National Programs Initiative Helps Maintain Franchise Brand Consistency
- AlphaGraphics National Programs streamlines and improves cost-effectiveness of printing services for franchisees who order through the franchisor’s customized agEnterprise storefront and receive deliveries at the nearest location out of more than 240 across the U.S.
- Franchisors benefit from the franchise brand consistency offered by AlphaGraphics National Programs; the efficiency in working with a single, dedicated team of print, signage and marketing experts; and consistent pricing systemwide.
- Maintaining franchise brand consistency is essential to building stronger brand identity, fostering customer loyalty and trust, improving marketing efficiency and effectiveness, and differentiating brands from their competitors.
Systemwide uniformity is fundamental to franchising, but when it comes to printing and signage, maintaining brand consistency across all locations can be a challenge. Variations from one location to another in color scheme, font, type size, graphics or overall quality can contribute to brand confusion, diminished brand integrity and franchise inefficiency. Rapidly scaling franchises don’t need these headaches to impede their progress as they launch systemwide campaigns and open new locations.
AlphaGraphics National Programs, which offers custom marketing solutions and printing services for franchisees, addresses these issues. “AlphaGraphics National Programs changes the rules for franchisors, offering a single enterprise solution that delivers franchise brand consistency, effortless ordering for franchisees and consistent pricing across the entire network,” says Craig Nolan, director of AlphaGraphics National Programs.
How AlphaGraphics National Programs works:
- A franchisor engages with a single, dedicated team of print, signage and marketing experts who bring all the franchisor’s branded print, signage and marketing materials into AlphaGraphics’ agEnterprise custom online portal.
- Franchisees have access to the franchisor’s customized agEnterprise storefront where they can easily order on-brand collateral and signage.
- Orders get routed to the center in closest proximity to franchisees (out of more than 240 locations nationwide), saving them time and money on production and delivery.
National Partner, Local Execution
Nolan points out that franchisors seeking branded collateral and signage may typically manage four to six vendors, including a print vendor, signage company, promotions distributor, apparel supplier, fulfillment company and local print shops. “AlphaGraphics consolidates those into one national partner with local execution,” he says. Having a single point of contact for planning, pricing and coordination streamlines vendor management and internal workloads.
Nolan says AlphaGraphics National Programs is distinctive in four areas, as compared with only one or two capabilities delivered by competitors. These areas include the following.
1. agEnterprise platform providing:
- Centralized brand assets.
- Controlled ordering workflows.
- Brand governance.
2. National franchise network:
- More than 240 locations across the U.S.
3. Multiple product categories, including:
- Printing.
- Signage.
- Promotional products.
- Apparel.
- Marketing collateral.
4. Local production plus national consistency, including:
- Ensured brand standards.
- Consistent pricing.
- Local fulfillment.
Why Franchise Brand Consistency Matters
A franchise’s brand is its biggest asset, and that applies to both franchisor and franchisee. “It is the power and strength of the brand that attracts and retains customers, as well as drawing prospective franchisees keen to invest in the business and launch a franchise of their own,” according to a Forbes article.
Or, as Virgin Group founder Richard Branson put it: “The way a company brands itself is everything. Beyond your products or services, [branding] will ultimately decide whether a business survives.”
Delivering the same brand messaging, voice and visual elements in every graphic and piece of content is key to maintaining brand consistency, which is essential to building a stronger brand identity, fostering customer loyalty and trust, improving marketing efficiency and effectiveness, and differentiating brands from their competitors.
Designed by a Franchisor for Franchises
AlphaGraphics National Programs provides ongoing support for franchisors, enabling them to focus on day-to-day operations and business growth, Nolan says. Some examples of specific franchise activities that benefit from the efficiency, cost-effectiveness and franchise brand consistency offered by Alpha Graphics National Programs include:
- Grand openings and new location launches. Franchisees can ramp up more quickly with consistent, on-brand launch materials and in-store signage.
- Systemwide marketing campaigns. Promotions, seasonal campaigns and marketing initiatives across an entire franchise system can be executed more efficiently and cost-effectively.
- Rebrands and rollouts. Printing services for franchisees, from logo updates to full rebrands and complex print and signage rollouts, can be managed across multiple locations without disrupting operations.
- Ongoing local marketing. Marketing collateral, signage and promotional displays used at the local level help strengthen brand awareness and improve recognition.
About AlphaGraphics
Founded in 1970 and franchising since 1979, AlphaGraphics operates in more than 270 centers across six countries, including more than 240 locations in the United States. In 2017, AlphaGraphics became part of the global family of Fortidia, a network of brands specializing in shipping, fulfillment, print and marketing solutions.
To learn more, visit the AlphaGraphics National Programs website.
