global franchise newsletter sign up graphic

Stay in the know and receive the latest international franchising news, insight and investment opportunities

close catfish

Top tips for retaining your brand legacy

Top tips for retaining your brand legacy

These experts share their most important tip on how their iconic brand has stayed relevant in the modern age.

Keep up to date with the latest Global Franchise News sent straight to your inbox. Sign up here.

Interviews by Kieran McLoone, deputy editor for Global Franchise

Whether you’re in the business of selling pizzas, mowing lawns, or teaching theatre, coming up with a concept is just the start. To become a real household name, you need to weather the storm and persevere as an agile, enduring franchise. We speak with some of the brains behind the biggest brands to establish exactly how they stood the test of time.

1. Remain adaptable

Brad Sugars, CEO and founder, ActionCOACH

“Too many companies are unclear or waffle on their organizational vision because they want to chase the next big thing but they don’t align with their vision. To be a legacy brand, you need to be consistent – not trendy. You have to have a solid foundation with memorialized processes so that you can refine and improve over time.”

2. Make ownership easy

Doyle James, president, Mr. Rooter

“Much has changed in the way we connect with potential franchise owners. In the past, it was common for us to place advertisements in newspapers under business opportunities. Today, we are still listed under business opportunities, however more so in online business sites. We also have found we can learn more about potential franchise owners through social media.”

3. Focus on the little things

Andrew Walters, director of international business development, Stagecoach Performing Arts

“It’s not actually the big changes that we have made to adapt the model that have made the difference, but the little ones. Finessing the finer points makes a franchise feel much more like a local business that fits in with the local culture in each country and one that makes sense to the customer base.”

4. Invest in the future

Michael Paul, CEO and founder, PACK & SEND

“We are always trying to stay ahead of the game, predicting as best as we can where businesses and consumers will be spending their money in the future. We believe, for example, that eCommerce order fulfillment services for small businesses will represent a significant proportion of our revenue in years to come – and thus are investing now in digital strategies to be a leader in this market.”

Mastering the message: how to update legacy branding

5. David Mathie U.K., general manager, Just Cuts

“Maintaining our brand presence, nearly 40 years after the first Just Cuts opened in 1982, has taken a significant level of innovation and change. Although the first salon still looks recognizable as a Just Cuts location, our brand has undergone multiple facelifts to get to the point it is at today. The latest version of our Just Cuts logo was released in 2009 and is consistent across our network. The key, for us, is consistency across all brand messaging.”

6. Ashley Fritsch, marketing manager, Jan-Pro Systems International

“The way that commercial cleaning has been perceived has evolved greatly, especially in the age of COVID-19, so our brand voice and messaging have also regularly evolved as we continue to stay relevant to our community.”

7. Ed Quinlan, president, Chem-Dry

“The Chem-Dry brand has evolved significantly over the past 43 years. In the 80s, it was common to see an old utility van or truck with a blue vinyl cut-out of the brand’s mascot, a character we created called Chem-Dry Charlie.

In 2004, Chem-Dry added a tagline to our logo: Drier. Cleaner. Healthier. Then in 2014, we refined our marketing strategy to focus on becoming The Healthy Home Authority with a refreshed brand look and messaging that we translated and implemented across all of our marketing and communications.”

8. Jennifer Lemcke, CEO, Weed Man Lawn Care

“Built on core values of amazing service, integrity, passion and innovation, the Weed Man brand has not changed much over the past 50 years. The logo has stayed true, the brand colors have remained – resembling the hues of a dandelion – and our tone of voice has always been the same: written for a family of four with a pet.

“With that being said, we’ve modernized the look and feel of Weed Man over the years by incorporating up-to-date imagery and brand assets. We take pride in how versatile our brand has proven to be.”

you may be interested in

franchise directory

  • TaxAssist Accountants

    Business & Professional Services, Financial Services, <100K, Featured

  • Cafe2U

    Food & Catering, Coffee, Take-away, <100K, Featured

  • 800 Pizza

    Food & Catering, Fastfood, Pizza, Take-away, Featured

view more
Connect with Linkedin Logo
Global White Logo Click Here
Close button

WHAT DO WE USE YOUR INFORMATION FOR?

Any of the information we collect from you may be used in one of the following ways: To personalize your experience (your information helps us to better respond to your individual needs) To improve our website (we continually strive to improve our website offerings based on the information and feedback we receive from you) To improve customer service (your information helps us to more effectively respond to your customer service requests and support needs) To process transactions your information, whether public or private, will not be sold, exchanged, transferred, or given to any other company for any reason whatsoever, without your consent, other than for the express purpose of delivering the purchased product or service requested. To administer a contest, promotion, survey or other site feature To send periodic emails The email address you provide for order processing, will only be used to send you information and updates pertaining to your order. Note: If at any time you would like to unsubscribe from receiving future emails, we include detailed unsubscribe instructions at the bottom of each email.

HOW DO WE PROTECT YOUR INFORMATION?

We implement a variety of security measures to maintain the safety of your personal information when you place an order or enter, submit, or access your personal information We offer the use of a secure server. All supplied sensitive/credit information is transmitted via Secure Socket Layer (SSL) technology and then encrypted into our Payment gateway providers database only to be accessible by those authorized with special access rights to such systems, and are required to keep the information confidential. After a transaction, your private information (credit cards, social security numbers, financials, etc.) will not be stored on our servers.

DO WE USE COOKIES?

Yes (Cookies are small files that a site or its service provider transfers to your computers hard drive through your Web browser (if you allow) that enables the sites or service providers systems to recognize your browser and capture and remember certain information. We use cookies to help us remember and process the items in your shopping cart, understand and save your preferences for future visits, keep track of advertisements and compile aggregate data about site traffic and site interaction so that we can offer better site experiences and tools in the future. We may contract with third-party service providers to assist us in better understanding our site visitors. These service providers are not permitted to use the information collected on our behalf except to help us conduct and improve our business.

DO WE DISCLOSE ANY INFORMATION TO OUTSIDE PARTIES?

We do not sell, trade, or otherwise transfer to outside parties your personally identifiable information. This does not include trusted third parties who assist us in operating our website, conducting our business, or servicing you, so long as those parties agree to keep this information confidential. We may also release your information when we believe release is appropriate to comply with the law, enforce our site policies, or protect ours or others rights, property, or safety. However, non-personally identifiable visitor information may be provided to other parties for marketing, advertising, or other uses.

THIRD PARTY LINKS

Occasionally, at our discretion, we may include or offer third party products or services on our website. These third party sites have separate and independent privacy policies. We therefore have no responsibility or liability for the content and activities of these linked sites. Nonetheless, we seek to protect the integrity of our site and welcome any feedback about these sites.

CHILDRENS ONLINE PRIVACY PROTECTION ACT COMPLIANCE

We are in compliance with the requirements of COPPA (Childrens Online Privacy Protection Act), we do not collect any information from anyone under 13 years of age. Our website, products and services are all directed to people who are at least 13 years old or older.

ONLINE PRIVACY POLICY ONLY

This online privacy policy applies only to information collected through our website and not to information collected offline.

TERMS AND CONDITIONS

Please also visit our Terms and Conditions section establishing the use, disclaimers, and limitations of liability governing the use of our website at globalfranchisemagazine.com/terms-conditions

YOUR CONSENT

By using our site, you consent to our online privacy policy.

CHANGES TO OUR PRIVACY POLICY

If we decide to change our privacy policy, we will post those changes on this page

CONTACTING US

If there are any questions regarding this privacy policy you may contact us using the information below. All correspondence relating to the Website should be sent to: Global Franchise 21/23 Phoenix Court Hawkins Road Colchester Essex CO2 8JY Email: subscriptions@aceville.co.uk