The Brand, The Brand, The Brand: Building a Franchise Brand

Together with Brandon Ciaccio, director of operations at The Brothers That Just Do Gutters, Abby Fogel, VP, Marketing & Brand Relations at Unleashed Brands and moderator Karen Booze, director of business development at AnswerConnect, Taylor Hulyksmith, VP of marketing at The Lash Lounge organized a presentation that explores the elements of franchise brand development.

3 Learning Outcomes
1. Understand the basic elements of a brand platform/brand houses.
2. Identify which areas of your brand have opportunity to be defined or refined.
3. Learn how to create and convey standards that unify brand stakeholders for consistent, powerful messaging.

1. THE BRAND, THE BRAND, THE BRAND A franchise begins with a great idea but can only soar with a great brand.

2. KAREN BOOZE Director of Business Development AnswerConnect [email protected] Karen is passionate about helping franchises grow. Since joining AnswerConnect in 2009, Karen has become an expert in understanding and supporting the growth of entire franchise systems. Business relationships start with human connection. AnswerConnect is on your side 24/7 to capture every lead, take messages, book appointments and make sure you never miss an opportunity to grow your franchise.

3. TAYLOR HULYKSMITH VP of Marketing The Lash Lounge [email protected] Taylor is the VP of marketing at The Lash Lounge where she leads a marketing team of 7. She is responsible for developing the strategy, plans, partnerships and processes to grow brand awareness, drive and convert leads and build brand champions. Since joining in 2018, Taylor has served on the executive leadership team, developing the fundamental brand and franchise marketing infrastructure to grow from 23 to 129 units, driving system revenue by 200%, web traffic by 100% and web conversions by 300% since 2019.

4. ABBY FOGEL VP of Marketing & Brand Relations Unleashed Brands [email protected] Abby is currently the VP of Marketing & Brand Relations for Unleashed Brands, a parent company of growth-oriented brands geared at furthering child and adolescent development in three core areas – Learning, Playing and Growing. In 2021, Abby was recognized by 1851 Franchise as a "Young One To Watch" in franchising. Abby was also listed by Entrepreneur in 2022 as a Top Influential Women in Franchising and Top 50 CMO.

5. BRANDON CIACCIO Director of Operations The Brothers that just do Gutters [email protected] Brandon Ciaccio serves as the Director of Operations at The Brothers that just do Gutters, a role he has held since October 2022. His career has been characterized by a significant rise through the ranks of the restaurant industry before transitioning to the gutter services sector, demonstrating his versatility and leadership skills.

6. Understand the basic elements of a brand platform/brand houses. Identify which areas of your brand have the opportunity to be defined or refined. Learn how to create and convey standards that unify brand stakeholders for consistent, powerful messaging. LEARNING OUTCOMES:

7. DEFINE YOUR BRAND: What is your mission, vision and values? What special thing(s) do you bring that your competitors don’t? What is your value proposition? How do you look, speak and act?

8. No man is more important than The Team. No coach is more important than The Team. The Team, The Team, The Team, and if we think that way, all of us, everything that you do, you take into consideration what effect does it have on my Team? “THE TEAM” by Bo Schembechler (1983) https://www.youtube.com/watch?v=YM417yViDPk

9. THE WHY

10. FIND YOUR NICHE!

11. HIRE A BRAND CONSULTANT

12. THE CONSUMER VOICE Position 5 Position 11

13. Do you have a creative team that can convey your identity? DESIGN YOUR BRAND:

14. IDENTITY EVOLUTION

15. WHAT IS YOUR BRAND “NOT”?

16. LOT OF IDEAS, EXECUTIONS

17. CONSISTENT MULTI-CHANNEL APPROACH

18. Your franchisees can’t live and teach it if they’ve got nothing to reference. Establish brand standards and then revere them. DOCUMENT IT!

19. DOCUMENT!

20. DOCUMENT!

21. Slide from Photo Style Guide DOCUMENT! Excerpt from Writing Style Guide

22. Brand Guidelines 1-Sheeter Canva for Teams Brand Kit DOCUMENT!

23. Every single communication is a reflection of your brand. Make it purposeful and consistent. DELIVER IT!

24. LIVE IT!

25. Incorporate into your new franchise owner training. Make sure internal employees also know and understand the brand (not just the marketing team!) One sheet of key items Process for internal communications EDUCATE!

26. REGULAR AUDITS

27. Q & A

28. Connect: Karen Booze, CFE [email protected] Brandon Ciaccio [email protected] Abby Fogel [email protected] Taylor Hulyksmith [email protected]