7 Key Factors for Successful Multi-Site Brand Rollout
The essential guide for Brand, Facilities, and Procurement leaders planning a rebrand or global brand rollout, drawn from over 30 years and 200,000 projects across 140 countries.
Understand Your Network
Gather the key information and data on every site in your network before you begin. Don’t leave it to the supply chain to provide, it’s too late by then and it will be filtered through the supplier’s lens. You need this information now as it will inform the design direction of the brand elements and how they are applied. rationalize sites into as few variations as possible, and ensure there is a brand solution for every architectural challenge across the network.
Get Evidence-Based Budgets
Establish evidence-based budgets that are robust enough to deliver the rebrand program fully. Take the time to find out the real costs of implementation, develop cost models, and build in cost-savings challenges to the implementation team. The more you save in early phases, the more you have to invest deeper into the brand at each location.
Think Central Control
Avoid a plan that simply scales up the business-as-usual way of rebranding sites. When you have many sites, identify what steps can be done once for all sites together, rather than once for every site separately. It is much more efficient to centrally control and deliver the early preparation phases, such as site audits and brand application design, as a single global task, than allowing them to become part of the downstream decentralised tasks. By doing this, you are also assured of global consistency of brand application everywhere.
Supply Chain Identification
Identify supply chains that meet the requirements of the brand. Don’t let the requirements of the supply chain define the brand. If you do, the opportunity to deliver brand-led, innovative solutions will be lost. This is also the opportunity to make significant cost savings, often more than 30% over traditional supply chains. If you don’t have influence over supplier selection, collaborate early with those who do and bring them into your brand world before work is passed to them.
Define Your New Brand in 3D
Define and specify all aspects of the brand in three dimensions, not just a generic guideline that is open to interpretation. Specify the brand elements and their materials by applying innovation and value engineering, then define how they should be applied, manufactured, and installed. Effectively, create the standards and tools that need to be used. These will enable the program to be delivered cost-efficiently, consistently, and successfully.
Integrate ESG Policies Early
Integrate your organization’s sustainability and ESG policies into the design briefs from the outset. This will increasingly become a key aspect of rebrand program delivery, hardware specification, messaging, and communications. Specifying sustainable materials, reducing transport emissions, and extending product lifespans should be embedded in the program from day one, not treated as an afterthought.
Bring Real Experience Into Your Team
Bring in brand implementation experience. Chances are you have never done this before, since the last brand change was decades ago. Even if you have, the technology and possibilities will have changed dramatically. Hire experts who can support you where you need it, so you don’t have to reinvent the wheel and learn the hard way. A specialist partner provides technical know-how, global project management, and quality assurance, ensuring consistency, compliance, and timely delivery.
Ready to plan your brand rollout?
We offer a complimentary introduction call to discuss your multi-site rebrand challenges. Whether you have a project in mind or just want to explore the possibilities, this conversation is an opportunity to define the direction and potential of your program.