I once visited three branches of the same company in one day - Dubai Marina, JLT, and DIFC. Same brand, but each location looked different. Different signage colors (due to sunlight fading), different menu layouts, different quality of printed materials. One looked premium, one looked tired, one looked like a different company entirely.
This is the multi-branch branding challenge. Here's how to solve it.
of customers expect consistent brand experience across all locations
The Multi-Branch Challenge
Challenge 1: Signage Inconsistency
Different locations, different environments. Mall lighting vs outdoor Dubai sun. Different landlord requirements. Different installation teams.
Result: Logos look different shades, signage quality varies, some faded or damaged.
Challenge 2: Print Material Drift
Each location orders their own materials when they run out. Different suppliers, different quality, minor design variations creep in.
Result: Business cards that don't quite match. Menus with different layouts. Outdated brochures still in circulation.
Challenge 3: Staff Discretion
Local managers make decisions about display, signage placement, printed items. "We just printed some flyers locally because we needed them fast."
Result: Off-brand materials, inconsistent customer experience.
Challenge 4: New Location Setup
Each new branch is a fresh project. Rush to open, branding is afterthought. "We'll fix it later."
Result: Inconsistent launch quality, brand dilution.
The Solution: Centralized Brand Management
1. Brand Guidelines Document
Every company with multiple locations needs a comprehensive brand guide that covers:
- Logo usage (sizes, clear space, don'ts)
- Color specifications (CMYK, Pantone, RGB, HEX)
- Typography (fonts, sizes, hierarchy)
- Signage specifications per location type
- Print material templates
- Photography and imagery style
2. Centralized Ordering
All print materials ordered through one point of contact or system:
- One approved supplier for consistency
- Pre-approved designs that locations can customize
- Quantity management across network
- Central budget tracking
3. Material Kits
Standardized kits for different scenarios:
- New branch opening kit
- Seasonal campaign kit
- Staff starter kit
- Replenishment kit
Signage Consistency
Signage Types by Location
Ensuring Signage Consistency
- Same supplier for all locations - Consistent materials, colors, quality
- Specify exact materials - Document what's used at each location
- Color matching - Pantone specifications, not "make it look like this"
- Regular inspections - Schedule quarterly checks
- Maintenance protocol - When to clean, repair, replace
Sun Fading Alert
Dubai sun fades signage faster than you'd expect. Red becomes pink, blues wash out. Use UV-resistant materials for external signs and budget for replacement every 2-3 years for outdoor vinyl, 5+ years for quality lightboxes.
Print Material Management
What to Standardize Completely
- Business cards (same template, just different names)
- Letterheads and envelopes
- Company brochures
- Core menu items (for F&B)
- Price lists and service menus
What to Customize by Location
- Contact information inserts
- Local promotional flyers
- Area-specific marketing
- Opening hours signage
Template System
Create editable templates where locations can customize specific fields:
- Location name and address
- Phone number
- Operating hours
- Local offers/promotions
Everything else is locked to prevent off-brand changes.
New Branch Opening Kit
Standard Opening Kit
- Reception/fascia signage
- Interior signage package
- Window graphics
- Business cards for all staff
- Letterheads and envelopes
- Company brochures
- Menu/price list (if applicable)
- Promotional launch materials
- Staff uniforms with branding
- Branded stationery (notepads, pens)
- A-frame or pavement sign
- Opening day banners
Opening Kit Timeline
Campaign Rollout
When running promotions across multiple locations:
Centralized Production
- All materials designed and approved centrally
- Printed in one run for quality consistency
- Distributed to all locations with installation instructions
- Clear start and end dates
Campaign Kit Contents
- Window decals/posters
- Counter displays
- Staff information sheets
- Flyers for distribution
- Social media graphics (digital)
- Installation guide
Audit and Compliance
Regular Brand Audits
Schedule quarterly (minimum) visits to each location checking:
- Signage condition and accuracy
- Print materials current and correct
- Displays properly set up
- Staff uniforms on-brand
- No unauthorized materials
Audit Checklist
Per-Location Audit
- External signage matches brand standards
- No fading, damage, or missing elements
- Reception area branded correctly
- Current marketing materials displayed
- Old/outdated materials removed
- Staff have correct business cards
- Uniforms match brand standards
- Digital displays showing current content
- Price lists/menus up to date
- Photography matching brand style
Cost Efficiencies
Volume Discounts
Multiple locations mean larger orders. Use this to negotiate:
- Business cards: 5,000 across locations cheaper per card than 500 per location
- Signage: Bundle fabrication across locations
- Print runs: Combine orders quarterly
Inventory Management
- Central storage for standard items
- Minimum stock levels at each location
- Reorder triggers before running out
- Avoid over-ordering location-specific items
Technology Solutions
For Larger Networks (10+ Locations)
- Brand portal: Online system where locations can order approved materials
- Digital asset management: Central repository for logos, images, templates
- Automated reordering: System triggers when stock is low
- Campaign management: Push materials to all locations simultaneously
Common Multi-Branch Mistakes
- "Each location is different" - Using this as excuse for inconsistency
- No brand guidelines - Assuming everyone knows the brand
- Decentralized ordering - Every manager doing their own thing
- Ignoring maintenance - Letting signage deteriorate
- Rush openings - Cutting corners on branding for new locations
- Old materials - Not removing outdated items from circulation
Ready to get started?
Look, we've been in this business long enough to know what works and what doesn't. If you're not sure where to begin, just give us a call. No pressure, no sales pitch - we'll walk you through the options and give you an honest quote.
What you get with us:
- Straight answers about what you actually need (not what costs the most)
- Fair pricing - we'll tell you how to save money where it makes sense
- Quick turnaround when you need it, or save by planning ahead
Managing Multiple Locations?
We help multi-branch businesses maintain brand consistency. One supplier, every location, guaranteed quality.
Discuss Your Network+971 56 978 6395
