Prioritising Brand Visibility

Forget the digital echo chamber – in the real world, physical brand visibility is as important as ever. From towering skyscrapers to everyday fleet vehicles, every branded touchpoint is an opportunity to connect with consumers and solidify your presence. Unfortunately, many brands overlook these valuable assets, leaving untapped potential on the table.

But fear not. At GLIMMA, we specialize in revitalizing neglected brand assets and orchestrating comprehensive global brand implementation program that unlock the full potential of your physical brand footprint. With over 15 years of experience and a network of 400+ international branding experts across 200+ countries, we’re your trusted partner in building a globally consistent and impactful brand presence.

Your Path to Brand Visibility Domination

Our process begins with a meticulous global brand implementation program audit. We delve into your existing brand landscape, pinpointing every touchpoint – no matter how big or small. Using a blend of digital, desktop, and on-site surveys, we gather precise data on the type, location, and condition of each branded asset.

This wealth of data feeds into our cutting-edge technology solutions. Our detailed reports not only guide your program but also leave you with a valuable legacy – a user-friendly database that simplifies future brand management and mobilization.

Brand Magic Across Every Environment

No physical brand asset is beyond our expertise. From full-scale global airline projects to bustling retail space refits, we’ve designed and delivered cohesive solutions that optimize consumer experience and amplify brand visibility.

Here’s a glimpse into our diverse portfolio

• Fleet Branding & Management: We go beyond mere vehicle wraps, partnering with clients like DPD and Heineken to develop long-term brand management solutions that harness technology and optimize fleet operations across land, sea, and air.
• Retail & Workplace Design: Our team boasts seasoned veterans from myriad industries, allowing us to craft immersive brand experiences for flagship stores, supermarkets, restaurants, and hotels.
• Global Workplaces: We design workplaces that resonate with local cultures, collaborating with regional artists to create hyper-localized spaces that inspire employees and reflect your brand’s global identity.

Your Single Point of Global Command

GLIMMA is your go-to consultancy for global brand implementation program. We act as the central hub, coordinating with internal teams, and managing audits, suppliers, site approvals, brand applications, and installations. Our global network of local experts ensures seamless execution, navigating legal frameworks, local legislation, resources, and environmental considerations.

For large-scale projects, we go the extra mile. We prototype, create detailed specifications, and manage tender processes to secure optimal quality, compliance, and consistency while diligently controlling expenditures on your behalf.

Beyond Implementation: Maintaining Brand Standards

Our commitment extends beyond mere execution. We ensure your branded assets stay pristine and impactful with our unique approach to brand asset management. Our system automates updates and reminders, streamlining maintenance schedules and program execution. Detailed reporting equips our team with the insights needed to efficiently manage your brand, ensuring long-term consistency and effectiveness.

Ready to Step onto the Global Stage?

A compelling global brand implementation program is your passport to unlocking international success. Don’t let valuable brand assets go unnoticed – contact GLIMMA today and let us orchestrate a program that propels your brand to new heights across every corner of the globe.

1. Defining Goals and KPIs

Effective implementation begins with a crystal-clear understanding of your desired outcomes. As McKinsey & Company’s “The Value of Value Creation” emphasizes, clearly defined goals serve as the driving force for maximizing business value. Whether it’s achieving market leadership, igniting customer loyalty, or driving sustainable growth, pinpoint your “why” with unwavering clarity. This foundational element sets the stage for establishing your key performance indicators (KPIs) – the quantifiable metrics that track your progress and ensure every implementation decision propels you towards your strategic north star.

2. Take Inventory: Mapping Your Brand Landscape

Before embarking on any transformative journey, we need a clear picture of where we stand. Enter the brand audit, your key to unlocking the secrets of your brand identity. Think brochures, billboards, websites, social media – every tangible and intangible piece that shapes your voice. As Harvard Business Review’s “How to Build a Global Brand” (2007) reminds us, meticulously categorizing and quantifying these assets is the foundation for success. This deep dive equips you with more than just budgetary and timeline clarity; it crafts a detailed roadmap for resource allocation and flawless brand implementation.

03: Cultivating Brand Champions: Building Comprehensive Implementation Engagement

A thriving brand isn’t built solely on marketing budgets and design guidelines but on the hearts and minds of its employees. Yet, achieving successful brand implementation steps requires more than just employee participation; it demands a transformation from passive compliance to passionate advocacy.

The insight report ‘How to Turn Your Employees into Brand Champions’ by Morhart and Herzog’s (2010) offers invaluable guidance on their new leadership approach:

• Inspire a Shared Dream: Ditch transactionalism and “articulate a compelling brand vision” that ignites purpose and unites employees as champions, not followers.
• Live the Brand Narrative: Be the walking embodiment of your brand values. “Acting as a role model” fosters trust and inspires employees to embrace the brand story.
• Empower Brand Ownership: “Making employees rethink their jobs from the perspective of a brand community member” creates a culture of ownership, where initiative and interpretation are celebrated.
• Nurture, Don’t Control: Equip employees with the knowledge and skills to excel. “Teaching and coaching them to grow into their roles as brand representatives” builds confidence and unlocks intrinsic motivation.

You cultivate a chorus of enthusiastic champions by implementing these successful brand implementation steps. Each voice adds vibrant harmony to the brand’s symphony, propelling your transformation from the inside out.

This revision not only seamlessly integrates your key phrase but also reinforces the connection between transformational leadership and successful brand implementation. Remember, the secret to brand triumph lies in inspiring, empowering, and unleashing the passion of your people. So, embrace the transformational path, ignite the spark of advocacy, and let your brand shine through the voices of its most dedicated champions!

04: Centralize Command: The Power of the PMO

Establish a dedicated PMO (project management office), the linchpin of your implementation. Gartner’s “Your Detailed Guide to the 2024 Gartner Top 10 Strategic Technology Trends” emphasizes the crucial role of technology-driven platforms in streamlining brand management. Consider implementing user-friendly dashboards and automated workflows to ensure centralized oversight, consistent brand application, and seamless execution. Don’t forget sustainability! Opt for eco-conscious materials, prioritize refurbishment over replacement, and explore localized manufacturing solutions. Your brand can be a market leader and an environmental champion, not a wasteful monolith.

05: Celebrate and Measure: Quantifying Success and Paving the Future

A rebrand or brand refresh often signals a fresh start so don’t be afraid to use the opportunity, with both employees and customers, to firmly put your brand on the map and in their hearts.

No brand implementation is without its challenges, but you can consider it a success if:

1. Everyone understands why you’ve rebranded and what the new brand means to them
2. Physical and digital brand touchpoints are successfully transformed
3. You have a detailed view of your new brand landscape and can build upon this for further brand developments, or even the next rebrand!

There is no one-size-fits-all approach to brand implementation but if you are facing a rebrand or brand refresh program, I hope this proves to be a good start.

We work collaboratively with the Brand Experience, Marketing, Corporate Real Estate, Facilities, and Airport Customer Service teams at Delta to design, produce, and install visual brand assets in all 275 airport destinations around the world delivering a comprehensive Airport Terminal Curb to Curb suite of visual brand solutions.

We manage an extensive range of brand assets for Delta globally and frequently complete on-site surveys, track completed projects and gather specific brand data to feed it into our brand asset database to help track Delta’s branding and in-market messaging for their teams.

Our design team interpret Delta brand guidelines to create consistently effective visual signage, wayfinding, and marketing communication assets across the entire customer travel journey and we are constantly innovating with the Delta teams adding new services to the solution portfolio, including vendor network management, technology services, fleet services and product specification,