5 Powerful Stages to Building a Franchise Brand That Lasts: Insights from Gary De Jesus

In a recent episode of The Advisory Board Podcast, host Dave Hansen sat down with branding expert Gary De Jesus, founder of GDJ Brands, to uncover the secrets to building a franchise brand that stands the test of time. Gary has an impressive 31 years of experience in brand development, including a long tenure at Procter & Gamble, and extensive work with brands like CycleBar, where he developed go-to-market strategies that helped launch and establish the brand. His insights are practical and strategic, tailored for the franchise industry, where building a lasting brand means standing out in a competitive market while managing resources efficiently.

Gary shared a structured, five-stage approach to brand building in franchising, emphasizing the importance of aligning every element—from brand fundamentals to customer experience—with a franchise’s core values and goals. As Dave Hansen noted in the episode, franchises need more than just “sizzle” or flashy marketing; they require a solid foundation and strategic consistency across all touchpoints. Gary’s five key stages include setting brand fundamentals, creating a clear value proposition, establishing an OGSM framework, executing effective branding, and delivering a memorable customer experience.

Whether you’re a franchisor or a business owner, this guide to Gary’s five stages will help you discover the path to building a franchise brand that resonates with customers and sustains growth over time.

Creating a Brand OGSM: Setting Objectives, Goals, Strategies, and Measures (06:49–08:49)

Gary De Jesus emphasized the value of the OGSM framework as a tool for structuring a franchise’s brand strategy. OGSM, which stands for Objectives, Goals, Strategies, and Measures, is a disciplined way to focus efforts and ensure that a brand’s activities are directed toward measurable outcomes. According to Gary, the OGSM process begins with a non-numeric objective, which defines what the brand ultimately aims to achieve.

“OGSM starts with your objective—what do you want to accomplish? It’s the big picture of where you want to be,” Gary explained. “Then you set numeric goals, create specific strategies to achieve those goals, and finally, outline how you’ll measure success. If you look at your goals and they don’t align with your objective, you either need to change the goals or adjust the objective.”

For franchise owners, this framework brings much-needed focus, especially in environments where distractions can easily sidetrack efforts. Gary’s insights help franchisees align their strategies with clear goals, providing a roadmap to build a robust and lasting brand.

Simplifying Franchise Brand Strategy (08:56–10:56)

In the podcast, Gary addressed a common pain point in franchising: limited resources. Franchise brands often operate under staffing constraints and have to manage royalty payments, which can make strategic focus a challenge. Gary’s advice? Prioritize essential elements to maximize the brand’s impact with fewer resources.

“Franchisors aren’t ‘rolling in the dough,’” Gary said, acknowledging the misconception that franchise owners have unlimited resources. “With a clear, streamlined strategy, franchisees can make the most of what they have and focus on driving real value for their brand.”

Gary’s approach is both practical and motivating for franchise operators, showing them that even with limited resources, they can create a meaningful impact by focusing on the essentials.

Identifying Real Differentiators in Franchise Branding (15:13–18:13)

A powerful takeaway from the episode is Gary’s emphasis on differentiating a franchise brand through unique, ownable elements. He warned against relying on “points of parity” (features that all brands can claim) or “points of superiority” (claims of being “better” without real substance). Instead, he encouraged franchises to focus on true differentiators—elements that only they can authentically own and deliver.

“Don’t just say you have the best customer service or quality. Everyone says that,” Gary advised. “True differentiators are things that are unique to your brand, elements that competitors can’t replicate. It could be a process, a proprietary system, or even a unique product feature.”

For franchise owners, this approach provides a clear framework for standing out in a crowded market. It reminds them to look inward at what makes their brand unique and leverage those aspects to build a memorable brand.

Aligning Price with Brand Value (24:55–26:55)

Pricing strategy is another critical area Gary tackled, especially in relation to a brand’s perceived value. He explained that a strong brand can command higher prices, but only when its quality and value align with those prices. Gary encouraged franchise brands to focus on delivering an experience and quality that justifies their pricing, avoiding the trap of competing on price alone.

“Value isn’t just about price; it’s about the entire experience and what your brand stands for,” he shared. “When your quality exceeds the price, customers recognize the value and are more likely to stay loyal.”

For franchise brands, this guidance highlights the importance of not just setting a price but making sure that every aspect of the brand experience reflects that price, creating a sense of value that goes beyond the transaction.

Enhancing Customer Experience to Drive Loyalty (31:10–33:10)

Finally, Gary underscored the importance of consistent, high-quality customer experiences across all brand touchpoints. According to him, a strong customer experience can be the differentiator that fosters customer loyalty and turns customers into advocates. This approach is particularly relevant for franchises, where consistency across multiple locations can be a challenge.

“Every single touchpoint matters. From the website to the in-store experience, customers should feel the same level of quality,” Gary said. “When you focus on customer experience, you’re not just meeting their needs—you’re building a brand that they want to support and talk about.”

This speaks directly to the heart of franchise success: building a brand that customers can trust and recommend. Consistent, thoughtful customer experience is not just a business tactic—it’s a brand promise that drives advocacy and long-term growth.

Wrap Up Thoughts

Gary De Jesus’ insights on The Advisory Board Podcast with Dave Hansen offer a masterclass in franchise brand development. With a structured approach focused on fundamentals, strategic differentiation, value alignment, and customer experience, his five-stage process provides franchise brands with a roadmap to lasting success. Each stage—from building the OGSM framework to enhancing customer experience—serves as a critical component of a resilient, profitable brand that resonates with customers.

For franchise owners looking to strengthen their brand, Gary’s advice is both inspiring and actionable. Whether you’re starting from scratch or refining an established brand, these five stages provide a clear path forward. As Gary noted, the key to a successful franchise brand isn’t just about flashy marketing or claims of being the best. It’s about aligning every aspect of the business—from pricing to customer service—with a core brand identity that stands out.

To dive deeper into Gary’s full insights, you can listen to the podcast episode on Spreaker or watch on YouTube. For more on brand-building tools, visit ClientTether and explore Gary’s site. Gary’s methodical approach to franchise branding highlights how franchises, no matter their size, can create a brand that not only survives but thrives in today’s competitive landscape.

These insights provide a powerful foundation for any franchise owner committed to building a brand that endures. Gary’s expertise offers a practical guide to franchise success, a blueprint that blends strategic focus with customer-centric values, paving the way for brands that truly last.