The Natural Way to your franchise success

There comes a time in the life cycle of every brand when it’s necessary to review and revitalise to stay relevant to customers and ahead of the competition.

After operating for 26 years, Australian owned franchise, The Natural Way franchise , recognised the need to “freshen up” its logo and imagery, taking the past 12 months to get the new look right and, this month, launching it with the opening of a new store at Airlie Beach in Queensland.

The health franchise Director, Alec Farr, says acknowledgment that the brand needed some attention was highlighted during an advertising audit undertaken by an external consultant.

“Our advertising is the window through which our clients see us and the recommendations that came out of the advertising audit threw up a number of observations that got us thinking about our company’s image,” says Alec.

Alec and business partner, David Eagle, undertook the advertising audit soon after becoming The Natural Way’s franchisor in 2004, following eight years involvement with the business as the Queensland Master Franchisees.

“Like many businesses, The Natural Way had become very internally focussed and accustomed to the company’s image but as new franchisors we did recognise that things needed to change,” says Alec.

Alec says its easy to see how the market place has evolved if you look at the innovative new fonts, logos and presentation styles businesses have started to use. Alec sites many examples of this evolution in well known brands such as BP who updated their imagery a number of years ago to a round logo and the very recent change at National Australia Bank with their logo now in lower case and in abbreviated format. Both businesses have subsequently updated the branding and imagery at their outlets.

“Our decision to review corporate image was not taken lightly as it is a costly process with permanent repercussions for existing clients who already identify with the business and for the company’s the internal company culture,” says Alec.

The following were just some of the reasons The Natural Way undertook the process.

• Company logo required modernisation to appeal to a broader market. Company colours had become outdated and need to be more relevant to today’s target market

• Electronic media requires different ways to deliver imagery – update necessary as a result of new demands

• Evolution of suppliers resulted in some fit-out items no longer being available

• Advertising required updating to appeal to a changing market with increased competition

• To provide impetus to breathe life into the company culture

• A ‘modernise or perish’ external market

• New owners felt a new image was essential for future growth

Alec says that after arriving at the decision to revamp The Natural Way’s brand and imagery detailed research and analysis of the market was undertaken in addition to liaising with key stakeholders, including franchisees, marketing personnel, the company’s graphic designer, and staff.

As a result the elements that were changed included logo, corporate colours, stationery, product labels, clinic fit-outs and signage, uniforms, marketing materials, advertising and all company manuals.

“It’s a big job to redesign and relaunch a company’s entire image,” says Alec, “and you may not realise how many items carry your logo and reflect your branding until you start the process. Almost everything in the business has to change in some way.”

Alec says that the process was definitely beneficial for The Natural Way with some promising results being:

• Better recognition and recall by new and existing clients

• Clinics were modernised and more comfortable, reflecting today’s lifestyle

• Colours selected are more appealing to our target market

• Increased motivation of franchisees and staff

• Changes have injected excitement into the organisation both internally and externally

• Forced both franchisor and franchisees to evaluate the different elements in the business – keeping what is good and changing any element that required updating

Alec says that there have been many challenges along the way, not least of which is the time it takes to update everything, especially when franchisees are impatient to see the changes discussed implemented at clinic level.

“The whole process has taken at least a year and we’ve had to manage the expectations of stakeholders during that time. The feedback we have had since launching the changes to franchisees has been great and we look forward to rolling out the updates as clinics refurbish and new clinics open.”

One clinic that has already introduced the new imagery as part of relocating is The Natural Way Maroochydore’s franchisee. Jill Price says, “I am thrilled with the new look, and I really like the new uniform which is very professional and modern.”

Alec says that timing is an important aspect in considering when to make changes to the company’s image.

“Fortunately for us many of our franchisees were due for a renewal of their franchise agreements this year and a refit now will eliminate duplication and unnecessary expenditure at a different date.”

Alec also has the following handy hints for businesses thinking about “freshening up” their brand and image:

• Identify the key areas of review first

• Identify key personnel whose input and involvement will significantly impact the review

• Appoint external specialists for areas where the business doesn’t have the skills and experience internally (marketing, graphic arts, sign writing, interior decorating, web design) and install a “driving committee” to coordinate the project

• Identify and appoint national suppliers to ensure consistent standards in all states

• Communicate the purpose and benefits to all stakeholders and gain understanding and acceptance for the process before you begin and throughout the process

We are very pleased with the results and look forward to the new branding rolling out to all our Weight Loss & Wellbeing Clinics.

The Natural Way currently has over 35 clinics throughout Australia and New Zealand.