10 September, 2024

Global brand implementation - the seven golden rules

- Discover the 7 essential steps to achieving consistent, high-quality global brand implementation - based on our decades of international experience.

- Learn how to plan and manage complex global brand rollouts across multiple locations, while staying on time, on budget, and on brand.

- Explore how design integrity and value engineering can reduce costs without compromising quality or consistency.

- Understand how to build a global brand rollout that is both sustainable and financially viable, with real ROI and compliance with international tax and legal frameworks.

- See why sourcing the right expertise and global supply chain is critical to long-term global brand activation.

- Learn how constant communication and clear project governance can help mitigate risks and ensure flawless execution at every brand activation milestone.

In the final article in our Pearce Process series, we explore the shared journey we take towards brand implementation for all our clients, and look at each step of the 7 stage process- how each of them comes together to make sure we achieve consistent, high quality results - in every location, every time.

We’ve been designing, manufacturing and installing corporate signs since 1791, taking our business global in the 1950s. What we know from our extensive experience, is that consistent and high-quality brand application is vital to a brand's success. Yet achieving this consistency globally presents unique challenges. Factors like reliable resources, material availability, guideline interpretation, and local supply chains can significantly influence the effectiveness of a brand implementation programme.

Implementing a brand change is a complex process that demands precision. To ensure your brand identity rollout is successful, it's crucial to plan meticulously and ensure consistent delivery on time and within budget across multiple global locations.

This involves a wide range of skill sets - design and value-engineering knowhow; visual brand literacy; an understanding of materials, illumination technologies - and having a communications framework in place to keep everyone connected.

1. Conduct a comprehensive needs analysis

Before embarking on a brand implementation project, clarify your goals. Are you rebranding an existing business or launching something entirely new?

Consider the scope of the project —how many locations and where?
Are your timelines fixed or flexible?
Assess whether your internal team has the full range of expertise to manage the project or whether you'll need external support.

It is concerning that many brands simply do not know how many locations they have, and whether leases may be expiring on some of these sites.

There are other legal considerations too. For instance, if your rebrand is as a result of a merger or acquisition, your new brand identity will require a name change by a legally defined time frame.

As part of our comprehensive due diligence, we complete brand surveys for every site, and then create brand books outlining what the new brand asset needs to be at each location.

2. Develop a detailed master plan

With a clear understanding of your objectives, the next step is to craft a detailed plan. This plan should address every aspect of the implementation, including external factors.

Do you have a proven, reliable supply chain?
Are critical stakeholders like franchisees or local operators involved, especially in the funding element? Budget management is a critical part of this whole process to ensure that every part of the project stays on track.
We also need to determine whether your locations require a simultaneous transformation or if you have flexibility in your timeline for a phased rollout.

Many brands have multiple stakeholders, which can lead to slower decision-making, or you find everything gets decided by committee - which can result in compromise, often at the detriment to the brand. There are also variances in how a major project is funded - some are managed centrally, while others are funded locally. Understanding the funding streams and budgeting framework is critical to synchronise brand activation.

This is where a meticulous mobilisation plan needs formulating, with clear milestones.

3. Design integrity

Consistency is vital to maintaining brand integrity across all touchpoints and locations.

So it’s important to establish a brand strategy and brand identity toolkit to ensure your brand remains consistent globally. Good design matters - but it doesn’t need to be compromised by cost.

Through intelligent design and engineering, you can apply smart value engineering techniques to reduce production, transportation, and installation costs.

Here’s an example of how we apply value engineering at the start of a project to minimise additional costs further down the line. We often get a US brand that approaches us with a set engineering design. But because the specifications are US based we know we’ll be unable to source the materials or paint finishes worldwide. So, what we try to do is design products that can be made everywhere using materials and specifications that are internationally recognised and available. It helps with consistency and stops a dilution of standards.

4. Affordability and sustainability

A successful rebrand must be cost-effective and deliver a solid return on investment (ROI). Budget planning is crucial. So with every brand identity rollout, we consider cross-border tax implications and design modular solutions to speed up installation, reduce onsite time, and minimise disruptions.

These efficiencies can lead to shorter timelines and positively impact your bottom line. Taxes are often overlooked, as are import duties, and local VAT that might not be recoverable, while the issue of withholding taxes, all needs considering when preparing the rollout. It’s also worth remembering that the actual country where products are made and installed will also impact the project’s tax liabilities.

For many of our clients, sustainability is now a major objective but some are naturally hesitant about unknown costs, or the additional time spent prototyping new materials. By understanding your sustainability objectives, we can help map out costing solutions and project timelines. Sustainability doesn’t need to be an expensive option, as our work with NatWest on a sustainable approach to their UK-wide brand roll out successfully proved.

5. Source the right expertise - don’t compromise on quality

The quality and consistency of a successful brand identity rollout depends on having the right expertise in place. Managing a major brand implementation requires significant resources. Commissioning an experienced implementation company will be critical to navigate the complexities of a global rollout. If your brand is being implemented across local and international markets, then you will need someone that has global reach and experience in both design and engineering.

6. Timeframes, milestones and delivery deadlines

Staying on schedule and within budget requires experience and training from both internal teams and external partners. For example, ensure you have a robust global logistics chain for real-time tracking of goods and a clear understanding of cross-border importation and taxes. You also need to train all involved personnel to guarantee that implementation is done right the first time to save on costly adjustments and rectifications. Local teams with knowledge of the language and market conditions are also crucial for timely and effective implementation.

*The average global rebrand will take from 9 to 24 months depending upon scale.

7. Maintain constant communication and reporting

A seamless project management strategy is essential for keeping even the most significant projects on track. This requires a clear vision, experienced teams, and navigating unexpected challenges. Comprehensive understanding and coordination of the strategic implementation plan at both central and local levels are vital.

Our global communications portal enables our project teams, wherever they're based, to have up to date visibility on the management and financial status of the project, at every milestone on the journey from design and engineering to manufacturing and installation.

A critical tool within this whole process is having a risk register which identifies project, logistical and financial risks.

In conclusion - there are no short-cuts to a successful and lasting corporate sign rollout.

Trust us. We know. There really is no one-size-fits-all approach to a global brand rollout or refresh. Your corporate brand, and the visual sign assets that interface with your audience, is one of your most important assets. We only get one chance to make a brilliant first impression, and the brands that fall by the wayside are those that neglect the way they look and present themselves to their customers, employees and suppliers.

For a deeper look at the topic of brand invisibility and obsolescence read our article here.

However, by partnering with a team like Pearce Signs - with the international experience, the energy, and the tools to deliver consistent quality - we can make sure that your global brand activation programme is customised and executed with precision, clarity, and vision.

Planning a corporate brand rollout?

To talk about your next global brand activation project call us on 0115 940 9620 or email hello@pearcesigns.com

Below you’ll find links to all the articles in our Pearce Process series.

Article 1 - why site surveys and asset audits really matter

Article 2 - engineered by design - how creativity and engineering ensure our signs have a lasting impact

Article 3 - timeframes and deadlines - how me make sure our corporate identity signage rollouts are delivered on time, every time

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