Securing GRENKE’s global brand consistency in local markets
Read how Papirfly’s platform allowed the GRENKE team to adapt and perfect their branding processes in a dynamic market.
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GRENKE’s challenge
Operating in 33 locations worldwide, GRENKE is firmly established as the European leader in small-ticket leasing, as well as a trusted provider of independent financial expertise.
However, this global market presence carries complex challenges, not least maintaining a consistent brand presence in each distinct region.
Thinking global, acting local, staying consistent
As the organisation expanded, GRENKE experienced significant difficulty managing its brand identity and delivering consistent local communication across its various marketing channels. They understood the need to adapt campaigns and materials for specific audiences, but had neither the infrastructure nor the in-house resources to carry this out effectively.
As a result, coordinating campaigns between GRENKE’s headquarters and local offices was time-consuming, costly and frustrating. Even small brand processes could become nerve-wracking obstacles, with everything sent or coordinated via email.
This fractured approach to marketing increased the risk of inconsistencies creeping into GRENKE’s collateral, caused avoidable delays and meant spur-of-the-moment opportunities couldn’t be capitalised on. Their team needed a better, more agile solution.
“With the implementation of Papirfly, we set the foundation for a new marketing approach.
Instead of time-consuming communication between HQ and the countries, everyone benefits from the simplified processes and can access the system at anytime, from anywhere”
Anna Ryszka,
Digital Marketing Manager, GRENKE AG
Searching for a platform to unify consistency and communication
Challenges identified, GRENKE began their search for a suitable brand management platform that met several key criteria:
- Flexible access and authorisation control
- CMS technology, including integration capabilities
- User-friendly, comprehensive workflows
- Extensive, simplified asset management control
- Proven long-term cost efficiency
This concentration on consistency, performance and cost led them to the Papirfly platform. A solution that offered GRENKE the worldwide, end-to-end brand activation they sought.
Implementation initially focused on the platform’s Digital Asset Management (DAM) system and integrating with GRENKE’s official website. This was seamlessly achieved with support from their German Customer Success Team and an external agency. Once accomplished, our teams worked in tandem to produce their collection of on-brand design templates.
The simpler, smarter approach to global brand management
Establishing Papirfly’s platform as its central brand home and source for all marketing assets, GRENKE laid the foundation to empower local offices and produce self-serviced marketing collateral, all aligned with its brand image. Today, consistency is secured at every touchpoint, and the marketing department has unlocked time to focus on continuous brand development.
A one-stop destination for the GRENKE brand
This stems from GRENKE’s consolidated brand hub, where its exemplary marketing collateral is stored alongside its bespoke brand guidelines. Employees can benchmark all future brand communications, store them in one, easy-to-navigate online location, and keep campaigns in lockstep with the company’s distinct identity, regardless of the market or purpose.
A smarter approach to organisation that enables the central marketing team to manage and control their brand from a single place. Meanwhile, local marketing teams and employees can access and apply the brand as they see fit, with full confidence that what they share is valid and up to date.
To make this way of working a reality, Papirfly’s powerful DAM solution collects and structures all uploaded brand assets in line with GRENKE’s needs. Users can easily manage, find and use any content in a couple of clicks, giving all teams access to the same library of assets, regardless of location.
The DAM’s various formats and download options provide users with the right level of flexibility to present the brand locally, while its intuitive interface creates a seamless workflow. Plus, as GRENKE’s team was keen to control who could access certain materials, the system’s customisable access rights ensure only the right people interact with their relevant assets.
Consistent, localised campaigns created seamlessly
As a global company, asset localisation is a high priority for GRENKE’s marketing divisions. Papirfly’s on-brand design templates allow them to achieve this efficiently, without investing in support from local agencies or design specialists.
Instead, local offices are now truly self-serviced, empowered with the tools to create and adapt assets in-house, all 100% brand-consistent. Languages and imagery can be rapidly adjusted to meet the nuances of a particular audience, so they can unleash personalised campaigns with significantly less time and effort.
From digital templates for flyers, ads, emails, web graphics and social media posts, to roll-up banners and trade show walls for yearly exhibitions. Anyone in the GRENKE team can produce studio-standard collateral to exact specifications, with all brand elements in the correct place.
This has maximised efficiency and eliminated time-consuming tasks across GRENKE’s teams, empowering users to work independently without the need to consult brand experts. Faster campaign execution, minimal bottlenecks, exciting possibilities.
Empowering a bright future for the GRENKE brand
Using Papirfly’s platform, GRENKE’s marketing efforts have completely transformed in recent years. Employees across their ecosystem can create assets independently and uniformly for immediate use, resulting in simpler communication and faster ‘to-market’ times, both for individual offices and GRENKE’s central marketing team in Baden-Baden.
The cost-to-effort ratio to identify assets has improved dramatically, while GRENKE also uses the platform’s marketing data and analytics to gain valuable insights on asset popularity, template usage and more, refining their strategy and operations based on these metrics.
With developments in AI asset tagging and animated display banner templates in the pipeline, the strong partnership between GRENKE and Papirfly will continue to make a game-changing difference for its employees and customers worldwide.
