The purpose of brand design by a brand design company is to personalize the brand into a brand image. To better achieve this goal, the following principles should be followed when designing and implementing a brand plan:
(1) The Principle of Comprehensive Consideration
When a company introduces a brand strategy, it will involve various aspects of the company. Therefore, brand design must comprehensively consider internal and external environments, content structure, organization and implementation, and communication media to facilitate overall implementation. Specifically, brand design should adapt to the internal and external environment of the enterprise; comply with the long-term development strategy of the enterprise; and during implementation, specific measures should be reasonably coordinated to avoid affecting the overall situation due to errors in any one link.
(2) The Principle of Consumer-Centricity
The purpose of brand design is to present the brand image. Only when accepted and recognized by the public can this brand design be considered successful. Otherwise, even if it is dazzling, it has no meaning.
(3) The Principle of Seeking Truth from Facts
Brand design is not building castles in the air but must be based on the actual conditions of the enterprise and carried out according to the target market positioning and brand image communication requirements. Brand design should showcase the competitive advantages of the enterprise externally but must not fabricate or concoct fictitious stories. Adhering to the principle of seeking truth from facts, not concealing problems, and not avoiding conflicts, efforts should be made to present the true form of the enterprise to the public. This will not only not reduce the reputation of the enterprise but also more effectively help establish a truthful and reliable corporate image.
(4) The Principle of Innovation and Differentiation
Innovation and differentiation aim to shape unique corporate culture and distinct corporate images. For this reason, brand design must innovate, exploring unique cultural concepts of the enterprise, designing striking visual symbols, and using novel and distinctive implementation methods.
(5) The Principle of Balancing Two Types of Benefits
As a socio-economic organization, while pursuing economic benefits, enterprises must also strive for good social benefits, achieving a balance between the two. This is a principle that all enterprise activities must adhere to and must be fully reflected in brand design. Many people believe that pursuing social benefits simply means donating money to support public welfare causes, which is "spending money to buy fame." However, it also requires enterprises to pay attention to environmental protection and survival balance while chasing profits; improve employees' living standards and comprehensive quality while developing production, maintaining social stability, and embodying social ethics and professional ethics in brand concept design, adhering to certain moral standards.
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