Advertisers are artists who dance in chains. You can't be detached like a "pure artist", you can express yourself freely, you can be arrogant and even narcissistic.
Advertising should not only illuminate the sky, but also hit the target. With strong shock and impact, it has become the focus of social and market attention. These are the goals and directions of our efforts. CIS planning and introduction.
ⅰ. In addition to lack of money, enterprises also lack CIS (corporate image strategy)!
What do enterprises lack besides money? Lack of CIS (corporate identity system corporate image strategy)!
There are many enterprises, such as stars, how to make the public remember you in the enterprises with many stars and how to stand out from the crowd? How to improve the visibility, reputation, corporate image and brand image of enterprises? How to make the enterprise famous? These are all problems that CIS has to solve.
International and domestic market competition is increasingly fierce, especially in the 2 1 century. The focus of enterprises' participation in competition has gradually entered the corporate image competition from the competition of commodity quantity, quality and service. Highlight all-round, wide-angle and wide-field high-level competitions that reflect comprehensive strength. CIS covers many factors, such as corporate popularity, product reputation, corporate image power and so on. Enterprises actively introduce CIS strategy and carry out concept innovation through mental recognition system. Show the enterprise style through behavior identification; Through the visual identification system, highlight the corporate image, and then let the enterprise become an eternal image in the public mind, so that the enterprise will always be in an invincible position! It is difficult to be a boss, especially the boss of a big enterprise. The scenery on the surface is always hard to hide. Facing the cruelty of market competition, how will the marketing strategy be adjusted and planned? How will brand integration communication evolve and improve? How will the marketing channel be scientifically constructed? How will network marketing integrate with traditional marketing to achieve profitability? ……? One problem after another is pressing the boss, and the company is trapped! ! ! What can the eye of heaven do for you? quot？ "No. Straighten!
Tian Yan's "Flying Tigers" is advancing ... Tianyan Technology's "Flying Tigers" is a well-trained, experienced and professional team with their own strengths, trying their best to assist enterprises in actual combat and make breakthroughs side by side! As long as you call, Tianyan Technology "Flying Tigers" will start CIS operation immediately!
Hold the hand of Eye of Heaven, you are no longer helpless!
Ⅱ. Our idea of CIS
A complete concept of CIS CIS is to convey the unique business philosophy and activities of an enterprise with a unified visual identity design, so as to enhance and highlight the image of the same enterprise, make the enterprise form its own unique personality, and finally enhance the overall competitiveness of the enterprise. Our concept has the following characteristics:
1) reveals three major contents of enterprise identification: enterprise management concept; Business activities to implement the enterprise concept; A visual identification system that conveys the enterprise concept and prompts the enterprise connotation.
2) Emphasize that the direct goal and ultimate goal of enterprise identification is to create a unified and systematic corporate image and highlight the characteristics of the enterprise itself; The ultimate goal of CIS is to improve the overall competitiveness of enterprises by establishing a unified corporate image.
3) The corporate image should have its own personality. Corporate visual identity must have its own personality, such as unique logo, publicity and marketing features, which are different from other companies.
4) A company with a communication image, although it has a unified corporate image inside and outside, must be easy to spread and widely spread.
5) An important basic factor of mental identity planning is the purpose and soul of the enterprise, which is the motive force for the survival of the enterprise. It is the design of enterprise's unique values, which stipulates the general direction of CI planning system, and VI develops based on this.
6) The content of enterprise concept The enterprise concept system is the basic values of an enterprise, which is composed of many specific characteristics and factors that play different roles. The main components are career field, business strategy and basic concepts.
(1) Basic concept of enterprise
The basic concepts of enterprises mainly include: basic values, code of conduct, moral norms, sense of responsibility and honor of employees, etc. Among them, the value aspect is the core content, while the code of conduct and moral norms are the external manifestations of the basic values of enterprises.
A, enterprise basic values values are the foundation and core of the basic idea, which stipulates the consistent direction and code of conduct of all employees and guides the overall activities and image of the company. The basic values of the company are the purpose of the enterprise, and employees have the same beliefs and beliefs.
B code of conduct and ethics code of conduct and ethics are the embodiment of enterprise value, the basic code of conduct that employees follow in their daily work, and serve the company to achieve its goals and objectives.
2. The business field of the enterprise is the business scope and project of the company. Only after determining its own business scope can the company show its own value. A company with unclear business scope often suffers huge losses in image and marketing.
(3) The business strategy of an enterprise is an important part of the enterprise concept, but it changes with the changes of the times. The strategic policy of the enterprise directly determines the success or failure of the enterprise; Correct combat readiness will make enterprises prosper, and wrong strategy may make enterprises go bankrupt. Therefore, in the process of introducing enterprise CIS, CIS strategy with enterprise characteristics must be adopted.
7) The formation of corporate philosophy
(1) The founder formulated a clear corporate philosophy when he started his business, which should be continuously implemented and improved.
After years of development, the company has formulated the concept of the enterprise, which will be revised and implemented later. ③ The company did not formulate a clear and systematic enterprise concept in the initial stage and development process, but constantly summed up experience in the course of operation and put forward some business purposes and values.
4. The role of enterprise concept Enterprise concept is the basic spirit of an enterprise, which determines products (positioning, packaging, price), marketing, advertising, the relationship between enterprises and consumers, the benefits of the government and enterprises and the basic image of enterprises. The highest decision of an enterprise is based on the enterprise concept.
Ⅲ. Corporate Behavior Identification
Through the investigation of the actual situation of the enterprise, after formulating the enterprise concept, through the activity identification and visual identification of the whole enterprise, the enterprise concept is implemented in practice. If MI is an idea, then BI is a practice. BI has two activities: internal and external. Internally, it is to establish a sound organization, management, education and training, welfare system, code of conduct, working environment, development and research, and enhance the cohesion and centripetal force within the enterprise. Externally, through marketing, product development, public relations, public welfare activities and so on. , can express our corporate philosophy, gain public recognition and establish an image.
1) Identification of internal activities There are various ways to strengthen cohesion and centripetal force activities within the company, generally the following:
A, care about the life, interests and future of employees.
B, enterprise internal publicity and education
C. Training: there are mainly several ways, such as company newspapers, employee manuals, internal posters and internal activities of the company, which should be carried out under the guidance of MI.
D, company songs
2) Corporate external activities planning Enterprises spread corporate image to the public through external activities and enhance corporate visibility, mainly including the following ways:
A. Market research: Understand consumers' purchasing psychology through market research, give suggestions and opinions to the company, and improve the company's level through improvement.
B joint marketing: joint marketing is a dynamic process and an important public-oriented process of enterprise management. Therefore, designing promotions, advertisements and press conferences in joint marketing is of great benefit to expressing corporate image.
C. Public relations: Public relations and public welfare activities play an extremely important role in enhancing corporate image and are effective means of modern enterprise competition.
D. Development of new products: The launch of new products is a great opportunity for the company to show its image and concept, and enterprises must constantly develop new products to gain a firm foothold in the market.
3) Enterprise visual recognition Visual recognition is the symbol of CIS, the visual transmission form of corporate image, and it is the most effective and direct.
Principles of visual identity design
A, fully convey the corporate philosophy.
B, eight principles: enterprise visual design must satisfy people's psychological feelings, so as to affect people.
C nationality principle: different countries and regions have different cultures, so visual identity design must convey national individuality.
D, concise, abstract and dynamic principles.
E, employee participation principle: VI development should allow employees to fully participate, so as to stimulate accumulation and sense of identity.
F, legal principle: the image should meet high standards and the requirements of intellectual property law.
G, artistic principle, personality principle.
4) Basic contents of visual identification design
First, logo design.
B. design of standard characters and colors.
C. design of application elements.
D and VI manuals.
Ⅳ. Import of enterprise configuration items
1) proposal and determination
A. propose a CIS plan. CIS plan may be put forward by the top person in charge of the enterprise, the person in charge inside the enterprise, the consultant inside the enterprise and the external professionals.
Make CIS business plan. The business case of CIS includes: title, purpose of proposal, reason and background of introducing CIS, planning policy, implementation details, introduction scheme, promotion organization and co-organizer of CIS planning, and implementation cost.
C. establishment of the cis executive committee. Clarify the composition, responsibilities and authority of CIS Committee, and jointly implement CIS plan with enterprises.
2) Enterprise investigation and analysis
Before introducing enterprise CIS, careful enterprise research must be carried out. The main contents include enterprise reality, enterprise image investigation, internal investigation, external investigation and social environment investigation. Before the investigation, it is necessary to make an investigation process, that is, to determine the topic, object, questionnaire, investigation method, personnel, date and investigation fee.
3) determine the enterprise concept system
According to the conclusion of the above-mentioned enterprise investigation, the concept of enterprise is determined, including enterprise value, enterprise career field and enterprise management strategy.
4) Standardize behavior recognition BI and design visual recognition VI.
According to the new concept and spirit, correct the internal and external activities of enterprises. On the basis of the concept of enterprise
5) Release 5)CIS
A. Release Timing The release timing of CIS has a great influence on the company. Some were published after CIS was confirmed, some were published during the implementation of CIS, and some were published when CIS was successful. These can be decided according to the specific situation of the company.
B. the release of B.CIS includes internal release and external release. The order of internal and external release is internal first, external first, internal first, or simultaneous release, each with its own effect, depending on the specific situation of the enterprise.
6) cis-action determination
How to check the effect of CIS?
First, check whether the CIS plan is completed.
B, target sales, interest company growth?
ⅴ. Corporate public relations
As an important part of CIS external activities, enterprise activities can be carried out without CIS, but the effect is small, the cost is high and the time is long. And PR (Corporate Public Relations) under CIS positioning also plays an important role.
1) Corporate-to-social public relations planning large-scale public relations activities has increasingly become a means for enterprises to display a good image, and has gradually been accepted and respected by the public. When it is held, it must be clear about the purpose of the enterprise and the purpose of the activity, and make a detailed plan. And this activity must be continuous.
2) Public relations enterprises and their stakeholders want to establish a good image, they must handle the following relations: the relationship between enterprises and employees, enterprises and consumers, enterprises and shareholders, enterprises and agents, enterprises and job seekers, enterprises and communities, enterprises and governments, and enterprises and peers.
Image advertisement under VI. VI. CIS principle
Corporate image advertising is one of the most direct and effective ways to shape corporate image, and it plays a greater role under the guidance of CIS principle. In order to play a greater role, corporate image advertising must start from the overall strategy of the enterprise, express the concept and purpose of the enterprise, and embody the action and visual recognition of the enterprise concept. Scattered and non-uniform enterprise advertisements certainly have certain functions, but the enterprise advertisements planned by CIS will be more global, sustainable and beneficial.
ⅶ. Huge types of image advertisements
Enterprise strength advertisement, enterprise concept advertisement, enterprise public service advertisement, enterprise recruitment advertisement, enterprise activity advertisement, enterprise etiquette advertisement.