The two steps from brand to brand

The store signboard is not only the face of the store, but also a vivid interpretation of the brand image. Store signboards are a direct expression of brand identity, reflecting the brand’s differentiation and differentiation, and are the product of the development of a market economy. It can explore and upgrade on the basis of urban planning, provide cities with more valuable image logos, create vitality and space for the market, and empower active business value-added.

The brand in my eyes is a brand that integrates product name, quality, character, morality and taste. The meaning of brand is defined in the book as follows: A brand is a complex of cognitive, attitude, and behavioral tendencies formed by a company or product in the minds of consumers or relationship groups. It originates from the information exchange of the company or product at each customer’s touch point, as well as the experience of the customer’s own characteristics and purchasing behavior. Economic, cultural and industrial macro factors also have a considerable impact on the formation of the brand.

I think the difference between a brand and a brand is like the difference between a name and a celebrity. Your name is our code name, and only your friends and family you know will know. Celebrities, on the other hand, have countless fans who can cross the constraints of space and time. The added value created by the above two is very different from the spiritual level and the material level.

A brand allows us to remember who it is. As big as a house, a car, as small as toothpaste, toilet paper, or even a ballpoint pen, we all choose to buy branded goods. There are countless such cases. Because brands have added value, although everyone knows that the price of brand goods has increased compared to ordinary goods, we will still rush to brands.

Is there a way for our customers to remember a product, remember it, and be willing to pay for it, or even advertise it and spread it by word of mouth?

If so, the first step is to create a super symbol. With the super symbol, the brand will slowly become a brand.

The super symbol is the driving force of brand communication and the comprehensive reflection of brand added value. Super symbols refer to symbols that are linked between all goods or trademarks, signs, etc. They can be visual symbols, auditory symbols, tactile symbols, taste symbols, smell symbols, or even sensory symbols. In short, all the perceptions that make you want to buy can become super symbols.

In general, we know that most brands start with vision, such as the car brand, mineral water brand, instant noodle brand, sportswear brand, hot pot brand, fast food chain brand, coffee shop brand, etc. that can immediately appear in your mind. That’s all.

Most of the symbols we usually refer to are visual symbols, and it is not just a symbol, it is also a system, which is what we often call a visual recognition (VI) system. VI is the most disseminating and infectious part of the corporate image identification system (CIS). It transforms the non-visual content of CIS into static visual identification symbols, and directly spreads on a wider level in a variety of application forms.

The VI system has the following characteristics:

1. Identification. Discernibility is the most fundamental characteristic of an enterprise VI. Many products are becoming more homogeneous, no matter what kind of products have their own imitations. If you want others to remember you, you have to be highly discerning. In VI design, the logo is the logo we often say. It is an element with corporate visual awareness. Therefore, a brand must have a highly recognizable logo so that it will have a stronger visual impact and thus have higher recognizability.

2. Visibility. The elements of corporate VI design and logo presentation vary. They come from industry, from history, and directly use Chinese and foreign fonts, figurative patterns, abstract symbols, geometric figures … Therefore, the quality of logo graphics not only determines the effectiveness of the logo to convey information, but also Affect consumer perceptions of goods.

3. Unity. The logo also presents the cultural characteristics of the company, and can even convey the content and characteristics of the company’s operations. It represents the company’s business philosophy, and some can rise to the level of corporate spirit. It can be said that the identification of the public with the logo is equal to the identification of the company, so the logo and the industry involved in the business and the content of the business must be unified. Only when the business content of the enterprise or the actual state of the enterprise is consistent with the external symbol-Enterprise VI, will it be possible to obtain the unanimous approval of the public. When the enterprise VI and enterprise industry categories are unified, we can distinguish who they belong to without having to carefully identify them.

4. Practicality. The most widely used and most frequently used visual communication elements of enterprise VI must be widely applicable in various media. Therefore, the logo graphics should be presented according to the convenience of its use in the media, such as large letters on the floor, small business cards, hot stamping on delicate invitation cards, and on various networks, From the media, its practicality requires that it must consider whether it can be applied to any interface without obstacles.

5. Internationality. The world is now a global village. For an enterprise and a product to go international, the core logo design of an enterprise VI needs to be borderless and stateless. You can remember wherever you go.

6. Systematic. Once the enterprise VI is determined, then the next step is to be systematic, just like an enterprise can only run automatically if it is systematic. The combination of the corporate logo and other basic design elements must also have clear regulations. Making these regulations into an application system can achieve systematic, standardized, and standardized scientific management, thereby improving the efficiency of applications and reducing the cost of dissemination.

Although the visual symbol system has such an important role, it does not mean that other symbols are not important. It is just that the super symbols of different companies and different products have different degrees of importance. Auditory symbols, tactile symbols, taste symbols, olfactory symbols and sensory symbols also occupy important positions in the brand’s super symbols.

Of course, it is not enough to have a super symbol. This is far from the brand. Enterprises also need to have a wide and deep dissemination. Through communication, brands can become famous brands.