It was 150 years ago that Charles Darwin first published The Origin of Species, his groundbreaking work on evolution by means of natural selection. His theories have often been referred to as ‘survival of the fittest’. Matthew Pigott and Alex Waite, franchising PR consultants at MP-PR examine how Darwin’s theories translate into the franchising arena.

In order for a franchise to survive, finding the perfect partners is critical for the successful propagation of the core business’s ideas and systems.

Getting the match right at the recruitment stage will play a large part in keeping a network healthy, ensuring that it continues to grow and thrive.

Every franchisor will obviously be looking for people with the right level of capital investment, but it is equally important for them to take on partners who will work hard and bring value to the brand.

Even in a tough economic climate, this balanced approach will play a key role in securing the survival of the franchise.

In literal Darwinian terms, survival of the fittest is about attracting the right partner with which to multiply a specific genetic code. When transposed to franchising, it’s more about attracting ideal business partners with which to multiply the systems and brand identity of the business model.

Any prospective franchisee is the consenting ‘other half’ looking for an experienced partner to offer stability, security and protection. Importantly, anyone about to buy a franchise will be looking for the healthiest and the most dominant examples.

As a franchisor then, what’s the best way to make sure that a business is the most attractive proposition to potential franchisees? In Darwinian terms, showing off the brand and its unique selling points is the closest thing to the perfect mating call.

It also pays to be seen in as many places as possible through advertising and good PR. The more coverage a brand generates, the more interest it will get from potential franchisees. Being spotted in the right publications, as well as on leading websites, is just like having the ideal plumage.

In times of upheaval – such as the current economic downturn – Darwinism in business becomes more prevalent, and those that adapt to the circumstances will emerge as the stronger species. This is a process similar to natural selection in which only the most determined companies will survive to take a larger proportion of their particular market.

Importantly, the status and durability of any business can only be maintained through continuous marketing. As soon as a business pares down its publicity, for whatever reason, the message to both competitors and potential partners is that it isn’t fit for survival.

If you’d like to enhance your image and become more dominant in the franchising sector email franchising@mp-pr.co.uk or call 07903 723 898