To solve the brand communications, Brain Balance consulted Mindgrub to establish a consistent brand across all marketing communications, with the primary objective of elevating Brain Balance to a professional level commensurate with the program’s effectiveness. Brain Balance Achievement Centers is a franchise operation that helps parents who have children with behavior issues and a wide array of spectrum disorders balance the activity on both sides of the brain. This unique program combines physical exercise, cognitive therapy and healthy nutrition, without the need for additional drugs. Due to the program’s initial high rate of success with children, Brain Balance undertook an expansion of franchise operations across the U.S. With this rapid expansion came the difficult task of creating brand and messaging consistency among the centers to the public and consuming audiences at large.
In less than 6 months, Mindgrub created a positive, fresh and uplifting brand identity that could be used throughout all of the Brain Balance centers in the United States. A partial list of assets created included a new logo, web site, collateral print materials, powerpoint templates, print advertising, as well as direct response radio and television advertising, all generating a flow of new parents and children to Brain Balance.
As the operation continued to mature, Mindgrub has gone on to create marketing support for the program’s comprehensive nutrition system, including a web portal and an extensive nutrition guidebook, with social media integration and access to a registered dietician. The nutrition guidebook carries a unique code that grants parents access to the program, including the ability to share recipes and discuss issues through a support community, where they can chat and interact with other families in the program. After one year with the new brand marketing strategy and campaign efforts, Brain Balance has realized a 40+% increase in business and more than 25% growth in new franchises.