Systems · Branding, retail marketing and franchise networks
A brand with a distributed estate is being represented right now in hundreds of places its brand team will never visit. Old logos, superseded colours, last season’s campaign, and occasionally a withdrawn claim that has become a safety problem rather than a brand one. Brand Estate Monitor checks every location’s websites, listings and social pages against the current guidelines every day — and runs a scheduled capture round for the things no system can see remotely.
Who it is for
Franchise networks, dealer and reseller networks, multi-site retail and hospitality, and membership organisations whose local branches publish in the national brand’s name.
What it costs
A fixed fee to encode your guidelines as checkable rules and enrol the estate, then a monthly retainer. Cost scales with the number of locations and the number of surfaces watched per location.
What the retainer covers
Guidelines change and every change needs re-encoding. Locations join and leave. Campaigns end and have to be swept from the estate. Capture rounds have to be run, and the locations that ignore them have to be chased. The retainer covers keeping the rules current and working the exceptions with the people who actually have to fix them.
How signage and print are handled
Websites, listings and social pages can be checked remotely and continuously. Shopfronts, window vinyls, menus and printed collateral cannot — no system can see them, and imagery from mapping services is years out of date. So the system runs the capture itself: each location is asked for photographs on a defined schedule, and again whenever the guidelines change. What comes back is checked in exactly the same way as a web page, against the same rules. What does not come back is chased, escalated, and reported as a gap rather than quietly recorded as compliant.
The walkthrough above uses a fictional organisation and illustrative figures. No client data appears anywhere.
Building this under your own name?
Most of what we build is deployed by agencies and consultancies under their own brand. We stay behind it.