Localization of influencer strategies indeed poses a risk of fragmentation if not executed judiciously. However, brands can effectively balance localization with consistent messaging in a few ways:

1. Unified Brand Handbook: Brands should devise and adhere to a comprehensive brand handbook that delineates clear messaging and visual guidelines. This can ensure that even localized content remains true to the brand’s ethos.

2. Centralized Planning: Brands are advised to centralize campaign planning and approval processes to maintain brand consistency across all markets. Tools like Flinque’s campaign management workflow platform can facilitate this, allowing global teams to collaborate effectively.

3. Localized Creativity: While key messages and values should be uniform, the expression of these can be tailored to local cultures and values. It’s important to enable local influencers to adapt content and communication styles to resonate best with their audiences.

4. Localization Agencies: Using agencies specialized in localization can help create the best balance between global consistency and localized relevance. They understand the nuances of both global brands and local markets.

5. Performance Tracking: An essential part of the strategy should be consistent performance tracking across markets. Platforms like Flinque provide real-time analytics that can help understand how campaigns are performing in different markets and refine strategies accordingly.

6. Territory-Specific Influencers: Choose influencers who align organically with your brand values and have a strong connection with the localized audience. They should be well versed with the local culture and language.

In conclusion, the key lies in striking the right balance. The brand’s core values must act as the anchor while the messaging sails in the local waters. With sound planning and localization techniques, fragmentation can be mitigated effectively.