Global brand communications
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local adoption of global brand
As a global brand custodian, you want to strengthen and deepen those values associated with your brand. One way to do this is to make sure your brand values are recognised in the same way by all audiences. This means making sure your values are communicated consistently by all those with local market responsibility.
But how do you get all your local brand managers to adopt the same thinking?
Global Buy-In process
Issue:
You have a clear vision for your brand. You have clearly described values associated with your brand and a set of messages to deliver consistent messages across markets. But your local brand managers know their markets better than you. They should, as they are specialists in their local market. But they may not always agree with you or see the value in a global brand.
Objective:
To bring your local brand management teams on board with your global brand vision so they communicate the same global brand across all markets. To achieve Buy-In.
How we can help:
Local teams need to own your vision of the global brand.
We can bring your local brand management teams together under a common vision.
All companies are different, and solutions have to be crafted for each situation. There is no one size fits all here! But there are some key principles.
laying the foundations for success
For Buy-In to be achieved, your local brand team need to feel they have been part of the process to develop the global brand identity and vision. There are some key principles that need to be adopted for the process to stand a chance of achieving its objective.
We call these, ‘The 5 Pillars’.
Five pillars to achieve global Team Buy-in
vision & common goals
Establish a desire for and a clear understanding of the future vision
Commitment
Commitment by passionate people who share the vision
Management belief in the global brand concept
Becomes a corporate mission
Recognise need for global alignment in communications planning
Communicate direction & expectation clearly inside & outside the company
Allocate proper resources
Transparency & Celebration
Everyone has a valid opinion
Celebrate achievements wherever they come from
Success breeds success
Speak And Be Heard
Invite participation & establish teams
Operate with respect & understanding of different needs
Seek to establish & develop efficiencies from similar goals
Maintain frequent dialogue
More listening, less telling
sharing
Quick, free and open
Demonstrate flexibility
Responsive to individual needs
Expectations achieved through goal definition
Permit ‘best practice’ learning to be adopted by others
Establish a feedback mechanism