Often, UsabilityOne work with clients who are constrained in the changes that they can make to their websites by design rules enforced by an international parent company. Employing a consistent design can be greatly beneficial in building a strong international brand, however, in some cases these constraints can negatively impact the user experience of a local website. When constrained by these types of design rules there are several points to keep in mind:

1. Use language that is appropriate for the local audience. It is important that the website speaks to the user in familiar language and not only in terms of product names but throughout detailed content such as terms and conditions.
2. Use images that are appropriate for the local audience. The imagery used is an important branding tool,  used to differentiate categories of content and often are navigable items. The use of inappropriate imagery can be disconcerting and create mistrust. It is important that the images used depict scenes that will resonate with the local audience.
3. Ensure that the iconography and symbols used, are appropriate for the local audience. Icons and symbols that are instantly recognisable to a European audience may not be relevant to an Australian one.
4. Where strict adherence to international guidelines creates serious difficulties for your users, be prepared to bend the rules to ensure the best user experience is provided.

For some further reading, see Christian Arno’s post on Inspect Element.