Sector · Franchises

Branding for franchises

A brand that looks the same in every unit and helps sell the network to new franchisees.

NETWORKS AND FRANCHISING

One brand, many units, the same experience

In a franchise network, the brand is the main asset the franchisor delivers. It has to be recognized the same way in any city, work on the storefront, in service, on social media and in campaigns, and still be strong enough to attract new investors.

BDDB.ag handles the network's strategy and identity, the brandbook and the standards for each unit, network-wide campaigns with versions for each franchisee, and expansion communication.

Rockfeller Language Center: billboard for the 20th anniversary campaign

ROCKFELLER LANGUAGE CENTER CASE

Twenty years of network, a campaign without limits

Rockfeller asked BDDB.ag to bring back the brand's DNA for the 20th anniversary of its English school network. The result was the Be a Rocker, Be Unlimited tagline, the Atlas mascot and the full key visual of the enrollment campaign, with a film, billboards and pieces for the units.

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Royal Face: billboard for the Queen Mom, Princess Daughter campaign

ROYAL FACE CASE

A campaign that moves every clinic at the same time

For the Royal Face facial aesthetics network, BDDB.ag created the Mãe Rainha, Filha Princesa (Queen Mom, Princess Daughter) campaign for Mother's Day and a series of films and promotions that each franchised clinic runs at its location and on its social media.

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ODONTO SPECIAL CASE

A new clinic in the network, opened in the middle of the pandemic

For the Odonto Special franchise, BDDB.ag created the launch communication for the Curitiba Batel unit, building on the national key visual with Sabrina Sato, and carried the same language to the opening of the Rio de Janeiro unit: booking page, ads and social media for each market.

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APOLAR IMÓVEIS

Communication for a real estate network

Apolar Imóveis, a real estate network with franchised units, is one of the brands BDDB.ag serves with communication for the network.

Frequently asked questions about branding for franchises

Why does a franchise network need a brandbook?

Because each franchisee applies the brand on their own, every day. The brandbook brings together positioning, tone of voice, logo use, colors, typography and application examples, so the brand is the same in every unit without having to check each piece.

How do you keep the brand consistent across all units?

With well-defined unit standards (storefront, signage, uniforms, stationery and point-of-sale materials) and ready-made communication templates that the franchisee only adapts with their store's information.

Does BDDB.ag create campaigns for the whole network and for each unit?

Yes. The campaign starts with a single idea for the network and gets versions for each channel and each market, as we did with Rockfeller, Royal Face and Odonto Special.

Does branding help sell new franchises?

A clear, consistent brand is part of what investors evaluate when choosing a network. That is why expansion communication uses the same identity and the same brand message consumers already know.