Branding for franchises and networks.
In a franchise, the brand is applied every day by people who didn't create it. That is why it needs to leave the project documented, tested and easy to use in every unit.
Brands that needed to work across many units.
What a network asks of the brand
- 01Each unit applies the brand in its own way, and the customer notices the difference.
- 02The brand needs to convince two audiences: those who buy at the counter and those who invest in a unit.
- 03The product has become a commodity, and the competitors in the sector all communicate the same way.
- 04The network is going to grow into other states, and the brand needs to arrive with it.
Brand standards for a franchise operation
In a franchise operation, brand standards are necessary for correct use across all media. At Maxsushi, we produced three books of standards: visual, verbal and social identities, for print, digital, social media and the store.
The positioning reaches the units in four deliveries: the brandbook, the handover training, the sign-off of the first applications and the follow-up in the first months.
How a project runs
- 01 First conversation
- With a meeting to understand the client's universe. That is where expectations and questions enter the process and the first solutions start to be imagined. The programme, of 3, 6 or 9 months, comes out of it.
- 02 Strategy
- Understanding your market, diagnosing the brand's real position and making the decisions everything else will be built on. Interviews, research and diagnosis, up to the brand platform.
- 03 Language
- What the brand is called, how it sounds, how it looks and how it moves. Verbal and visual are born together: naming, tone of voice and a complete visual system.
- 04 Experience
- The systems, the guidelines and the training so the brand is applied consistently by the people who live it every day in the company.
“Our partnership with BRBAUEN goes back a long way. We worked hand in hand and arrived at a material with real depth and personality.”
Managing Partner, Séren Incorporadora
“Working with BRBAUEN was a surprising experience — for the creativity, the ease of the relationship and the ability to propose innovations that truly make sense for the business and add value.”
Managing Partner, Telgo Telecom
“This moved me. I tell my children that when I grow old I will become a painter. They said I would need to learn how to paint, but my dream is to paint with food, expressively, the way you created the Cucina Mia brand.”
Chef and TV host, Grupo Globo / GNT
“We were impressed with BRBAUEN's portfolio and their focus on results. Location didn't matter; project management did. They excelled at communication, process and understanding our goals. Their responsiveness, attention to detail and talent made them one of the best decisions we have made.”
Marketing Director, Allnorth
“I am extremely satisfied with the investments we have made with BR/BAUEN. Ten years after they created the brand, we came back to evolve our positioning with them, for their professionalism and their ability to understand the company's goals and turn it all into a solid strategy, simply and objectively. I always recommend them; they will be with us for our whole journey.”
CEO and Founder, IBBRA
“Since the brand launched in June 2023 we have seen an average 30% increase in sales, a number that speaks for itself. The new brand not only captured the essence of what we wanted to convey, it also resonated deeply with our customers.”
Head of Marketing & CRM, Grupo Saga
“We thank the BR/BAUEN team for the work, dedication and brilliance. You met and exceeded our expectations, and we look forward to future projects together. Thank you for making our brand stronger and more relevant in the market.”
Founder, Além do Olhar
“After an excellent experience with Rodrigo and the BR/BAUEN team at a previous company, I couldn't think of any other team I wanted to collaborate with to build out the NewCastle brand. Their work illustrated that NewCastle Gold was a serious market contender for investors and companies looking to acquire or merge with a junior asset.”
Director, Communities & Social Performance, Rio Tinto · formerly Director of IR & Corporate Communications, NewCastle Gold
How do you bring the new positioning to every team?
With four deliveries, in order: the brandbook, which documents the verbal and visual decisions with the reasoning behind each; the handover training, where the team learns to apply the brand without us; the sign-off of the first applications, before they go out; and the follow-up in the first months, to adjust what practice reveals.
Why does listening to the end customer help branding?
Because it reveals the difference between what the brand believes it communicates and what actually reaches the audience. That contrast is the most reliable starting point for any strategic decision: it stops the process from being built on the company's internal view alone.
How much does a branding project for franchises cost?
The investment depends on the programme, of 3, 6 or 9 months, the size of the company and the depth of the research. The programme and the investment are defined from the first conversation, when we understand where the brand stands and the goal of the project.
How long does a branding project take?
BR/BAUEN programmes run for 3, 6 or 9 months. What changes between them is the depth of the research and the reach of the delivery, from the brand platform to full implementation, with brandbook, design system and team training.
How do we start a project with BR/BAUEN?
Request a meeting through the form on this page or via WhatsApp. In the first conversation we understand where the brand stands and suggest the most suitable programme. We reply within two business days.