In today’s competitive marketplace, creating a resilient and scalable franchise brand begins with a solid strategic foundation. This session will explore the essential components of brand and marketing strategy that franchisors must establish before executing marketing tactics.

Our panel will look at brand positioning, best practices for creating a distinct value proposition, how best to leverage local marketing efforts while maintaining consistency, and the critical role of intellectual property in protecting your brand. Through real-world insights, attendees will learn how to create a brand that stands out, engage target audiences effectively, and build a marketing strategy that supports long-term growth. Whether you're an emerging brand or an established franchise system, this session will provide the tools and framework to avoid common mistakes and ensure your strategy aligns with your goals for sustainable success.

Key Takeaways:

• Identify key components of a brand and marketing strategy and explain why building a strong foundation is essential before executing tactics.
• Explore how to create a distinct value proposition and differentiate your brand for long-term resilience.
• Understand the role of intellectual property (IP) in protecting your brand’s assets during expansion.