Branding Your Corporate Team
By: Jamie Izaks, President at All Points Public Relations
In franchising, the corporate support center, or headquarters office, represents the culture and values of a company. For potential franchisees, seeing a strong, dynamic home office team helps to instill confidence and assures them that they are investing in a company with capable and forward-thinking leadership. When someone is buying into a franchise, they are buying into the leadership and direction of the corporate team. Thus, creating a visible and authoritative corporate team will have a direct impact on the brand’s value proposition to potential franchisees.
Methods of Branding the Corporate Team
LinkedIn is a powerful platform that blends professional and personal branding. By repurposing press coverage, photos, long-form writing, and multimedia content such as videos, your team can establish themselves as experts while maintaining a professional yet approachable appearance. LinkedIn allows for consistent engagement with both the industry and potential franchisees, making it an essential tool for corporate team branding.
Byline Articles
Encourage your team to contribute articles to publications that highlight their expertise. This not only showcases their knowledge but also positions them as an authority within the industry. Writing articles is an excellent way to explore complex topics and share valuable insights, attracting attention from peers, media, and potential franchisees.
Book Writing
For those with deep expertise, writing a book can be a significant step in branding yourself as an expert on a specific topic. Self-publishing is often the first step, but having a book credited to your name instantly lends you more credibility in the eyes of the public. A well-received book can solidify their authority and provide a lasting impact on their reputation and the company’s brand.
Engagement Opportunities
Participating in in-person engagements like trade shows, panels, and keynotes helps to brand your corporate team by giving them a platform to visibly represent your company’s values and expertise. They can connect directly with key audiences while simultaneously showcasing the depth of your team’s knowledge and commitment to the industry, reinforcing your brand’s credibility and influence.
Press Coverage
Earned media coverage is an essential part of any brand’s marketing. It boosts reputation, builds trust with your audience, and reinforces the idea that your brand is backed by knowledgeable and influential professionals. By strategically sharing secured press coverage, you’re not just promoting your team—you’re strengthening the overall perception of your brand.
Email Communication
Once your team’s credibility is established, email communication becomes an effective tool for nurturing relationships with potential franchisees. Personal messages from executive team members can convey a sense of connection and trust, making the communication more impactful and fostering a deeper engagement with your audience.
Branding your corporate goes beyond mere visibility— it’s about crafting a compelling narrative of expertise, leadership, and trust. By strategically elevating your team across various channels, you not only bolster their individual profiles but also elevate the company’s overall reputation. If you find that you don’t have the talents within your corporate support center team to take on these responsibilities, hiring a public relations agency specializing in franchising would be a useful resource. Either way, this holistic approach to team branding is crucial for driving growth, attracting franchisees, and ensuring long-term success.
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Jamie Izaks is the President of All Points Public Relations, a franchise-focused integrated PR agency based in the Chicagoland area, www.allpointspr.com.