Seven design recognition systems for brand design

Development of CI

With the development of society, there are more and more means and ways of communication between companies, consumers, and the public. MI, BI, and VI cannot fully cover the entire content of corporate CI strategies. Emotion recognition, auditory recognition, and environment recognition Some new identification systems, such as strategic identification, have opened wider space for CI.

First, hearing recognition - AI

Audio Identity, abbreviated as AI, is a CI method based on people's comparison of auditory visual memory. It is a systematic recognition of corporate concepts and brand images through auditory stimulation.

Auditory stimuli are comparable to memory and vision produced in the public mind, and once combined with visual recognition, will produce more lasting and effective memory.

Auditory recognition consists mainly of the following:

Theme music

This is the basic identification of the company, mainly including: corporate team songs, corporate image songs. The former is mainly used to enhance corporate cohesion and strengthen the spirit of employees within the company; the latter is mainly used to display corporate image, to show the public appearance of the outside world, in order to enhance the sense of trust. Such as "Song of Asia" in Zhengzhou Asia.

2. Logo music

This is music that is mainly used in advertising music and propaganda music. Generally, it extracts the climax from the big corporate theme music and has the same effect as the trademark. Such as McDonald's advertising music "more choices, more laughter, at McDonald's."

3. Main music extension

This is to demonstrate the corporate image from a high level and perform a full range of demonstrations through symphony, national instrumental music, and light music.

4. Advertising leads

It is generally a condensed part of the slogan. It embodies the spirit of the company in a very concise sentence to highlight the personality of the company.

5. Commercial name

The name of the business requires a simple and concise presentation that reflects the corporate philosophy. For example, a health care product company is named “Healthy for a long time”, and people can understand the company’s philosophy and business operations as soon as they hear the name.

Second, sensory recognition - FI

Feeling Identity (FI) is a system identification method that conveys corporate information through visual, auditory, olfactory, and sensory stimuli, and establishes a brand image. In the voluminous product information, only the information that catches the public's feelings will attract the attention of the public and let them remember the corporate image that the information conveys.

The image ads that companies make can often arouse people's feelings. Such as the 100-year-run shampoo advertisements, Beijing-style background music, the use of nostalgic colors, the antique Beijing Hutong, and the heroic and gentle manners of the hero and heroine, the people who have seen all have a gentle, nostalgic feeling. That hair pulled something deep in the bottom of my heart. This feeling makes people who have seen this advertisement impressed with the 100-year run.

People's feelings are very complicated. The same thing or activity may cause completely different feelings in different people's minds. Therefore, companies should choose the right way for their target market to give consumers a wonderful feeling of enjoyment.

Third, market recognition - MAI

Market Identity, in order to distinguish itself from concept recognition (MI), we call it MAI for the time being, which refers to the identification system that the company uses the public relations, promotion, advertising and other market activities to establish a brand image.

The market is the place where companies survive and compete. The vast majority of corporate activities are spread through the market. Promotions and advertisements are the main means for companies to transmit information, establish images, and open up markets. Through these activities, consumers initially form a brand. Awareness and evaluation. Public relations activities are conducive to establishing a good image of the company, establishing brand loyalty and forming a good brand reputation.

Fourth, strategic identification - TI

Strategic identification (tactical identity) means that companies always implement strategic ideas when implementing CI solutions, and use a holistic and long-term thinking to conduct CI design. The CI design of a company is a complex system that involves all aspects of the company, but all activities and programs must run through a main line to serve the long-term development of the company. What the company displays to the public is a whole image, not to highlight a certain part.

Strategic identification includes the company's overall development strategy, CI strategy, and marketing strategy.

V. Emotion recognition - SI

Sensation Identity (Sensation Identity) is a recognition system for companies to jump out of the product category and to establish a brand image. The emotion recognition system includes: public welfare activities, public service advertisements, and sponsorship of large-scale social activities.

Emotional appeal is a widely used mode of appeal of modern enterprises. Give personalized products, humanization, or sponsorship of hope projects and disaster relief; publish PSAs that pay attention to environmental protection and cherish time, and engage in emotional and emotional communication with consumers. The recognition that emotion recognition evokes in the mind of consumers has a long-lasting and continuous character, which is conducive to the establishment of brand loyalty.

Harbin Pharmaceutical No. 6 Factory once opened the market with huge amount of advertising investment, but its lengthy product function introduction also made the public feel disgusted. Now, Harbin Pharmaceutical Sixth Factory has realized that its brand reputation is lacking. In order to change this status, Harbin Pharmaceutical Six Factory produced a series of public service advertisements to change people's understanding and evaluation of their brand from emotion and received good results. effect.

VI. Intuition Recognition - II

Instinct Identity, also called Intuition Identity, refers to the recognition series that uses people's perception of straight or sixth sense and "evaluate things." Exceeding is a kind of human body's ability to transcend time and space. People sometimes have an inexplicable like and dislike for people and things they don't understand.

VII. Environmental Recognition - EI

Environmental identification, the Environmental Identity, is an identification system that companies use to create a good environment to change public perception and evaluation. Environmental identification includes the market environment in which the company is located, the internal environment of the company, and the environment that the company presents to the public.

McDonald's Corporate Philosophy QSCV "C" is "Clearing", McDonald's attaches great importance to the shop environment, regardless of where the chain stores go to, can ensure a clean and spacious and bright environment, so that consumers around the world can enjoy the delicious McDonald's .

There is no absolute distinction between the above seven identification systems. They intersect with MI, BI, and VI. They both include each other and focus on each other. They complement and improve CI design from different perspectives.