Franchise founders face a new reality: staying silent or letting the brand speak for itself is no longer an option. Customers, investors, and even prospective franchisees demand authenticity, transparency, and a bold point of view from the people behind the brand. The founders and executives who step forward, share their expertise, and articulate their vision are the ones who win trust, command attention, and set their organizations apart. This is not just about personal branding, it is about turning executive voices into a PR machine that drives growth and builds lasting differentiation in a crowded market. The new rules of franchise thought leadership demand that founders get vocal, and those who do so with clarity and intent are already seeing the rewards.
The Executive Voice as a Growth Engine
For years, franchise brands relied on the power of their logos, products, and operational consistency to win market share. Those days are fading. In an age where trust is currency, the public wants to know who is steering the ship. They want to hear from the founder, not just the franchise marketing department. This shift is not just anecdotal; it’s been tracked across industries. People trust company leaders who communicate openly and take clear stances on issues relevant to their business.
In franchising, this expectation is heightened. Franchisees are not just buying a product, they are buying into a culture, a vision, and a set of values. When founders put their expertise and beliefs on display, they give potential partners a reason to believe that the brand will stand the test of time. The founder’s voice becomes a rallying point for the entire network, driving alignment and shared purpose.
The most successful franchise brands have always had vocal founders. Ray Kroc of McDonald’s, Fred DeLuca of Subway, and more recently, Kat Cole of Focus Brands have all used their personal stories and industry perspectives to draw attention, attract top-tier franchisees, and build lasting customer loyalty. Their willingness to speak up, share failures, and put a stake in the ground on industry issues has been a key factor in their brands’ reputations and growth trajectories.
Building Authority Through Consistent Content
Establishing authority in the franchise space is not about shouting the loudest. It is about delivering consistent, valuable insights that reflect genuine expertise and a willingness to address tough questions. The first step is to clearly define your area of expertise. Are you a master of operational excellence? Have you pioneered new models for franchisee support or customer engagement? Do you have a unique perspective on franchise innovation or growth?
Once you know where your authority lies, the next move is to create content that showcases it. This means publishing articles, recording podcasts, hosting webinars, and engaging in industry panels. The most influential franchise executives today do not wait for others to tell their story. They seize the microphone and share their own lessons learned, predictions, and industry commentary. By consistently delivering valuable content, executives position themselves as reliable sources of insight, which in turn builds trust among franchisees, customers, and the broader business community.
The digital space is crowded, but substance stands out. According to a Shopify guide on thought leadership, executives who consistently share actionable advice and transparent stories are far more likely to be quoted, interviewed, and remembered. This is not about self-promotion; it is about building a public record of expertise that the market can reference and rely upon.
Trust, Differentiation, and Growth: The Real Payoff
When franchise founders take the reins of their brand’s public narrative, they do more than attract attention, they build trust. Trust is what convinces a prospective franchisee to sign a multi-year agreement. Trust is what keeps customers returning, even when cheaper options are available. Trust is what shields a brand when challenges arise.
A visible, vocal founder becomes a symbol of accountability. When leaders speak candidly about their brand’s mission, values, and even its missteps, they humanize the organization. This willingness to be transparent is a powerful PR tool. It signals to franchisees and customers alike that the brand does not hide from scrutiny.
Brand differentiation follows naturally. In the franchise world, products and services are often similar from one brand to the next. What cannot be replicated is the founder’s story, the executive’s perspective, and the culture that springs from authentic leadership. When you share your unique journey and insights, you draw a line between your brand and the rest of the pack.
Growth is the endgame, and the data backs up the connection between thought leadership and business expansion. Brands with visible, authoritative founders attract more inquiries from potential franchisees, command higher valuations, and see greater media coverage. Thought leadership can provide proof that an organization can solve specific business challenges. In franchising, that translates directly to more signed agreements and stronger franchisee retention.
Crafting Stories That Resonate
The executive voice only matters if people listen. That means content must be crafted with intention, not just frequency. Start by identifying the core challenges and aspirations of your audience. What keeps potential franchisees up at night? What do your customers care about most? Your content should answer those questions, not just promote your latest offering.
Stories are the currency of influence. Share your journey, both the wins and the mistakes. Offer real lessons learned from the trenches. When Kat Cole shared her rise from waitress to president of Focus Brands, she did not just inspire; she created a blueprint for others to follow. That kind of vulnerability is magnetic. It draws in franchisees who want to be part of something real, and it reassures customers that the brand is led by people who understand their needs.
Digital content is the new press release. Articles, videos, podcasts, and social media posts all serve as vehicles for your message. The key is to tailor content for each channel and audience. A LinkedIn post aimed at industry peers should look and feel different from a customer-facing video on Instagram. Consistency of message, not format, is what matters.
A strong content strategy draws on multiple formats. Digital and hybrid events allow executives to interact directly with their audience and answer questions in real time. Webinars, live Q&As, and virtual roundtables put a human face on the brand and create opportunities for meaningful engagement.
Promotion: Turning Content Into Influence
Creating valuable content is only half the battle. Promotion is where the real impact is made. Franchise founders must invest in distributing their message through every available PR and digital marketing channel. This means pitching bylined articles to industry publications, seeking interviews on relevant podcasts, and building a robust presence across social media platforms.
Video content is especially powerful. Founders who share their leadership strategies through video reach a broader audience and create a more personal connection. Podcasts offer another high-impact channel, allowing for deeper dives into industry topics and the chance to showcase personality as well as expertise.
Social media remains a critical tool. LinkedIn, in particular, offers franchise executives a platform to connect with peers, franchisees, and potential partners. Regular posts, thoughtful commentary on industry news, and participation in relevant groups all contribute to the executive’s public profile.
The best promotion strategies are proactive. Do not wait for journalists to call, reach out with story ideas and commentary. Respond quickly to news events that affect your industry, offering your take and positioning your brand as a source of timely insight. Over time, this builds a reputation for accessibility and expertise that pays dividends in media coverage and public trust.
Building a Peer Network and Digital Presence
No executive is an island. Building relationships with other leaders in franchising and related industries multiplies your influence. Joining panels, attending conferences, and participating in digital events puts your name and face in front of key audiences. These activities also provide opportunities to learn from others, stay ahead of trends, and identify new topics for content.
A strong digital presence is non-negotiable. Your LinkedIn profile should reflect your latest thinking, not just your resume. Your company’s website should feature your articles, interviews, and videos in a dedicated section. Google yourself regularly and make sure the search results reflect the authority and reputation you want to project.
Peer networks are not just for show. They are a source of referrals, media opportunities, and strategic partnerships. By supporting other leaders and sharing their content, you build goodwill that is often reciprocated. The franchise industry is a community, and visible leaders are the ones who set the tone.
The New Rules Demand Action
The days of passive leadership are over. Franchise founders and executives must step forward, claim their expertise, and communicate with clarity and conviction. The rewards are clear: greater trust, sharper differentiation, and faster growth. The risks of staying silent are even clearer: irrelevance, missed opportunities, and a brand that blends into the background.
Start by defining your unique perspective and the value you bring to your audience. Invest in creating and promoting content that addresses real needs and challenges. Build relationships with peers and media, and make your voice a fixture in every relevant conversation. The franchise industry rewards those who are willing to get vocal, and the time to start is now.
Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently-owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company’s growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O’Dwyers, one of Inc. Magazine’s Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year.