Corporate Image Building

Corporate image building refers to the concretion of the concept of corporate management and the concept of corporate identity in various visual shaping elements.

There are three key points in shaping a concept: image, function and system.

CIS corporate identity design

The origin of CIS

The introduction of CIS into Chinese enterprises in the mid 80s, with the introduction of the open wave to mainland China, the first introduction of CI was Guangdong sun god company and achieved great success.

Since then, "Jianlibao", "Lining", "Le Baishi", "Asia" and other successively imported CI has also been successful.

CIS introduction

CI or CIS is the abbreviation of Corporate Identity System.

Among them, Corporate refers to legal persons, groups and enterprises.

CIS is generally referred to as the enterprise identity system, or corporate image strategy.

It is a winning strategy in the fierce international competition.

CI studies fourth kinds of resources, intangible assets.

Definition of corporate identity

CI is a social organization in order to create its own image, through a unified visual design, the use of the overall communication and communication system, the organization's business philosophy, corporate culture and business activities to convey, in order to highlight the personality and spirit of the enterprise, and establish a two-way communication with the public, so that the public can create a sense of identity and common values of a strategic activity and function.

Scope of application of CIS

CI is not only suitable for enterprise organization, but also for individuals.

If you make personal planning before applying for a job, you may get unexpected results.

Image connotation

What is image?

It is a specific activity and gesture that can arouse people's thoughts or sentimental activities.

Corporate identity is people's perception of an enterprise.

Enterprise image is one of the key factors that determine the survival and development of an enterprise. The composition of an enterprise image, that is, its connotation, can be divided into three forms:

Material manifestation.

Including office facilities, equipment, product quality, environment, group logo, decoration, financial strength and so on.

The most important thing is the quality of products. It is the core of setting up the corporate image and the first impression.

Social manifestation.

It includes the staff team, talent lineup, technical strength, economic efficiency, work efficiency, public relations, management level and so on, and the most important is the quality of employees.

Spiritual manifestation.

Including the enterprise's beliefs, moral standards, slogan spirit, and corporate image elements are mainly based on the intrinsic mental quality. The elements of corporate image are embodied in product image, environmental image, employee image, entrepreneur image, public relations image, social image and overall image.

The role of CIS

CI is known as a tactical magic weapon to win market and customers. It brings intangible assets to enterprises.

CI can help enterprises set up the image of enterprises and products and improve the cognition level of consumers to enterprises. It is a competitive strategy for enterprises to lead the market.

It is playing an increasingly important role in the increasingly active market economy.

Nowadays, the competition between corporate image and brand image has become the most valuable asset for enterprises. For example, the introduction of CI system in Qingdao Haier group has won the national white goods market and a good public image.

Importing CI into an enterprise can bring the following benefits to the enterprise:

1., enhance the visibility of enterprises;

2., improve the visibility of products in the market, increase competitiveness and increase economic benefits for enterprises.

3., promote the basic work of enterprises and improve the quality of enterprises;

4., encourage staff morale, enhance enterprise cohesion and centripetal force;

5., it helps enterprises recruit talents and enhance their strength.

6., enhance credibility and enhance the confidence of banks in loans and investments.

7., it is conducive to the unity of enterprises and mutual trust and cooperation.

8., effectively enhance advertising effectiveness.

CI status quo in China

Since China introduced CI in 80s, so far, the introduction of CIS from Chinese enterprises is far from optimistic as people imagine, and it has been seriously eliminated.

Status quo of CI in China

Due to the lack of correct guidance of scientific, comprehensive and systematic CIS theory, some image design and planning companies undertake design and planning tasks under severe shortage of professional personnel, and some enterprises lack comprehensive understanding and mastery of the nature, operation and role of CIS, which directly leads to misunderstanding in cognition and behavior.

Misunderstandings in cognition and behavior

(1) re planning and light investigation;

(2) emphasizing form and content;

(3) re design and light implementation.

The direction of China's CIS mode

Business philosophy is directly related to "soul" or philosophy. From the height of management philosophy, we should observe and analyze the present situation of enterprises and put forward the idea of personalized enterprise.

On the basis of standardization, BI and VI can be different according to their market culture background.

The orientation of China's CI mode is correct.

The future trend of consumers is to seek products that share their common cultural roots, or to support enterprises that share their common values.

We should strive to explore in this direction.

CIS basic knowledge

Concept design - Mind Identity

Behavior design - Behavior Identity

Visual design - Visual Identity

Relationship between systems - System Nexus

The features and functions of CIS

Concept system - MI

Concept recognition is the core of the enterprise identification system.

It is not only the purpose and principle of business operation, but also a distinct cultural value.

Externally, it is the yardstick of corporate identification, and internal is the internal cohesion of an enterprise.

Enterprise concept recognition is the key to the development and implementation of CIS. Whether we can develop a successful enterprise identification system depends mainly on the establishment and persistence of concept recognition.

Only by extending this ideological system to dynamic business activities and static visual communication design, can we create a unique corporate image perfectly.

The concept recognition system is the most abstract and deep part of CIS.

Its core content is the spirit of enterprise, that is, the long-term values and group consciousness that employees have identified in their business activities.

The concept recognition system of an enterprise includes:

Enterprise mission, business philosophy, behavior benchmark and activity area four.

It can be said that corporate culture is the driving force and cornerstone of the corporate identity system.

The three factors in CIS are at different levels.

If we compare ourselves with others,

MI is equivalent to people's heart.

Behavior recognition (BI) is equivalent to human expression and expression. Some people call it "face".

Visual recognition (VI) is equivalent to human facial features and clothing.

In fact, the three components of an enterprise identification system should correspond to the harmonious relationship between the three people's hearts, hands and faces. We should balance development, highlight the key points, and spare no effort to build up a complete and good corporate image.

Enterprise mission

Enterprise mission (Commitment) constitutes the most basic starting point of enterprise concept recognition, and also the driving force of enterprise action. Only by establishing a clear sense of mission can we meet the needs of enterprise members' self realization, and continuously stimulate their creative enthusiasm so as to win more common and lasting support, understanding and trust among the public. Otherwise, even in operation, enterprises will be inactive or will go bankrupt.

Management philosophy

Management philosophy is based on what kind of thought to manage the basic policies and values of enterprises.

"How to do" is the Management Philosophy of an enterprise. It is the value standard and guiding principle pursued by people in internal communication and external operation.

Business philosophy is the foundation of enterprise personalization, the soul and nerve center of corporate culture. It is a comprehensive method for enterprises to carry out overall design and overall information selection, and is the logical starting point for all actions of enterprises.

It is gradually formed in production and operation, and has the characteristics of being operational and practical.

IBM company in the United States firmly believes that "principle is the only canon of an organization".

Code of conduct

The code of conduct is a set of standards and rules for a series of behaviors related to the business activities of the employees in the enterprise. It embodies the specific requirements of the employees.

Specifically, it includes service conventions, labor discipline, codes of conduct, codes of conduct, rules of operation and attendance system.

Activity area

The activity area English Domain refers to the activities within which technology the enterprise should be in or in what kind of commodity area.

Enterprise mission, business philosophy and code of conduct belong to the theoretical category of enterprise concept.

The field of activity belongs to the category of enterprise practical application, and it needs to be completed in certain areas of activity.

That is to say, in order to achieve the purpose of concept recognition, enterprises must take the field of activity as the foundation and lay the branding of enterprise mission, business philosophy and code of conduct in the field of activity in order to truly play the role of concept recognition.

Application form of enterprise concept

(1) slogans and slogans;

(2) advertising;

(3) corporate songs;

(4) enterprise motto;

(5) regulations and manuals

Behavior system - BI

The behavior recognition system embodies the code of conduct under the guidance of the enterprise spirit. It is the "practice" in the enterprise CI system. It is the behavior mode of the enterprise concept, which is reflected in the organizational system, management training, code of conduct, public relations, marketing activities and public welfare undertakings.

Enterprise spirit is abstract, and enterprise behavior is dynamic, usually through factory, factory appearance, employee's internal, external, behavior standards, enterprise internal ritual and so on.

Behavior recognition

Behavior recognition is the embodiment and implementation of internal and external communication organizations.

In CIS, behavior recognition is the most extensive field. It is also the most systematic category of theoretical research so far.

The characteristics of enterprise behavior should not be

The first is the unity of behavior (activity) recognition.

First of all, all behaviors (activities) in enterprises should be highly consistent with the MI concept, and can not be contrary to the business philosophy of an enterprise.

Secondly, all actions (activities) of an enterprise should be consistent. That is, all activities carried out by all staff and enterprises and departments must center around a center, that is, to serve the good image of the enterprise. Any violation of this purpose will damage or destroy the unity of the corporate image.

The two is the uniqueness of corporate behavior recognition.

If enterprises want to win in the commercial battle of rivals, such as Lin, they should be guided by the concept of enterprises. The behavior of enterprises (activities) can identify different personalities with other enterprises. This unique personality is exactly the foundation for the public to identify the enterprises, otherwise they will easily get into a state of indifference, and enterprises will be submerged in the sea of commodities.

Therefore, enterprises should pay attention to establishing the uniqueness and diversity of enterprise activities, because the majority of consumers know the business through this unique activity.

Behavior recognition can be divided into two aspects: internal and external.

1. internal aspects:

(1) cadre education: such as professional knowledge, management ability, sense of responsibility and coordination ability;

(2) staff education: service attitude, telephone courtesy, answering skills, service level and work spirit;

(3) production welfare;

(4) working environment;

(5) internal operation;

(6) production equipment;

(7) waste disposal and public nuisance countermeasures;

(8) research and development.

2. external aspects:

(1) market research;

(2) product development;

(3) public relations;