The purpose of enterprise brand design is to personalize the brand into a brand image. In order to better achieve this goal, the following principles should be followed when designing and implementing brand plans:
1. The principle of seeking truth from facts
Brand design is not to build castles in the air, but to be based on the actual conditions of the enterprise and in accordance with the target market of the brand positioning and the communication requirements of the brand image. Brand design should demonstrate the company's competitive advantages to the outside world, but it must not fabricate or arrange a false story. Adhering to the principle of seeking truth from facts, not hiding problems, not avoiding conflicts, and striving to show the true corporate form to the public will not only not reduce the reputation of the company, but will be more conducive to establishing a true and reliable corporate image.
2. Principle of Difference and Innovation
Difference and innovation is to create a unique corporate culture and a distinctive corporate image. To this end, brand design must be innovative, explore the company's unique cultural concepts, design distinctive visual logos, and use novel and unique implementation methods. In order to defeat Swiss mechanical watches in the international market, Japanese electronic watch manufacturers used airplanes to drop tens of thousands of watches from the sky to the ground in Australia. Curious people picked up the watches and found that they were intact, so their views on electronic watches were greatly changed. After a change, electronic watches finally defeated mechanical watches and gained a firm foothold in the international market.
3. The principle of balancing two benefits
As a social and economic organization, while pursuing economic benefits, enterprises must also strive to pursue good social benefits and achieve both. This is a principle that must be adhered to in all corporate activities, and it is also a principle that must be fully reflected in brand design. Many people think that the pursuit of social benefits is nothing more than spending money to sponsor public welfare undertakings, which is "spending money to buy reputation. In fact, it is not the case. Sponsoring public welfare undertakings is indeed conducive to establishing a good image of the company, but balancing economic interests and social benefits does not stop at In addition, it also requires enterprises to pay attention to environmental protection and survival balance while pursuing profits; while developing production, they must pay attention to improving the living standards and comprehensive quality of employees, maintaining social stability, and embodying social ethics and professional ethics in brand concept design. , solid and certain moral principles.”
The brand belongs to the company itself, and the perceivers of the company's brand image are consumers. Consumers' recognition of corporate brands is established by corporate brand image. It is not just a beautiful logo or packaging that can make consumers "loyal" to the company. Logo, etc. are only an important part of the brand image. A carrier that allows consumers to strengthen their memory of your corporate brand image. Therefore, brand image is an important bridge between enterprises and consumers and the cornerstone of enterprise development! A perfect corporate brand image must be embodied through complete and correct brand design, so as to inform corporate customers "who I am" and "what I do". This is the most important purpose of brand design.
4. The principle of comprehensive consideration
The introduction of brand strategy by an enterprise will involve all aspects of the enterprise. Therefore, brand design must consider the internal and external environment of the enterprise, content structure, organization and implementation, and communication media. and other aspects should be considered comprehensively to facilitate comprehensive implementation. Specifically, it means that the brand design must adapt to the internal and external environment of the enterprise; it must be in line with the enterprise's long-term development strategy; the specific measures must be coordinated and reasonable during implementation to avoid errors in one link affecting the overall situation.
5. Consumer-centered principle
The purpose of brand design is to express the brand image. Only when it is accepted and recognized by the public can the design be successful. Otherwise, even if the design is lavish, the design will be successful. It doesn't make sense either. To be consumer-centered, we must do the following:
1. Carry out accurate market positioning. Without understanding the target market, brand design is "aiming without the target."
2. Strive to meet the needs of consumers. Consumer needs are the starting point and destination of all corporate activities, including brand design. The biggest secret of IBM's success lies in its customer-centered corporate philosophy
3. Try to respect the customs of consumers. Custom is a formed stereotype, which is both an obstacle and an opportunity for corporate brand design.
4. Correctly guide consumers’ concepts. Being consumer-centered does not mean that everything caters to the needs of consumers. The scientific and reasonable guidance of enterprises adhering to their own principles is a major function of brand design.