How to Create a Brand Strategy That Helps Your Business Succeed (2024)
We’ll work with the brand and do the legwork to understand, who’s going to be a good fit for this brand? Who’s likely to be successful?
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In a recent interview, Patrick Findaro from Vetted Biz spoke with Brent Dowling, CEO and co-founder of Raintree, a franchise development firm. Brent has led Raintree in building and growing over 30 franchise concepts and expanding them to 2,000+ locations across the U.S. As the chairman of Voodoo Brewery Company, Brent offers unique insights into responsible franchise growth. Here, he shares his journey into the franchise industry and his expertise on scaling franchise brands effectively.
From Diplomacy to Franchising: Brent’s Journey
Brent’s entry into the franchise world was unexpected. Originally pursuing a career in diplomacy, he worked briefly at the United Nations but soon realized that it wasn’t the right fit. He went back to school, earning an MBA, and discovered franchising through coursework. “Franchising is this trillion-dollar industry that affects almost everything, but people don’t really know much about it,” he explains. An entry-level marketing job with an emerging popcorn franchise in Boulder, Colorado, sparked his interest, leading him to a successful career in franchising.
Building Raintree: A Scalable Franchise Development Model
Brent began his franchise career helping a small popcorn franchise grow from five to over 300 locations within three years. Recognizing the scalability of their approach, he and Mike Edwards, his colleague, co-founded Raintree to help multiple franchise brands expand simultaneously. Brent explains, “We thought, why just do one concept when we can help multiple at the same time?” This vision led to Raintree’s success in developing and expanding numerous franchise brands.
Raintree’s Step-by-Step Approach to Franchise Development
Raintree’s process for franchise development is comprehensive. Brent outlines the steps they take to ensure consistent growth with the right franchisees:
- Identify the Target Franchise Owner
Raintree’s first step is defining the ideal franchise owner. “If you fish for everything, you’ll get nothing,” Brent says, emphasizing that understanding the right fit is essential. Raintree works with each brand to analyze who is most likely to succeed within their system. - Create Marketing Collateral
For each new brand, Raintree develops approximately 80 pieces of marketing material to promote the franchise opportunity effectively. This collateral is essential for showcasing the brand and attracting the right candidates. - Manage Lead Generation Channels
Raintree uses various channels, including Facebook, Instagram, LinkedIn, Google, SEO, PPC, and franchise consultants, to generate leads. By selecting the right channels, Raintree ensures the brand reaches potential franchisees who align with their goals and values. - Lead Qualification and Sales Process
Raintree’s sales team guides candidates through a four to eight-week education process, identifying those who may not be a good fit. This qualification process ensures that only serious and compatible candidates proceed to the final stages. - Discovery Day and Final Decision
The process culminates in a Discovery Day, where candidates meet the brand and receive a final “yes” or “no” decision on their franchise application.
Adapting Marketing Strategy for Each Brand
Raintree tailors its marketing strategy to each brand’s unique needs. By placing targeted content on the right platforms, Raintree maximizes engagement with potential franchisees. “We know who we’re going after, and we put the collateral in front of them on the right channels,” Brent explains. This focused approach increases the likelihood of attracting high-quality franchisees.
Ensuring Responsible Growth in Franchising
For Brent, responsible growth is vital. He emphasizes that rapid, unchecked expansion can harm franchise brands in the long term. “There are a lot of franchises that go from zero to 200 in a year, then close down the next year or face financial issues,” he cautions. Raintree’s approach prioritizes sustainable, strategic growth to support franchisees and protect brand reputation.
