This month we would like to challenge you to work on your “INTERNAL BRAND” and see what a difference it can make. At Design the Planet we know that the health of our team is paramount and therefore one of our internal brand initiatives is to have a healthy team. Many companies understand the importance of external brand marketing (differentiate, advertise, show off your logo, get social, etc.), however, just as many companies lack initiative when it comes to internal branding (what you do inside your company with your employees and vendors is important too). Internal branding is critical to… Read more »
As The Planet Turns
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The Franchise model of expanding brands into multiple location businesses quickly and efficiently has been around a long time, but that doesn’t mean that starting a franchise is an easy process. Here is Part 2 of Things to Think Through as you are considering whether your Brand has what it takes to become a successful franchise. If you missed Part 1, you can read it here. Get your ducks in a row with a business plan To help you formulate your plans for your new franchise system, you should develop a business plan. This is often over looked by many… Read more »
The question is not IF you are different, but HOW you are different. Whether you are a franchise brand, multi-location brand, single-location brand or strictly an online brand, if you can’t answer this integral question about your company, you are missing the holy grail of marketing knowledge. DIF‧FER‧ENT (adj.) 1. Not alike in character or quality. 2. Not identical; separate or distinct. 3. Not ordinary; unusual. We live in a society where many people are so busy trying to emulate what’s trendy that they forget about promoting what makes them unique. This statement is also true for companies, a fact we were made painfully aware of recently while performing a research project on… Read more »
As a team member at Design the Planet, an award-winning brand marketing and design firm that specializes in building and improving franchise and multi-location brands, I help guide our clients through fleshing out their ideal buyer personas as an integral piece of the overall process of effectively connecting with their target audience. Building your buyer personas is a vital part of strengthening your brand, as these guidelines give you a clear, objective view of your core audience. This deeper level of understanding helps you determine what makes these individuals tick and serves as a guide for your entire marketing strategy… Read more »
Think your business has what it takes to make it as a successful franchise? Not so fast! First, make sure that you have thoroughly covered all of the items on this list: · You need a good business concept. Essentially, your franchise concept needs to be unique, interesting, and possess long-term potential. Your concept needs to span fads and evolve into trends. A fad is a short-term event. A trend, on the other hand, holds the potential of having a long-term influence on the future of a market. It needs to be appealing to both consumers and potential franchisees. · Systemized standards for… Read more »
Here at Design the Planet, we do not advocate littering in any form; however, your trash has potential as being your own brand ambassador! Think about what a packaging-driven world we live in: from the tags on our clothes to the bags we carry our goods in down to the napkins we toss on our plate after we’re done eating out, the world is rife with disposables in our line of sight. Why not pepper these items with valuable brand information? It’s not just about printing run-of-the-mill flyers – there are so many other ways to project your brand out… Read more »
Through over 15 years of experience building and improving brand identities, our team has developed a set of specific guidelines and processes that are a must when creating a visual identity. Read on to learn a few of the important lessons we learned the old-fashioned (read: hard) way. Make it relevant, not just consistent. A franchise’s brand should be adaptive and relevant, not just consistent. A rebrand is useless if it isn’t aligned with a franchise’s core values, beliefs, and standards. We create brand identities that are successful because they are relevant even when adapting to new markets. That’s the… Read more »
Recently, I listened to a webinar that reviewed a 2013 QSR Performance Study which profiled and compared the speed, accuracy, quality, and consistency (cleanliness, speaker sound, etc.) of five drive-through QSRs. The judges visited over 1,000 fast food locations for the purpose of the project – talk about a lot of chicken tenders and burgers! However, their quest into the drive-throughtopia was worth it – the data they uncovered was mind-boggling. For instance, I learned that on average, if there are 3-5 vehicles in line at the drive-though, the service speed is 225 seconds. However, if 6+ vehicles are in line,… Read more »
The tagline at Design the Planet is DREAM. BRAND. EVOLVE. and no matter what your personal business model is, we have found these three words to be a mantra for branding success. Whether you are a business start-up or an established company, moving to the next level – and there is always a next level – can be challenging, but with a clear vision and the right strategy it can also be very rewarding. To put it another way – with a clear DREAM and the right BRAND, you can EVOLVE your bottom line. DREAM. Dreaming is the ability to reach… Read more »
You may have heard the terms RGB, CMYK and/or PMS in relation to color, but you may not know what each acronym stands for or why they matter. Consider this your introduction to the exciting world of RGB, CMYK and PMS (Pantone Matching System). If you want your artwork to look the way it was intended to, it is imperative that you understand each of these color profiles, the difference between them and when to use them. The first step is understanding the three color modes that are used universally on a daily basis: RGB — Red, Green, Blue. RGB… Read more »