How can you use feedback from local markets to improve your global brand guidelines?

1 Understand your local markets

Before you create or update your global brand guidelines, you need to do some research on your local markets. What are their needs, pain points, values, and aspirations? How do they perceive your brand and your competitors? What are the legal, ethical, and cultural norms that affect your communication? You can use various methods to gather feedback, such as surveys, interviews, focus groups, social media listening, or online reviews. The more you know about your local markets, the more you can tailor your brand guidelines to resonate with them.

4 Test and measure your impact

Once you have created or updated your global brand guidelines based on feedback from local markets, you need to test and measure their impact. You can use various metrics to evaluate how well your brand guidelines are performing in each market, such as brand awareness, recognition, recall, loyalty, advocacy, satisfaction, or conversion. You can also use qualitative methods to collect feedback from your local audiences, such as testimonials, reviews, comments, or feedback forms. You should monitor and analyze your results regularly and make adjustments as needed.

5 Communicate and educate your team

Your global brand guidelines are only useful if they are communicated and followed by your team. You need to educate your team on the purpose, benefits, and best practices of using your brand guidelines. You also need to provide them with the tools and resources they need to apply them consistently and effectively. You can use various methods to communicate and educate your team, such as workshops, webinars, newsletters, intranet, or online platforms. You should also encourage feedback and collaboration from your team and reward their compliance and creativity.

6 Review and update your brand guidelines

Your global brand guidelines are not static or final. They are dynamic and evolving, as your brand, your markets, and your feedback change over time. You need to review and update your brand guidelines periodically to ensure they are relevant, accurate, and effective. You can use various methods to review and update your brand guidelines, such as audits, surveys, benchmarks, or feedback sessions. You should also involve your local markets and your team in the process and communicate any changes or updates clearly and promptly.