Brandbook for a Network and Franchise: How to Maintain a Unified Style at All Locations
Briefly: for a network and franchise, a brandbook is not a recommendation but a legally binding mandatory document because franchisees physically do not see each other, and without written rules, each point begins to live its own visual life. The article discusses how a brandbook for a franchise differs from a regular one.
How a Franchise Brandbook Differs from a Regular One
A regular brandbook is designed for a team within a single company where there is an opportunity to personally oversee compliance with the rules. A franchise brandbook must be excessively detailed precisely because franchisees are independent entrepreneurs without personal contact with the design author: the document must address questions that would normally be resolved verbally in a regular company.
What Must Absolutely Be Included in a Franchise Brandbook
Precise technical specifications for signage (materials, lighting, dimensions for different formats of premises), ready-made layouts for print shops without the right to independent redesign by franchisees, clear requirements for staff appearance and point decoration, contacts of approved print shops and contractors.
Due to increased detail and legal binding, a franchise brandbook usually costs from 800 thousand to 2,5 million rubles — more expensive than a standard corporate brandbook.
How Much Does a Franchise Brandbook Cost
Can franchisees be allowed to make small changes to the design for their point? Technically, yes, but this creates a risk of inconsistency between points — most networks strictly prohibit independent changes. Should the brandbook be updated when scaling the network? Yes, as the number of points grows, new formats of premises often appear, requiring additional technical solutions in the document. Who monitors compliance with the brandbook at franchise points? Usually, this is a separate function of the franchisor's brand manager, not a one-time check upon opening a point.
MegaFon, BMW, VTB and more 240+ companies. See how it looks in the showcase reel:
Through interviews, surveys and workshops, our branding agency identifies the true needs of the business, motivations and pain points. Based on this data, we determine the tools that will effectively solve your brand's tasks.
Our branding agency is approached to order:
Our branding agency is approached to order:
Branding agency services
