Global brand consistency has never been easier, so why is it so hard?


Thanks to the ubiquity of the Web coupled with the phenomenal growth of social media, it has never been easier to get your message in front of so many people. In fact, you’d be forgiven for thinking that global marketing is “easy.”

The reality, however, is a little more complicated. On the one hand, distributing a message is certainly a lot simpler now. All it takes is a few clicks – and you can ping the exact same message to all of your customers right across the globe. In this way, consistency is guaranteed. But this approach assumes that you want everyone right across your target markets to receive precisely the same material – whereas, in fact, this is an approach that most global companies actively reject.

From fashion and beauty, right through to b2b tech, most global brands appreciate the value of instant recognition and a universally recognized core message. But they also recognize the need to adapt and fine-tune that message, so it resonates with local audiences. In other words, just because it’s possible to create a single campaign and distribute it verbatim to everyone, it doesn’t mean that it’s desirable.

There’s also a further complication – linked to content creation. Once you’ve recognized the need for your message to include a ‘local touch,’ you quickly realize that marketers on the ground are the people best placed to deliver it. The challenge is in ensuring that locally based designers and creatives adapt your content in such a way that your core message remains intact. Here’s a closer look at how you can achieve it:

Achieving global consistency: Why ‘one size fits all’ isn’t the answer

The more relevant and relatable the message, the more likely it is that your messaging will result in a purchase.

But what’s really important – and therefore relevant – to your customer base can shift between localities. Expectations, priorities, and preferences can all vary, a little or a lot, depending on who it is you are targeting. So even though your top line message may have universal appeal, it still pays to adapt it to these sensibilities.

Adapting your message: why merely making assets available isn’t enough

One seemingly obvious way of overcoming this challenge is through the use of a digital asset management (DAM) system. This involves setting up a central hub of everything local marketers require for the production of marketing materials all in one place. Examples might include logos and other essential brand graphics, imagery, tone of voice guidelines, and basic templates for content creation.

You are giving your people the right tools for the job – but how can you be sure that they are going to be used in the right way?

However, this only partially solves the problem. You are giving your people the right tools for the job – but how can you be sure that they are going to be used in the right way? What’s to stop a designer making one change too far to the layout – thereby diluting your efforts to promote instant brand recognition? Likewise, if a local agency has been brought on board to assist with campaign production, what’s to stop them from taking a very different slant on the campaign brief in their efforts to add value to the work they provide?

So along with providing access to brand assets, it’s worth focusing on smart templating capabilities. This is where Brandgility can really help. This solution gives marketers the ability to adapt global campaigns with ease to make them super-relevant to local audiences – but under well-defined parameters and automatic controls that are set by you. When you have multiple local campaigns on the go, this is the most effective way to adapt your message while maintaining consistency.


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