1851 Growth Club| Defining Your Why |1851 Franchise

1851 Franchise CEO Nick Powills created 1851 Growth Club to provide support and honest advice to current and future franchisors and franchisees. For every franchisor, Powills advises that they pin down the brand’s “why you, why now.”

When considering your brand's story, ask yourself the following questions: Why should someone care and why should they care now? This will help you explain to potential franchisees and clients the unique value proposition of your brand at this particular moment in time.

These questions are small but mighty and can be difficult to answer. So how do you answer these questions?

Powills recommends you work out “why people should aspire to become a franchisee with your brand and what compelling reasons exist for them to do so at this very moment.”

This may be easier said than done, so if you’re stuck, Powills recommends starting by asking others. “Seek out input from various sources — your franchisees, friends, partners or anyone who can provide insight. Encourage them to answer this pivotal question for you. If they struggle to provide a clear response, it may indicate that either you haven't effectively communicated the value proposition of your brand, or it's not easily discernible for potential buyers.”

If you do not have a well-defined messaging or positioning strategy, you do not have the foundation for effectively reaching your target audience.

No matter what it is that you are selling, you are engaging with a virtual audience that is varied and wide. “Your goal is to persuade these individuals, wherever they may be, to progress from a mere impression to a genuine inquiry,” said Powills. The key to securing these individuals’ interest is a consistent message that resonates with them. If you are unsure about the message you are or should be sending, that is when you should seek input from others with fresh perspectives.

The “why now?” question seems straightforward, but getting your answer just right is deceptively challenging. “It demands that you distill your essence into a succinct, compelling statement—a sort of elevator pitch,” said Powills. “But not just any elevator; think of it as an elevator in a bustling city where you have just seconds to make an impression.”

Your answer should be “refined and captivating,” Powills says, and it needs to be something you are actually incorporating into your franchise strategy. “This question is fundamental to achieving success in the world of franchising, where clarity and persuasion play pivotal roles,” he said.

Defining your brand’s “why you, why now” is the first step in establishing a compelling story that will captivate potential franchisees and clients and, in turn, lead you to success.