Brand rollout across branches and markets: a uniform image at distributors and in every country
The hardest places to maintain a brand are those where the company has no direct control: branches with their own marketing, distributors with their own materials, markets with their own agencies. Rolling the brand out in these places combines rules, ready materials and support, which makes it easier for partners to do it right than to do it their own way.
Why does the brand drift apart in branches and at partners?
A partner does not have your designer or your brand book. They have a deadline and a need. If they do not get a ready material, they will make their own.
Drift in branches and at partners is not a lack of goodwill but a lack of tools. A distributor needs a leaflet for next week's trade show, a branch in another country has to make a post, a local agency got a job without a brand book. Everyone does what they can with what they have. Rolling the brand out in these places means delivering rules and materials in a form the partner can use faster than making their own.
How do we roll out the brand at partners and in markets?
- We map who uses the brand. Branches, distributors, agencies, partners, markets. What each of them creates and in which language.
- We prepare a partner kit. Condensed rules, brand files, templates and ready materials, in the markets' languages, with room for local details.
- We share and roll out. One place for the kit, a short meeting with each partner, answers to questions. We check the partners' first materials together.
- We keep watch and update. Partners' new materials pass through consistency control, and changes in the brand reach the kit in every language.
What do you get?
- a partner kit: rules, files, templates and materials in their languages,
- one place with current versions available to everyone,
- rollout with each partner and support with their first materials,
- consistency control of partners' materials, if the company wishes.
When is it worth rolling the brand out at partners?
- when distributors' materials do not look like the company's materials,
- after a brand refresh that has to reach all markets,
- when the company opens a new branch or signs a contract with a new distributor,
- when local agencies in different markets work by their own rules.
Frequently asked questions
Will partners stick to it?
Yes, if the kit makes their work easier. A ready leaflet in their language with room for their details is better for them than making their own. Rules that only restrict are ignored.
Does the rollout cover physical signage?
Yes, in terms of design and guidelines: signs, office and vehicle signage, trade show materials. We coordinate production and installation with local contractors, or supervise it if the partner has their own.
How does it work in many languages?
The kit is created in a master version and then in the markets' languages, localised rather than translated. Every version is checked by someone who knows the language.