Role of mentor in franchising.


Those who understand franchising will agree that, this is not a proven formula of success, particularly in current economic, fluctuating conditions. Only those who have realized before entering this system, that this is a long process and cost effective, can expect to succeed. Sometimes it may take as many as 4 years to recover the investment and start making profits. The claim of franchisors for 10, 20 or 30 months to recover investment, is false. Over 30% of franchiser and the franchisee fail due to improper understanding of this business or lack of consulting expertise of a mentor.

It is very important for the franchisee to evaluate himself if he is competent for this venture. The franchisor should have success growth and profitability track record of minimum 10 years. Instead of gut feeling, one should carry out comprehensive reiki, research in market and Google, take customer feedbacks, consult commercial, financial experts, competition, everything. The franchisee should prepare himself for shifting into this great business and lifestyle, as if he owns the brand. He should choose a business the way, he chooses a bride for life. The relationship between the franchisor and franchisee should be like matrimony.

The terms of agreement , operating procedures should be known to both by heart. Both should trust each other and if any doubts occur, as happens in married life, both should communicate or use services of a counsel, instead legal notice or separation.

If a mother has 5 children and one is not doing well, she gives this child extra time and effort. It is ethical and moral responsibility of franchisor to go out of way to support a non performer, because he has chosen this partner, therefore he should own the responsibility.

It would be better to sign up those who have worked for long time in marketing, operations, where systems are strictly followed and they have excelled in their career. Their love for people and customers should be the most important selection criteria. In this business there is no place for ‘system changer’ stubborn or ‘independent minded’ people.

Franchising needs consistency in both parties to understand that in this business only steady, even though slow, wins. They should be prepared mentally, financially.

Website reflects your brand, business.

You have just 10 seconds to retain the viewer or delete.


Content: Shouldn’t be stale, dormant. Rewrite latest, SEO friendly matter containing related keywords for better search results. Image, content ratio should be as per norms.

 Beauty: Website shouldn’t be boring, dull. Use high resolution, impressive pictures, logos, icons.

Legitimate: Break viewer’s guard, vary of internet frauds. Organize content, theme, consisted colors page-over-page matching emailers and brand manual.

Transparent: Your drive, enterprise story, entrepreneurship, business plan, growth vision, commitment of customer service, brand’s personality compels viewer to stay longer, connect instantly.

Appearance: Functionality, usability, interesting blog posts help in SEO. Unattractive or poorly built pages hurt your business most. Good website is a solid, long term online investment. Visually polished, appealing contrast, professional site gives long lasting brand impression. Black text on white background is easily read. Paragraph should be average size, 3 flashy graphics per page, simple substance, to-the-point, relevant info makes your site dynamic.

Maximum use of you, not I, we, us. Hyperlinks, animated banner, snappy video, downloadable podcasts, presentations help. PDFs, Java, Flash are bad for SEO.

20 second’s page loading, minimal scroll, consistent layout, 8 menu items, descriptive link test, screen resolution, browser compatibility are must.

Online: 78% online buyers prefer to get answers via website, not mail or call. 89% expect efficient self service application, problem solved in one interaction.

Branding begins from website

Take your website to next level 


Visuals: Logo, fonts, white space, theme, template, layout, color combination’s blending should relate with HTML content motto, topic, meaning, tone, mood of business.

Content: Should be interactive, answering viewer’s question ‘what’s in it for me’

Navigation: Simple, uncluttered. Same topic pages should be grouped. Home page to enquiry form should have minimum steps.

Action call: Test placement, size, color, words should compel viewer to call, mail, msg, chat or Skype.

Credibility: Utilize verified links, grammar. State identity, content info, social proof to instill viewer’s confidence.

Responsive: Should be easily viewed on all desktops, laptops, tablets, mobile instruments, services or formats.

Your brand name, logo

What’s so special about brand name?
Products are made in factory, brands are created in mind.
Definition of brand: A name, symbol, term, design (or their combinations) intended to signify the goods or services of one seller or group of sellers to differentiate them from those of competitors.
Founder of Revlon once asked his sales force what business they thought they were in. All replied ‘ selling cosmetics’. he said ‘ No, you’re in business of selling dreams’.
Shakespeare was wrong. A rose by any other name wouldn’t smell as sweet…..which is why the single most important decision in the marketing of perfume is, its name.
Brand logo is a vital element, visual representation of brand story. Brand slogan should explain overall value preposition, be short, concise, catchy. Brand tone symbolizes your communication with customers: professional, friendly or laid back.
A brand has certain value, creates significant relationship with customers based on their experiences. Customers buy brands they can associate with, which share their beliefs, aspirations.
Strong brand summarizes how well people remember your business, what customers are willing to pay for your products, what people say about the brand to others, whether consumers openly support or criticize your business, whether people trust doing business with you, employee’s morale and how they work, who will partner with you to invest in your business.
Build your brand, customers will come. Optimize it, more will come.

The business of branding

62% customers prefer to buy products from trusted brands than to shift to a new.

If you target to be the leader in your sector, be prepared to take on responsibility for your actions towards the customer. Your attitude will reflect on your leadership. 

businessman hand writing branding your business with crumpled re

Your brand is your biggest asset, do not let anybody destroy it. Embrace, protect it to instill confidence in the buyer. Creators are the leaders. Have courage in your convictions. Keep up your brand legacy. Your generations will be proud of you.

If you were your own customer, would you be inspired to do business with you? This is the most important question you must answer when you think about your brand and how to take it to the next level. It’s the way your customers perceive you, first and last moment of truth, soul of your business.

You started from scratch, want to make your business thriving, best in market. Overtime, with new staff, rapid changing technology, customer preferences, growing competition, your brand identity may go offtrack, lose its way, leading to loss of customer loyalty. Conducting Brand Audit is the most important thing you should do, in-depth market research with customers and in-house staff, UX testing, SEO audits and business strategy evaluation.

Clear Messaging: People should know what your brand is and how it can change their lives.

Brand Identity: Graphics, logo, font, size, layout, color, theme etc represent soul of the product. Design your brand manual.

Consistency: Marketing materials, social media voice should be consistent across all platforms.

Relevant Tagline: Should clearly denote brand’s core strengths.

Communication: Should force the buyer to choose your product over competition.

Assess how your brand performs on these parameters, improve one-by-one. Benefits are far reaching than the effort.

Learning how your brand is perceived by your prospects can guide you in creating your marketing, business growth plan.

Your brand is your success

Your integrity is your brand.
Are you ready to upgrade your business for future?
You must know how to get forward and create a strong, instantly recognizable brand.

A brand is way how your customers recognize your company, what your organization is known for. It is what you promise and also how you deliver, a tool to excel in business, to create customer loyalty, to stand out from the crowd, to get customers to remember you, to have staff well worked towards the same goal, to create value that motivates customers to pay premium price, to make it tougher for your competitors to copy you, to generate more positive word of mouth.

  • Be Unique – To be unique an organization should be a leader than a follower in the industry. Look and act differently from your competitors. Offer unique selling points that no one else offers.

  • Be engaging – Have a message that motivates action and then act upon that dialogue. Involve the things that are important to your customers. Create an interesting brand story.

  • Be consistent – Assure that all communicate with the unified voices. What you promise is delivered by your organization. A simple integrated idea is working in every individual and every process.

% to success:  Hardwork – 87, Education -78, Smart investing -72, Taking risk – 63, Frugality – 59, Being in right place at right time – 56,  Luck – 53, Running a business – 46, Adviser’s guidance – 35, Inheritance – 30, A strong brand – 100.


Brand influence

Brands can influence its owner’s assets and earnings, assessment by investors and the share value in stock market. Great brands may have higher intangible value than the physical assets. Brands are also valued by the knowhow, technology, resources, agreement, patents, distribution, widespread reach or global appeal.

Hundreds of long established brands worldwide have disappeared from market, due to their spectacular betrayal of trust with their consumers.

With development, many brands are finding it difficult to please the most discriminating customers. The brand owners have to continuously find ways and means for rebranding, innovations at all stages, to keep the consumer’s commitment, enthusiasm and experience.

In service industry, apart from its promises and delivery, most important factor is, the employees, at all stages, to provide distinctive and memorable experience. Continuous staff training plays a very important role in this category’s brand management. Satisfied, energetic, excited employees support brand commitment to the customers. Employee’s business and social skills, their relationship building, helps to sustain the loyalty and engagement.

It is important for brand owners to; a) protect their brands by registering the trademarks, in all the countries where they want to launch. b) respect, recognize and honor all the stake holders, whoever they are. c) recognize the brand as the single, most important investment, and not a cost. Build your brand, your most important financial asset, understand and utilize its full potential.

Brand Power

Brands are known for their role in creating an indelible impression, intrinsically striking power with the consumer.

16th century and before, branding was a sign of burning the livestock skin with heated iron, for identification among cattle farmers and traders. Branding was being done by thumbprint or symbol, on wet clay, for the potter’s trademark identity.

In 17th and 18th century, logos were embossed or printed upon fine porcelain, furniture, tapestries, gold and silver objects, to indicate their origin or quality. ‘Red triangle’ was the first known trademark registration in 1876 in UK.

In 19th century, branding was being done for several objects; appliances, instruments, machines, beverages, food products, toiletries, insurance services, photography, FMCGs, tourism, all kinds of products and services. Among first branding agencies known were JWT, NW Ayer.

With introduction of mass communication, improved transportation, telecom, broadcasting systems, internet etc, power of brands was controlling the world economies.

A brand become distinct by its name, type face or font, graphics, visual distinctiveness, color (s), symbol, numbers, signature, shape, packaging, smell, advertising jingles, tagline or slogan. All these elements should maintain consistency, combination of harmony. But most important factor remains, is the name. With time, its possible to change everything but the name continues constant, like the northern star ‘Caesar’.

Only under extreme, rare situations, a brand name can be changed. In some countries language,  a name can mean donkey, stupid or an abuse, therefore the name should change, whereas all other features should remain same. Name can also be changed, if ownership changes or collaborations done.

A brand symbolizes it’s owner’s promise to fulfill its customer’s expectations, whatever features added or deleted to its subtitles.


Your brand should always outshine competition

If your buyer does not perceive your brand value, whatever you have done to build it, is a waste. All strong brands should be visibly different, to attract buyers at the display


shelf, engage them, forcing to pick, feel, experience and buy.

All humans are attracted, influenced, by beauty and elegance. Among the stimulants, touch, hear, taste, smell and sight, most important is viewing. That is why visually attractive websites draw more viewers, to engage. Content, though equally important, comes later.

Manage your brand like your other physical assets, carefully selecting the ideas, feelings, to enable it inspire the buyers. You must decode your branding design as a concept and tool to achieve your brand purpose, perspective, balance, positioning, protocol and the property.

All consumers have a habit of doing things repeatedly, subconsciously or consciously, resulting in their taste, preference, habits, behavior and personality, as if they are building their property. This ultimately leads to be recognized as their identity and equity. The essence of these thus,  becomes its proprietary.

Effective branding strategy is to decide to underplay, phase-out its weak property and to build a strong one. You must occasionally do brand mapping, to clearly sell out what your brand should or shouldn’t do, to enhance and interpret its property.

Importance of sales persons in any organization.

Motto of a sales person is: ‘selling is living’. Nothing happens in the world unless somebody sells something. Even Taj Mahal requires selling, as tourists have choices to visit many places.


In today’s times of internet, exceptional sales persons are not enough to drive sales, unlike old times, when they were the most important link between a company and the consumer. They used to select prospects, make calls, chase opportunities to bring sales. They had all the talent, were regarded with respect in society and career. In modern times talent is not enough. It’s the market which dictates what to buy. Marketplace should have proactive customers, competitive choices, buying capacity and offers or promotions or give aways. Market conditions should also be favorable, to influence sales potential.
A Turkey can always fly in a hurricane. Ups and downs of economy are in nobody’s hands, but a good sales person can find ways and means to ride the waves of market and bring revenues.
Most important parts of a vehicle to run, are its tires. You can’t get speed, however hard you press the accelerator, on weak tires. So is importance of sales persons, for any organization. If motivated enough, they can create sales opportunities, from nowhere.