The play „Brand Identity“ is a standard piece on the piano of marketing in the 21st century. Since the products and services of international corporations are developing more similarities, due to the global trading with specialized suppliers, the focus in differentiating from the competitors grows more and more by the brand experience, which is highly influenced by the brands ambassadors, representing the brand in customer interaction.
The conclusion is near, that a corporate identity and one layer above, the corporate culture is a guideline, how to adapt aspects of the corporate culture to personal attributes to become an authentic brand representative. This is even more important, when a brand markets internationally, across the borders of culture. A strong and actively lived brand identity connects people under the roof of corporate interaction. The brand identity sets the framework and balanced expectations of one and another. A mutual understand is being set and guided by the corporate culture.
Recently, I added another aspect to the use and importance of brand identity. Since I have the privilege of managing communication projects for international corporations in different regions across the globe, I recognized a tremendous important potential in case of corporate culture. But what is it, that changed shaped the way I’m planing these projects?
The brand´s identity is important and a basis of interaction. But the best moral guide has its limit. Different markets are so different, that the ideal identity of the brand reaches its borders and clashes with local opinions or behavior codes. This is both a challenge and a big opportunity. Since a brand identity is never a stagnant construct that is valid forever, its more a living and breathing organism, which adapts and learns by being used and operated.
No matter if it is a training or a business development consultation and coaching, every project involving the corporate identity is based on acknowledging the needs, views and opinions of the brand representatives in a local market. Who else knows the customers behavior more than the local staff? We highly recommend to use this momentum and the dynamics of an intercultural team and to cater to diverse market needs by enriching our customers brand identity with the knowledge and cultural background of intercultural staff members.
In conclusion, the customers culture and the brand identity are two values systems, that ideally decrease the gap to one another and benefit from each other. Keep in mind, culture is a constant changing and developing ecosystem that never
If you wanna know more about our view on the whole topic of the back and forth effect of brand and culture, get an insight of our Fluxx Model in international branding. Watch the video beneath in which I talk even more about my opinion on brand culture from the beautiful city of Doha in Qatar, which I have visited several times in 2018.
If you wanna know more about the Fluxx Live cultural trainings and consulting sessions, please contact us at any time: firstname.lastname@example.org
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