How to manage multiple brands (featuring Maddy Connors)
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In this week’s episode of Marketing + Margaritas, Jade is joined by local business guru, Maddy Connors who shares her tips on how to manage multiple brands effectively.
For those not in the know, Maddy racked up a lot of achievements in her professional career before marrying into a local Mackay family that we all love – the Connors. This is where her experience managing a multitude of brands has come in.
So, what’s Maddy’s story?
From the beginning, Maddy knew she wanted to be an integral part of a business. Her mum ran a dancing school + her dad had a small cattle property. Young Maddy got her kicks folding envelopes + entering BAS’s (crazy, we know!). When it came time to think about her career, Maddy started work experience at an accounting firm + worked through a traineeship from grades 10-12 – working EVERY holiday + this was her happy place. Maddy was actually one of the first recipients of the Community Bank Sarina Scholarship Program + has encouraged others to participate since. After having great mentors throughout her career, Maddy has become one herself for many others.
Cool, so where do the Connors come in + what do they do?
For the last ten years or so, Maddy has held the role of their Commercial Manager, heading up the finance team + managing the office. She’s been responsible for the execution + communication of their vision.
When Maddy first met her husband Damien Connors, they had The Dispensary + about 30 staff – which was made up of a kitchen, café, Burp + The Dispensary (which was then rebranded under one banner in 2018). From there, it’s been a journey of different business ventures, growing to 11 locations with 120 staff. The Connors also bought Byrne’s Pie Factory, one of the most iconic + longest-loved brands of Mackay food culture – modernising the factory + updating the equipment.
After this investment, the consolidation of brands begun! The Dispensary went from three brands to one + all cafés were rebranded to Byrne’s, utilising the factory as a central kitchen for all locations.
But why do you need to consolidate brands?
Well, Maddy gives us a few good reasons:
Resourcing: It helps centralise your resources + gives a clear direction on where to devote your time + energy.
Customers: You don’t want to confuse people buy having a multitude of different public-facing brands.
Entity-wise: It takes time to realise which brands need their own entity – you need to clearly define the different brands + who the customers are.
So, what’s the secret to managing multiple brands?
Maddy shares her top tips that she has learned along the way:
Centralise office positions: In an SME, it’s not always possible to have dedicated roles for admin, finance, marketing etc. Instead, you can consolidate these functions across multiple brands. Clear communication is key to make sure everyone stays aligned – don’t expect people to remember the distinctions between brands, keep reinforcing the message to maintain clarity.
Leverage technology: It’s easy to get caught up in the excitement of new technology, but it’s important to stay in control – technology should work for you, not the other way around. While automation + software can streamline tasks, you need to understand how it works, so that you can be prepared to troubleshoot issues. Prioritise tools that integrate well + provide value for money – for example, enterprise software that provides 24/7 support + a clear development roadmap to ensure they align with your long-term needs. Where possible, centralise tools, but invest in purpose-built solutions where necessary.
Monitor performance: Reporting, checking benchmarks + looking at forecasting. Decide what’s of value to look at + what needs to be reviewed for the future – keep it purposeful. You want to be able to manage your business proactively, rather than reactively.
Make a plan: Believe it or not, not everyone has a plan (whaat?!). When you have a plan, you can communicate with your team where you’re going, what you’re trying to achieve + most importantly, how you’re going to get there. Clear roles + responsibilities make it easier for everyone to know what they’re bringing to the table + keeps everyone accountable.
And last, but not least, Maddy’s wrap up tip…
Manage your own personal brand: Don’t lose yourself amongst all the brands that you manage, your reputation matters too! Make sure that you are doing things that align with your own values – that’s your brand and who you are. It’s important to keep a good name for yourself, to be a good role model for your business + community.
In the famous words of Warren Buffett – “It takes 20 years to build a reputation and five minutes to ruin it”.