More than 800,000 franchise outlets exist in the US, generating $860 billion in economic output and employing more than 8.7 million U.S. residents in 2024. Given the significant economic footprint and widespread presence of franchises across the nation, one thing becomes clear: branding is essential.
Maintaining consistent branding to gain the trust of consumers, employees, vendors, and other stakeholders is crucial. If alignment falters, negative perceptions fester, customers are less likely to return, franchisees’ and team members’ confidence in their business and job fades, and profitability suffers.
Franchisees operate under immense pressure to uphold the brand identity carefully crafted and controlled by their franchisor. Corporate branding guidelines are not suggestions. Rather, they are mandates that ensure every customer, in every location, has a consistent experience. From logos and color palettes to messaging and tone, these standards are critical in protecting the integrity and value of the brand across all markets.
For event planners managing franchise conferences, this responsibility is magnified. Not only must they ensure that every detail of the event reflects the brand’s visual and verbal identity, but they must also create a compelling, memorable experience for attendees. It’s a delicate balance to deliver brand consistency while offering something fresh, relevant, and inspiring to a diverse group of franchisees. Let’s explore how planners can achieve both.
The Impact of Brand Consistency
Brand consistency extends far beyond a franchise location’s four walls. It’s important to keep messaging steady across all marketing and advertising outlets, from a franchise’s social media presence to its advertising, signage, and packaging. Uniform experiences help customers build and maintain a connection to a brand that helps them develop recall and facilitates brand loyalty.
Conversely, inconsistent branding creates mixed messages that generate brand confusion, weaken brand equity, and hampers scalability. Poor messaging causes negative franchise perceptions, loses customers, and hits profitability, making franchise operation more challenging.
The more franchise operators struggle, the more likely they are to disengage. And, as with any other form of turnover in business, this presents a major problem because companies must then find new owners. If a brand carries a questionable reputation, it becomes that much harder to attract qualified franchisees.
A successful franchisor’s brand consistency can be both seen and felt. Whether you’re in Punxsutawney or Pasadena, brand presentation is familiar and creates an expectation of efficiency and consistency that grows business.
Prime examples include McDonalds, which offers a similar customer experience in its 36,000 restaurants across the globe; The UPS Store, which was one of the Franchise 500’s 3 Most Consistent Businesses, providing extensive marketing support; and ServPro, which offers over 200 hours of training and national/regional advertising support.
Key Elements of Brand Consistency at Franchise Conferences
When it comes to franchise conference planning, event planners play a key role in maintaining brand consistency while also meeting corporate goals. The franchise brand and event theme should be reinforced throughout the venue, just like a well-operated franchise location. Here are the key elements to consider:
Messaging and Communication
Corporate messaging must maintain alignment across every session and every piece of printed or digital promotional material. Keeping in mind engagement doesn’t begin or end during the event, every touchpoint should generate excitement and energy for the brand. Maintaining consistent brand messaging that affirms how and why everyone is in the same boat helps steer the franchise to success.
At Bishop-McCann, we believe consistent messaging and communication begin with a deep understanding of the brand itself. That’s why we start every client relationship by immersing ourselves in the brand’s identity, including its voice, values, and vision. This allows us to authentically infuse the brand into each element of the franchise event. From keynote presentations and breakout sessions to signage and digital touchpoints, we ensure that messaging remains aligned, clear, and compelling. Every attendee should leave the franchisee event with the same unified understanding of the brand’s direction, purpose, and promise, delivered in a way that feels uniquely tailored to them.
Visual Identity & Branding
Much like a franchisee must adhere to strict brand standards, your franchise conference must also stay on-brand throughout events, promotional materials, activities, and engagement strategies. Make the theme and conference goals clear across every visual element, from signage and displays to printed or digital materials.
Speaker & Content Strategy
Presentations—from keynote speakers through supporting presenters and breakout sessions—should reinforce the brand and consistently reiterate the event’s themes and priorities.
The presenters selected for a franchise conference play an essential role in the event’s success. Balance dynamic keynote speakers with highlighting star performers from within the franchise network. Attendees want to be inspired by people like them who demonstrate the success they seek.
No two events will feel the same because no two clients are the same, which is why Bishop-McCann invests heavily in speaker selection, support, and coaching. A keynote proposed for a corporate-owned, longstanding restaurant would be very different from a keynote suggested for a franchisee-owned, new restaurant brand concept. We also ensure key themes from the main stage are integrated through the messaging and topics of the breakout sessions.
Attendee Experience
Frame franchise conference planning through the lens of the attendee experience and make it memorable.
An effective on-brand experience should weave a common thread through venue selection, activities, and engagement strategies. How does the location reflect your company’s brand story? How can its geography, theme, and décor mesh to reflect your culture and mission? Making these priorities can help make site location intentional and help you connect with your attendees, sponsors, and other stakeholders.
Additionally, don’t be afraid to appeal to audiences who aren’t in attendance for greater brand awareness beyond the franchise event. Lean into fear of missing out (FOMO) to effectively market franchise events.
Overcoming Common Challenges
As the saying goes, every boxer has a plan until they get hit. Similarly, even the most meticulously constructed event plan can’t prepare for every obstacle. Franchise conference planning should include enough elasticity to meet attendees where they are and help position them for success. Here are the most common challenges in franchise conference planning:
Customizing Content for Local Markets
Event planners must delicately balance maintaining overall brand consistency with creating regional relevancy. Customize franchise conference content to assist attendees in connecting with their local markets. Does a franchise operate within a market that has fans passionate about their local sports team? Is there an iconic local or regional event you can leverage? Provide guidance on integrating branding into local events and trends to support franchisees while reinforcing the company’s community investment.
When planning a general managers conference for a national restaurant franchise in Palm Springs, Bishop-McCann placed intentional focus on selecting a venue that would reflect and reinforce the client’s brand. While venue selection is often made quickly based on availability, we view it as a critical branding opportunity. In this case, we chose a hotel with a warm, Southwestern aesthetic that served as a natural extension of the restaurant’s identity. The property’s sprawling casitas mirrored the inviting, community-focused atmosphere of the brand, while the surrounding desert mountains and palm trees provided a stunning backdrop that echoed the destination’s character. Just as importantly, the hotel’s reputation for exceptional hospitality aligned seamlessly with the restaurant brand’s core value of delivering outstanding guest experiences.
Ensuring Compliance with Brand Guidelines
Franchise conferences are a wonderful way to help attendees understand and ensure compliance with brand guidelines. Effective franchise conferences include opportunities to provide branding tools and resources for attendees. Remember, new franchisees might need help in achieving compliance, and franchise conferences are opportunities for networking with peers to better understand guidelines and adjust inconsistent branding.
Offering Training & Support
Provide brand guideline training and support BEFORE the franchise conference begins. Likewise, don’t miss an opportunity to reach attendees after the event. An effective conference influences attendees well after they’ve returned home. Opportunities exist year-round to maintain communication.
Leverage Our Expert Insights
Brands must practice what they preach in creating consistent culture and branding, and franchise engagement events provide a catalyst. Lean on the event professionals at Bishop-McCann, who are experts at managing franchise dynamics and know how to craft franchise conference planning, branding, and messaging to provide successful events. From selecting the venue and speakers to keeping the needs of all stakeholders in mind, Bishop-McCann knows how to make a franchise event memorable and profitable.
Our knowledge of blending state-of-the-art event planning with a deep understanding of a client's brand story and company culture ensures flawless franchise conference planning. Bishop-McCann delivers seamless execution of an event’s many moving parts while maintaining brand integrity.
Bishop-McCann’s work for IHOP’s Global Franchise Event provides a strong example of our success. Held at the JW Marriott in Austin, Texas, the event gathered more than 800 franchisees and sponsors. Leaning into IHOP’s “Going the Extra Smile” brand mantra, its iconic “smile” brand mark mingled with Austin-centric elements (live music, mechanical bull riding, etc.) to create a fun atmosphere. Additionally, the guest speakers and content presented reinforced IHOP’s commitment to food quality, innovation, and the customer experience, making for a memorable and impactful event.
Planning a Franchise Conference? Connect With Us
You need the right tools to create a successful franchise conference. This includes maintaining brand consistency, delivering messaging that reflects company culture while generating excitement, fostering engagement through open communication with owners, and hosting franchisee events that both entertain and help attendees build their networks.
A successful strategic plan keeps franchisees engaged before and after the event while leaning into a company’s brand story to reinforce the importance of consistent messaging. A franchise conference is a key opportunity to showcase your brand’s vision. Embrace this opportunity, and enlist the expertise of Bishop-McCann’s team to leverage our deep experience in franchise conference planning in order to inform, entertain, and engage your brand’s stakeholders.
Learn more about our success stories, and get in touch to discover what Bishop-McCann can do for you.
