Design brand brand identity is the fourth step in strategic management, brand identity is the organization hopes to create and maintain the things associated with the brand and the idea is to build the eyes of the customer's brand image and give the brand's character and commitment. If you think that this definition is too complex (this is the definition of David Ike), simply is the definition of brand identity brand (from the perspective of brand association to conduct a complete definition of the meaning), through physical and psychological nature of the various dimensions degree to describe the brand and pictorial; if not enough for this definition is too abstract, the image of that brand identity is the brand identity (the new brand is the birth certificate, on account of the brand portfolio is up), it has been identified brand products can exist beyond the products at the same time giving life and soul. Brand recognition is the most critical strategic management of the brand of one of the elements, was used to drive almost all of the brand building Huodong, both for business or on the customer brand recognition Douyouzhongyao significance: Shouxian brand recognition to drive brand image in accordance with management Yu Qi Shi Qi to achieve, which is not expected to occur and organization goes against the image of the situation (which means that brand strategy has failed); followed by accumulation of brand equity brand identity to (because the brand assets is one of the most important part of the Lenovo brand), brand recognition through effective experience and creative activities will form a balanced and rich brand equity; the final brand identity to build, consolidate and strengthen customer relationships, brand recognition, not only through commitment to customers to provide functional, emotional or self-expressive benefits, but also through the credibility of other brands to create relationship value, and as such, without exception, all have strong brand clear, unique, rich and vibrant brand identity, such as the BMW on the "ultimate driving pleasure, the ultimate aesthetics, extraordinary vitality of honor, the world's top prestige "brand recognition worldwide, is widely recognized.
Speaking from the program, brand identity design needs to consider the previous step brand vision, brand vision, three components of the brand identification of significant guidance role, brand vision Nenggou help motivated the idea of the potential brand identification (such as Toyota's "leadership"), and the brand mission means must be found for the different interest groups in the produced resonance identification consistent elements (such as Sony's "dream"), brand values will be directly reflected in concrete to identify content (such as Nike's "surpass"). From the planning, implementation and control point of view, design brand recognition mainly related to two tasks: namely, design and brand recognition factor model (what kind of brand identity can completely Dedingyihu Zhanxian target brands); second design brand identity Shishijitong ( In the practice of brand recognition complex to implement in place). It is worth recalling that in the process of designing brand identity should be noted that the company's brand and business that there are considerable differences between brands, the following specific topics will be introduced accordingly.
The first is the design elements of brand identity model, the brand identity of the model very much, relatively well-known and most widely cited of "Ike Model", "Kapferer Model" and the "pyramid model", but these the shortcomings of many models, in particular, is incompatible with the "simple is beautiful" model principle here is that I developed to introduce "value brand recognition model." "Value of the brand recognition model" of interrelated elements of the three levels of recognition: the core layer is the brand concept identification (brand mind identity), the middle layer is the brand behavior recognition (brand behavior identity), the external layer is the brand symbol identification (brand symbol identity), the model is actually a small, brand value, operating system (found value / offer value / transfer value), which means that to find what kind of brand recognition concept of brand value (how to find the brand value), and brand behavior identify means to form a brand value (how to sipply the brand value); brand symbol means that how to identify customer / stakeholders who deliver the brand values (how to deliver the brand value).
First, the design concept of the brand recognition, brand recognition is the core concept of brand identity (that is, the core recognition), it affects, constraints and other levels of brand recognition commanded the ultimate in customer's minds sharp brand value associations, there is no concept of identification Brand is just a zombie. Brand concept brand recognition is commonly referred to as core values, it can be divided into three basic types of values theme that is rational value, emotional value and self-expression value: Rational brand value, also known as the interests of the brand in the physical properties and product features to solve the problem for the customer value created by a rational value for the drive to buy and customer satisfaction has a direct and significant role, most recognized brand in the early stages of construction at least biased in favor of adopting this tone, as in toothpaste popular category of rational values, Crest's "moth", ultrabright of "whitening", mentadent the "removal of tartar", toms of maine's "natural ingredients", close-up of the "breath", aim to "taste good "and so colorful. Emotional value, also known as the brand relationship is the customer in the purchase and use of the process of some kind of feelings and emotions, emotional value and use the brand for consumers has given a deeper meaning, creating a closer relationship, a lot of strong brands beyond the rational value recognition often contain emotional value (the value of the long term will naturally lead to a rational emotional value), such as Pampers "let the baby dry bottom" in addition "to help mothers care for babies," Oil of Olay is not only only "the essence of moisture dew," but also "to make women feel younger than actual age,", Rejoice in the "make hair supple and elegant," makes "a woman is so self-confident" to determine the perceptual identification of elements of tool is "susan brand relationship Seven face "to the brand managers in familiar relations, dependency, partnership, emotional union with the commitment to the relationship between nostalgia and self-concept relationship relationship relationship between these seven to find a suitable location and the specific. Value self-expression, also known as brand personality, self-expressive value of brand as customers express a personal claim or show the symbol of personal image, the personification of the brand is undoubtedly a reflection of the strongest is the brand personality and brand personality as a charismatic person impressive as flesh and blood, a lot of strong brands in the rational, emotional and outside of attractive personality, such as levis on behalf of the "sincere, excited, strong" personality, to determine the expression of self-recognition element can make use of "aaker brand personality scale ", the brand manager can sincere, exciting, competent, strong, elegant and the five personality (including 42 sub-personality) to make appropriate choices.
Followed by the design brand behavior recognition, brand recognition behavior is conduct business the sum of the brand, it produces and provides the promise of a level of brand value, brand recognition does not act would be lying, lies and empty words. As the product management and corporate governance is the most direct impact on the brand promise of the factors, the brand recognition and behavior recognition products company by the identification of two components: the product identity is based on the product and generate brand associations, product is the carrier of the brand so customers tend to in the window to watch the product brand in the world (at least this is the new brand), a unique, superior adult product easy to form a strong brand, contrary mediocre products can never tacky extraordinary excellent brand building, design product identification should be considered 7 Identification of potential elements - product category (such as Xerox is to copiers), product attributes (such as Honda represents a strong driving force), quality / value (such as the supply of high quality coffee, Starbucks), user experience (such as Gatorade suitable Rehydration after exercise), the user image (such as sit-Benz to drive a BMW), origin (such as the New Zealand kiwifruit), proprietary channels (such as Amway MLM), from here we may note the product identification from the previously mentioned fact to the core of recognition, brand recognition and this is a reflection of the integrity and logic. The company identifies a brand based on the company and the associations, the company recognized the role of corporate branding in fact the result of the product brand, the company brand as natural parents brand stamped an indelible mark on blood, "child hero father is a hero, I of every citizen children asshole "in the brand strategy which applies, you may be able to develop a good IT product identification, but you may never identify with the IBM company to compete, as the company brand recognition from the impact of the company, then the company's brand What elements of brand identity from the form it? also include the rational, emotional and sexual self-expression identified three blocks, but the content is different, the company's brand recognition, including the quality of the rational (such as Toyota), innovation (such as the Sony) and customer relationship (eg Singapore Airlines), and perceptual identification, including professional (such as Canon), credibility (such as Hewlett-Packard) and attractiveness (eg, Disney) The popularity of the elements of representative organizations, self-expression of identification include environmental awareness (eg, BP) and social responsibility (such as body shop) who represent the elements of civic duty, is worth noting that, even if the company brand and product brands share the same main brand, but the company recognition and product recognition are still different, such as Saturn's product identification is "and public different good car, "the company recognition is" the serious pursuit of world-class standards. "
Finally, the design brand logo recognition, brand recognition symbol is the highest visibility of any exposure, brand recognition, it passed and sent to the customer brand value, brand recognition is not only a symbol Shenxiang unknown ship wine night sea no one care. Many people think that brand is the symbol recognition part VI of the foundation, but this view is wrong shallow, although it does exist in common between the two (such as brand name, LOGO, etc.), but the brand symbols enrich the connotation of recognition also includes additional elements, such as brand recognition language, sound trademarks, other brands also need to consider the symbolic recognition of the brand architecture, such as the flag combination. Brand logo design work, including identification of visual symbols, auditory symbols, an integrated combination of symbols and signs of these four aspects: the visual symbol is to generate awareness through the visual stimulus identification symbol, one is a sign to mark the inner meaning through visual to stimulate and maintain the brand association, such as Nike hook, Citigroup umbrella, McDonald's golden arches, Audi, and Rolex crown Ring has high recognition and esteem to mark the special benefits of its non-editorial which can be across different cultural environment; the other is symbolic, symbolic way of metaphor to convey through the brand identity and personality emotional approach, such as the Energizer bunny, Budweiser lizards, Pillsbury Green Giant, seven-up kid, etc., but the cartoon image of a symbol in addition to outside can also be personalized, such as the Kentucky Colonel, the Marlboro cowboy and so on. Auditory stimuli by auditory symbols to generate awareness of the identifier, one is a sound mark, such as McDonald's well known "more choices, more laughter in McDonald's"; the other is the theme song, theme song both as a sound mark the continuation of language can also be seen as a continuation of identification, such as Coca-Cola lyrics to "I would like the church in the world to sing, singing in perfect harmony; I would like to be with forever and the world, ask him to a cup of Coke," the unique role of hearing is to identify sung by the formation of secondary or repeat transmission. Composite symbols are both also pass through the visual perception of hearing to produce the sign, one is the brand name, brand name is the most important brand symbols, because all of the identifiable assets associated with the name, such as Goodrich and Goodyear competitors In the name confusion, though over the years is a solid-Tec improved tire technology, but Goodyear has the reputation of all; second is to identify the language, brand recognition and brand names than words can provide more information and additional Lenovo, like Debeers the "diamond is forever, a permanent circulation", Maxwell's "drops of fragrant, something more to say", Nike's "just do it", Johnnie Walker's "Keep walking" these classic and brand relationship has been close to the point of hard to update. Combination of symbols are combined in the context of brand symbol presentation of symbols constitutes a recognition element, fonts, colors and layout are usually a result of combination of environmental change, one is a combination of cross-brand symbol, which appears in the same situation in two or more brands How to deal with character recognition, such as the Marriott in the visual design of the courtyard on the intention to strengthen the influence and weaken the influence of the fairfield; the other is cross-category symbol combination
The second task is to design brand identity implementation system, as simple and refined brand identity tend to a high degree of generalization of expression (usually only 4-6 core recognition element, and each element has only one word or phrase to define) , although the "simple is beautiful" approach is conducive to widespread and deep memory, but the drawback is obvious and can not be ignored (especially for people who are engaged in practical work even more so), as too ambiguous and would lead to increased uncertainty even lead to ambiguity and disputes, the ultimate brand-building activities will inevitably lead to inconsistent or off course. Brand recognition is the task of implementing the system on the brand identity elements / elements of explanation, development, and rich, to help policy makers determine which actions are beneficial to the brand and thus able to identify relevant programs and projects, and clear content to enhance better understanding of the brand to be better with the consumer / stakeholder communication with the implementation process often brings new and useful ideas in order to more effectively guide the branding work (feedback on the program). In general, the implementation of brand identity includes five aspects: identification of interpreting the terms of the role of pattern recognition to identify support activities, identify priority factors (positioning) and the identification of internal recognition, the work in these areas is progressive layers, and by the implicit and significant relationship.
First is to identify the interpretation of terms, identification is an abstract interpretation of provisions of brand identity elements one by one interpretation, it becomes a rich content of the concrete and the structure of clear and complete. To know the elements of brand identity is usually a concept or idea itself may have a variety of means, together with different people has different views, if not strictly defined will inevitably lead to "behind it," the consequences of such as "leader" is often identified elements appear there more than 10 kinds of meaning, from the "strength", "authority" to "break the limit", "great aspirations" and so numerous, if not recognized interpretation of terms to identify factors clear meaning, will eventually be vague and unenforceable. Interpretation of provisions of identification must be accurate and detailed, with no ambiguity as the bottom line, in order to stimulate thinking as superior, such as LLBEAN the "sense of humor," Identification of factors interpreted as "LLBEAN always appropriate to play its role in people's lives, It is never too much prominence to their own, the United States to maintain the traditional northern unique humor. "
Second is to identify role models, interpretation of terms alone is not enough to identify, because the brand identity of the contents fitted to the provisions of this still relatively dry in the form of blunt, another from text to rich text and it can not show the emotional connotation of the brand does not help confirm the visual image of the brand, identifying role models through more like, more the image of the same time the point the way to impressive display of brand identity. Identify the role model role models, including internal and external role models are two: the internal role models from the enterprise looking to represent and reflect the brand identity of the people and things, including the brand story (such as Haier refrigerator in the early days to drop the story demonstrating Haier emphasis on quality), brand activities (such as Apple's annual World Congress MacWorld), brands and models (such as Intel, Grove represents "only the paranoid survive"), within the role of role model has the advantage of easy-depth near the side understanding and emotional investment. External role models from the company on behalf of external search for brand recognition, mainly by looking for the brand as their benchmark reference model, such as "innovative" school recognition elements can be considered Sony, "quality" of the recognition factor can be considered school Toyota, " service "recognition elements can be considered science nordstrom, external role model has the advantage of more influential and creative role to be inspired more widely.
Again is to identify support activities, identifying role models simply is not enough, because the brand not only calls for a clear identification of a unique brand image, but also require effective implementation of operations on the brand promise, no promise to support the image, but is a "brand show" only to identify support activities that support the brand with the actual content of the work projects and investments, to fully reveal the material basis behind the brand identity to better (that is, from the perspective of) the specific content of s brand identity. Identify support activities, there are two types: one is a strategic role, the completion of the strategic responsibility of the brand promise of the underlying assets and projects for investment, such as "excellent service" Brand recognition means a "comprehensive customer service system" strategic role, strategic role actually means brand strategy on business strategy and promote compatible; other is verification clauses, clauses verify brand identity to support the policies and activities undertaken, and strategic responsibilities face to the future, a large number of inputs and a higher risk compared to verify the clauses have been attached to the brand identity as the various components can be implemented immediately on it has advantages such as the "outstanding service" as the brand identity of its verification provisions that Ze is "zero delay in processing customer complaints, service evaluation, no reason to refund policy, the contribution of the best rewards, recruitment and training system."
Also meeting is to identify priority elements, has a physical basis for brand recognition is good, but if the brand experience can not communicate very well the potential value, "Like" and will also become not a "box office" means identification of the priority elements which identify the content should be chosen As the focus of the brand, because brand recognition is the brand of all-round and multi-angle display, so the priority arrangements identify important factors, can only grasp the priorities will be identified as the brand management model into a communication model. Identify the priority elements is in fact brand positioning, its mission is to make the target audience can experience the brand identity and brand awareness is different from competitive advantage, if brand recognition is the tip of the words, brand positioning is the thrill of the climb above the water, brand positioning and brand identity The difference is that consumers need to choose a competitor seriously but has not yet been occupied position (identifying the priority elements), so even if some elements of brand identity is very important but if you can not reflect the differential advantage, they would be excluded from the positioning outside such as "clean" and "clean" Burger King is definitely an important part of brand identity, but can not be different from McDonald's and its competitors it can not locate this (Burger King's position is "custom"), although other well-known Wall Waugh's brand positioning is "safe", but its brand identity is "respect for human values and care for the environment, while it even more exclusive experience for the owners, so that drivers become fashionable and enjoyable life experience."
Finally, identification of internal identity, brand positioning, customer-oriented external experience, but the brand recognition of the responsibility should also include the internal experience for the staff to identify internal member within the agreed time is to bring care to understand and grasp the brand recognition of the action, the internal identity should priority in the external identity, because if the internal perception can not reach an agreement to eliminate differences in the case, the external perception is bound to not clear and discord. Identify internal identity can preach, training, seminars, e-learning, brand films, the brand biography other means, but for management point of view, the most important thing is to prepare brand identity manual, brand identity manual provides detailed and accurate brand identity in all the content elements (such as the concept of recognition, behavior recognition and symbol recognition), the implementation of the various components of the system (such as the identification of interpretation of the terms of the role of pattern recognition to identify support activities, identification of priority factors and identification of internal identity), and the use of guidelines (unity, to discuss and autonomy), the brand identification management practices and operating procedures to be structured, standardized and immobilization, for internal and brand-related members, especially the staff fully aware of the connotation of the brand and to do the brand's tips, the ultimate can be coordinated to create a strong brand and continue to struggle.