Hiring and training brand champions

Disengaged employees are bad news for your brand.

Many potential franchisees choose their franchisors based on the strength of the company's brand.  However, that brand does nothing for the franchisee if employees are not able to accurately articulate the franchisor's signature brand narrative. As a result, it is of utmost importance that franchise owners put time and care into training employees to become brand ambassadors.

Demonstrate brand expectations
A recent article on brand consistency from The Globe and Mail warns that employees won't buy into a corporate brand until management sets an example that can be followed. A franchisee must play a major role in demonstrating the power of proper branding and communicating relevant expectations to employees if workers are expected to give an extra effort for the sake of the brand. Franchisees can get the process off to a solid start by incorporating brand education into employee training. Introducing the principles of the company's brand on day one will reinforce the importance of these standards for employees.

Combine personal and corporate goals
Several studies suggest that employees who develop their own sense of personal branding will more readily engage with their employer's guidelines, according to Forbes. Experts from Cornell University agree that employees who are encouraged to develop personal satisfaction and purpose at work exhibited better performance and less turnover. A savvy manager can maintain the success of the company brand by drawing parallels between an employee's personal and corporate identities. An employee with history in professional theater, for example, could be best utilized in a point-of-sale position. Matching the employee's personal skills with their day-to-day tasks is a simple way to boost productivity.

Prioritize employee engagement
Business 2 Community reveals that over 70 percent of Americans report being "not engaged" in their workplaces. Much of this lack of focus can be laid at the feet of managers. Employee engagement can only happen if franchise owners are willing to be understanding and sensitive to the needs of employees. The rewards for this personal investment are immense, however. Businesses lose over $500 billion to issues caused by disengaged employees each year. Managers and franchisees can make a great impression on employees by simply being available to answer questions and ease concerns.

Continue brand education
Don't let the importance of branding fade with the summer months. Human memories are short, and the minds of franchise employees are no exception. Companies can respond to these fleeting memories by providing brand seminars to educate and re-educate employees on corporate expectations. Furthermore, repeated instruction reinforces the importance of these branding basics for new employees and veterans alike.