I never like to see businesses fail – but business failure is a part of life. Every day I hear about a franchisee going under, or a franchise concept filing for bankruptcy. Sad on the surface, but perhaps this is just the world’s way of getting rid of the rift raft.

When there is a recession, it seems that the business world gets a little cleansing. The good continue to gain power while the bad melt away. In franchising, with such stiff competition, it is nice to see the survival of the fittest. It is nice to see some of the bad competition die so that the better chains can continue to grow and continue to provide entrepreneurs a fighting chance are riches.

The concepts that survive seem to be the ones with the best character, culture, and communications – some of the most important markups of a real brand. The brands that succeed most likely have a PR firm backing them, and a marketing firm breathing charisma and life into the brand’s character. In a down economy, PR and marketing (communications), is most important to generating interest on both the consumer and franchisee sides of business growth.

Some of my clients are young start-ups. They are in their brand infancy. But, one thing they understand that some of the falling big guys don’t is the power of PR – good PR that is. They understand the value in spending to make. They understand the importance of community ties and relations. They understand communications.

If you have read my blog, I have provided many ideas to control your content, communications and growth. Take a good look at yourself in a down time. This is your chance to fix the problems and make them fool proof. The typical recession lasts 11 months, so, we should rebound soon (could be after the election). When that happens, and money starts flowing freely again, we will forget about the characteristics our brand’s are missing (which we can see when we are vulnerable). Don’t under estimate the power of fixture. If done right, your customers will appreciate the change. Sometimes change is necessary.

So, for those great brands out there – keep doing what you are doing, and know that the recession will push you even higher in the eyes of potential franchisees and customers.