Commit to your franchise’s brand standards while keeping your own individual identity to build a real estate business that resonates both locally and globally, The Agency’sTara Scholl-Gettles writes.
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When it comes to franchising, striking the right balance between autonomy and brand consistency is crucial. For real estate professionals, this balance can determine whether their business thrives under a global brand or gets lost in the noise.
When executed thoughtfully, maintaining this equilibrium allows franchisees to leverage the established strengths of their brand while injecting their unique local insights and personal touch.
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Brand commitment
Franchise brands, particularly in the real estate sector, often operate on a global scale. By joining a franchise, you are not just adopting a name; you’re becoming part of a larger, well-oiled machine. This affiliation offers numerous advantages:
- Global reach: A franchise brand provides instant recognition and credibility, connecting you to a broader network of potential clients and partners.
- Turnkey operations: Much of the heavy lifting—like market research, branding, and operational systems—has already been done for you. This allows you to focus on what you do best without reinventing the wheel.
- Increased opportunities: The franchise network’s established reputation and resources can significantly boost your reach and business production. Harnessing this power can lead to increased opportunities and a broader client base.
The value of personal vision
While the benefits of franchise affiliation are compelling, it’s equally important to infuse your individual vision into your operations. Your local knowledge and personal touch are valuable assets, including understanding your market’s nuances, needs and preferences better than anyone.
This insight can help you connect with clients in a more meaningful way. In a sea of franchisees, your unique approach can set you apart and create a memorable impression. This differentiation can be a key driver of word-of-mouth referrals and repeat business.
By adding your personal flavor to marketing efforts, you build stronger relationships with clients and create a brand that resonates on a local level.
Why adherence to brand standards matters
It’s essential to ask yourself: Why would you want to dilute a brand that already has significant recognition and respect? Diluting the brand undermines the very benefits that attracted you to the franchise in the first place.
Adhering to brand standards ensures consistency and maintains the strength of the brand’s global identity. It’s about enhancing, not diminishing, the brand’s value.
Refreshing the existing brand
Even well-established brands benefit from occasional refreshes to stay relevant. Consider Instagram, for example. Initially known for its Polaroid-style icon, Instagram evolved its branding to reflect its expanded capabilities beyond mere photo sharing. This rebrand showcased a broader range of offerings while retaining its core identity.
Similarly, you can refresh your personal branding to align with your franchise’s global image while highlighting new services or strengths. This approach allows you to maintain the franchise’s integrity and showcase your unique contributions effectively.
Creating a balanced brand strategy
To successfully balance brand consistency with personal autonomy, start by developing or refreshing your brand strategy:
- Define your brand statement: Clearly articulate how your personal brand aligns with the franchise’s core values and mission. This statement should capture both the global identity and your local vision.
- Identify your target customer: Focus on the local market. Understanding the demographics, needs, and preferences of your target audience will help you tailor your approach.
- Assess customer needs: Determine what functional and emotional benefits you can provide. Your expertise combined with franchise resources offers unique advantages.
- Leverage your competitive advantage: Highlight what sets you apart based on your skills, experience, and franchise support. This competitive edge should be evident in all your branding efforts.
Aligning with franchise resources
Once your brand strategy is in place, collaborate with the franchise’s marketing department to create a personal logo and brand elements that complement the franchise’s established identity. This collaboration ensures that while you maintain authenticity, you also enhance the overall brand image.
Balancing autonomy with brand consistency in franchise operations is an art.
By committing to your franchise’s brand standards while infusing your individual vision, you can build a business that resonates on a local level while leveraging global strengths. Embrace both aspects to maximize your success and stand out in the competitive real estate landscape.
Tara Scholl-Gettles joined The Agency in August 2020 as SVP of Franchise Operations. Connect with her on Instagram and Linkedin.
