The article discusses the evolution of marketing strategies for franchise and multilocation businesses, emphasizing the shift towards personal branding as a key driver of success. In today's marketplace, consumers prefer connecting with individuals rather than corporate entities, with studies indicating a significant preference for established personal brands. Franchise owners and employees stepping forward to build their personal brands can enhance trust and credibility, driving sales and referrals. The piece highlights the limitations of traditional franchise marketing and the necessity of authentic local engagement to meet consumer expectations.
Consumers recognize brands, but they prefer to buy from people first.
The success of a franchise is no longer rooted in the corporate name-it's about the people in the organization.
63% of Americans are more likely to buy from someone with an established personal brand.
One client saw a 30% increase in referrals after franchisees began posting weekly services tips and stories on Facebook.
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