top of page

How do i maintain brand consistency across global events?



Taking events globally.  ✔️ 

 

Centralising event programmes. ✔️ 

 

Maintaining brand consistency across multiple communications and experiences. Hmmm. 

 

Oftentimes, consistent brand messaging and identity can be challenged by local market nuances and increasingly, communication personalisation. 

 

Variances in brand placement or more significantly tone, language and message create inconsistency, a disruption in flow but often vehemently defended by regional teams that claim local knowledge as precedent. 

 

What are the consequences implementing a seemingly simple solution by mandating a common, consistent approach? 

 

Brand awareness 

Drive heightened brand recognition and connection with audiences evoking a sense of togetherness and part of something greater. 

 

Tone 

Swerve the pitfalls of misjudged and diluted language by focusing on one, authentic brand voice.  

 

Communication channels 

In the past, we delivered one content message by spreading it thin across many communication channels.  In this attention age use your one, authentic brand voice, repurpose content messaging to create variances and spread them thick onto fewer channels for consistency. 

 

Event experience 

Reflect your organisation’s global presence by demonstrating a consistent event experience across territories considering programme, content formats, participation and brand experience.  Gain valuable efficiencies by developing a strong core concept and yield far greater attendee insights and data. 

 

When it comes down to it, it’s about way-finding. 

 

Noun the process or activity of ascertaining one's position and planning and following a route. 

 

International travel provides an interesting analogy. 

 

By virtue, an unfamiliar destination, different language, a level of disorientation. 

 

Not for the first time, let’s refer to AMC’s Mad Men and the fictional pitch to Hilton Hotels. 

 

It’s a great line. 

 

“How do you say hamburger in Japanese? – Hilton” 

  

If you’re frustrated by disparate event brand identity and experiences across the globe or considering how to consolidate event experiences into one, efficient central team then ask us how we help maintain brand consistency for our global clients. 

 

If you have a moment, take a very quick look at this tactical case study for Hitachi here

 

 

 

Sign up below and receive insight straight to your inbox as and when we produce it.

Like what you've just read?

You may also find these helpful ...

bottom of page