A Franchisor s Brand and its Brand Promise: The Importance of Undying Devotion to the Brand. Kathleen Benning Tim Evankovich Brian Schnell

Transcription

1 A Franchisor s Brand and its Brand Promise: The Importance of Undying Devotion to the Brand Kathleen Benning Tim Evankovich Brian Schnell

2 What Will We Cover Today The fundamental principles that build dynamic brand awareness What is a brand promise and how does a franchise system keep the promise How does the corporate team get on board How do you ensure your franchisees share the same undying devotion What can we do NOW

3 Agenda What is a Brand Building a Strong and Dynamic Brand Key Elements in Branding The Brand Promise What is it? How does a franchise system keep that promise?

4 What is a Brand? A brand is defined by how people perceive you A brand is what lives in the mind and heart of our consumer

5 Need better logo

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7 Elements of a Brand Brand as Product Brand as Organization Brand as Personality Brand as Symbol Product scope, attributes, quality and value Uses and users Heritage Organization attributes - I.e. innovative, fun, cutting edge, people centric Local or National Our personality characteristics This company s style of play Graphic Identity/Logo Graphic Standards Style Guidelines Nomenclature

8 Elements of the BWW Brand Brand as Product Brand as Organization Brand as Personality Brand as Symbol Buffalo NY-style Chicken Wings 14 Signature Sauces Full Bar and Menu Choice Service Sports/Trivia/Video Entertainment Fun Innovative Evolving/Changing Growing Casual Edgy High Energy Fun Active Social Easy-Going Graphic Identity/Logo Graphic Standards Style Guidelines Skews Male A place to hang out

9 Key Elements in Branding Brand Promise/Mission a promise for the entire organization to embrace that consistently reinforces relevant and distinctive benefits - a battle cry Brand Personality a style of play for the entire organization to embrace that represents our style and attitude Brand Symbol A name, a term, a sign, a word, a picture or anything else that identifies one seller s products distinctly from those of another

10 Brand Promise Buffalo Wild Wings Grill & Bar is a unique and exciting concept. We are all about selling entertainment. Everything about us is interesting and fun. We are not copiers but inventors. In every aspect of our business we look for new and exciting ways to present ourselves because: We can t stand bland.

11 Brand Personality Fun, edgy, high-energy and easy going

12 Brand Symbol Buffalo Wild Wings Logo Black and Yellow Color Palette Type Fonts Design, use of photos and illustration

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15 Packaging New Bucket Cups

16 Sauce Posters Sweet BBQ & Wild

17 Sauce Bottles

18 Sauce Departure

19 New Sauce Introduction 19

20 Poster Table Tent Insert Window/Door Cling TV Dangler

21 How Great Companies think about their Brand A tool to help drive performance A core ideology governing everything the organization does Never compromise for short-term gains or in response to marketplace or competitive changes

22 How Great Companies think about their Brand Brand definition is critical, but franchise delivery drives differentiation A way of life versus a discrete initiative The individual responsibility of every employee every franchisee

23 when the brand, the employees, and the bottling partners of The Coca-Cola Company are working together, we are an unbeatable team as evidenced by our financial and operational performance. Douglas N. Daft, Chairman,

24 Building Your Brand Define Build Strengthen Protect Live It!

25 Live Your Brand Living the Brand Corporate & Field Employees Franchisees PR/Community Support/ Corporate Giving Customers Investors

26 Getting Your Team On Board Passion starts at the Top Instilling that Passion The feel good corporate Staff We re all in this together

27 Getting Your Team On Board Promoting the BRAND within In search of the right corporate brand Culture Events that help build brand Honesty, Integrity & Ethics

28 Getting Your Team On Board The marketing Dept. et. al. Ideas from the staff Contests to develop the brand Competitive awareness

29 Ensuring Franchisee Brand Devotion Why did they buy? Maintaining that excitement Programs that promote the Love Conventions and accolades

30 Ensuring Franchisee Brand Devotion Support is the key What have you done lately? Value from the franchisor The image projected by corporate is EVERYTHING!

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33 How to Positively Impact Customers in 60 Days Grass roots advertising Local Media is your friend Charity Events & Philanthropy