登录查看更多内容

How can you maintain brand recognition across local markets?

由人工智能和领英社区提供技术支持

Brand recognition is a key factor for the success of any franchise business. It helps you attract customers, build loyalty, and stand out from the competition. However, brand recognition is not a one-size-fits-all concept. Different local markets may have different preferences, needs, and expectations from your franchise. How can you maintain your brand identity while adapting to the local context? Here are some tips to help you balance brand consistency and local relevance.

此文章中的业界达人

由社区从 8 条内容中精选。了解更多

Annette McDonald

Founder, Easil; Helping Franchises and teams of all sizes keep their visual brand, on-brand, with easy to use DIY…
Venkatesh Padmanabhan Iyer

Experienced, HR Leader with 24+ years of Experience | Chief Manager- HR at H-Energy Pvt Ltd.| Talent Acquisition…
Ed Samane

CEO at NextFran | 76 FENCE | Scout and Molly’s

1 Know your audience

The first step to maintain brand recognition across local markets is to understand your target customers in each location. You need to conduct market research, customer feedback, and competitor analysis to identify the demographics, behaviors, and preferences of your potential and existing customers. You also need to be aware of the cultural, social, and legal factors that may affect your franchise operations and marketing. By knowing your audience, you can tailor your products, services, and messages to meet their needs and expectations, while still aligning with your brand values and vision.

添加您的观点

Venkatesh Padmanabhan Iyer

Experienced, HR Leader with 24+ years of Experience | Chief Manager- HR at H-Energy Pvt Ltd.| Talent Acquisition Strategist, hiring across levels, using different hiring platforms, Campus Hiring, Branding, HR Operations.
举报内容
How can you maintain brand recognition across local markets? Building and maintaining the brand is very challenging and important responsibility of any Company. One should engage the local customers thru some schemes, events, conferences etc. They should feel the brand. Companies can take up to sponsor certain social impact events, can spread awareness programs, medical campaigns. Brand sustainability is the mantra rather than building brand. Thanks,

已翻译

赞
Pragya Dujari

IIM Indore | Franchise Consultant | Business Advisor | Brand Strategist I Network Builder I AI Enthusiast I Building EdTech and creating Possibilities
举报内容
Understanding the diverse cultural, linguistic, and regional differences in India is crucial for maintaining brand recognition. For example, when launching its affordable smartphone range, Xiaomi recognized the importance of regional language support. They provided their MIUI (user interface) in multiple Indian languages, catering to the linguistic diversity of the Indian market. This approach helped Xiaomi gain significant traction across various regions of India.

已翻译

赞

2 Create a brand guideline

A brand guideline is a document that defines the core elements of your brand identity, such as your logo, colors, fonts, tone, and message. It also provides instructions and examples on how to apply these elements consistently across different channels and platforms. A brand guideline is essential for maintaining brand recognition across local markets, as it ensures that your franchisees and staff follow the same standards and rules when representing your brand. It also helps you avoid confusion, inconsistency, and dilution of your brand image.

添加您的观点

Annette McDonald

Founder, Easil; Helping Franchises and teams of all sizes keep their visual brand, on-brand, with easy to use DIY design, workflow tools, printing & logistics [Australia & USA locations]. Co-Owner, Inkco.
举报内容
Brand guidelines outlining each of these ingredients, along with demonstrations of brand-in-use is the first step. Alongside this, for visual outputs, it's essential to create editable design templates with brand locking and/or approval process in place. Keeping in mind that Franchisees are not graphic designers, but need the flexibility to communicate their brand at the local level - you need to make it easy for them to do so, or you'll quickly see the visual brand dilute through mis-use, simply because they don't understand how to follow the guidelines, or you haven't made it easy enough for them. Provide the guidelines, AND provide the tools to make it happen.

已翻译

赞
Ed Samane

CEO at NextFran | 76 FENCE | Scout and Molly’s
举报内容
A brand guideline is an essential manual that outlines the foundational components of your brand's identity, including the logo, color scheme, typography, voice, and messaging. It offers clear directives and examples for uniform application across various mediums and platforms. Crucial for sustaining brand consistency in diverse markets, this document ensures that franchisees and employees adhere to uniform standards and practices in brand representation. By preventing discrepancies and fragmentation of the brand's image, it plays a pivotal role in preserving the brand's integrity and recognition.

已翻译

赞
Pragya Dujari

IIM Indore | Franchise Consultant | Business Advisor | Brand Strategist I Network Builder I AI Enthusiast I Building EdTech and creating Possibilities
举报内容
Developing comprehensive brand guidelines that are adaptable to different Indian contexts is essential. Titan, a leading watch brand in India, maintains brand consistency while catering to diverse consumer preferences. They offer a wide range of watch designs that appeal to different demographics, from traditional to contemporary styles. Despite the variation in designs, the Titan logo and brand identity remain consistent, ensuring instant recognition across local markets.

已翻译

赞

3 Adapt to local needs

While a brand guideline helps you maintain brand consistency, it does not mean that you have to be rigid and inflexible. You can still adapt your brand to suit the local needs and preferences of your customers, as long as you do not compromise your brand essence and values. For example, you can modify your product range, pricing, packaging, or promotions to cater to the local demand and taste. You can also use local languages, slang, or humor to communicate with your customers in a more engaging and relatable way. The key is to find the right balance between standardization and customization, and to test and measure the results of your adaptations.

添加您的观点

Pragya Dujari

IIM Indore | Franchise Consultant | Business Advisor | Brand Strategist I Network Builder I AI Enthusiast I Building EdTech and creating Possibilities
举报内容
Adapting products or services to meet local needs is key to sustaining brand recognition. An example of this is Parle-G, India's beloved biscuit brand. Parle-G has managed to maintain its popularity by offering affordable biscuits packaged in small quantities, making them accessible to consumers from various socio-economic backgrounds across India. By addressing the local need for affordable snacks, Parle-G has remained a household name for decades.

已翻译

赞

4 Leverage local influencers

Another way to maintain brand recognition across local markets is to leverage the power and influence of local celebrities, experts, or advocates who can endorse your brand and spread the word about your franchise. These influencers can help you reach a wider and more targeted audience, increase your credibility and trustworthiness, and generate more engagement and referrals. You can collaborate with influencers who share your brand values and vision, and who have a strong connection and relevance with your local customers. You can also encourage your franchisees and staff to become influencers themselves, by creating and sharing authentic and positive content about your brand.

添加您的观点

Pragya Dujari

IIM Indore | Franchise Consultant | Business Advisor | Brand Strategist I Network Builder I AI Enthusiast I Building EdTech and creating Possibilities
举报内容
Collaborating with local influencers or celebrities amplifies brand visibility and resonance. A prime example is the partnership between PepsiCo's Kurkure and Bollywood actress Juhi Chawla. By featuring Chawla in its advertising campaigns, Kurkure not only leveraged her popularity but also connected with consumers on a more personal level, particularly in regions where she enjoys significant fan-following. This collaboration helped Kurkure maintain brand recognition and relevance across diverse local markets in India.

已翻译

赞

5 Monitor and evaluate

Finally, you need to monitor and evaluate your brand performance across local markets, and make adjustments as needed. You need to track and measure various metrics, such as brand awareness, recognition, recall, loyalty, satisfaction, and advocacy, among your local customers. You also need to collect and analyze feedback, reviews, and complaints from your customers, franchisees, staff, and influencers. By monitoring and evaluating your brand performance, you can identify the strengths and weaknesses of your brand strategy, and find opportunities for improvement and innovation.

添加您的观点

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

添加您的观点

Ricard Prats Moyano

Director Comercial Hidralair | Executive MBA | Master en IA aplicada al negocio
举报内容
Para mantener el reconocimiento de marca en mercados locales, es crucial entender la cultura y las necesidades de la comunidad. Implementa estrategias de marketing localizadas, como eventos en la comunidad y colaboraciones con negocios locales. Utiliza plataformas de redes sociales para conectarte con tu audiencia local y compartir contenido relevante. Además, ofrece un excelente servicio al cliente y asegúrate de que tu marca esté presente en eventos y lugares locales frecuentados por tu público objetivo.

已翻译

赞

Franchising

+ 关注

给文章评分

我们借助人工智能创建了此文章。您认为这篇文章怎么样？

很棒不太好

举报此文章

查看全部

How can you maintain brand recognition across local markets?

1

2

3

4

5

6

1 Know your audience

2 Create a brand guideline

3 Adapt to local needs

4 Leverage local influencers

5 Monitor and evaluate

6 Here’s what else to consider

Franchising

给文章评分

感谢您的反馈

更多Franchising相关文章

更多相关阅读内容

How can you maintain brand recognition across local markets?

1

2

3

4

5

6

1 Know your audience

2 Create a brand guideline

3 Adapt to local needs

4 Leverage local influencers

5 Monitor and evaluate

6 Here’s what else to consider

Franchising

给文章评分

感谢您的反馈

查看其他技能