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Brand Strategy

We are working with two different types of customers, potential franchises and donut/coffee customers.
Customer = 🟨
Franchise = 🟪

Golden nugget insights

Lee the is the face of Jack’s. He truly cares about the franchises success. The brand voice should reflect that.
Online ordering is an absolute must.
Potential franchises need a better flow for becoming a franchisee.
Need more purple!
Coffee and donuts need to be equals
It’s about local, hometown and staying small while growing big.
To “hit Starbucks right in the mouth” we need cater to regular folk and not be fancy.
Think more Target in a world of Dollar Generals
There’s a reason stressed spelled backward is desserts. Because only people who don’t eat desserts are living life backwards!

Purpose

Define business goals

Today
Ex: 2 franchises
Ex: Reaching 980 / (35%) of members
Ex: Selling about $500 in merch/year
Goal
Ex: 10 franchises
Ex: Reach 2400 (85%) of membership
Ex: Selling around $1000/month
Timeframe
Ex: 3 years
Ex: 18 mos
Ex: 2 years

Mission

Concepts: Jack’s, donuts, coffee, community, family, kitchen table, witty
Current: Jack's wants to redefine donuts. Every community deserves to enjoy a hand-made donut that makes them feel like they're home

Story Messaging

Character want

Donuts and coffee that are equally delicious

Product/service

Donuts are handmade every day and coffee is harvested at peak freshness

Define the guide.

Jack Marcum Sr started Jack’s Donuts in 1961 to make donuts that were different than most other donut shop/bakeries
Empathy
We know what it’s like to feel like companies just want your money.
Authority
We’re a customer service business that makes handmade donuts and fresh coffees daily and have been doing it for over 60 years (since 1961)

Storybrand breakdown:

[Copy verbatim from Grammarly updated StoryBrand Brandscript]

Personality

Niche

You

What are you really good at?
Making exceptionally tasting donuts and coffee.
What do you feel passionate about?
Growing communities and using our products to create memories.

Your audience

Who is willing to pay for that?
People who want the best of both worlds and appreciate companies who contribute to the communities they set up shop in.
Who are they?
Midwestern mom’s that want to put smiles on their kid’s faces and teenagers that like to hangout over drinks and sweets

Brand personality

Screen Shot 2022-10-20 at 12.11.38 PM.png
Brand quote:
Because good memories never start with oatmeal 😉

Voice

Clever and witty with midwestern overtones. We pretend to know how to use the trending slang, but our midwestern roots botch it every time. However, the message is delivered properly.

Style

Clean, natural, and modern. Not flashy, but not quiet.

Actions

Key characteristics
Positive: We know that our donuts and coffee can make anyone’s day better.
Ambitious: We will never stop working to make a positive impact on the communities we serve.
Fearless: We are unafraid to challenge the status quo.
Critical actions
We listen: We base decisions on information and data gathered from customers.
We care: Because we truly give a damn.
We learn: Comprehension comes from constantly learning about our customers, our products, and the communities we serve.

[Summarize how you behave to your customers]

Position

Current target

Primary Customer

Who do you currently serve?
Anyone and everyone
Which group is responsible for your largest percentage of revenue?

Secondary Customer

Who else do you serve?
←Same

Audience

Who are you currently reaching, but is yet to be a customer?

Define new target.

Ideal Customer

Millennial mom who knows donuts and coffee are great for the office, weekend sleepovers, and PTO events.

Ideal Audience

← Their husbands, coworkers, and friends of their teenage kids.

Positioning statement (onlyness)

[write positioning statement]

Customer research

Research participants
1
Ashley Aletto
Carmel
Jillian Allen
Fishers
Christy Arnold
New Castle
Michelle Arvin
Kokomo
Courtney Austin
Plainfield
Mandie Bergman
Southport
Erlinda Beverly
Send
Connersville
KYLIE BRATTAIN
Franklin
Rachel Brennan
Avon
Ashlie Brown
West Market
Sharon Buckler
Corporate
Michal Burgan
Westfield
Colin Burns
South Bend
Jennel Cameron
Fishers
Felisha Canillas
Fishers
Felisha Canillas
Fort Wayne
Kyana Carrico
Westfield
Mia Clarke
Greenfield
Mia Clarke
Corporate
Rachel Colburn
Southport
Aryn Coomes
West Market
Amanda Crislip
Carmel
Jamie Davis
Fishers
Jonathan Dellinger
Greenwood
Angela Dorman
45
Muncie
Karrianna Dunivan
Franklin
Lauren Eby
South Bend
Analiece Emigh
Westfield
Naomi Fecadu
Plainfield
Zach Ford
38
Carmel
Melody Freeman
Brownsburg
Kimberly Freeman
Lawrence
April Gill
Greenwood
April Gill
Greenwood
Nicole Goebes
Southport
Nicole Goebes
Southport
Cami Gross
Fort Wayne
Kim Harding
Fort Wayne
Deni Harris
Kokomo
Heather Hemmelgarn
Connersville
Anthony Hernandez
Avon
Oscar Hernandez
Lawrence
Kyrie Hernandezpeterson
Fort Wayne
Anne Higgins
West Market
LeDonna Hood
Greenfield
Christy Howe
Franklin
Kirsten Inhabitt
23
New Castle
Adrianne Iszler
Greenwood
Lawrence Mann
Brownsburg
Stephanie March
Fishers
Evan McEldowney
Fishers
Shar Dawn Mckee
West Market
Jamie McMahon
Southport
Dana Meador
Westfield
Emily Mellentine
West Market
Sarah Miner
Fort Wayne
Mary Mitschelen
South Bend
Kathy Morgan
64
Carmel
Louis Navarrete
Avon
Alexis Nicole
Westfield
Andrea Odle
Westfield
zyler ogden
New Castle
John Pasiuk Jones
Carmel
Sara Petty Melville
South Bend
Shannen Priser
Corporate
Jennifer Priser
Lawrence
Kayla Rago
Fishers
Lynne Rahe
Greenfield
Krista Rexroth
Fishers
Hannah Rivera
Intech Park
Sara Roberts
Southport
Aiden Rogers
37
Franklin
Kim Rogers-Hatfield
Connersville
Kelly Schoenegge
Greenwood
Tracie Schroeder
Lawrence
Avery Schulz
Greenwood
Rachel Schwartz
South Bend
Charleen Sculley
Southport
Parker Shearer
Fort Wayne
Tabitha Shepherd
Greenwood
Michael Shilesky
47
Carmel
Olivia Simcox
West Market
Megan Sipe
Corporate
Andy Sloan
Carmel
Lindsey Speer
Muncie
Beth Sperry
Carmel
Amanda Stout
Greenfield
Parker Titus
Carmel
Jaclyn Todd
West Market
Amber Twieg
Brownsburg
Heidi Vance
South Bend
Erica Veerkamp
Avon
Ryan Wagner
39
Greenwood
Caitlyn Walton
West Market
Haley Wigfall
South Bend
Jessica Williams
Corporate


Prioritize the gaps.

Determine the brand gap.


Company’s perception summary

Customer’s perception summary

Customer persona

Screen Shot 2022-10-20 at 12.11.38 PM.png

Name, Age

Location:
Profession:
Income:

Education:

Goals

Customer quote:

“”

Brands/Influences


Challenges

Motivators

Three biggest insights?.

Prioritization
0
Pain point
Actions/Tasks
Urgency
Priority
Budget
When
Done
1
No clear or consistent method to vet and process leads for new franchises. Currently uses online form that collects basic information and requires direct follow up to vet leads.
New lead generator and automated response system that tracks leads to qualify them before the first meeting is scheduled. Once vetted, the process is re-automated through signing contract
🟠 Medium
5/10/2022
$500.00
Q3
2
Website is over a decade old. Website that was designed and developed by us and launched in 2012.
A new grounds-up (and very purple) website to showcase online ordering, donuts, and coffee. Will also be a hub for capturing important lead information for potential franchises along side a shopping area for Jack’s Donuts branded merch.
🔴 High
Q3
3
Online ordering is non-existent at a corporate level and inconsistent through franchises via 3rd party solutions like Door Dash and Uber Eats.
Online ordering platform that is web based [Desktop and mobile PWA] that allows for a single source for ordering donuts, coffee, drinks, and catering.
⛔️ Critical
Q4
4
Brand guide that lacks real guidelines to keep franchises in sync and consistent. Contains only six pages that has incorrect font (based on logo), and color usage with a short paragraph on how it’s all to be used.
A robust branding guideline that contains the existing elements, but updates the visual brand to match throughout marketing efforts. Will provide specific instructions for brand components so franchises will have clear specs on how components must be used in their local marketing efforts.
🔴 High
Q4
5
Young people need to create memories
Focus on how to get them to grab Jack’s instead of McDonalds for their late-night trips. Coffee and donuts a far better “treatment” for the late night “functions” older teens and young adults are privy to.
There are no rows in this table
[JDS] Brand resources
0
850+ Best Coffee Shop Slogans & Taglines Ultimate List
341+ Best Donut Captions For Instagram - Puns & Quotes
30 Donut Puns That Are Just A-Dough-Rable | Trusted Since 1922
30 Donut Quotes to Glaze Your Day with Fun and Sweetness - SayingImages.com
650+ Best Donut Shop Slogans & Taglines Ultimate List [2023]
UX Copywriting Checklist
prog_uxi_UX_Project_Checklist.pdf
Process
Jack’s Donuts Ah-Ha Moment – Grow In Henry
Customer brand identity survey
Brand Identity Worksheet and survey
brand worksheet.jpeg
brand worksheet.jpeg
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