Staying Consistent

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In Katie Paine’s “Measure What Matters,” she highlights an interesting dilemma many people may not think of. In order to grow your company, you might expand it overseas or through franchises. This is great, but you may encounter some issues. You might be at risk of losing control of communication and consistency. Paine particularly highlights franchises. Separate franchises seem to be given more freedom. Therefore, it is highly likely for inconsistencies to form between franchises and the corporation. Some may not see the importance of this, but it can have some harmful effects. What if a franchise harms the company’s image? I can imagine this happening with fast-food franchises. Pretend one McDonald’s franchise does not follow proper food preparation procedures. Someone sees the issue, shares their findings on the media and the McDonald’s image is damaged. Although it was only one franchise, the whole corporation takes a hit.
Paine also explains by having these franchises or expanding overseas, there may be a mix of objectives and activities. What if the target audiences are not the same? As I mentioned earlier, what if one franchise is not operating the same as others? It is good to try to grow your business, but the key is consistency!
So, how do you stay consistent? Well, one key factor is communication! Make sure you communicate with the franchises to make sure everyone is on the same page. Make sure everyone has the same objectives and understands the key messages of the company. Also, use measurement to make sure the image is consistent. Paine also brings up an interesting point. You can look at what is being said about you on the media to calculate if the image you have is consistent with the image you want.
Some people may feel consistency comes automatically, but that is not always the case. Just like many other things, consistency is something you must work for. Therefore, it is important to pay attention to the factors which could affect it.

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