Local Brand Management: What is important at the regional level
The economy, sales and corporate structures have changed a lot in the past decades. Where there were still many small retail stores and local producers and suppliers 50 years ago, globalization brought more and more large and international brands into play. Some mergers and the rise of the Internet also caused smaller local providers to disappear from the cityscape. In recent years, however, local brand management in particular has been expanded again and many large and international companies are increasingly relying on local shops and local contacts.
What is local brand management?
Local branding, also known as local branding, means vertical sales through local sales and distribution partners. These are branches and partners that belong to central brands, but control their sales, local marketing and communication activities themselves. However, in order to meet the expectations and agreements of the brand, the local brand management needs many internal agreements and communication channels in order to communicate strategically together. The marketing and corporate design of the company is an important point here. It should be adapted locally and individually, but advertised in a consistent and consistent manner, in order to strengthen the overall brand image and to support the branding. The sales and sales partners act at the local level as brand ambassadors, who maintain direct contact with the customers and acquire new customers and interested parties. In order to strengthen this strategy, the company needs common guidelines, efficient advertising planning and the support of the partners by the head office (e.g. by awarding bonuses and grants). In general, sales and sales partners are increasingly included in the strategy in local branding, as they can give customers proximity, trust and personality.
What are the challenges in local brand management?
The biggest challenge in this type of brand management arises from having many individual communicators who are supposed to work individually but together on the brand strategy. To ensure this, a great deal of communication and coordination is required between the headquarters and the sales partners, but also between the individual partners. It is important to combine two major areas, on the one hand by integrating the sales partners into the brand strategy and leaving them enough scope for their own local customers. On the other hand, the marketing strategy is planned centrally and controlled by the marketing department of the entire company. The partners are the direct, trusted contact person for the target group and thus the link between the customer and the brand. It is particularly important to make the various marketing channels accessible to the sales partners and to enable local multi-channel marketing, since new, digital and technically-oriented marketing strategies are now also the order of the day in local marketing. It is particularly important to support the sales partners and not only to provide templates, but also to provide advice and training. If these challenges are dealt with correctly, marketing can be customer-centered and run directly on site.
- Communication between headquarters and sales and sales partners
- Balance between local focus and central brand strategy
- Help with multi-channel marketing
Welche Werte sind besonders wichtig?
Local partners form the link between the brand and the customer and are therefore a direct touchpoint to the desired target group. Due to the regional orientation, the customers can be addressed ideally online and offline.
Security through agility
Thanks to the necessary transparency, local customers can communicate safely with their partners. However, these should not rest on the company's image, but react flexibly to changes and challenges.
In order to gain the trust of local customers, it is important to know the needs and to meet the required expectations. Due to the local proximity, these aspects can be observed and trust can be increased through actions.
When it comes to local brand management, it is not just a matter of relying on personal experience, but also on collected data. Through digitalization, new opportunities can be used to look as professional and personable as possible.
Standardized and automated processes lead to an efficient working environment in local branding. This means fewer consultations and all marketing activities can be analyzed and optimized in the future.
Supporting local partners and addressing regional target groups are as individual as possible with local brand management. For this purpose, new, innovative channels can be integrated just as well as the tried and tested.
What are the advantages of successful local brand management?
For the brand
- Stringent corporate design for all marketing activities
- Clear coordination processes between the head office and the sales partner
- Transparent and easy allocation of advertising grants for individual partners
- Strengthen ties between partners and headquarters
- Synchronization of regional and national strategies
- Strengthen and expand image and brand value
- Optimizing internal interfaces and processes Central administration and transfer of data and digital assets
For the partners
- Individualized opportunities for local marketing
- Create professional marketing material cheaply and quickly
- Access to a broad portfolio of measures for online and offline marketing
- Support in the entire marketing process (strategy, creation, production)
- Use brand image and awareness locally
- Support with questions and ideas
- Financial help through bonuses and advertising grants
What software support are there?
In order to defy the challenges and use as many of the advantages for the brand and the sales partners as possible, it is advisable to implement support in the form of software. These systems can simplify work steps and bundle marketing-relevant coordination, communication and processing on one platform.
The all-round carefree package offers a marketing portal. All relevant marketing activities are handled centrally here. In these portals, companies can provide their partners with templates for various marketing channels and make them editable. Through the direct connection to service providers such as printers or media houses, the entire marketing process can be controlled via a portal, from digital creation to production and publication. By controlling the head office, they have an overview of the individual partners and can therefore analyze and control their use and marketing activities. By awarding advertising grants internally, the company has the opportunity to focus on local marketing and to build a relationship with local partners.
Web to print software
Compared to the marketing portal, web-to-print software offers support in all printed advertising materials. An individual form of marketing material can also be created using templates. These printed advertising materials range from business cards, flyers and brochures to mailings and posters. The digitally provided design is supplemented by the local information and content and forwarded directly to the print shop. This means that local, efficient and fast advertising can be done in printed form.
Automated multi-channel marketing
Systems that enable automated multi-channel marketing enable content to be published on various marketing channels. Automation can thus save a significant amount of time, which in turn saves costs. By connecting different (mainly digital or online) platforms, you can advertise on new channels without much prior knowledge. Platforms such as social media or booking ads on the Internet can be particularly challenging for laypeople. Such software solutions can be published easily, inexpensively and directly.
The future of local brand management
In order to continue to be locally successful in the future, it is advisable to use software support that incorporates new, digital offers and is future-oriented. In addition, it is important not only to see the software as a mere addition to the technology, but to look closely at the performance and select it individually for your own company. Through consultations and test versions of the providers, the right solution for the local branding of every company can be found, regardless of whether the company wants to specialize more in print products, dialog marketing, online marketing, out-of-home or physical offers such as trade fairs.