Branding, marketing and communications in franchising: key factors and trends for 2026

Madrid, January 22, 2026

The franchise model has spent decades proving that it is not a passing trend, but rather one of the most resilient business expansion formulas within our economic ecosystem.

In Spain, the figures published by the Spanish Franchise Association (AEF) for the 2025 financial year reinforce what the market has been indicating in recent years: sustained growth in turnover, greater job creation, and a gradual evolution in the franchisee profile, with increasingly higher levels of professionalization and a clear orientation toward long-term projects.

However, beyond purely objective data, the real transformation is taking place in the way franchised brands distribute the weight of their brand strategy. Some time ago, the “what” —the product or service— ceased to be at the center of everything, giving way to the “how”.

In an increasingly saturated environment and with a hyperconnected consumer (and, why not say it, overstimulated), it is no longer enough to have an optimal product or an easily replicable model. The success of a brand will lie not only in generating relevant experiences that leave a lasting impression, but also in knowing how to communicate them coherently.

But how is this done? Slowly and with care. And above all, without losing sight of the trends that will set the pace for branding strategies in 2026.

Purpose-driven brands and memorable experiences

Now more than ever, branding cannot be merely an aesthetic exercise, but a strategic one that orchestrates a narrative, brand values and the DNA of corporate culture.

In sectors such as retail or foodservice, where the offering tends to become increasingly homogeneous, differentiation will come from the experiential dimension: how the customer feels in each interaction, what story the brand tells and which values it conveys.

The franchises that position themselves best in this regard will be those capable of building coherent universes, with a recognizable personality and an emotional narrative that transcends purely commercial goals.

The eternal challenge: global coherence and local relevance

One of the major structural challenges of the franchise model will continue to be finding a balance between a strong and consistent brand identity across the entire network, without stifling local adaptability.

The ideal scenario points toward a hybrid model: clear brand guidelines, centralized content and resource platforms, and systems of real collaboration between corporate teams and franchisees, while maintaining the ability to adapt to the codes of each local market.

In this context of hyperlocal marketing, deep digitalization becomes critical for franchised networks. Local SEO and location-based segmented campaigns will become essential tools to attract qualified traffic and build genuine connections with the community.

Likewise, effective and efficient use of technology will allow franchised brands to amplify the impact of their strategy, with better decision-making based on real metrics.

The results will be evident: inevitably more relevant campaigns, greater franchisee engagement, and a more authentic brand perception from the consumer.

Omnichannel, data and personalization: the new standard

This customer experience will no longer take place through a single channel. Instead, the “journey” will be fragmented, hybrid and continuous: it will begin with a Google search, move through social media, continue in a physical store and be consolidated in an app or through a loyalty program.

The most advanced franchises will invest in data-driven omnichannel strategies, supported by effective use of technology and performance metrics. The objective will not be omnichannel presence alone, but rather understanding the customer and personalizing communication through hyper-segmentation of messages.

This combination of branding and performance —known as brandformance— will help brands justify investments, optimize campaigns and, above all, build long-lasting relationships with increasingly demanding customers.

Sustainability, inclusion and reputation: from discourse to reality

In line with the evolution of the new consumer, the customer of 2026 will not only purchase products or services, but will also evaluate behaviors, turning values such as sustainability, diversity and social responsibility into basic consumption expectations.

Brands that are able to integrate these values into their operations —not only into their discourse— will gain real competitive advantages, ranging from supplier policies to responsible consumption models, supported by inclusive and transparent communication.

In this way, brand reputation management will become a strategic asset in which communication is no longer just promotion, but a combination of corporate storytelling and the construction of sector leadership.

With all these elements in place, everything indicates that in 2026 marketing, branding and communication will cease to be mere strategic support functions and will become central growth levers within the franchise sector.

The brands that lead this “revolution” will not necessarily be the largest or the fastest-growing, but those that best understand their audiences, build coherent experiences, communicate with purpose and use data intelligently.