Let’s cut to the chase. In business, trust isn’t just a buzzword, it’s the reason someone chooses your brand over the dozens of others in the marketplace. Franchising included.
Whether you’re a new franchisor building momentum, a seasoned brand striving for scale, or a franchisee looking to stand out locally, one thing underpins your franchise growth at every stage: trust. And not just the feel-good, vague ‘can’t put your finger on it’ kind. We’re talking visible, measurable, earned credibility.
At Rev PR, we see this play out every single day. In a world overflowing with noise and choice, people don’t just want to know what you do, they want to believe in why you do it and who is already backing you.
The trust gap is growing.
We live in a digital era of bots, bias, and AI. You could be shouting from the rooftops about your award-winning support, glowing culture, and shiny success stats… but no one will believe it until someone else says it’s true.
That’s where earned PR earns its keep. Media stories. Franchisee case studies. Expert articles. Awards. They’re the trust badges your prospects and potential customers are looking for.
If your recruitment strategy is built around how many different ways you can shout “We’re amazing!” and is light on external validation, you’ve got a credibility problem. And guess what? Your prospects can smell it from the homepage.
Franchisors: Visibility builds value.
New to franchising? Welcome! You might have a slick brand and a brilliant business model but asking someone to invest their life savings with you is a tall order without proof points.
Trust looks like this:
- Franchisees featured in the media, sharing real stories
- Your leadership team quoted in respected industry features
- A few “Finalist” or “Winner” badges from credible award schemes
- Expert content that positions you as the go-to in your sector.
For more established brands, trust is the fuel that keeps your recruitment engine running. The bigger your network, the greater the scrutiny. Prospects will dig, compare, and research. High-quality PR gives them the confidence to keep moving through the journey, from interest to enquiry to onboarding. The net result – franchise growth.
Franchisees: Reputation is your superpower.
Your head office might be a PR powerhouse but if the locals don’t know (or trust) you, it’s an uphill climb.
Local PR makes a real difference. Think:
- A local newspaper article about your business launch or charity event
- Coverage in business journals that builds profile and authority
- Social media posts that connect rather than sell
- Testimonials and online reviews that prove you walk the walk.
As a franchisee, you are the face of your brand in your community. A well-planned PR strategy makes sure that face is recognised, respected, and remembered.
Third-party validation is the gold standard.
When you say you’re brilliant, people cringe. When someone else says you’re brilliant.- that’s when the magic happens. This looks like a journalist profiling your success, a trade publication featuring your insight, or a happy client sharing their experience online.
Why does this matter?
- It’s believable – it’s not your voice, so it carries more weight
- It’s long-lasting – media coverage lives online indefinitely
- It’s influential – when prospects do their research (and they will), this content can help progress their journey.
Trust inside the network matters too.
PR isn’t just for attracting new blood. Promoting franchisee success, supporting local activity, and consistently showcasing your brand’s vision builds loyalty across your network.
To achieve consistent franchise growth, your franchisees need to feel proud of the brand they’re part of, and confident you’re steering them in the right direction. The epitome of franchise growth is when your existing franchisees are growing their own personal wealth and your network is steadily filling up with ambitious professionals.
Building trust: A how-to guide.
Here’s how you become the most trusted name in the room:
- Share real stories. From your vision as the franchisor to franchisee milestones. This is where authenticity wins.
- Stay present. Brands that go quiet make people nervous. Stay active, visible, and relevant.
- Use your experts. Your ops manager, compliance lead, or training head – they’re full of media-worthy insight.
- Align everything. Consistent tone, visuals, and values across every touchpoint = credibility. Which (say it with us) leads to franchise growth!
- Prove it. Don’t just say it – show the evidence. Case studies, data, press coverage, awards. It all counts.
Trust isn’t a PR tactic. It is the strategy.
There’s no getting away from the fact that (in life in general) we are overwhelmed with options. When selecting a franchise in which to invest, most franchisees are going to choose the one which feels most believable to them. Same goes for your customers. As consumers of any kind, we’re most likely to put our faith in the brand that backs up its claims with evidence. The one that feels human, relatable, and proven. The one that we trust.
If your aim is franchise growth (isn’t everyone’s?) then what are you doing to make your brand the most trusted choice? If the answer is “not enough”, don’t worry. That’s what we’re here for. We absolutely LOVE discussing this kind of thing. Email our co-founder Lucy Archer at lucy@revpr.co.uk or call 07921 572554. If you suggest meeting for cake, we’ll pay.
Here at Rev, we regularly share articles about hot topics and offer PR advice to help you maximise your PR activities. Follow us on social media to stay updated: LinkedIn, Facebook, or Instagram.