CI Strategy (Corporate Identity System), translated as "corporate identification strategy" or "corporate image strategy". It originated in Europe and later spread to the United States, Japan, China... and even around the world. Its theoretical system has been continuously developed and improved in the process of exploration and practice by generations of business operators and research scholars. In essence, CI strategy is a comprehensive corporate brand strategy, business strategy, .
Although "identification" and "image" - such words seem to be talking about the external characteristics of a company, seeking a corporate image that is recognized by the public requires establishing a good reputation and trustworthy brand awareness. These are not enough by relying on superficial efforts alone.
Therefore, the CI strategy includes three constituent elements: concept recognition (MI, Mind Identity), behavior recognition (BI, Behavior Identity) and visual recognition (VI, Visual Identity).
MI represents the thoughts and soul of the enterprise. If the enterprise is regarded as a person, MI is equivalent to the person's heart and brain (mind). It includes: corporate culture, strategic direction, policy and strategy deduced by culture, etc. These are the core of CI strategy, corresponding to the content covered by the six circles of the underlying logic circle, especially the mission, namely the "brand fulcrum".
BI is all corporate behavior guided by the "heart and brain". If the company is regarded as a person, BI is equivalent to the person's style of behavior and attitude towards things. It includes: external business activities and internal organizational management, which are dynamic forms of identification. The consequences of all corporate behaviors will eventually be condensed into products and services, allowing consumers to experience positive or negative "value". Consumers will use consumer experience to understand the brand's connotation.
VI is a visual presentation of corporate philosophy. If the company is regarded as a person, VI is equivalent to the person's appearance and temperament, aiming to enable more people to see inner beauty through external beauty. It includes: standardized visual elements, unified corporate image design, etc., and is a static identification symbol. The meaning of VI is not to hide misleading, but to deeply interpret. The best VI symbols can bring the soul of the product and the soul of the enterprise to consumers. The three components of
cover three key steps, from culture VS strategy, to operational execution, to marketing and publicity. The CI strategy emphasizes the coordination and unity of these three steps.
Figure 4-18 CI Strategy (MI+VI+BI)
The three components are very important.
If there is no MI, it means there is no soul. No matter how much else you do, it cannot constitute a strategy. Without strategy, there is no momentum and idea. Therefore, it is difficult to become a great achievement if you try it through the BI level; it is sensational at the VI level and lacks in-depth interpretation.
If there is no BI, it means no pragmatic work and no trust-based customer relationship. In this way, at the MI level: the soul and dream can only float in the air and cannot fall to the ground; at the VI level: no matter how beautiful you are, it will not be worthy of your name and cannot always win favor.
If there is no VI, it means there is no in-depth interpretation based on intuitive perception. Products look like they are just products, and even if they are of excellent quality, they are easily considered dead. It is difficult for consumers to feel the soul of the product and to obtain a more sublimated value experience at the spiritual level, so it is difficult to establish a deeper emotional connection with the product.
MI, BI, VI, which one is the easiest to be identified by consumers, and which one has a decisive impact on consumers?
This is like a blind date, meeting a girl... the easiest thing to recognize is VI, appearance and temperament.
However, girls nowadays have too strong makeup skills, and it is difficult to tell whether the demeanor and connotation revealed by beautiful appearance is the truth. Therefore, you must also try to get along with each other and see how girls treat people and deal with people. That is, look at the girl's BI. Only when you have a deeper understanding and identify the girl's MI will you consider whether you are loyal and working together.
Companies must be such a girl - good-looking (VI), walking and sitting (BI), unique personality and sincerity (MI).
VI is the easiest to identify intuitively, and BI can also be transformed into products and services to identify experientially. Only MI must use VI and BI as carriers to enable consumers to gain a deep perception.
A girl covers her face and sits motionlessly, telling others that she is kind, hardworking and virtuous. Who would believe it?
Similarly, a company talks about its mission and values to consumers, how much it considers consumers and how much it attaches importance to consumer needs... Consumers can understand it, but without intuitive experience, why do you believe it?
MI has a decisive influence, but it is not easy to perceive intuitively, so it is not easy to identify. Consumers are always very direct, showing it to me in an infectious way, and showing the results of their actions to me!
There are two ways to promote consumers' perception of MI - the fast and shallow way is advertising (VI), and the slow and deep way is to do a solid job in products and services (BI). The two lines promote each other and become one.
marketing strategy, one must pay attention to product and service quality (BI), second, pay attention to visual presentation (VI) with products and services as carriers, and third, pay attention to in-depth interpretation (MI) with vision as medium. Only by achieving the ultimate product in all three aspects can you have the potential to be a hit product.
hot products are definitely not as simple as using a high-quality product to make a low price. The so-called hot products must integrate brand fulcrum (MI), visual depth interpretation (VI), ultra-high quality that accurately matches customer needs, and a mission-oriented service attitude (BI). Then, combined with attractive prices, channels, and promotions, they can not only achieve the purpose of attracting traffic, but also strengthen the brand effect of .
If the company does not have MI or does not interpret MI, don’t consider making hot products to attract traffic, because even if the product is excellent and it is sold through promotions, it will not be able to drive the subsequent " long-tail ".
Figure 4-19 The important significance of the brand strategy for hot products is to use VI and BI, that is, with the help of advertising, product quality, and the service attitude of a belief-based organization, consumers can develop emotional awareness and deep trust in the company's "strategic value proposition", which determines whether MI can be clearly identified. Strategic value proposition is the differentiated value that the company promises to provide to its customers. It is the value orientation established by the company with its mission as its driving force, reflecting the company's core concept (MI): mission, vision, values - brand fulcrum.
Once the customer has perceived and trusted the company's philosophy and MI is clearly identified, the brand will be established. Consumers will trust that all kinds of products, services, and project solutions output by the company have the same differentiated value.
For example: All kinds of products provided by Xiaomi are of high quality and low price (see Figure 4-17); All kinds of electronic devices provided by Apple are innovative and imaginative; All kinds of courses and books provided by Luoji Siwei can help lifelong learning...
CI strategy is a comprehensive brand strategy. MI, BI, VI must not only have, but also coordinate and unify, and then be prepared... You can introduce yourself to the market and consumers. As a company, if you don’t even understand who you are, and you are confused about your actions, then how will consumers know you, trust you, and favor you? !
Brand strategy is also a business strategy. Once the market is won and the minds of consumers are occupied by the CI strategy, a brand image with beauty, flesh and spirit is established in the minds of consumers... How powerful can this power be beyond imagination!
Many domestic technical experts have always supported Huawei , and have worked hard with Apple, but have never subverted Apple fans' awareness of innovation. It is not that Huawei's innovative technology is not strong enough, but that the connotation of the two brands has always been different. Both are innovations, and Huawei’s innovative soul is completely different from Apple’s innovative soul.
VI, BI interprets MI, MI is the soul of an enterprise, and where does the soul of an enterprise come from?
If you have read this book from the beginning, it will definitely not be difficult to answer this question. The soul of a company comes from the soul of the founder. It is the founder's feelings, mission, and values, and the founder's unique style. In this business era, the founder himself often appears in front of the public as a VI symbol, and uses his personal style to interpret his thoughts and souls in a sensory way, interpret the company's philosophy, and interpret the brand connotation of his own products.
Huawei founder Ren Zhengfei is a soldier, with a rigorous, self-disciplined and strong style. Therefore, most of Huawei's audiences are successful people who are more mature in age and more independent in thinking. The "innovation" they want is to be strong, outstanding, and arrogant; while Apple founder Jobs 's personality is arrogant, unruly and unique, so Apple's audience is younger, and the "innovation" they want is cool, dazzling, and unique imagination.
If all the electronic products exported by Huawei and Apple's two electronic empires are compared to two super robots, then the fundamental difference between these two robots is not that they run programs or hardware devices, but that they have been injected with two completely different souls.
If one day Apple loses a large number of fans... there is only one reason - it must not be technically defeated by Huawei, but it is no longer the coolest soul.
The construction process of all brands is the growth process of the soul. From the split energy state, thought mode, action direction, temperament and style, continuous cultivation and integration, we finally grew into a unique and spiritual self. At this point, the brand was born!
Losing yourself is the beginning of failure... A century of inheritance must be passed on to the soul!
There are many well-known brands like Huawei and Apple. They all run through BI and VI, and establish a close connection with consumers with a full image of spiritual, fleshy and beautiful appearance. This connection is very similar to the benign relationship between people, equal and independent.
First talk about the relationship between people. People must be equal and independent in order to last for the relationship to last. Let yourself down, please please others, and discard yourself. In the end, you can turn a blind eye and be disrespectful. The same is true for corporate brands. Who are they? MI, BI, and VI must be clear in order to allow the company to put an independent spiritual banner, establish an independent and unique corporate image, maintain a long-term connection with users, and enhance user loyalty.
gives two negative examples.
Case 1: Oral spray
A biotechnology company has launched a new product with an ingredient certified by the EU - oral care spray. This product is waiting to be packaged and designed. Because the audience is mostly women, some people suggest that the packaging be made into lipstick... But this suggestion obviously violates the VI principle.
VI is not a concealment of misleading, but a deep interpretation of MI. We must deeply explain what differentiated value companies provide to consumers (i.e., what is the "value proposition"?), and interpret the original intention, intention, and even strength of the company to provide value!
Therefore, the packaging design of this product must start from the value proposition, considering the use scenarios, living habits and application experience of consumers...
If the value proposition is mouth guard and the use scenario is after a meal, then it is necessary to consider how the product is easy to place on the dining table, such as taking a card bottle that is not easy to pour; if the value proposition is to treat ulcer , then it is necessary to consider how to align the wound, such as protruding the spray head out of a certain length... Based on these considerations, it is not wise to design the oral spray into a lipstick style.
In addition, in order to interpret MI, the packaging should also highlight the unified visual tone, logo, and cultural connotation of the enterprise. Only in this way can consumers gradually remember the corporate brand, not a four-dimensional product.
Spray a mouth into lipstick, which not only loses independence, but also loses professionalism.How can consumers see the rigor and professionalism of a biotech company through fancy lipstick packaging? If you cannot feel rigorous and professionalism, how can you recognize the product?
Case 2: 年年年
年1年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年� "Sangcha" is just a typical case of using packaging to attract consumer groups to hunt for curious psychology .
Unpack it, what is inside? Nothing! There is no product value (BI) transformed by pragmatic action, nor is there a unique spiritual connotation (MI), no "fruit and blood", no "heart", no "soul", only cater to cater and gimmick, just a "painted skin", just a little cleverness of greedy snakes.
After everyone's freshness of packaging has passed, they will never visit it again.
instead Heytea , which instead expanded its popularity through the farce-like provocation of the mourning tea.
products do exist because of customer needs, but companies that meet customer needs must have an independent corporate personality.
is like "a confident and independent person" and "a person who has no self and is a small person". At the same time, he gives care and care to others. Who care is more warm, caring, more valuable, and valued?
Do a small depression and lose yourself. No matter how good you are to others in this way, it is a hidden purpose. The purpose behind interpersonal interaction is to pay attention and pay attention, and the purpose behind business behavior is to attract attention and seek naked business interests.
If the merchant does not really put consumers first, he will not find out the real needs of consumers. Just like a person who is a low-level person, he will always not understand the true feelings of others. If the merchant hides his selfish desires behind pleasing behavior, he will not win the favor of consumers. If the consumer can tell, he will also be defensive and dissatisfied. Therefore, a person who is a low-level person is always thankless.
brand creation is a process of integrating rationality and sensibility, reality and art, and business and human nature. It will make a valuable product full of spirituality and unique personality at the same time.
Once a product has spirituality and unique personality, there will be no problem of product homogeneity .
As creatures, people are spread all over the earth and are seriously homogeneous; but as spiritual creatures, people are non-homogeneous, because everyone has their own soul and their own uniqueness. Products are like people, you must live out your own life! If a product lives around consumers like a spiritual creature and lives out its own uniqueness, then it is unique and irreplaceable.
This is the highest level of brand building!
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