[Updated for 2025]
You’ve built a brand, set up a replicable business model, and empowered franchisees or local managers to carry your vision. But then it happens—someone decides to “go rogue.” Maybe they’re using an off-brand color scheme, launching an unauthorized product, or running promotions that don’t align with corporate messaging. Suddenly, your well-crafted brand identity is under threat. There goes your corporate branding consistency.
So, what now? Before you go off the rails yourself, let’s break down why franchisees and location managers go rogue, how to handle branding multi-location and franchise branding breaches, and—most importantly—how to prevent them in the first place.
Why Do Locations Go Rogue?
Franchisees and location managers are not interested in sabotaging brand consistency. When they deviate from brand standards, it’s often due to one (or more) of the following reasons:
- Inability to Customize: They may not have the materials, tools, or support needed to maintain brand consistency while customizing their messaging and imagery. There’s a strong (and correct) desire for local relevance; a one-size-fits-all approach doesn’t always work. Some locations might tweak local and franchise branding to better connect with their local market. This is a good thing—if done well!
- Misunderstanding Brand Guidelines: Sometimes, locations simply don’t realize they’re out of compliance. They might inadvertently grab a logo from an old email and not realize the tagline was updated two months ago.
- Cost-Cutting Measures: In some cases, locations have relationships with local vendors and want to use their services, but relying on cheaper, un-approved vendors for marketing materials can lead to brand inconsistencies—and higher overall costs.
- A High Level of Success: Many mistakenly attribute their off-brand local and franchise branding messaging to higher sales. While this is a possibility, the long-term negative effects outweigh any temporary gain. In fact, in the long run, unified branding builds a better, stronger brand—and sales.
- Desperation: On the flip side, a location may be trying to save the brand with a misguided advertising attempt. This is dangerous as well, as it further confuses and frustrates customers.
Understanding why locations go rogue helps corporate teams determine the best course of action for resolution.
Related: Why Franchisees (and Other Teams) Don’t Follow Corporate Brand Standards
How Can Corporate Handle a Breach in Branding Guidelines?
When a location steps out of line, your response matters. There are different ways to address rogue teams, but not all of them are created equal.
The Nuclear Option: Termination and Lawsuits
In extreme cases—especially when a location is damaging the brand beyond repair—termination or legal action might be necessary. However, this route is costly, time-consuming, and can harm brand reputation even more. It should be an absolute last resort, not the default approach by any means.
The Smarter Approach: Correction and Collaboration
If possible, working with the location to correct the issue is the best solution for both parties. Here’s how to do it effectively:
- Find Out Why It Happened: Before acting, understand the location’s reasoning. Was it an “uncustomizable” asset, local adaptation, or a misunderstanding?
- Provide the Right Tools: Ensure locations have access to approved marketing assets that still allow for customization.
- Conduct Routine Visits: Regular check-ins help catch potential branding breaches before they spiral out of control.
- Offer Additional Training: A support team can guide locations in areas where they struggle with brand compliance.
- Reinforce Brand Consistency: The goal is to keep branding uniform across all locations without stifling locations’ creativity for a real win-win.
By opting for a corrective rather than punitive approach, corporate teams build stronger relationships with their locations while maintaining brand integrity.
Your Solution: Brand Management Platform
Now, that’s a lot to manage. Keeping track of branding compliance across multiple locations is enough to make even the most seasoned corporate marketer want to pull their hair out. But it doesn’t have to be this complicated. Enter the brand management platform—your secret weapon for franchise brand consistency.
What Is a Brand Management Platform?
A brand management platform is a cloud-based portal that allows corporate teams to store, manage, distribute, and print marketing assets while giving locations access and editing permissions to pre-approved, customizable materials. Think of it as the one-stop–shop that makes brand compliance effortless.
The Perks of a Brand Management Platform
1. The Right Customization for All Your Locations’ Needs
Locations want to tailor marketing materials to suit their local audience. With a brand management all-in-one platform, they can use pre-approved templates for:
- Print materials (flyers, posters, banners)
- Digital assets (email templates, social media graphics, videos)
- Promotional products (branded merchandise, apparel, giveaways)
This ensures they can tweak content quickly to adapt to changing market conditions and fit their objectives without violating brand guidelines—and without needing a sign off from corporate.
Related: Consistent and Personalized Marketing: How to Have Both
2. The Right Home for Your Digital and Marketing Assets
Instead of scattered marketing materials, everything is stored in one centralized hub. Brand management platforms ensure:
- Logos, colors, and trademarks stay uniform across all locations.
- Locations always have access to the latest approved assets.
- Outdated or non-compliant materials are eliminated from circulation.
A streamlined asset management system means fewer headaches and less risk of rogue branding. Searchability also means greater efficiency. The ability to easily find the right, current materials gives locations the clarity and freedom that builds their confidence and expertise in creating powerful, relevant brand experiences.
Related: Best Practices for Storing Marketing Materials Across Multiple Locations
3. The Right Way to Simplify Your Processes
Brand management platforms aren’t just about compliance—they’re about efficiency. They save time, reduce costs, and ensure peace of mind. Instead of constantly policing locations, you empower them with the right tools to maintain branding effortlessly.
With a brand management platform, corporate teams can:
- Ensure brand consistency across all locations.
- Reduce approval wait times.
- Give franchisees the autonomy to market effectively within corporate guidelines.
- Focus on business growth instead of firefighting branding issues.
Build Better Brand Consistency
Yes, rogue locations can become a rampant problem, but they don’t have to spell disaster. By understanding why it occurs, addressing issues collaboratively, and leveraging brand management platforms like our proprietary Ignition software, corporate teams can keep branding consistent and compliant—and encourage creativity.
Ready to wrangle the chaos? We’ve helped multi-location marketers across industries streamline their marketing assets so both the corporate and the local teams band together for the brand.
