An ode to your local teams.

If you’re a multi-location brand, your greatest advantage isn’t your latest multi-million-pound TV campaign. It’s the people carrying your brand into their communities every single day.

Local teams are often under-appreciated, yet they’re one of the most vital parts of a business’s armoury. Getting them on-side is essential, because when performance soars, it’s rarely down to shouting the Head Office message louder - it’s because your local colleagues feel included, supported, and trusted.

As Oliver Rodbard at Creams Cafe put it:

“When I think about our best performing locations, they always have one thing in common. A franchise owner that’s passionate about service, and critically, being a part of the community they serve.”

So what if you’re not a franchise? How do you spark that same pride and momentum across distributed, non-franchised teams?

You build it with a brilliant brand culture, driven by internal communications that make your people feel part of something, not on the receiving end of it.

Here’s what we consistently see driving success (reaffirmed by my GAIL's vs Costa Coffee blog conversation and comments last week):

A clear rhythm of communication: predictable cadences beat sporadic bursts
Genuine access to support: spaces to ask, learn, and improve—without judgement
Two-way feedback loops: leaders listen, local teams shape the playbook
Practical comms tools people can tweak: templates, tone, & examples that save time

And a reality check: around 80% of the global workforce is desk-less; frontline, vehicle-based, or on the move.

Healthcare, retail, hospitality, field services… they’re not sitting in front of an intranet. If your comms don’t meet people where they are (short, mobile-friendly, visual, and easy to action), they won’t land.

Let's talk. FREE DISCOVERY CALL Click below to arrange a chat with Peter to see how we can maximise your marketing.

That’s exactly what we’re unpacking in our next webinar:

Talking Local #7. Internal Comms - Your Brand on the inside.

11:00 (UK) • Tuesday 21 October

Peter Cronin - We Are Acuity
Kate Goodman CIIC - The Good Comms Company
Andy Martin - Stellantis Performance Academy

Sign up here.

We’ll share real-world case studies, including how we supported the Stellantis Performance Academy in engaging 10,000 employees across 900 locations, and practical ways to turn internal comms from fragmented to focused.

Expect simple takeaways you can put to work the same day.