So you’re thinking about owning a franchise business. You’ve done your homework and maybe even picked a brand or industry. Until now, franchisors have tried to demonstrate that their opportunity will be a good fit for you, but keep it mind that it works the other way around as well! In this ongoing series, we continue to examine some ideal traits that franchisors seek in franchisees candidates.
Trait #4: Brand engagement
Franchisors know that their best franchisees aren’t only good business people, they’re also passionate about the brand. As a franchise candidate, you don’t have to be a brand fanatic just yet, but franchisors will be looking for the following qualities that predict brand engagement potential:
- You express genuine enthusiasm. Franchisors seek candidates that can articulate the enthusiasm that they possess for the brand. Just like for your favorite sports team, hobby, or musician, your enthusiasm for a brand or industry should flow naturally. Franchisors know that if you’re articulate and engaged, clients and employees will be able to see your brand passion.
- You enjoy being hands-on. A successful franchisee is present at their store or center on a consistent basis, engaging with customers and ensuring that operations are running according to brand standards. One Kiddie Academy franchisee explains, “The heart and soul we put in as far as being there for the kids, making sure things are running smoothly and seeing that the employees are taken care of, that’s the biggest factor that has contributed to our success.”
- You see a match between the brand and your values. Some franchisees place a great deal of importance on having their business give back to the community; others enjoy connecting with clients and employees. When it comes to profit and personal fulfillment, you can’t have one without the other. Your business needs to succeed financially, of course, but be sure to pick a business and a brand that you genuinely believe in as well.
Franchisors are always on the lookout for future brand ambassadors, because they build positive energy within the system and create a positive impression of the brand wherever they go. These franchisees are a great asset both to their own business and to their entire franchise system.
What other traits do you think effective franchisees and business owners share? Post your answers, questions and comments below. If you have an idea for a topic you’d like to see discussed here, email us at firstname.lastname@example.org.