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Executing a Strategic Brand Refresh
Dawn Kane Jonathan Shaw
Mary Mills Kelly Roddy
Hot Dish Advertising Co-Founder/CEO
Lemon Tree Family Hair Care
President/CEO
United Franchise Group
Director of Marketing
Schlotzsky’sPresident
● 3rd Generation Owner
● Former Franchisee (of Another Brand)
● Franchisor for 8 Years
Jonathan Shaw – Lemon Tree Family Salons
● 10 Years with UFG
● 9 Franchise Brands
● Strategic Brand Refresh for All Brands!
Mary Mills – United Franchise Group
● President
● Part of FOCUS Brands & Roark Capital Group
● 2nd Brand Refresh for Schlotzsky’s
Kelly Roddy – Schlotzsky’s
Objectives for today’s session:
● Recognize the need for a brand refresh.
● Determine the necessary steps to get started.
● Know what communication it takes to get buy-in in order to assure a successful refresh.
Time to REFRESH!
● Is it prescriptive?
● Or is it subjective?
How do you know it is the right time?
Time to REFRESH!
● Mature brands, if redirected, can still have plenty of life.
● A brand refresh can be considerably less costly than introducing an entirely new brand.
Reasons for a REFRESH
● Increase Traffic
● Enter New Markets
● Repositioning
● Augmenting/Changing – Products or Services
● Brand Extension
Discovery & Research
● Is there a right and wrong approach?
● How long before I see a return on my investment?
Identify Needs
Discovery & Research
● Define Objectives & Set a Plan
● Uncover Core Awareness Gaps
● Primary Research
– Perception vs. Reality
Identify Needs
Discovery & Positioning
● Competitive Analysis
● Define your USP
● Develop Buyer Personas
– These may or may not have changed.
Understanding your Competitors & your Customer
Communication
● Weak communication will kill any rollout.
● Communicate with all parties – the development team, franchisees, vendor partners, and more.
Communicate Early & Often
Branding/Creative
● Craft core messages/themes.
● Identify communication vehicles.
● Create new marketing materials consistent with the brand.
Develop a new brand or update an existing identity?
Branding/Creative
BEFORE AFTER
Branding/Creative
BEFORE
AFTER
Branding/Creative
BE
FO
RE
AF
TE
R
Branding/Creative
BEFORE AFTER
Conducting a Brand Audit
● Create a Checklist
● Both Printed & Digital Materials
● Social Platforms
● Local Franchisee Campaigns & Locations
● Resources to Answer Franchisee Questions
Ensure changes have occurred at every level.
Getting Buy-In/Alignment
● People support what they help create.
● Engage various stakeholders.
● Foster a collaborative approach.
● Align needs and purpose with strategy.
● Align brand with core strengths.
Again, do this early and often!
Brand REFRESH Rollout
● Measure effectiveness.
● Solicit feedback from stakeholders.
● Refine and optimize as needed.
● Report updates and metrics to core stakeholders.
Define Key Metrics
PATH TO BRAND REFRESH
Objectives for today’s session:
● Recognize the need for a brand refresh.
● Determine the necessary steps to get started.
● Know what communication it takes to get buy-in in order to assure a successful refresh.
Thank You!
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