How Multi-Location Brands Can Compete with Giants Like Specsavers
Why Multi-Location Marketing Needs More Than Big Ideas
When you’re up against a market leader like Specsavers, the challenge can feel enormous. They’ve got brand recognition, a bigger budget, and campaigns that people can quote word-for-word.
But here’s the truth, you don’t win by copying them. You win by matching their cleverness with your own brand personality and executing consistently across every location.
For multi-location brands, that requires more than just a clever campaign. It takes clarity, structure, and alignment. Without these, even the smartest marketing ideas can crumble under the weight of inconsistency.
Why Specsavers’ Marketing Works So Well
Specsavers has mastered the art of simple, memorable, and consistent marketing. Their famous line “Should’ve gone to Specsavers” is a masterclass in brand positioning.
Here’s what makes it so powerful:
Simple Messaging – One line, instantly understood.
Memorability – Witty and sticky, it’s been embedded in culture for years.
Consistency – Whether on TV, billboards, or social, the brand voice never wavers.
Clear Positioning – They own the affordable, accessible eyewear segment.
One standout example was a physical billboard that had been installed upside down. Instead of being an expensive mistake, the sign became the punchline: “Should’ve gone to Specsavers.” This clever twist turned human error into brand genius.
That level of creativity is what challengers need to learn from, not copy.
The Challenges Multi-Location Brands Face
Scaling a brand across multiple locations introduces complexity. What works for one storefront often unravels when multiplied across dozens.
Some of the most common issues include:
Inconsistent branding – Different logos, colours, or store fit-outs.
Fragmented social media – Some locations post regularly, others not at all, leading to mixed brand voices.
Rogue content – Well-meaning staff create off-brand materials that dilute identity.
Uneven customer experiences – Without clear guidelines, service varies from store to store.
When a giant like Specsavers nails consistency across every channel, these gaps become even more noticeable.
Clarity Before Creativity
The first step to solving these challenges isn’t another flashy campaign. It’s brand clarity.
Ask yourself:
Who are we as a brand?
What do we stand for?
What sets us apart from competitors?
How should customers feel when interacting with us?
Without clarity, even the most creative marketing idea won’t land. With clarity, every location can execute in a way that feels cohesive yet locally authentic.
Think of it like music: without a conductor and sheet music, an orchestra is just noise. Clarity provides the rhythm that keeps every instrument in harmony.
Building a Framework for Consistency
So how do you take big ideas and ensure they succeed across multiple locations? By building a scalable marketing framework.
Here are six essentials:
1. Develop a Comprehensive Brand Playbook
Go beyond a logo and colour palette. A strong playbook defines:
Tone of voice and brand personality.
Visual guidelines for imagery, graphics, and layouts.
Social media best practices.
Standards for in-store experience and messaging.
This ensures that whether a customer interacts online or in-store, the experience feels unified.
2. Centralise Marketing Assets
Provide ready-to-use templates, graphics, and scripts in a shared library. This saves time, prevents quality dips, and keeps messaging on-brand.
3. Allow Localised Flexibility
Give stores permission to adapt messaging for local events or promotions, without losing brand alignment. Controlled flexibility empowers teams while maintaining cohesion.
4. Train Staff as Brand Ambassadors
Your staff are the face of your marketing. Train them not only in how to deliver service, but why the brand matters. This builds buy-in and creates authentic customer experiences.
5. Build Feedback Loops
Collect customer feedback regularly through reviews, surveys, or social listening. Use this data to adjust campaigns and fine-tune messaging.
6. Track Both Local and National KPIs
At the national level, focus on metrics like brand awareness and engagement. Locally, track foot traffic, referrals, and repeat customers. Together, these KPIs tell the full story.
Structure Over Scattergun Marketing
Many businesses underestimate how much structure underpins successful marketing. A great idea without alignment often leads to chaos.
Imagine launching a national campaign, only to see:
Half your stores didn’t post the content.
Some rewrote captions, losing the brand voice.
Others used old logos or off-brand graphics.
The result? Confusion, not cohesion. Structure ensures that campaigns launch with confidence and resonate at every level.
Compete Without Copying
The biggest mistake challenger brands make is trying to mimic the giant. Specsavers owns their famous phrase. Imitating it would only weaken another brand’s identity.
Instead, focus on the principles behind their success:
Keep messaging simple and sharp.
Create memorable storytelling.
Deliver consistency across touchpoints.
Anchor your brand with clear positioning.
Blend these lessons with your own personality and strengths, and you’ll stand out without blending in.
Competing with a dominant player like Specsavers isn’t about spending more, it’s about marketing smarter.
For multi-location brands, that means:
Establishing clarity around your identity and positioning.
Building consistency into every location and channel.
Creating structure that empowers local teams while protecting the brand.
Designing campaigns that are engaging, memorable, and shareable.
Training staff to be living ambassadors of the brand.
When creativity is paired with structure, multi-location businesses gain the confidence and capability to scale. And that’s how you not only compete with giants but carve out your own lasting space in the market.
If you’re ready to dive deeper and uncover the full insights, tips, and strategies we shared, make sure to tune in to the full episode. Hit play and you won’t want to miss the details that could make all the difference!
And if you’re ready to bring clarity and consistency to your marketing? Book a call with the team today, and let’s build a framework that drives results across every location.
