Core Values & Focus

Some call it a mission statement, others a vision statement; regardless of what you call it, companies need to identify their own vital and timeless guiding principles. At Alliance Franchise Brands, our core values and focus represent what we stand for, how we operate, and what we look for in team members, suppliers and franchise members. They are the building blocks of our culture and what keeps us motivated to keep doing what we do every day.

Core Focus

OUR PASSION: Empowering success!

OUR NICHE: High-impact programs and support

Core Values


Successful Team Members + Successful
Franchise Members = Successful AFB

Successful Team Members

  • Recruit, hire and retain the best
  • Well-trained, mentored and developed
  • Work together as a team

Successful Franchise Members

  • Remember our path to success is through our franchise members
  • Ensure value-driven actions, deliver high-impact programs
  • Respond accurately and in a timely manner


  • Adhere to this value in all that we do
  • Our actions speak louder than our words
  • Do what’s right … even when no one notices
  • The easy road is not always the “right” road


  • Be tenacious. Think positive!
  • Just because it’s hard doesn’t mean it’s impossible
  • Take ownership and accomplish it on time
  • Focus on the highest priorities to drive results


  • Treat others as you wish to be treated – always
  • Mistakes are inevitable; sincere apologies are welcomed
  • Listen … then listen some more
  • Be loyal to the absent; address all issues openly


  • If we focus on being great, we will be successful
  • “Good is the enemy of great” – Jim Collins, author
  • We feel best about ourselves when we’re doing great work
  • Helping our Franchise Members to be successful is great work and great fun!