Smart Rebranding Strategies Help Franchises Stay Relevant, Attract Loyalty and Boost Engagement
Remember Mailboxes Etc.? Now The UPS Store.
Or, Kentucky Fried Chicken? KFC, please.
How about Worldwide Refinishing Systems? Actually, that’s DreamMaker Bath & Kitchen.
Welcome to the rebranding of brands we didn’t even know needed changing. Chalk it up to forward-thinking leaders and the marketing pros who support them. They see beyond the horizon. And their view is all about staying relevant, attracting loyalty, communicating fully and being at the forefront.
Case in point: who talks about the International House of Pancakes these days? Nobody. It’s IHOP, just like a delicious short stack.
There’s a reason some brands, even great brands, tackle a refresh with gusto. We know them. We love them. We even see their size and strength as growing franchise networks. Still, that doesn’t mean they never need a facelift. Some are helped along with acquisitions. Others expand services that demand a bigger brand. And many just get tired after a while.
The Art and Impact of a Strategic Refresh
The most important of a rebrand is knowing when to pull the trigger. It happens more often than you think and the overall complexity varies. From a simple font update, to shortened monikers, completely new names, and everything in between, franchise rebranding can stand for a lot of things. What it doesn’t stand for is complacency.
According to Sir Richard Branson, “The way a company brands itself is everything. It will ultimately decide whether your business survives.” No pressure, right?
The formal definition of a rebrand is the process of changing the corporate image, identity, or overall positioning of a company, product or service. It typically involves updating logos, color schemes, marketing materials, messaging and sometimes even the company’s name to reflect a new direction, target audience or market positioning. Rebranding aims to refresh the perception of the business, attract new customers, retain existing ones and differentiate from competitors. It can also be driven by changes in consumer trends, internal company changes, mergers, or to distance from negative associations.
Beyond all the dictionary gobbledygook, the real magic is how it ignites an organization.
Franchise Rebranding in Action
Dunkin’ Donuts, anyone?
In January of 2019, the company made it official with a new brand: Dunkin’. We instantly saw new packaging and, in the company’s words ‘a whole new energy.’ The signature pink and orange colors remained. And a series of social media vignettes also showcased how loyal customers were celebrating being on a first-name basis with the brand. Throw in $100 million in-store redesigns and — presto! Who knew hot coffee and donuts could be so cool?
Well, buckle up, because things are not slowing down.
A 2024 survey revealed some 75% of companies have undergone a rebrand since 2020, with 51% updating their branding strategies after the COVID pandemic to better align with changing consumer demands. McKinsey & Company found that such companies have seen an average revenue boost of 23%. Adapting to evolving market dynamics, appealing to new audiences and differentiating from competitors is on full display with these changes. And the outcomes can be huge. This spike in franchise rebranding isn’t just about aesthetics — it’s about strategic positioning for long-term success.
Likewise, how about those platform companies? If anything has surged in the franchise arena, it has been the flow of private equity investments to bring brands together and grow them to the next level. Thus, the rise of umbrella brands has been fast and furious.
The Dwyer Group transformed into Neighborly. Lynx Franchising and Outdoor Living Brands merged to create Empower Brands. Best Life Brands united multiple senior care franchise networks. Propelled Brands has, of course, propelled several franchise networks to higher levels. There seems to be no end in sight to how these organizations can grow and support the hundreds and thousands of franchisees they bring together. As big and complex as they get, the more they double down on a streamlined vision and togetherness with that overarching brand and culture.
I would be remiss if I didn’t say that I’ve learned a thing or two from all of these umbrella brands (a.k.a. clients) as well. You see, I know where I speak, and I couldn’t be more excited about my own organization’s rebrand. After 25 years of agency life serving the franchise community, and with a fabulous acquisition of another agency that I can only describe as a perfect marriage, our team debuted a new name, too. Welcome to Thunderly Marketing. The noise has been stupendous. The energy is electric. And a vast team of pros will tell you that things feel completely new and powerful. Boom!
