Does Your Franchise
Have What it Needs to Grow?
A Strong Franchise Starts with a Strong Brand Foundaton
Building a Brand or Franchise is like building a house. Actually, you want it to be a skyscraper, reaching for the sky. The strength of a skyscraper lies in its foundation, with the function of the foundation being to hold the structure above it and keep it upright. A good and strong foundation keeps the building stable and sustainable over time no matter the external and internal stresses. Look at the great pyramids of Ancient Egypt. The Pyramids of Giza are simple engineering marvels that have withstood 4500 years of environmental pressure and their strong foundations will enable them to last thousands more years.
Just like the Pyramids, Brands that are built to last the test of time, are built on very strong foundations. The Brand Foundation works to support your vision, purpose and value, keeping both the internal and external aspects of your Brand in place and cohesive.
Just like any beautifully architected building, the foundations are not the sexiest part of the design. It is a stable platform. It is a structure that can withstand the changing and adapting nature of the building. Furthermore, a foundation can enable the structure to cope with the movement of the earth and everything around it. Your brand needs the same.
A strong foundation directs communications as well as helps people understand and value the Brand the way you intended. Much of your Brand foundation is not visible to the outside world, however the messages, visual system, and tactical communications influenced by the Brand Foundation are and will support your current and future desired meaning and image. A strong foundation not only focuses on who you are, but also who you want to become.
There are Five Steps to Building a Strong Brand.
Brand Fundamentals
Brand Value Proposition
Brand Blueprint (OGSM)
Brand Marketing Strategies and Plans
Branding
Franchise Brand Fundamentals
We work with you to build the foundation of your brand. The Brand Fundamentals focus on the important, decision-related parts of your brand: the fundamental value your brand provides to your consumers, how you are positioned in the marketplace vs. competition, what you promise consumers, how you support your promise, etc. Brand Fundamentals include:
Brand Strategic Target Audience
Brand Purpose
Brand Positioning
Brand Equity
Brand Character
Brand Performance Equities
Brand Concept
What makes your brand unique? We promise you will be intellectually and emotionally stimulated and your mind will be opened to how powerful your brand can truly be.
The Customer Value Equation
We work with you to create a Value Proposition setting your Brand apart from competition. It is based on the simple equation:
f(V)= Q/P
A value proposition includes:
How your product fills your customers stated and unstated needs.
What is the unique customer experience vs competition.
How is the brand priced to deliver customer value.
Value is the relationship between Quality and Price.Higher Quality at a Higher Price may be the same value as Lower Quality at a Lower Price. What is your Brand’s value to its customers?
Franchisor Brand OGSM
Every business is perfectly designed to deliver the results they get. Having a properly developed Brand BluePrint helps you strategically envision what success looks-like thereby providing a road map on how to achieve it. This makes sure you are focusing on what it takes to deliver your business objectives and goals.
We…
identify Brand business objectives that envisions success.
build the numeric building blocks (Financial and Sales goals).
deliver the marketing strategies to reach the revenue goals
outline the appropriate plans needed to execute the strategies
set up measurement systems to properly assess progress
This is a very powerful tool for Brands that will drive tremendous focus to your team.
Franchise Brand Marketing Strategies and Plans
We develop an Integrated Marketing and Media approach based on the strategies outlined in the Brand BluePrint. We choose the tactics that leverages the most effective and efficient mediums to deliver and communicate your Brand’s messaging based on your Brand’s Fundamentals. We get highly detailed and even more focused in this phase. Each strategy has a sub-strategy and set of tactics we define to push for success.
You’ll get a 12-month Integrated Marketing and Media Maps that outlines specific and clear instructions for tactical execution across each marketing medium including how much to spend, the projected measurements for each tactic (percent aware, conversion rates, etc.) and the logistics for each channel.
These maps are designed to be executed by your internal team or your agency of record. Or we can execute for you.
Brand Campaigns and Executions
We manage the strategic creative development for all the visual assets you need. It’s starts with the creative campaign idea. We develop “Big Ideas” that drive the strategic brand benefit in a way that is disruptively differentiating, visually emotive, and engagingly flexible so it can be used across all mediums and leveraged to develop future campaigns. What we do:
Brand Identity Visualization
Website design direction and management
Social and digital media campaigns development
Sales Material development and execution
Environmental On-premise or Event Design
Every design (creative and technical) should have a purpose, and it’s purpose should deliver your Brand’s Purpose.
