The introduction of brand strategy by enterprises will involve all aspects of enterprises. Therefore, brand design must be comprehensively considered from internal and external environment, content structure, organization and implementation, media and other aspects to facilitate full implementation. Specifically, brand design should adapt to the internal and external environment of enterprises; In line with the long-term development strategy of the enterprise; In the implementation, the specific measures should be reasonable, and the overall situation should not be affected by the mistakes of a certain link.

Second, the principle of taking consumers as the center

The purpose of brand design is to express brand image. Only by being accepted and recognized by the public can the design be successful, otherwise, it is meaningless to speculate again.

Third, the principle of seeking truth from facts.

Brand design is not a castle in the air, but should be carried out according to the actual situation of the enterprise, the target market of brand positioning and the communication requirements of brand image. Brand design should show the competitive advantage of enterprises to the outside world, but it is by no means to fabricate or arrange false stories. Insisting on seeking truth from facts, not hiding problems, not avoiding contradictions, and trying to show the real enterprise form to the public will not reduce the reputation of the enterprise, but will be more conducive to establishing a true and reliable corporate image.

Fourth, the principle of seeking difference and innovation.

Innovation is to create a unique corporate culture and distinctive corporate image. To this end, brand design must be innovative, explore the unique cultural concept of enterprises, design extraordinary visual signs, and use novel and unique means of implementation. In order to defeat Swiss mechanical watches in the international market, Japanese electronic watch manufacturers used planes to scatter tens of thousands of watches from the air to the ground in Australia. Curious people picked up their watches and found that they were actually intact, so their views on electronic watches changed greatly. Electronic watches finally beat mechanical watches and gained a firm foothold in the international market.