9-5 work routine and work for themselves.