Home topics small-business-resources franchising Franchising Growing Marketing Franchising How to rebrand your franchise Chris Caldwell February 7, 2011 A successful franchise network requires a disciplined, innovative business strategy. This may seem contradictory; how can a business be disciplined enough to stick with a key point of difference and simultaneously be innovative? The challenge in a mature franchise business model is that the business strategy has already been proven to be effective. The innovation needs to come from the implementation of the strategy which is then applied by such a wide landscape of people: dedicated and diverse franchisees, employees and importantly customers. Innovation can come from a range of tools or silver bullets that assist to reinvigorate the network including new creative concepts and applications, marketing communications, product development, creating a fresh in-store design, implementing a new approach to people culture, or a natural combination of these elements. All of these strategic elements are potential silver bullets for a business. However, silver bullets are effectively useless without an application for implementing their purpose – a gun. The guns are the franchisees and employees. We’ve all heard the saying a poor strategy executed flawlessly is more powerful than a great strategy executed poorly. So it is the reinvigoration of the people within our business that hold the key for a fresh outlook. Retail market conditions continue to constantly change and it is a sign of confidence to change with it and maintain the crucial consumer relevance of a brand. BAKERS DELIGHT For