In the 1989 film Field Of Dreams, Kevin Coster famously hears a whispered voice tell him…”If you build it, he will come”. Well, in business that’s simply not true. Gone are the days when you could simply open your doors, slap a familiar logo on the storefront, and watch the customers flock in.
Today’s franchise owners face a far more challenging landscape. Consumers are bombarded with choices, online shopping is king, and price wars are rampant. If you’re content to blend into the background and rely solely on the franchise brand to do the heavy lifting, you’ll quickly find yourself lost in the crowd.
Think of it this way: you’re not just running a franchise; you’re running a business in a hyper-competitive market. And in this market, visibility is key. You need to stand out, not just as a representative of the brand, but as a leader, an expert, and a personality that customers connect with.
Why Personal Branding Matters More Than Ever
Imagine two franchisees operating similar services in the same town. One keeps their head down, focuses on operations, and rarely interacts with customers. The other is actively involved in the community, shares their passion for what they do on social media, and builds relationships with local businesses, building a referral network and a name for themself.
Who do you think will be more successful?
The answer is clear – it’s not about being the best that wins, it’s about being the best known!
Customers crave connection. They want to know the people behind the businesses they support. They want to feel like they’re part of a community. And that’s where your personal brand comes in.
Think of your personal brand as your unique fingerprint or voice in the marketplace. It’s what differentiates you from the sea of other franchises, even those within your own sector. It’s about showcasing your personality, your values, and your passion. Sharing your story and the reason why you care so much.
When you actively cultivate your personal brand, you’re not just building a business; you’re building a community of support around your business.
This sense of community fosters trust and loyalty. Customers are far more likely to stick with a business when they feel a personal connection to the owner. They’ll see you not just as a vendor, but as a trusted advisor, a friendly face, and a valued member of their community. This translates to repeat business, positive word-of-mouth referrals, and ultimately, a stronger bottom line. Instead of customers, you now have a bunch of raving fans.
But it’s not just about keeping existing customers; a strong personal brand acts as a magnet for new ones. When you actively share your expertise and engage with your audience, you attract people who resonate with your values and personality. They’re drawn to your authenticity and your passion, and they’re more likely to choose your business over a competitor who remains faceless and impersonal.
Establishing yourself as a leader in your field also allows you to command higher prices or offer premium levels of products and services. When customers perceive you as a credible expert who cares deeply and holds valuable insights or knowledge they can benefit from, they’re willing to pay more. They understand that they’re not just buying a commodity; they’re buying your knowledge, your experience, and your unique approach.
Finally, and perhaps most importantly, building a personal brand injects a sense of purpose and fulfilment into your work. It allows you to infuse your passion and personality into your business, making it an extension of who you are. This not only makes your work more enjoyable but also creates a more authentic and engaging experience for your customers.
From Wallflower to Leading Light
Take these simple steps to build your brand:
- Define Your Brand: Get crystal clear on what you want to be known for, what makes you unique and how you want to be recognised and referred for.
- Share Your Vision: Communicate your brand values and goals with your team – once they understand your unique position and share your passion, they will be more likely to implement the culture and client experience you want to develop.
- Engage Your Community: Participate in local events and initiatives that align with your brand – let your personal brand values align with sponsorships, events and networking that makes sense – for example, DHL sponsoring surf lifesaving is a no-brainer (it’s all about speed of delivery).
- Pursuing Awards: Identify and enter awards that reinforce your brand positioning – not just your own franchise brand awards, but local, national and international awards that you can leverage for credibility and visibility.
- Leverage Online Platforms: Encourage positive reviews and actively engage with your audience on social media – don’t get into bun-fights, and don’t hold off sharing insights, news, team updates etc – it’s your job as the owner to promote!
- Tell Your Story: Share your experiences and insights to connect with your audience – the good, bad and the ugly – people want real, they like honesty and they will connect and engage with those who resonate.
Unlike in the movie, where the hero risks everything on a whisper in a cornfield, a thriving business requires more than just hoping and praying that you can open the doors and wait for the crowds to arrive. With a proactive approach, a clear vision, and a commitment to cultivating a personal brand that resonates with customers, you can nurture your brand, and your team, as well as grow loyal customer relationships. It doesn’t take long or cost much to define your unique value proposition and start engaging with your community. Simply sharing your passion with the world can be the start of establishing yourself as a leader, so step out of the comfort of the cornfield, embrace your personal brand, and build a business that truly reflects your vision and values.
Want some help finding direction for your personal brand? Get hold of the award-winning, best-selling guidebook Finding Your Brand True North – Available as an audiobook, ebook or paperback.
Lauren Clemett is a Keynote speaker, International award-winning Neurobranding specialist and best selling author with over 25 years brand management experience. Lauren shares how to overcome overwhelm and lead with direction, purpose and meaning, making marketing your professional services a walk in the park!
www.yourbrandtruenorth.com