Question 7:

CI is the corporate culture identification system!

CI is composed of MI, BI and VI. VI——Visual system (brand system), focusing on the system developed for market sales. MI, BI - ideological system, behavioral norm system (cultural system), focusing on systems developed for market sales. MI, BI - ideological system, behavioral norm system (cultural system), focusing on systems developed for enterprise management. Brand system (VI) and cultural system (MI, BI) complement each other and play a booster role in the survival and development of enterprises.

The enterprise's behavioral recognition system basically consists of two parts: the first is the enterprise's internal recognition system, including the creation of the enterprise's internal environment, employee education and employee behavior standardization; the second is the enterprise's external recognition system, including the market Surveys, product rules, service levels, advertising activities, public relations, promotional activities, cultural activities, etc.

Here. I break down the relevant activities.

A. Basic elements of visual recognition.

The content includes: corporate name, brand logo (trademark): corporate standard characters (Chinese and foreign languages); corporate standard colors; corporate symbolic patterns; corporate-specific printed books; corporate slogans, slogans, etc.

The basic elements of visual identity are the basic design elements that express the unity of the company's business philosophy and are the basis for the design of application elements. Visual consistency, thereby creating a clear and unified overall image of the enterprise, therefore there are extremely strict regulations on the application of logos, standard words and standard colors among the basic elements. For example, if a certain font is selected for the design of standard characters and a certain combination of standard characters and corporate logo is used, the use in application elements cannot be changed at will.

Application elements of visual recognition. Its contents include:

1. Business supplies: Business supplies in the business process of the enterprise. Use company-specific business supplies, such as envelopes, letterheads (Chinese and Western styles), business cards (Chinese and Western styles), invitations, and greeting cards. , valuable coupons, tickets, membership cards, VIP cards, stationery, official envelopes, official paper, notebooks, folders, various financial documents, corporate seals, employee badges, tea sets, ashtrays, etc. They facilitate the transmission of information and enhance corporate credibility.

⒉Office equipment. Such as office desks and chairs, computers, fax machines, telephones, air conditioners, automatic elevators, etc., to show the strength of the enterprise and the modernization and efficiency of office equipment.

⒊Interior decoration. Reflect the corporate taste and give the company excellent "packaging". Such as lighting, sound, environmental greening, interior decoration, overall office layout, decorations, etc. ⒋Building appearance. Building shape, exterior decoration (materials, colors), scenery settings, window design, etc., to show the overall image of the company.

⒌Signs and flags. Such as signs, line signs, signs, department signs, etc. to facilitate identification.

⒍Products. Including: product styling, trademarks, wrapping paper, packaging boxes, packaging bags, etc., to help establish the brand image.

⒎Advertising media. Newspapers, magazines, televisions, transportation vehicles, outdoor signs and posters, etc., are effective means to enhance visual effects.

⒏ Clothing. Men's and women's all-season clothing, clothing, briefcases, ties, badges, factory emblems, etc. are indispensable components that reflect the spirit of the company and display the style of employees.

⒐Transportation. Such as large passenger cars, large trucks, small buses, small sleeping cars, airplanes, trains, bicycles, trolleys, etc., they will play the role of advertising.

⒑Others. External markers that do not fall into the above categories.

B. Corporate external identification activities

Corporate external identification activities are to continuously input a strong corporate image to the external public of the enterprise through market research, advertising, and service level activities. Information, thereby improving the visibility and credibility of the company and shaping the image of the company as a whole.

⒈Market research. If an enterprise wants to sell marketable products, it must conduct market research to obtain consistency with consumer needs, and on this basis carry out new product design and development. In particular, it is necessary to do a good job in market positioning through market research, that is, to determine the competitive position of the company's products and services in the target market based on the market competition situation and the company's conditions, so as to create certain characteristics and give a certain image to the products. , to adapt to certain needs and hobbies of customers. ⒉Service level. Service can be said to be a halo of corporate image, and high-quality service can best win the favor of customers. In terms of service content, it includes service attitude, service quality, and service efficiency; in terms of service process, it includes three stages, namely pre-sales, in-sales and after-sales services. The effect of service activities on shaping corporate image depends on the purpose, uniqueness and skill of the service activities. Service must not be hypocritical at all. It must be true to its words and resolute in its actions, and bring tangible benefits to consumers. ⒊Advertising activities. Advertising can be divided into product advertising and corporate image advertising. For the CIS system, more attention should be paid to the creation of image advertising to gain widespread recognition of the company and products from all walks of life. The main purpose of corporate image advertising is to establish product credibility, expand corporate visibility, and enhance corporate cohesion. Product image advertising is different from product sales advertising. It is no longer a simplistic representation of the product itself, but creates an image that meets the pursuit and yearning of customers. Through the performance of the trademark and logo itself and the introduction of the image of the product, it makes the product Leave a deep impression on consumers to arouse society's attention, favor, dependence and cooperation on the enterprise.

⒋Public relations activities. Carry out necessary public relations activities based on market research, which is an important part of corporate behavior identification. Through public relations activities, an enterprise's credibility and honor can be enhanced, public misunderstandings can be eliminated, and social understanding and support can be gained. Public relations activities have many contents, including special activities, public welfare activities, cultural activities, exhibition activities, and press releases