How do you unleash entrepreneurial spirit in an established franchise network?

Transforming an established franchise brand from great to extraordinary

On the eve of its 40th anniversary, the board of Kwik Kopy, one of Australia’s largest and most successful print franchise businesses, asked Brand Council to develop a new brand strategy and purpose-led transformation plan.

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.