First, the concept of corporate image
Corporate image planning is to transfer the business philosophy and spiritual culture of the enterprise to the relevant organizations or teams around the enterprise, including internal personnel and the public, so that they can have a consistent sense of identity and value.
Corporate image planning is a powerful means to shape corporate image and gain competitive advantage, and it is also a bridge for consumers to know the enterprise and show its elegance to the society. If an enterprise wants to thrive in the fierce market competition, it must strengthen the management of corporate image planning, shape the personality of the enterprise, carry forward the entrepreneurial spirit, and make consumers have a deep impression and sense of identity on the enterprise, so as to establish a good corporate image and seek greater development.
CI is the abbreviation of CorporateIdentity in English, which translates into corporate image recognition or brand image recognition. CI is also called CIS. CIS is the abbreviation of English CorporateIdentitySystem.
CI refers to the enterprise consciously and systematically planning and designing its own enterprise or brand characteristics, and showing them to the public through the media, so that the public can have a standardized, differentiated and beautiful impression and understanding of a certain enterprise or brand, so as to better identify it and achieve the purpose of improving the economic and social benefits of the enterprise.
CI consists of MI, BI and VI.
MI(MindIdentity) mind identity (enterprise ideology system) refers to the integration of enterprise ideology. Through the business philosophy and practice of the enterprise, we should integrate slogans, beautify posters and carry out ideological education to convey the unique ideological characteristics of the enterprise to the public and employees. Including business philosophy, business purpose, enterprise mission, business objectives, enterprise positioning, enterprise spirit, enterprise motto, management concept, talent concept, innovation concept, work concept, customer concept, life concept, value concept, brand positioning, brand standard advertising language and so on.
BI(BehaviorIdentity) behavior identification (behavior standard system) refers to the behaviorization of enterprise thought. Through the internal and external behaviors of employees under the guidance of enterprise concept and various production and business activities of enterprises, the management characteristics and cultural characteristics of enterprises are conveyed. Including cadre education, staff training, rules and regulations, quality management, code of conduct, recreational activities, public welfare activities, brand promotion, etc.
VI(VisualIdentity) visual identification (brand vision system) refers to the visualization of enterprise identification (or brand identification). Communicate the personality (or unique brand culture) of the enterprise or brand through the unified, standardized and beautiful internal and external display of the enterprise or brand. It includes two parts: basic elements and application elements. The basic elements refer to: enterprise name, brand name, logo, standard words, standard colors, auxiliary colors, auxiliary graphics, auxiliary ribbons, decorative patterns, mascots, logo combinations, slogan combinations, advertising signs, unified ornaments, flag slogans, vehicles, advertising displays, etc.
Second, the function of corporate image
The specific functions of corporate image planning can be divided into internal functions and external functions, which complement each other.
1, the internal function of corporate image planning refers to the role of corporate image in the internal management of enterprises, which is mainly manifested in promoting the construction of corporate culture, improving corporate cohesion, enhancing the competitiveness of technology and products, and gaining the advantages of enterprise diversification and group management. Specifically, the introduction of corporate image can improve the internal functional guarantee of enterprises in the following aspects.
(1) Introducing corporate image is beneficial to corporate culture construction.
Corporate culture is the sum total of internal values, ways of thinking, ways of behavior and beliefs formed by employees gradually drawing lessons from long-term competition in enterprises. As an important factor of enterprise life, it has a great influence on the present and future of enterprises and is the source of strength for enterprises to cope with challenges and changes. The role of corporate culture emphasizes the consistency between corporate goals and employees' work goals; Emphasize the * * * identity of team members' beliefs and values; It emphasizes the attraction and centripetal force of the enterprise, so it has a great cohesive effect on the members of the enterprise, making the members of the enterprise unite in the organization and form a powerful force consistent with the outside world.
(2) The introduction of corporate image is conducive to the enhancement of product competitiveness.
Visual identity design with strong corporate image impression is conducive to creating and establishing consumers' brand preferences.
(3) Introducing corporate image is conducive to diversification, collectivization and internationalization.
2. The external function of corporate image planning is the reason why planning is widely used. It is beneficial to the utilization of business resources, the recognition of consumers and the public relations of enterprises. It is the application of corporate image planning that creates a good business environment for enterprises and maintains good relations with relevant organizations and individuals such as the government, suppliers, sponsors, shareholders, financial institutions, mass media, local communities, consumers, etc., which is conducive to the benign development of enterprises.
(1) is beneficial to the utilization of enterprise management resources.
The management resources of an enterprise mainly include human, financial and material aspects. The implementation of corporate image planning enables enterprises to make full use of various external management resources and realize rational allocation.
(1) is conducive to the stability of employees and attracting outstanding talents;
(two) is conducive to corporate financing, enhance the confidence of shareholders in investment;
(3) It is beneficial for enterprises to expand circulation channels.
In short, the excellent corporate image shaped by corporate image planning can form a unified identification system, which can enhance the confidence of suppliers and promoters in supply and marketing, promote suppliers to work harder, help enterprises establish a long-term stable supply and marketing network and good supply and marketing relations, and continuously expand product sales.
(2) It is conducive to gaining the recognition of consumers.
In the eyes of consumers, it is a sign of trust and a symbol of honor. The extended styles and values make consumers feel worthwhile to buy even though they are much more expensive than similar products.
(3) Conducive to the operation of corporate public relations.
The public relations of enterprises directly serve the business development of enterprises. It coordinates all kinds of relations between enterprises and the public by transmitting relevant information of enterprises, which is conducive to the credibility, authenticity and unity of information transmission and makes the public relations activities of enterprises carry out smoothly.
The public relations of enterprises can be roughly divided into employee relations, customer relations, financial relations, supply and marketing relations, government relations, community relations, press relations and so on.
The implementation of corporate image planning makes the dissemination of corporate information more simplified and easier to be recognized and recognized by the public, thus achieving good communication results. At the same time, the excellent corporate image created by corporate image planning itself has laid a more solid foundation for the operation of public relations.
Section 2 Image Planning Procedures
First, the six steps of CIS import
CIS import is divided into six steps, including investigation, planning, design, positioning, publicity and maintenance.
1. The contents of the survey include: investigating, analyzing and evaluating the enterprise history, enterprise operation status, enterprise development strategy, enterprise legal representative and senior management's business style, enterprise organizational culture atmosphere, market competition, market competition of similar products, enterprise popularity, market positioning and product strength.
2. Corporate image planning mainly focuses on the social positioning, market positioning and style positioning of corporate image, the choice of corporate image performance strategy, the implementation plan and management methods of corporate image.
3. design.
(1) corporate image design includes the design of business philosophy, spiritual creed, corporate slogan, corporate motto and corporate song.
(2) The basic elements of corporate image design, including corporate logo, standard words, symbolic graphics and combinations, corporate standard colors, etc.
(3) The option principle of enterprise investment sponsorship and media selection.
The six application systems of corporate image design include office furnishings series, office supplies series, transportation series, employee uniforms series, product packaging series and advertising supplies series.
4. positioning. According to the designed corporate image, market positioning is carried out to ensure that the enterprise occupies a suitable position in the public mind and wins the love of customers.
5. Publicity. Organize the proposed CIS implementation plan, compile it into a book, hold a press conference, and comprehensively publicize the corporate image with the help of various media. Conduct leading and step-by-step CIS system training for employees in the enterprise, including: CIS knowledge enlightenment teaching, CIS seminar for senior managers, department manager training, employee etiquette training, enterprise internal and external environment improvement plan, enterprise public relations and public welfare activity plan investigation, etc.
6. Keep it. The establishment of CIS is not a one-off event, but a long-term maintenance and development. In order to maintain a good image without disintegration and destruction in the middle, it is necessary to improve and perfect the enterprise system and organizational leadership, and ensure the continuous self-discipline and self-education of enterprises.
Second, the format of CIS planning and design copy
Research (eight aspects)
1, enterprise history (investigation, arrangement)
2. Current situation of enterprise management (investigation and analysis).
3. Enterprise development strategy (investigation and suggestions).
4. Business style and personality of enterprise representatives and senior managers (investigation and evaluation)
5. Corporate organizational culture atmosphere (investigation and analysis).
6. Market competition (investigation and analysis).
7. Competition of similar products in the market (investigation and analysis).
8. Corporate social awareness, market positioning and product strength (investigation and evaluation).
(2) Planning (six aspects)
1, social orientation of corporate image (proposal).
2. Market positioning of corporate image (proposal).
3. Orientation of corporate style (proposal).
4, the choice of corporate image performance strategy (suggestion).
5, corporate image plan implementation plan (draft).
6, enterprise management measures (draft).
(3) Design (ten aspects, including four basic elements, six application systems and more than 80 details)
1, corporate spirit image design.
(1) Enterprise concept (manager's thought).
(2) Credo of enterprise spirit.
(3) corporate slogan.
(4) corporate songs.
2. Corporate visual image design.
(1) corporate logo.
1 painting.
② The significance of corporate logo.
(4) the scope of use of enterprise logo.
(2) enterprise standard fonts.
① Chinese standard font.
② English standard font.
③ The meaning of enterprise standard font.
(3) corporate logo graphics (such as mascots)
1 painting.
2 meaning.
③ Purpose and scope of use.
(4) Enterprise logo and enterprise standard word combination system.
① Combination mode.
② Scope of use.
(5) Enterprise logo, enterprise standard font and enterprise symbol graphic combination system.
① Combination mode.
② Scope of use.
(6) enterprise standard sound system.
① Main color system.
② Auxiliary color system.
③ Combination of primary colors and secondary colors.
④ The meaning of standard color.
⑤ Purpose and scope of use.
3. Option principle and media selection of enterprise investment sponsorship.
(1) Selection principle.
(2) Investment period (long-term, medium-term and short-term).
(3) Investment direction (industry, high technology, schools, real estate, tourism, public welfare).
(4) Sponsored projects (cultural and sports activities, public welfare undertakings, schools, road construction).
(5) media selection.
(6) networking activities.
4. Code of conduct inside and outside the enterprise.
(1) Staff training.
① Etiquette training.
② Quality training.
③ Technical training.
(2) internal organization norms.
(3) Standards of public relations activities.
(4) norms of external activities.
5. One of the corporate image application systems-office supplies series.
(1) business card.
1 paper.
2 colors.
3 uses.
④ Design style (Chinese, English).
(2) company employee ID card.
(3) Writing paper and envelopes (Chinese and Western).
(4) Post-it notes.
(5) invitation letter.
(6) greeting cards.
(7) certificate.
(8) postcards.