Instrumentation industry needs to develop according to the brand strategy

With the intensification of market competition, the traditional strategy of relying on advertising and promotion to sell products no longer adapts to the new market situation. The instrumentation industry is even more so. In today's development of the instrumentation industry, the market strongly urges the emergence of instrument and meter branding experts. It requires us to focus on consumers, restructure corporate behaviors and market behaviors, and comprehensively and coordinately use various forms of marketing communications. With unified goals and a unified communication image, disseminate consistent product information to achieve two-way communication with consumers, quickly establish the status of product brands in the minds of consumers, and establish a long-term close interest relationship between products and consumers. More effectively achieve product sales and build brand. The theoretical basis of Yizhong International's brand building plan is based on a step-by-step process. It is a practical plan tailor-made for the company. In the past ten years, Yizhong International has successfully built a number of instrumentation industry manufacturers. Economy. And also made outstanding contributions in other industries! CIS has pioneered the creation of a Chinese national brand and opened up a specialized import media and business platform created by China and transferred to China. The following are the basic steps for the brand building expert, theoretical basis, and concept explanation:

Market research In order to develop the relationship between products and customers, companies must understand who their customers are. Integrated marketing has a set of systematic and professional market research methods, scientifically defining target consumer groups, using database analysis methods to accurately identify target customers, and using key constraints to describe target customer characteristics and demand psychology so that the company’s products can be established with it. Close interests and achieve two-way communication.

Strategic Design Integrated Marketing Use Planning means to develop the best marketing communication function and media function for each individual brand, consumer-centric, reorganization of corporate marketing behavior and market activity behavior, through the mining and establishment of the triangle relationship between the brand and the customer To systematically design marketing strategies to quickly establish a clear position of product brands in the minds of consumers.

Integrated marketing solves market problems and creates value for customers by integrating various marketing skills and methods. We integrate at the source of strategic development, identifying all skills equally on a zero-based basis, and assessing the role of various marketing communications skills in the system, such as advertising, promotions, direct response, public relations... , Integrate according to customer issues, and keep in mind that not all customers need all marketing communications skills, but any use of more than two skills requires integration and guarantees that a brand has only one unified voice and a unified face. To maximize its synergy.

In any case, integrated marketing communications can help customers build brand relationships and consumer trust to create brands.

Corporate Identity System (CIS) Description:

Corporate identity system CIS (corporate identity system, including concept recognition system MIS, behavioral identification system BIS, visual identity system VIS), but corporate culture is formed by enterprises in their business activities and is shared by most employees. The sum of the essential characteristics of the company's vision and values. It is based on management performance. CIS is a communication method (activities and functions) designed through the corporate culture.

1) Concept identification:

Concept recognition is the core of a corporate identity system. It is not only the purpose and policy of business management, but also includes a distinct cultural values. Externally it is the yardstick of enterprise identification, and internality is the internal cohesion of the company. The CIS project of the system begins with concept recognition. It is a starting point regardless of the theoretical structure or operating procedures.

The recognition of corporate philosophy is the key to the development and implementation of CIS. Whether or not a successful enterprise identification system can be successfully developed depends on the establishment and perseverance of concept recognition. Only by extending this ideology to dynamic corporate activities and static visual communication design can we create a unique corporate image perfectly.

A company's idea recognition system includes four items: corporate mission, management philosophy, behavioral benchmark, and activity area.

2), behavior identification:

Behavior identification is the "practice" of the corporate CI system. It is the behavior of the company's concept of resorting to the plan. It is manifested in the organization system, management training, behavioral norms, public relations, marketing activities, and public welfare undertakings. The activities of internal and external communication organizations are all activities. Embody or implement ideas. In CIS, behavioral identification is the broadest area, and it is the category that has theoretically explored the least systematic category.

The characteristics that business behavior or activity recognition should have are:

The first is the unity of behavior (activity) recognition. First of all, performance in the company's all activities (activities) and the company's concept (MI) to maintain a high degree of consistency, can not be contrary to the company's business philosophy. Secondly, all activities (activities) of the enterprise should be consistent from top to bottom. That is, all activities carried out by all employees and all departments of the company must be centered around a single center, that is, to serve the good image of the enterprise. Any violation of this goal will have Damage or undermine the unity of corporate image.

The second is the uniqueness of corporate behavior (activity) recognition. In order to win the business battle of rivals like Lin, the enterprise should be guided by the concept of the enterprise. It is the behavior (activity) identification of the enterprise that reflects the personality different from other enterprises. This unique personality is precisely the identification of the enterprise by the public. The foundation of the foundation, otherwise it is easy to fall into the realm of indifferentness, the enterprise is submerged in the ocean of the commodity. Therefore, enterprises should pay attention to the uniqueness and diversity of the establishment of business activities, because the vast majority of consumption is through this unique activity to understand the business.

3), visual identification:

Visual recognition will use the static and concrete form of visual communication to convey corporate ideas and values ​​to the society in an organized and planned manner, and establish a corporate identity recognition image. The visual identity system consists of two parts: the basic design elements and the application design elements. It is the most direct and intuitive expression of the corporate image.

The first is the basic design elements of a company's visual identity system:

Company name, corporate brand logo, corporate brand standard word, corporate special printed book form, corporate standard color, corporate symbolic shape and design, corporate layout mode.

The second is the application design elements of the company's visual identity system:

1. Corporate certificate class 2. Office supplies category 3. Foreign accounting class 4. Symbol class 5. Transportation class 6. Promotional (SP) Advertising Category 7. Mass Communication Advertising 8. Commodity and packaging 9. Uniforms and clothing 10. Other publications, printed materials 11. Visual identification design of other products is an important carrier for the expression of corporate philosophy and an important manifestation of corporate personality. Therefore, it has become the core and focus of CI design. In order to enable the company's visual identity system to be disseminated in the quickest and most convenient way to create a good corporate image, companies must establish a visually-recognized information delivery system. The visually-recognized information delivery system and the application element system and the auxiliary system; the four phases are information resources, design codes, communication media, and acceptance groups.

In the development of CI design, the creation of logos, standard words, and standard colors is the most arduous task. It is the core of the entire CI identification system, and it is also the most representative of design capabilities. The three elements of logo, standard word, and standard color are the external concentrated expressions of the status, scale, strength, dignity, and concept of the enterprise, are the core of the visual image design (VI), and constitute the first characteristics and basic qualities of the enterprise. At the same time, it is also a universal symbol widely disseminated and recognized by the public. CI's visual identity is based on this multiplication, so these three have become the core and focus of CI design.

Visual identity system is not a simple visual expression means. It is a systematic and complex communication project based on visual communication theory, visual communication design and visual communication media control management. It is the key to the entire dissemination project to generalize, refine, abstract, and successfully transform enterprise information into visual symbols for enterprises. The corporate image concept has a corresponding design concept. The design concept is an organic combination. It is composed of all kinds of related elements with common features. The result of the composition has distinct and typical personality characteristics. To achieve corporate identity, so that the visual image of the various elements in line with the company's personality, but also lies in the choice of appropriate design themes and modeling elements, the formation of a unified organic vitality of the design system, the use of scientific media strategies to do effective long-term communication.

The significance of CIS to the company:

CIS design is a human-centered design, and its greatest significance lies in its identifiable operating behavior:

First of all, concept recognition defines the positioning of the brand. The segmentation and targeting of the target population make the entire CIS system targeted, as if an engineering plan dominates the overall situation.

Second, visual identity will create a brand image that is most suitable for consumers' visual habits to promote consumer awareness and recognition of the brand.

Thirdly, behavioral recognition communicates brand affinity and product quality through interpersonal communication. Behavior identification is often the result of high-quality products or high-level and high-level services. This is the basic prerequisite for consumers to understand the brand.

Fourth, the role of the auditory recognition system and taste recognition is to lock in the brand image that has been produced, and establish a strong brand usage habit.

In short, the orientation of CIS elements already includes the connotation and extension of the brand. Branding is the process of CIS import. In this sense, CIS is a systematic project to create a brand. The establishment of Yizhong's international brand building expert status symbolizes that all aspects of the cis project will be fully integrated and the company will build a branding plan for the company, support customization and organic integration. For the instrumentation industry brand promotion strategy, make rapid progress and make contributions and strength.

As a combination of media and business set, Yizhong International has more opportunities and opportunities in owning resources and integrating resources. It has unparalleled advantages and will bring more development opportunities to instrument and meter companies. SMEs are gradually pushed to a more equal competitive position. We have reason to believe that through the brand-building plan of Yizhong International Experts, we can create more contributions for China's "Twelfth Five-Year Plan"!