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Franchising - eLearning For Brand Consistency

Posted By: Judy Bloxham

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Many of us don’t realise that the high street brands we know and recognise are franchises - McDonald’s, Specsavers, Thorntons. The reason we don’t is because they appear as cohesive organisations, delivering the same experience, look and feel no matter where they are. Consistency is key to the success of a franchise business.

For any business to grow as a franchise it needs to ensure:

  • It maintains the brand integrity through all of its outlets
  • Staff knowledge on products and services is consistent
  • Standards are maintained no matter where in the world they are
  • The brand develops a recognised and valued culture

This is possible through face to face training as franchises start up, but how can it be facilitated as they grow and expand geographically?

Online learning has a vital part to play in training for franchisees and their employees. By designing and delivering training centrally you can ensure your message is consistent and presented in a way that upholds your brand values. It allows you to deliver training no matter where people are, or at what time they want to access the material.Centralising franchisee #training ensures a consistent message that upholds #brand values.

If one part of your franchise does things differently, or provides an unexpected difference in service, then this will reflect on the whole of your brand. There is the famous scene in Pulp Fiction where John Travolta is describing ordering a “Quarter Pounder” in Paris to Samuel L Jackson – “They call it a Royale with Cheese”. The crux of it is, the product names may be different but what you get in the end is exactly the same.

For a franchise to grow and thrive it needs to be consistent about its message not only to customers but to all those employed under its auspices. To help with this you should consider partnering with a learning consultancy that will take the time to listen to your needs, understand your brand values and help to develop a solution that matches your requirements.For a #franchise to grow and thrive it needs consistent messaging to both customers and employees.

If your franchise is reaching the critical mass where face to face training is becoming unviable get in touch with us at eCom Scotland.
Have a look at how we’ve helped a variety of industries with their eLearning: Howden, Centered Excellence, NHS Scotland and sportscotland




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