Delivering brand consistency for distributed marketing

Marketing Management Marketing Tools

2 min. read

Fundamentally, central and local marketing must work in harmony. To do this, marketers must adopt and use a single distributed marketing platform to enable brand automation.

Creating a power brand

A “power brand” has high awareness and recall with its customers, resulting in:

  • Greater trust and loyalty
  • Less vulnerability to market forces
  • Improved category influence
  • Instant recognition
  • Better customer engagement

One of the building blocks of creating a power brand is obsessive brand consistency across channels and markets.

Marketers, especially in businesses with a distributed retail sales model, are often confronted with the challenges of delivering a consistent message whilst maximising the opportunity of localised marketing and leveraging the investment made at central marketing.

In fact, 93% of distributed marketers surveyed by Cheetah indicated one of the biggest challenges they face is “balancing the conflicting needs of local marketers and corporate marketing”.

Franchises, retailers and dealerships often “face a variety of difficulties along the way toward building brand consistency. Balancing brand uniformity while respecting franchisee independence and regulating brand messages while effectively targeting local communities are two of the struggles that often arise." (Findley Group).

The issues are compounded as consumer pressure builds with 75% of consumers now expecting companies to provide a consistent experience across every channel. (Salesforce)

Technology to Enable your Localisation Strategy

Central marketing has overall responsibility for the brand. Local marketing, whether they are distributors, franchisees, partners, dealerships or agents, must make the marketing assets relevant for local use. Fundamentally, central and local marketing must work in harmony. To do this, marketers must adopt and use a single distributed marketing platform to enable brand automation. This provides local marketers with easy-to-use and brand compliant marketing templates ensuring they can customise, adapt and create local marketing collateral. The benefits for the marketing teams include:

  • Brand and campaign consistency based on approved brand guidelines
  • Simple access to all marketing assets
  • No local design agency costs thanks to self-service campaign templates
  • Streamlined workflows for content creation, resulting in shorter campaign lead times
  • “First mover advantage” when utilising template technology for ‘reactive campaigns’
  • Cultural engagement, as you speak directly to the customer
  • Automated multi-channel content distribution
  • Fewer emails and approval cycles

An example can be seen here of how O’Learys, with 130 restaurants across 15 markets, utilised brand automation to overcome their distributed marketing challenges. By providing each restaurant with access to self-service templates and a robust media bank, they had everything they needed to create localised content around daily promotions for digital, print and social campaigns whilst staying on-brand and improving customer engagement.

In a study by Harvard Business Review, 72.4% of consumers said they were more likely to buy a product with information localised for them. As a result, the top performing brands now develop hyper-localised marketing strategies, with brand automation central to the execution.

If you’d like more information on how BrandMaster has supported clients as diverse as Mercedes Benz, Careem, Helly Hansen and BMW to deliver brand consistency with distributed marketing, please contact us below.