Your team is divided on brand voice in localized content. How do you find common ground?

I suggest you better start by understanding the team’s concerns and the reasons behind the differing opinions on brand voice. Engage with both global and local team members to identify the specific needs of each market. This step is crucial because what works globally may not resonate locally. Consider the cultural nuances, audience preferences, and the overall business objectives. A thorough assessment will reveal whether the differences are due to misunderstandings, differing objectives, or genuine market needs.

I listen first when there are varied opinions, that's the reason why we have two ears and only 1 mouth. I see discussions as means to make further improvements and more polished outcomes. After carefully assessing the points given, I'll direct everyone to the basics of branding in the local aspect: 1) What's the prevailing culture of our target market (Gen-Z, Millenials, Professionals)? 2) What medium to use in consideration of this culture (language, buying trends, prevailing and trending topics among them, university/school/work culture)? The best way to resolve divided opinions is to go back to the basics and from there, everyone can start to re-assess their points and eventually, agree on what to do exactly.

After identifying the root causes, set clear objectives that align with both global brand standards and local market needs. Objectives should be SMART—specific, measurable, achievable, relevant, and time-bound. Ensure everyone understands how the localized content will support the overall brand while addressing local nuances. This alignment helps in creating a unified vision that reduces conflicts and keeps the team focused on common goals.

We must develop comprehensive guidelines that bridge the gap between global and local brand voice. These guidelines should be flexible enough to accommodate cultural differences but strict enough to maintain brand consistency. Include examples of acceptable local variations in tone, language, and style. Ensure the guidelines are easily accessible and understood by all team members, providing a clear framework that allows for creativity within the brand’s boundaries.

And yes, why don’t we encourage ongoing communication between global and local teams? Regular check-ins, workshops, and feedback sessions can help ensure everyone stays aligned and feels heard. This dialogue should be two-way, where local teams provide insights on what works for their audience and global teams offer guidance on brand consistency. Fostering an open, collaborative environment will minimize misunderstandings and create a stronger, more cohesive brand voice.

We can implement a pilot program to test the new guidelines in select markets before a full rollout. This allows you to gather data on what works and what doesn’t, providing an opportunity to tweak the approach based on real-world results. After the pilot, review the outcomes with all stakeholders and make necessary adjustments. Continuous monitoring and periodic reviews will ensure the strategy remains effective and adaptable to changing market dynamics.