Enterprise development is inseparable from corporate image design (CI), which includes VI design, MI design, SI design, etc. The design provided by Dennet is unconventional and even teaches you not to do CI design at all. The premise is that the core of all designs is market-centered and customer-oriented design.
1. The concept of corporate image and culture planning
Corporate image culture CIS (CORPORPORATE IDENTITY SYSTEM), referred to as CI. It is a design system that aims at corporate business philosophy and spiritual culture and uses it to convey it to the entire company and the public, so as to create a consistent sense of identity or values for the company, thereby forming a good corporate image and promotional product design system. At the same time, corporate image planning can also be called corporate image management, which is the planning and management of companies and enterprises from the perspective of image (Mind), behavior (Behavior), and visual (Visual). Purposefully and plannedly regulate the company's values, goals, public relations strategies, service marketing, brand logos, advertising, etc., combine the company's internal culture and external performance, build both internal and external aspects, and form a synergy of image, thereby impacting the market and winning Consumer trust and support.
2. The importance of corporate image and culture planning
With the rapid development of the market economy and the increasing abundance of commodities, consumers' desire to purchase is not only satisfied with the material needs of the use value of commodities, but also depends more on the cultural needs of the aesthetic value of commodities and the demand for commodity brands and corporate images. This requires companies to compete not only on products and prices, but also on the overall image of the company. Under the new situation of increasingly fierce market competition, companies in the same industry have surged, and competition is more reflected in the "high, sophisticated, and cutting-edge" fields. If companies want to win in the competition, in addition to having high-quality and low-priced products and superb technology , the more critical link is whether the enterprise can uniquely create a corporate image with distinctive personality and good reputation. Because the era of "the aroma of wine is not afraid of the depth of the alley" has long been a thing of the past. There is a dazzling array of products of the same type everywhere, making consumer goods dazzling. To win the favor of consumers, a company must be unique and highlight individuality. Therefore, shaping corporate image has become an urgent requirement for corporate development!
Secondly, a good corporate image culture can not only enhance the goodwill and confidence of investors and partners in the company, but also make it easier for the company to raise funds in the financial market, further expand the company's visibility and reputation, and then expand various advertising campaigns. The effect and persuasiveness to customers and the public continue to consolidate the foundation of corporate management, causing the company's business or sales to continue to increase significantly, and rapidly expanding the share of the company's products in domestic and foreign markets.
3. Basic contents of corporate image culture
The CI system is composed of three aspects: Mind Identity (MI for short), Behavior Identity (BI for short) and Visual Identity (VI for short).
MI: idea identification
Corporate philosophy affects the company's decision-making, activities, systems, management, etc. internally, and affects the company's public image, advertising, etc. externally. The so-called MI refers to the establishment of the company's own business philosophy, and the company's overall planning and definition of its current and future business goals, business ideas, business methods, and marketing status. The main content of MI includes corporate spirit, corporate values, corporate culture, corporate creed, business philosophy, business policy, market positioning, industry structure, organizational structure, management principles, social responsibility and development planning.
BI: Behavior Identification
The BI placed at the middle level directly reflects the personality and particularity of the corporate philosophy. It is a dynamic identification system formed by the corporate practice of business philosophy and the criteria for creating corporate culture, and the unified planning of corporate operations. Including internal organizational management and education, external public relations, promotional activities, funding of social cultural activities, etc. Through a series of practical activities, the spiritual essence of the corporate philosophy is extended to every corner of the enterprise, gathering the huge spiritual power of employees. BI includes the following content
Internal: organizational system, management standards, behavioral standards, cadre education, employee education, working environment, production equipment, welfare system, etc.;
External: market research, public relations, marketing activities, circulation strategies, product research and development, public welfare and cultural activities, etc.
VI: Visual Identity
VI is a complete and systematic visual expression system centered on logos, standard words, and standard colors. Convert the above abstract concepts such as corporate philosophy, corporate culture, service content, and corporate norms into concrete symbols to create a unique corporate image. In CI design, visual identity design is the most communicable and infectious, the easiest to be accepted by the public, and is of great significance. VI system includes basic element system and application system. Basic element system such as corporate name, corporate logo, corporate shape, standard words, standard colors, symbolic patterns, slogans, etc. Application systems include product styling, office supplies, corporate environment, transportation, clothing, advertising media, signs, packaging systems, official gifts, displays, and printed publications.
4. CI design and planning process
The introduction of CI and implementation is a step-by-step planned operation. The entire plan is promoted and integrated with the experience of domestic and foreign enterprises in introducing CI. The operation process can be roughly divided into the following five stages:
1. Enterprise actual situation investigation stage
Grasp the company's current situation, external perception and design status, and confirm the actual image perception of the company.
2. Image concept establishment stage
Based on the survey results, we analyze the problems within the company, external perception, market environment and various design systems to formulate the basic concepts of the company's positioning and image as the principle basis for CI design planning.
3. Development stage of design work
According to the basic image concept of the enterprise, it is transformed into specific and visible information. And after careful work and testing and investigation, we determined that the identification system is complete and consistent with the enterprise.
4. Completed in the import stage
The focus is on prioritizing implementation projects, planning corporate advertising campaigns, and organizing CI.