Expandable Brands

To achieve long-term success companies must develop relationships that go beyond just a simple transaction. With more buying options than ever, consumers are increasingly looking to build long-term relationships with businesses they trust, based not just on price and service but on how that company interacts with them and makes them feel. Just as important as developing an effective brand that looks great is maintaining it during expansion. When it comes to growth to more locations or selling a franchise system there are many areas that need to be addressed and systemised, and just before expansion begins is the optimal time to do this. Branding fanatic and professional designer Clare Balmer shows you how to create a powerful and effective brand and also how to ensure that growth is not hampered by brand dilution in the process.

To achieve long-term success companies must develop relationships that go beyond just a simple transaction. With more buying options than ever, consumers are increasingly looking to build long-term relationships with businesses they trust, based not just on price and service but on how that company interacts with them and makes them feel. Just as important as developing an effective brand that looks great is maintaining it during expansion. When it comes to growth to more locations or selling a franchise system there are many areas that need to be addressed and systemised, and just before expansion begins is the optimal time to do this. Branding fanatic and professional designer Clare Balmer shows you how to create a powerful and effective brand and also how to ensure that growth is not hampered by brand dilution in the process.

Over the last five years Clare Balmer has helped grow and develop branding for the largest Electrical and Plumbing franchise group across Australia and New Zealand, with more than 210 franchises. During this time the company invested in many areas, including re-branding, which in turn helped them double their business in Australia despite a tough economic climate. Through working with an established brand and growing and refreshing it to its current stage, Clare discovered that there were many aspects of branding that could be addressed early in the process of setting up a franchise or planning for business growth to more locations. Getting the right systems in place early can save a lot of time, money and effort later. The book ‘Expandable Brands’ shares Clare’s lessons learnt along the way, as well as her training and experience. Clare studied Graphic Design at Victoria University, and started Container Creative in 2009, a Melbourne‑based brand development and design agency that specialises in creating designs and systems to help clients successfully grow their business to more locations. In 2013 Clare won the City of Melbourne Infographic design competition, and was nominated for the Telstra Women’s Business Awards for 2014. She has worked in the areas of sponsorship, marketing, advertising, digital, print, environmental graphics, charitable activities, events, and additional product and service sub-brands. Many of these projects serviced different industries including manufacturing, financial services, charities, technology, food, arts and professional consultants.