Creating and maintaining a mission-driven company can be difficult. Employees come and go, societal preferences shift, and day-to-day business operations cloud long-term vision. For franchisors, keeping an eye on mission and harnessing it to develop the brand can be especially challenging. Franchisees add an additional, unique dimension to the corporate culture— entrepreneurs with their own business objectives and sets of employees. At Curious Jane, over the years, we’ve developed some insight into how a strong mission-driven culture can attract potential partners.

With some forethought, common sense and intentionality, franchisors can attract franchisee candidates who share the brand vision and embrace its mission.

Foster a Mission-Driven Internal Culture

As a mission-driven organization, creating and maintaining a company culture that leverages the mission to achieve success is crucial and doesn’t happen overnight. The first phase is internally focused, designed to establish the company’s authenticity and encourage adoption of its mission and vision.

• Clearly Define Mission and Vision Statements – This Business 101 exercise is critical for mission-driven organizations. Put the work into crafting and clearly articulating both a mission (why you do what you do) and a vision (what you will achieve) statement. These are the foundations of your corporate culture.
• Communicate with Internal Stakeholders Consistently – Brands build equity through consistent messaging. For mission-driven brands, this becomes even more important. Over time, consistent narratives become the cultural currency that differentiates your brand from others.
• Engage Teams – Give your internal teams buy-in on the best ways to leverage your mission to achieve your business goals. The feeling of ownership and mission pride will be evident to potential franchisees at every interaction.
• Set Attainable Goals, Share Successes, and Solve for Failures – Again, internal collaboration and sharing successes reinforce the mission culture you are trying to create. New employees and new franchisees will recognize the unique characteristics of how you work and interact.
• Give it Time – Culture is not created overnight. Nor is it a rigid idea to which everyone must adapt. Flexibility helps brands and cultures grow while remaining true to their mission and vision statements.

Shifting the Focus Externally

Now that the structures to support your mission and vision statements are in place, franchise brands can begin to focus on attracting like-minded franchisee partners.

• Tell Your Story with Authenticity…and Consistency – It’s OK to talk about the culture you are building. People want to be a part of creating great things, and if their values align with your brand’s, they’ll want to help you succeed. Don’t sugarcoat or recite elevator-pitchy statements. Allow your teams to use their individual voices to tell the brand story. And, as always, consistency reinforces culture.
• Listen for Passion Points – As you get to know the potential franchisee, listen actively for experiences or views that point to their passions. The goal is to perpetuate a mission-driven culture, so it’s essential for everyone that the franchisee shares in the company’s values and passes them on to their employees.
• Put Your Money Where Your Mouth Is – Does your company recycle sporting goods or does your franchise prepare kids for academic success? Proudly show the prospective franchisee where the gear comes from or have them sit in a learning session. They’ll need that insight when making what is likely the most significant business decision of their lives.
• Leverage Media to Reach Your Audience – Mission-driven organizations have a leg-up on regular companies in that there’s an added layer of relevance to thousands of individuals who share those values. Smart media planning can help target potential franchisees via media and creative that engages their passions.
• Keep an Open Door – The potential franchisee will have a lot of questions! Make sure that your teams make themselves available to answer them. Give honest answers and encourage them to talk freely with other franchisees.

Throughout this “getting to know you” phase, remember that the potential partner is simultaneously evaluating the company and its culture. Lean into your conversations and be ready to demonstrate how the brand puts its mission and vision to work.

Like any organization, franchise brands want partners that are a good cultural fit. Be sure to invest in individuals who embrace what the brand is all about — they’ll be strong advocates for the culture and the company as they set off on their own entrepreneurial journeys.

Do you have questions or tips about how to continually grow your company’s mission-driven culture? Drop us a line, we’d love chat!