How Laser Clinics maintains brand integrity
Discover how Laser Clinics UK upholds brand integrity through the Brand Assets Portal, ensuring consistent branding and fostering trust with franchisees.
Company overview
Laser Clinics is the world’s largest chain of cosmetic clinics, providing quality aesthetic and skin care treatments and procedures.
The business is based on a franchise model, where all branches operate under the Laser Clinics brand.
Despite the individuality of each Laser Clinics branch, a crucial aspect is to maintain brand control and integrity of printed collateral. Each franchisee operates as an individual business and requires tailored print collateral to advertise their services and promotions and generate leads. The brand’s visual identity needs to be protected and controlled, to ensure that all communications used by franchisees accurately reflect the professionalism of Laser Clinics.
Challenges
- Difficulty maintaining brand consistency across franchises
- Too much time spent distributing new materials to franchisees
- Lack of visibility and control over collateral franchisees are using
Laser Clinics UK needed a solution that allowed authorised users within individual franchises to access, adapt and have printed tailored print collateral that reflects each business unit of Laser Clinics, maintaining brand consistency and integrity.
The ideal platform needed to be cost-effective and to include ecommerce functionality for ordering and paying for printed collateral.
Previous workflows had failed to deliver on key requirements, resulting in the company’s head office having no visibility or control over collateral orders from the brand’s integrity, and budgetary point of view. This resulted in overspends and brand dilution.
Solution
Service Graphics: Adding value through the Brand Assets Portal
Service Graphics addressed these challenges by introducing the Brand Assets Portal, an online tool that gives authorised users access to approved assets and lets them customise these assets to their specific needs. A holistic end-to-end solution that allows users to make branch-specific content modifications to products, prior to ordering and payment, all in one convenient online location. This approach not only enhances brand integrity but also offers flexibility and real-time artwork generation.
Our cloud-based system offers anytime, anywhere access, and is much more adaptable and flexible cost-effective than relying on head office to centrally manage and create bespoke artwork each time a clinic requires collateral The portal enables seasonal campaigns within the defined date range set for product visibility. So, each branch only has access to relevant products regulated by Laser Clinics head office.
The portal allows for real-time artwork generation, followed by a typical ecommerce user journey: add to basket – review order – checkout.
To optimise the end user experience, a comprehensive user guide was created so that each user could maximise the portal’s potential.
- Centralised point of access for all franchises
- Users can only access assets approved by head office
- Users can specify their clinic details that they need to appear on artwork
- Head office can more efficiently manage campaigns
- Head office have better visibility on artwork clinics are using
Success
Key brand integrity success factors
The Brand Assets Portal, as developed by Service Graphics, has delivered several key benefits.
- Enabled control and flexibility that empowers individual franchisees to create and order their own printed collateral.
- Laser Clinics head office has been provided with enhanced visibility over what collateral clinics are ordering.
- The portal enables two payment options on the system, both card and invoice to support client’s internal billing processes. The functionality can be centrally managed and made available to only specified users.
Service Graphics worked with Laser Clinics UK to facilitate the launch of the Brand Assets Portal for the network of over 50 clinics across the UK, including compiling and uploading the entire product catalogue.
The close collaboration with the client deepened the shared knowledge on each side, and helped to ensure that the developed solutions were aligned with business needs.
Future outlook
Laser Clinics UK adoption of the Brand Assets Portal undoubtedly helped strengthen the company’s brand integrity and streamlined collateral management. In the future, there is the potential for further enhancements to the solution such as feature expansions to continue optimising the user experience and maintaining brand consistency.
