Brand strategies are now increasingly complex and sophisticated. A sophistication equal to the challenges of globalisation where brands are the standard-bearers. Indeed, the brand conveys the vision of the company and its top management team. It expresses the competitive difference which will lead to its success in the local markets where it must operate. But this strategic dimension often fails in its implementation.
A brand book which is not consistently applied. Brand messages which are not clear to non-English native speakers or are no longer adapted to business ambitions. A graphic chart which allows flexibility in application – but so much that the brand becomes a different one. Plenty of information on the logo and free space around it but nothing on the brand’s tone of voice. Brand instructions that are so detailed and complex that no-one (apart from the expert in Communications who produced them) can use them. Brand guidelines for print – but hardly anything for digital. A strict top-down implementation of the brand « rules » which does not authorise any local adaptation to local needs and messages.
Does the above sound familiar?
Externally, poor international brand management can lead to confusion among the brand’s target audiences and consequently, a weaker brand. Internally, it can mean frustration and friction between the teams trying to apply the brand guidelines locally and those attempting to enforce the rules at global level. The result? No one wins. Especially the brand.
The key to effective global brand management is striking a balance between ambitions at the local level and strategic vision at the international level. It’s usually a fine balance.
A consultancy specialised in brand strategy and communications to transform, Les Ateliers Corporate, with their many years’ experience of advising global companies on how to best manage their brands, can help you achieve this fine balance.
Les Ateliers Corporate accompany top management teams in their transformation projects. The team of French and British senior consultants design and deploy communication strategies which enable companies to strengthen customer confidence and address their management and brand challenges. Some of the largest global companies, such as Alstom, Capgemini, Danone, Deloitte, Engie, Roche, Société Générale…, put their trust in Les Ateliers Corporate.