Being a trainer and consultant for brand communication for several years, the usage and adaption of brand identity & brand behavior standards is a standard in most of our projects. Since we are always thriving for the next step, I was keen on finding a way to explain the mutual benefits of both brand and employee in acknowledging each others culture. In case of the employee (including freelancers and external staff), culture is meant to be the cultural background, the roots of the
person. We call it the origin culture. In case of the brand, we are talking about the brand identity – or one level higher – the industry culture.
By searching for a clear principle to explain the beneficial relationship between employee and brand in terms of behavior and culture, we came up with the Fluxx Model, you’ll find below. But what exactly is the message behind it?
A brand learns the origin culture of the employee, the employees learn the industry culture of a certain branch from the brand. Both sides benefit from each other. A mutual understanding is set in between. From the mix of both industry culture and origin culture arises the personality of the employee and the identity of a brand. Both shape each other continuously.
The employees personality and the brand identity influence each other mutually. Strengthes can be used equally, potential can be transferred into strengths and being used powerfully.
The active implementation of cultural aspects and personal attributes shapes the brand identity, supports in avoiding weaknesses, helps to channelize power.
What’s the news now?
In mostly all cases of trainings concept n the field of brand identity and brand culture, the goal is to teach the employees / brand ambassadors to adapt the brand identity in their daily customer interaction. We prefer the mutual impact on one another between employees origin culture and the brands culture because:
- Its a constant developing system
- It takes the advantages from both worlds
- It creates more satisfaction
- Its the future oriented view on a successful brand interaction
This idea of the Fluxx Model is our understanding of modern communication. You wanna know more about it or discuss certain details with us? You wanna implement the Fluxx Model into your trainings concept or write an innovative concept together with us? Please share your thoughts and ideas via #fluxxlive.
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