How do you unleash entrepreneurial spirit in an established franchise network?
- Brand Research & Diagnostics
- Corporate Purpose & Purpose Led Transformation
- Corporate Brand Strategy
- Brand Idea, Identity & Naming
- Communications Strategy & Implementation
- Brand Idea: Franky Creative Studio
Transforming an established franchise brand from great to extraordinary
The new board and leadership team, franchisee ambition, and market dynamics meant it was a great opportunity to have a fresh look at the business and put in place a plan to move from being a great company to an extraordinary one.
From order takers to problem solvers
With a rich legacy as a leading franchise and strong customer base it was crucial to gain a deep understanding of the value Kwik Kopy provides for its clients.
A collaborative approach was essential and began with a rigorous schedule of franchisee diagnostic research, franchisee and staff workshops, feedback sessions, customer interviews, and surveys leaving no stone unturned when it came to gleaning information and insights from the team at every level.
This ensured the strategy would be authentic, ambitious, and motivating for franchisees, staff, and customers alike.
It became clear that Kwik Kopy was about much, much more than printing. At its heart was finding opportunities and solving clients’ problems by turning them into solutions.
A strategy and brand idea that inspires the organisation and community
Based on this new strategy and transformation plan, new values, beliefs, and personality attributes were articulated, and a purpose-led transformation was commenced.
The new purpose:
EMPOWERING ENTREPRENEURS TO MAKE THEIR MARK IN THE WORLD.
The new brand idea:
WE MAKE POSSIBLE
To launch the new brand and purpose, Brand Council was instrumental in running a two-day, all-franchise owner conference that was highly engaging and set the tone for the new brand and purpose-led transformation across the network.
From here, we briefed designers for a fresh look and feel, and Franky Creative Studio developed a national ad campaign that has now launched.
“This has totally revitalised and re-energised our company from the ground up. The purpose Brand Council created deeply resonates with everyone which is remarkable given the breadth of different people we have.”
Matt Penfold | Chairman, Kwik Kopy Australia
“The We Make Possible statement opens the minds of our customers to the variety of products and services our centres can produce. We provide a bespoke service and offering to each customer dependant on their needs.”
Sonia Shwabsky | CEO, Kwik Kopy Australia
“Brand Council has been instrumental in developing the DuluxGroup core purpose. They methodically and strategically worked across all levels of the organisation to capture – who we are; what we stand for; and why we do what we do – into a unifying core purpose ‘Imagine a Better Place’. The true test of their work is that, almost a decade later, our Core Purpose has endured, strengthened and is ingrained into the psyche at all levels of the organisation.”
Pat Houlihan | CEO & Chairman DuluxGroup, Chairman MCRI
"Brand Council have helped us clarify our brand architecture, reinvent Hard Yakka and KingGee, and provided strategic guidance on two additional brands. This has resulted in significant tangible results for our business. We enjoy working with Trudi and Peta and value their opinion and expertise."
Doug Swan | Group General Manager Workwear Group
"The key to Brand Council’s success is their process. They took the time to understand the market in which we operate, where we wanted to position the fund, and what we needed to do to reach that position. In this way, Brand Council encouraged us to discover our brand by finding and telling our own story. The most important element in Brand Council’s process is proof. They have not made any recommendations without evidence. Brand Council are genuine partners on the ‘brand journey’."
Michael Dwyer AM | Former CEO First State Super, Chairman UNHCR, Board Director
"Together they are a great team who are hands on, taking full responsibility for the work – it is rare to find an agency as experienced and professional who will actually get in and do the work at grass roots level themselves."
Alison Brink | Goodman Group GM Marketing & Communications
"The work Brand Council have done to engage staff across the agency, distil and define a clear and motivating brand purpose, and then help to communicate and inculcate that purpose internally has been invaluable."
Commissioner Paul Baxter | Fire and Rescue NSW
"Over many years, Brand Council have led three brand strategy projects for Redkite. What has been consistent throughout is a highly effective approach to brand strategy and a level of care and passion that you don’t often see. Trudi has become part of the fabric of our organisation and a trusted adviser. She puts her heart into making the Redkite brand what it needs to be so that no family faces their child’s cancer alone."
Monique Keighery | Chief Executive Officer, Redkite
"Our staff’s enthusiasm, energy and ideas have been amazing. We have a single set of Beliefs, Values and one common Purpose – and it’s all come directly from our staff."
Andrew Richardson | Aruma CEO
"Brand Council has continued to work with us in an ongoing capacity to define the purpose strategy for our individual businesses, including Selleys, B&D, Lincoln Sentry and Yates. They are a trusted advisor and provide sound counsel."
Pat Houlihan | Chairman and CEO DuluxGroup, Chairman MCRI
"I have been the leading executive on a number of engagements with Brand Council including IAG, BOQ & AIM. I subscribe to Brand Council’s philosophy that alignment between the brand message and brand experience is essential for business success. It is through their refined process that I have seen the cultural and behavioural change required to not only ensure this alignment is possible, but more importantly that it is implemented. I am pleased to endorse the people and process at Brand Council and commend them to any business looking to re-engage staff and customers."