On CIS Strategy of Brand Assets and Enterprise Identity System

(d) About CIS

Corporate Identity System (CIS) is the abbreviation of Corporate Identity System. It refers to the complex of corporate visual identity specification and is an integrated communication system that combines modern design concepts and corporate management theory. It includes three systems: MI (Mind Identity Concept Recognition), BI (Behavtior Identity), and VI (Visual Identity Visual Identity).

MI is the core of the CIS strategy. It can also be said that the company’s idea is to proceed from the company’s business philosophy, and to develop the company's development strategy, management policy, business purpose, corporate existence value and external interests, corporate behavior standards and spiritual slogans. The “corporate communication” is clarified and used as the origin of the enterprise positioning and the central structure of the enterprise identification system. This is the premise and basic guiding ideology for VI and BI planning.

BI is the behavior of an enterprise. It can also be said to be the hand of an enterprise. This refers to the specific activities of the enterprise in practicing the business philosophy and establishing the corporate culture. Internally establish and improve the system of employee training and education. Through social public welfare culture, public relations and other activities, the company communicates its corporate philosophy, gains consumer recognition, and achieves standardization and standardization of corporate behavior.

VI is the company's view, can also be said to be the company's face, is the most visible and infectious part of the corporate identity system. It is the most widely contacted and has the strongest visual impact. Therefore, it can quickly, simply, and quickly achieve the purpose of recognition and recognition of the company, and ultimately enable the company's external image to achieve integration.

(E) The essence of CIS

In the era of creativity, real CIS planning must be fully introduced from all levels of the enterprise to study the company's business direction, business areas, and development goals, and use this as a basis to investigate, analyze, and study problems in corporate image and brand operation. The company's future image, strategic goals, image positioning, brand strategy, and other major issues.
On the two levels of CIS planning and design, there is no successful CIS design without successful CIS planning. Similarly, even the best strategy must have excellent design to perform.

CIS is a process, not a result. The creative era believes that the real CIS is a unified implementation of the strategic planning line, concept spirit, visual image, and behavioral norms. The long-term implementation of the CIS enables the CIS promotion to be carried out along the main line of the corporate image. Only in this way can we enhance the competitive advantage of the company, increase the value of the brand, and constantly increase the brand's popularity and reputation. CIS is a through-train that created famous brands. In the creative era, the real CIS is starting from the core issue of researching brand resources, from the "full process CIS" of brand resource integration, brand image design, brand communication promotion, brand expansion and extension. . Regional brands have become well-known brands in the country. Until international brands, CIS will play an important role in it.

CIS is a problem-solving science. Its basic function is to build a communication bridge for emotional interaction. The CIS introduction process is a comprehensive communication process between the enterprise and the public, products and consumers, owners and employees, and CIS designers and owners.

CIS must have operability, must be activated in the promotion and application in order to reflect the true value of CIS, just like a decent clothing, it must be worn out in order to truly feel for themselves and others Its function, putting no clothes in the closet is worthless. Therefore, the CIS manual is a guide for the image, not the image itself, and it is the guide for action, not the action itself.

CIS must have a strong personality and deterrence. It "should be different from the public and it must be recognized by the public". This is the key to the success of CIS image design.

(VI) How to Plan CIS Strategy in the Age of Creativity

In the creative era, when introducing CI strategies for enterprises, we must first fully communicate with the companies and negotiate with them. In accordance with the actual needs of the company, we must face the difficulties of the company and clarify the purpose of the company's introduction of CIS. The introduction step can generally be performed in six stages.

1. The concept of CIS is established. The main content of its operation is to clearly define the purpose of CIS planning, planning effectiveness, import focus, and implementation evaluation.
Second, the company fully understands the stage, mainly through interviews, communication questionnaires, intelligence information collection, fully understand the company's operating realities.

Third, the image strategy at the preparation stage, according to the statistical analysis of the survey, to determine the business philosophy, formulate the spirit of the slogans, image concepts.

Fourth, the development stage of design operations, including VI (visual design) environment identification and advertising, activity planning.

V. Completion of the implementation of the import phase, including information release, publicity and guidance, implementation of education and implementation of a comprehensive promotion.

Sixth, supervision and evaluation stage, this stage mainly by the enterprise CIS management committee, responsible for follow-up supervision, regular assessment and benefit tracking, proposed amendments, implementation of the CIS manual.

The era of creativity sums up: clarification, concreteness, symbolization, differentiation, action, and standardization are the key points in the entire CIS introduction phase. Only sequential steps can be taken to design a CIS that truly meets the needs of enterprises and social recognition. (text/name)