One risk is always that designed assets, while itself being perceived as aesthetic, emotional, high quality and relevant, may at the same time not be connected to the original brand. The danger is a standalone asset that can in extreme cases even be viewed as from an entirely different brand. Beauty is not the unique selling point of a brand, but its worldwide uniform appearance. Only through brand consistency can a globally professional external image be achieved.
In practice, this means the same application of the style guide worldwide. Colors, fonts and their sizes, the use of the logo, etc. must follow defined rules.
Design management also means providing support in cases of doubt. In this way, a second look can ensure that the brand remains consistent.