7 Pain Points That Impact Local Branding
As a corporate marketer, you understand the importance of branding and the challenge of executing the brand experience locally.
What’s painful is how often things go awry. In fact, there are seven pain points that can impact the health of a brand when it enters the local scene. We’ve detailed them in an infographic at the end of this post.
Here’s some of what you’ll learn.
For starters, maintaining brand consistency from corporate to local to customer is a major pain point. Many brands suffer from inconsistent brand delivery, yet it’s vitally important. According to Harvard Business Review, “Continuity has become more important than campaigns.”
Meanwhile, back at corporate, it’s marketing that’s challenged with carrying the consistency banner. It’s backbreaking work, serving as the brand police to local marketers, whether you call them agents, dealers, distributors, franchisees or representatives. Local marketers have direct customer contact and when one goes rogue or does their own thing, brand consistency suffers. You want your local marketers producing at a high level but also delivering brand consistency.
Aren’t brand standards supposed to be the cure-all? The answer is yes and no. Brand standards are necessary and helpful, but not always referenced and followed. According to Forrester, “two-thirds of marketers have employees who can’t articulate the brand promise or deliver a great brand experience.”
With the Age of the Customer and the meteoric growth in social and mobile, brands need systems to bring order to the chaos. Many brand leaders like Audi and H&R Block rely on a platform that gives them command and control over the brand but also equips local marketers with the ability to customize marketing efforts within the brand guidelines. It’s a win-win.
Another major pain point impacts the brand stewards—your in-house marketing department. A McKinsey report found that “19 percent of worker productivity is lost due to searching and gathering information.” In-house staffs operate lean these days. They’re taxed when chasing down art files for local usage. Responding to special requests from local marketers interrupt the daily workflow and contribute to delays that increase the odds of locals operating independently.
In-house designers feel the pain especially with alterations and resizing requests. Let’s say a brand relies on local coupons to drive traffic to the nearest location. Each franchisee’s coupons require customization. With hundreds of franchisees, it’s a big job that’s repetitive and stressful, not to mention unnecessary.
For example, Sport Clips prints coupons by the millions, especially during store grand openings. The brand relies on a platform that allows franchise owners to customize the coupons with text edits but retain the look and feel. Cured of couponitis, the Sport Clips in-house graphic designer can focus instead on original design projects.
It’s easy to play the blame game. Corporate can trot out endless examples of local not following brand standards. Local can fire back that corporate is slow and unsupportive. Both have a valued point. The solution? It’s in finding a technology platform that promotes brand compliance and brand customization for local usage.
While brand consistency and in-house marketing department challenges represent two major pain points, there are five other significant pain points. Learn about them and diagnose your brand’s condition by downloading the infographic below. Your diagnosis leads to treatment options with your brand’s optimum health not far behind.
Download this infographic to determine your brand’s diagnosis.Operation Automation: An Infographic