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Branding importance for a new franchisor

Franchising is an enticing option for successful entrepreneurs for many reasons, but often it can seem like a Herculean task to expand your home-grown empire and scale up to larger markets. With great rewards and sometimes even greater risks, doing the legwork of establishing a clear and effective brand, and understanding how to spread it around effectively, can make or break a new franchisor.

Sometimes the greatness of an idea proves difficult to encapsulate in simple, streamlined branding images or phrases. For entrepreneurs, who are usually individuals bursting with big, exciting ideas, being willing to let their ideas be reduced down to a simple image or phrase seems personally painful or antithetical to the spirit of their enterprise. However, franchising innately requires ideas and business methods which can be clearly expressed, simply, both to entice potential franchisees and to set up future franchisees for success in their market. A good idea that is capable of supporting multiple franchises always needs clear, concise branding.

Another component of branding that entrepreneurs often find difficult is letting go of complete control of the “secret weapon” that makes their original business so special and successful. In order for a newly franchised business to succeed in its newly expanded location, it still needs to retain many of the personal elements that make the original business such a hit. If there is a certain special process for preparing a hit food item, or a style of decor around a brick-and-mortar storefront that cultivates an atmosphere that has become synonymous with your successful original location, it is vitally important for you to give your franchisees all the tools they need to succeed in expanding on your success. This necessitates sharing any pertinent business secrets.

Franchising is an exciting step in any expanding business’s life. The guidance of qualified legal counsel can always help you navigate the complex landscape of growing and expanding your business and your dreams.

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Kaufman & Forman, P.C.
8215 Roswell Road
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Atlanta, GA 30350

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Robert Kaufman has been selected as a 2013 Top Rated Lawyer in ‘Commercial Litigation’ as will be published in the May issue of The American Lawyer & Corporate Counsel magazine.Alex Kaufman has been selected as a 2013 Top Rated Lawyer in ‘Commercial Litigation’ as will be published in the December issue of The American Lawyer & Corporate Counsel magazine.

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