Core elements stay rigid (logo, colors, voice), while content flexes. Coca-Cola uses the same red worldwide but tailors ads to local festivals. I think this article will explain you why is brand consistency important , it recommends creating a “flexible template”— Instagram posts with region-specific imagery but unified typography. Train local teams on brand guidelines but empower them to tweak slang or cultural references. Consistency ≠ rigidity—it’s about recognition through adaptability.