The Hangers logo, design, and materials convey feelings of cleanliness and earth tones. Hangers Cleaners teamed up with Micell Technologies, in Raleigh, which developed a safe, nontoxic dry cleaning method. Good brands offer consistency and engage customers on a visceral level, according to Kinsell. However, for Kinsell and Hangers Cleaners, the Internet is a nontraditional piece of the franchising puzzle that helps reinforce the brand by giving customers options. Most franchise companies use Web sites for information outreach, and a growing number of companies are beefing up their cyberspace element to drive their brands closer to their customers.
Web sites are on the rise as a way to reach customers where they live, work, play, and dream.
No matter what the method, however, the common thread is brand building, says Molly Maid's Burzynski. Everything you do represents the brand and you. And you're either building your brand or you're tarnishing it. There's no middle ground. The brand is a bank account.