Part 2: Leadership Branding for the Franchise Model

I will take a few minutes to talk about renaming this blog. I call it 'Brand Tribes'. It is written for you and if you like what you read please share it (@LimLeong) amongst your own network . If you dislike this, hope you come visit again. Now why Brand Tribes?

A brand is a symbol, a name and logo that represents a product or service. A tribe is a rather 'ancient' word to describe a group of people who got together because an intent or idea they believed in. There is also a tribe leader who leads and manage the tribe or brand owner. Today, brand tribes are groups of consumers or people who follows an idea, cause or brand with a high degree of engagement. These groups are the ones who talks about your brand and in turn, makes them extremely rewarding to have. Both from profit point of view and brand building too. You want to have them. In fact, I believe that is the strongest way to define brand loyalty.

Brand Tribes is a movement to help brands form their own tribes. Brand Tribes intent is to get deeply connected tribe followers (consumers) who follow the brand that provides them with compelling experiences. At the same time, elevating the brand owner to be a successful tribal leader that leads and grow the brand. Read about Tribes by Seth Godin.

Back to the Leadership Branding for the Franchise Model; success factor for replication.

A franchise model works like this. Locate franchisee, build store, manage store and sell. Branding, I hope is not pass on like a manual. Does the franchisee really get it? I believe the brand owner bought into a 'yes' during the pitch. I sure hope its not just about the figures and a big smile.

Oftentimes a franchise model main challenge is controling replication. How does the brand owner ensures that the brand remains true to its brand foundation? How to really control the same standard of brand experience etc. Quoting one of the most successful brands out there that has tackled replication successfully; McDonald's. They applied brand leadership in their replication model (they bought back all their franchise).

The largest fast food chain McDonald's are a little different from country to country today yet having the same quality standards and taste. Realising the importance of cultural needs and their differences, the brand needs to evolve without losing its 'McDonad's brand experience'. Credit to their emphasis on staff training.

More importantly, a large contributing factor goes on to passing down their leadership qualities which ensure the success of the mother brand in different geographic regions. Ensuring proper brand steward training with these right qualities to create the same great level of customer experiences from Norway down to Australia.

Thanks for reading and for more insights on leadership. Read this blog by Enrico Varella who is a tribe leader on this topic. This concludes my 2 part Leadership Branding series.

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