Getting traction with local teams.

If you're not getting traction with your local teams you might have a comms problem, not a strategy one. Because behavioural change doesn’t come from shouting louder - it comes from bringing people in.

If you're a multi-location brand trying to move the needle, here's the truth:

Your people aren't ignoring the brand strategy. They just don’t feel part of it.

 

Last year, we started working with a national automotive brand whose dealer network was struggling - inconsistent marketing, low engagement, and a general sense of disconnect from head office. Not because they didn’t care, but because they didn’t feel included. No rhythm, no support, no feedback loop.

So we kept it simple.

We set up a monthly cadence of Teams webinars and 1:1 sessions, giving every dealer access to real-time support, practical guidance, and a space to actually talk. No slick platforms or fancy portals. Just clarity, consistency, and a bit of care.

And it worked.

Marketing performance improved. Teams got more confident. Brand alignment tightened. But more importantly, people started pulling in the same direction again. It wasn’t about tech. It was about trust.

And here’s the thing - this isn’t just about automotive. It works in any sector, any size, any set-up. From education, to hospitality, franchise to charity.

The tools you need are probably already in your back pocket. What’s often missing is:

• A clear rhythm of communication

• Genuine access to support

• A culture that says, “We’re in this with you”

It’s not about the polish, it’s about the practice.

The 2025 International Employee Communication Impact Study by Staffbase and YouGov says it all:

• Only 43% are satisfied with the amount of internal comms

• Just 42% rate the quality positively

• A worrying 40% say they lack access to coaching or mentoring

That last one really sticks.

Because when local teams don’t feel supported, they’ll find their own way - and that’s rarely aligned to your brand.

We’ll be unpacking more of this in an upcoming webinar with internal comms specialist Kate Goodman CIIC, we'll be focusing on brand building across distributed networks via impactful internal comms. Keep an eye out for that!