Part of the appeal of investing in a franchise business is the instant recognition and reputation that people typically associate with a well-established brand.
Right from the day you open your franchise, customers in your community are likely to have an understanding of what the business is all about, as well a sense of familiarity about the experience it offers.
While that’s broadly beneficial, the association with a big brand isn’t always entirely positive. Many people are likely to think of your franchise as just another small link in a large chain built by a big corporation, rather than a locally-owned small business. It’s how a restaurant called Joe’s Burger Joint can feel small and local in a way that your average McDonald’s just doesn’t, even if both are operated by a local owner with strong ties to their community.
Still, just because a franchise business is associated with a big-name brand, there’s no reason it can’t find ways to establish deep, meaningful connections within the community it serves. There are several things a franchisee can do to show off their location’s unique identity and honest affection for its local clientele.
Here’s a look at just a few of the ways franchisees can make – and maintain – that important local connection.
Get involved in charitable initiatives
Helping people and causes in your local area is a great way to demonstrate your care for your community. That could mean sponsoring a kid’s sports team or local neighbourhood festival, getting your name out there and establishing a presence. You could also make an arrangement to donate products or services to a good cause, or perform free work for a public institution. Another great idea is to give your employees paid time off to volunteer at local charities or hospitals.
To make the most of your charitable efforts, it’s often more effective to find one or two causes or events you believe in and offer them continued support over a period of months and years, rather than spreading yourself around a bunch of different, unrelated initiatives. Your consistency will show a depth of interest and true support, while also establishing a reputational association with those causes.
Tell your local story on social media
National brands usually tell their story to a national audience, but that doesn’t have to mean local owners can’t find a way to communicate their own narrative. Social media accounts are a good way to add a little local flavour to your franchise, telling the story behind your location. Promote your own local connections and employees to show how the franchise has real roots in the community.
Interactivity and connections are another way to reinforce your local connection, whether it’s engaging directly with customers, with other businesses in the area, or with popular local influencers. Reach out, respond, and reap the rewards.
Add local touches to your store
Franchise businesses tend to enforce strict procedures and guidelines that are designed to maintain a consistent experience across all locations. That can make it difficult for individual owners to add local touches that might set their business apart without running afoul of brand guidelines. Work with your franchisor and explore ways to add some local colour to your business. Some ideas include:
- Employee spotlights, either in your physical location or on your website
- A community bulletin board
- Use a local artist to do a non-permanent window display
- Attend and/or participate in local events like Fall Festivals
Pair up with local partners
Deepen your local connection by forging partnerships with other small businesses or local organizations in your community. Establish a mutually beneficial arrangement with a partner in your town or region that offers an opportunity to let your local spirit shine. You could organize an event together, start your own charitable initiative, or just find a unique and memorable promotion to offer something fun and enjoyable to your collective customer base.
Franchise with The UPS Store
Interested in joining a franchise with strong ties to local communities? Check out our upcoming franchise webinars and events, as well as our FAQ page for more info. If you’re interested in taking the next steps, please fill out our online form.
