In a global business environment having a consistent brand is vital. But brand consistency specifically doesn’t mean the brand is exactly the same everywhere, it has to be flexible enough to have local relevance. Finding that balance, creating the guidelines and limits and then monitoring them is important.
Our experience is that different companies and different market need different approaches and guidelines. Long established brands can often benefit from a looser set of guidelines to create a more localised feel. New brands or products, needing to establish themselves might benefit with a tight set of controls and standards.
There isn’t a set rule which is why our Global Marketing services are designed to provide
the information to make those assessments and give you a global brand identity with strong