One of the major advantages of taking on a franchise is that you have a readymade brand to work with. There are a number of reasons why this makes sense, not least the availability of a proven product and, hopefully, all the support you need when you decide to come on board.
But why to do people buy from brands in the first place? Here are just a few reasons:
Peace of Mind
People like to be sure that they are getting the right product or service for them. A well-known brand comes with a reputation for delivering what is required, wherever it’s bought in the world. Peace of mind can’t be underestimated when it comes to people’s buying behaviour. That doesn’t mean they aren’t prepared to look at new products and services on the market but they will be more likely to choose a brand they recognise when they want a specific outcome, particularly at short notice.
Along with peace of mind, is the fact that a settled brand provides the quality that customers are looking for. Whether that’s a cereal that always tastes good when you pour on the milk or a car that brings more miles per gallon and comfort. Quality products, fast delivery and strong customer services are all part of those brands that have strong core values. This leads to loyalty amongst advocates and is an essential part of the emotional attachment to chosen brands.
Value Added Extras
People may choose a brand because of its value added extras, the things that competitors don’t deliver or don’t deliver as well. A prime example would be Apple iPhones that not only give customers a recognised design and feel to their products but also extras such as quality app, music and media downloads.
Brands work best for customers when their core values match each other. So, for instance, if one of your key concerns is the environment and climate change, you are more likely to opt for a brand that has sustainable working practices and has made key commitments to reducing their impact on the world around us. If you are concerned with good, healthy eating at a low cost then you might be attracted to a supermarket brand that has a wide range of fresh vegetables that are organically produced at a price you can easily afford as well as ethically sourced.
Sharing and Social Acceptance
People like to fit in with other people who share their world view. That’s why demographics are so important when a product is being marketed to the wider world. The brand will have a specific customer in mind but those same customers will want to fit in with their peers as well. So clothing brands become popular amongst certain types of young adults, who want to maintain their standing amongst peers, and all subcultures develop their own trends that brands can connect with.
The major factor in brand development is making that big emotional connection with consumers. Once people feel something for a product or service then they are more likely to use it again and again. Don’t forget that each of us has our own brand, good or bad, as well. A computer geek may well favour a brand that is pushing the boundaries of tech rather than one that produces the same old product each time.
People buy from brands because they fulfil their core needs and wants and if you can find what appeals to your chosen demographic and deliver it in spades, then you have a head start over your nearest competitors. When it comes to buying a franchise, this aspect of business development is already in place.