以專業(yè)服務(wù) 重構(gòu)品牌基因
REDEFINING BRAND DNA THROUGH PROFESSIONAL SERVICES
品牌建設(shè)
品牌識(shí)別是企業(yè)希望創(chuàng)造和保持的，能打動(dòng)消費(fèi)者并區(qū)別于競(jìng)爭(zhēng)者的品牌聯(lián)想，與品牌核心價(jià)值共同構(gòu)成豐滿的品牌聯(lián)想。這些聯(lián)想暗示著企業(yè)對(duì)消費(fèi)者的某種承諾。一個(gè)強(qiáng)勢(shì)品牌必然有豐滿、鮮明的品牌識(shí)別?？茖W(xué)完整地規(guī)劃品牌識(shí)別體系后，品牌核心價(jià)值就能有效落地，并與日常的營(yíng)銷傳播活動(dòng)，有效對(duì)接，企業(yè)的營(yíng)銷傳播活動(dòng)才有了標(biāo)準(zhǔn)與方向。嘉遜廣告為客戶提供品牌命名、企業(yè)形象VI設(shè)計(jì)、CI導(dǎo)入等全方位品牌識(shí)別解決方案。在過去的十年中，我們創(chuàng)造了眾多成功案例。我們客戶分布于政府、文化、金融、 IT、電信、房地產(chǎn)、日化、工業(yè)、快消品等部門和行業(yè)。
品牌標(biāo)志策略與設(shè)計(jì)
同品牌名稱一樣，品牌標(biāo)志是構(gòu)成品牌識(shí)別系統(tǒng)的重要組成部分。它們都是一種信息傳遞的載體，把產(chǎn)品特征、品質(zhì)以及品牌價(jià)值和理念等各種要素以融合化的符號(hào)形式傳遞給公眾和消費(fèi)者。盡管品牌標(biāo)志可以由品牌名稱構(gòu)成，但經(jīng)過了藝術(shù)化的設(shè)計(jì)后，它包含了非語言符號(hào)的成分。因此，在某種程度上看，它比屬于語言符號(hào)的名稱更難捉摸。在品牌標(biāo)志設(shè)計(jì)中，一些基本的策略思考包含設(shè)計(jì)的原則、設(shè)計(jì)的風(fēng)格、設(shè)計(jì)的方法和標(biāo)志色的運(yùn)用等。
品牌視覺審查與診斷
基于企業(yè)品牌定位與核心理念，品牌視覺審查與診斷通過系統(tǒng)性評(píng)估所有觸點(diǎn)的視覺呈現(xiàn)，從外而內(nèi)剖析品牌視覺表現(xiàn)的優(yōu)劣勢(shì)，從而為后期設(shè)計(jì)提供明確方向。這一過程以戰(zhàn)略契合度與用戶體驗(yàn)感知為雙軌核心：一方面校準(zhǔn)品牌定位與視覺元素的邏輯一致性（如“高端科技”需匹配沉穩(wěn)色調(diào)而非漸變色），避免文化誤讀或形象偏差；另一方面通過五感觸點(diǎn)（視覺、觸覺、聽覺、嗅覺、行為）評(píng)估用戶交互體驗(yàn)，利用AI工具與神經(jīng)美學(xué)模型量化設(shè)計(jì)的情感共鳴與認(rèn)知效率，識(shí)別冗余或低效要素。執(zhí)行中結(jié)合數(shù)據(jù)采集與全觸點(diǎn)審計(jì)（覆蓋線上線下顯性與隱性資產(chǎn)），輸出優(yōu)化路線圖并建立長(zhǎng)效跟蹤機(jī)制，最終沉淀品牌視覺憲章，支撐敏捷響應(yīng)與可持續(xù)競(jìng)爭(zhēng)優(yōu)勢(shì)構(gòu)建。
品牌視覺形象識(shí)別系統(tǒng)
視覺識(shí)別系統(tǒng)是運(yùn)用系統(tǒng)的、統(tǒng)一的視覺符號(hào)系統(tǒng)。視覺識(shí)別是靜態(tài)的識(shí)別符號(hào)具體化、視覺化的傳達(dá)形式，項(xiàng)目最多，層面最廣，效果更直接。視覺識(shí)別系統(tǒng)屬于CIS中的VI，用完整、體系的視覺傳達(dá)體系，將企業(yè)理念、文化特質(zhì)、服務(wù)內(nèi)容、企業(yè)規(guī)范等抽象語意轉(zhuǎn)換為具體符號(hào)的概念，塑造出獨(dú)特的企業(yè)形象。視覺識(shí)別系統(tǒng)分為基本要素系統(tǒng)和應(yīng)用要素系統(tǒng)兩方面?；疽叵到y(tǒng)主要包括：企業(yè)名稱、企業(yè)標(biāo)志、標(biāo)準(zhǔn)字、標(biāo)準(zhǔn)色、象征圖案、宣傳口語、市場(chǎng)行銷報(bào)告書等。應(yīng)用系統(tǒng)主要包括：辦公事務(wù)用品、生產(chǎn)設(shè)備、建筑環(huán)境、產(chǎn)品包裝、廣告媒體、交通工具、衣著制服、旗幟、招牌、標(biāo)識(shí)牌、櫥窗、陳列展示等。視覺識(shí)別(VI)在CI系統(tǒng)大眾所接受，據(jù)有主導(dǎo)的地位。
VI培訓(xùn)與導(dǎo)入
基于企業(yè)品牌戰(zhàn)略定位，我們通過構(gòu)建系統(tǒng)化的VI應(yīng)用工具包與分層培訓(xùn)機(jī)制，將品牌視覺規(guī)范轉(zhuǎn)化為可落地的行為準(zhǔn)則。從VI手冊(cè)的深度解讀到員工日常應(yīng)用的場(chǎng)景化指導(dǎo)，體系化文件包含《品牌視覺應(yīng)用憲章》《員工品牌行為手冊(cè)》及《跨媒介執(zhí)行標(biāo)準(zhǔn)》，涵蓋從基礎(chǔ)元素（如LOGO使用規(guī)范）到復(fù)雜場(chǎng)景（如活動(dòng)物料設(shè)計(jì)審批流程）的136項(xiàng)細(xì)則，確保品牌視覺傳達(dá)的零誤差。培訓(xùn)體系采用“認(rèn)知-模擬-實(shí)踐”三階段模型：通過品牌哲學(xué)沙盤推演強(qiáng)化員工對(duì)視覺符號(hào)的情感聯(lián)結(jié)，借助虛擬現(xiàn)實(shí)（VR）場(chǎng)景模擬訓(xùn)練應(yīng)對(duì)突發(fā)情況的決策能力，最終通過考核認(rèn)證授予“品牌視覺大使”資質(zhì)，形成自上而下的品牌守護(hù)者網(wǎng)絡(luò)。執(zhí)行階段依托數(shù)字化監(jiān)測(cè)平臺(tái)實(shí)時(shí)抓取線上線下觸點(diǎn)的視覺呈現(xiàn)偏差（如門店招牌照明色溫異常），結(jié)合AI圖像識(shí)別技術(shù)自動(dòng)生成整改工單，輔以季度品牌健康度審計(jì)報(bào)告，持續(xù)優(yōu)化VI系統(tǒng)的市場(chǎng)適應(yīng)性，最終實(shí)現(xiàn)品牌視覺在消費(fèi)者心智中建立條件反射式認(rèn)知，使每一次品牌接觸都成為戰(zhàn)略價(jià)值的精準(zhǔn)傳遞。
品牌執(zhí)行
品牌傳播的最終目的就是要發(fā)揮創(chuàng)意的力量，利用各種有效發(fā)聲點(diǎn)在市場(chǎng)上形成統(tǒng)一的、多方位的品牌聲浪，有聲浪就有話語權(quán)。嘉遜以企業(yè)品牌核心價(jià)值為原則,在品牌識(shí)別的整體框架下,為客戶量身定制高效、精準(zhǔn)、的整合營(yíng)銷傳播策略及執(zhí)行。我們通過“智慧種子”的服務(wù)，調(diào)配嘉遜各團(tuán)隊(duì)專業(yè)人員，為客戶提供傳播終端的數(shù)據(jù)研究、傳播策略制定、平面和視聽全方位創(chuàng)意解決方案、媒介執(zhí)行、公關(guān)活動(dòng)策劃及執(zhí)行、網(wǎng)絡(luò)營(yíng)銷、傳播效果跟蹤和優(yōu)化、長(zhǎng)期傳播顧問等”一站式服務(wù)”模式。
傳播策略制定、執(zhí)行
其工作內(nèi)容包括：傳播終端數(shù)據(jù)研究、傳播策略量身定制、媒介公關(guān)及執(zhí)行、活動(dòng)策劃及執(zhí)行、網(wǎng)絡(luò)營(yíng)銷方案及執(zhí)行、傳播效果跟蹤及優(yōu)化。嘉遜專業(yè)的數(shù)據(jù)團(tuán)隊(duì)和媒介資源將為品牌傳播提供強(qiáng)有力的支持。同時(shí)，針對(duì)長(zhǎng)期客戶，嘉遜提供常年傳播和媒介顧問服務(wù)。
廣告創(chuàng)意及設(shè)計(jì)
廣告的本質(zhì)是傳播，廣告的靈魂是創(chuàng)意。嘉遜為客戶提供平面類、視聽類、網(wǎng)絡(luò)類以及其它新媒體廣告策劃和設(shè)計(jì)。通過我們的創(chuàng)意，將品牌和產(chǎn)品優(yōu)勢(shì)和特點(diǎn)準(zhǔn)確的轉(zhuǎn)換成目標(biāo)受眾樂于接受、易于記憶、并能產(chǎn)生積極聯(lián)想的的視聽因素，以達(dá)到提高并加深市場(chǎng)認(rèn)知，促進(jìn)品牌美譽(yù)度和忠誠度的傳播目的。
品牌畫冊(cè)設(shè)計(jì)
幫助客戶建立系統(tǒng)化的品牌視覺體驗(yàn)，將真實(shí)的、簡(jiǎn)約的和有意義的品牌體驗(yàn)與新的視角融合在一起，從視覺感受上更好地傳播品牌，同時(shí)也為品牌創(chuàng)造統(tǒng)一的、系統(tǒng)化的視覺應(yīng)用形態(tài)。
營(yíng)銷物料設(shè)計(jì)
提供營(yíng)銷中所需的其他物料如：展架、POP、單頁、折頁等設(shè)計(jì)，以滿足客戶全方位的營(yíng)銷需求。
Brand
Building
Brand identity refers to the set of brand associations that a company aims to create and maintain to resonate with consumers and differentiate itself from competitors. These associations, combined with the brand’s core value, form a comprehensive brand perception. Such perceptions inherently convey implicit promises from the business to its customers. A strong brand must possess a distinctive and comprehensive brand identity. Through scientific and systematic planning of the brand identity system, the core brand value can be effectively implemented, seamlessly integrate with daily marketing initiatives, and provide clear standards and direction for corporate marketing activities.
Jiaxun Advertising offers holistic brand identity solutions, including brand naming, corporate VI design, CI implementation, and more. Over the past decade, we have delivered numerous successful cases, serving clients across government, cultural, financial, IT, telecommunications, real estate, daily chemical, industrial, and fast-moving consumer goods (FMCG) sectors.
Brand Logo Strategy and Design
Like the brand name, the brand logo is an important part of the brand recognition system. They are a carrier of information transmission, the product characteristics, quality and brand values and ideas and other elements in the form of fusion symbols to the public and consumers. Although the brand logo can be composed of brand name, but after the artistic design, it contains non-linguistic symbols of the composition. So, to some extent, it is more elusive than the name of the language symbol. In the design of brand logo, some basic strategies include design principles, design style, design methods and the use of logo color.
Brand Visual Review and Diagnosis
According to the corporate brand positioning and business to convey the concept, from outside to inside the enterprise brand to assess the visual experience of each touch point, so as to accurately diagnose the advantages and disadvantages of brand visual performance for the late design performance to provide the right direction.
Brand Visual Image Recognition System
The visual recognition system is a systematic and unified visual symbol system. Visual recognition is the embodiment of the static recognition symbol, the visual communication form, the project is the most, the level is the most extensive, the effect is more direct. Belongs to the CIS in the VI visual identification system, with a complete, the system of visual communication system, the enterprise idea, culture, service content, enterprise standard, such as the abstract semantic concept into specific symbols, create a unique corporate image. The visual recognition system is divided into basic factor system and application factor system. The basic elements system mainly includes: enterprise name, enterprise logo, standard word, standard color, symbol pattern, publicity speech, marketing report, etc. Application system mainly include: office supplies, production equipment, construction environment, product packaging, advertising, media, transportation, dress uniforms, flags, signs, badges, window, display, etc. Visual recognition (VI) is accepted by the public of CI system and is the dominant position.
VI Training and Import
To provide customers with how to use the VI system manual tool to support staff training and standardize brand behavior, in order to ensure that customers can accurately apply the norms of the brand visual correct and unified to convey the brand value, to ensure that the brand in the various contacts Visual system and unity.
Brand
Keeping
The ultimate goal of brand communication is to leverage creative power and utilize various effective voices to form a unified, multi-faceted brand resonance in the market, where resonance translates into the right to speak. Guided by the core values of corporate branding and within the overall framework of brand identity, JIAXUN customizes efficient and precise integrated marketing communication strategies and executions for clients. Through our “Intelligent Seed” service model, we mobilize professionals from various teams within JIAXUN to provide clients with end-to-end solutions, including data research for communication terminals, formulation of communication strategies, comprehensive creative solutions for print and audio-visual content, media execution, public relations event planning and execution, digital marketing, tracking and optimization of communication effects, and long-term communication consulting, thus offering a “one-stop service” approach.
Dissemination Strategy Development
Its work includes: communication terminal data research, communication strategy tailored, media PR and implementation, event planning and implementation, network marketing programs and implementation, dissemination of tracking and optimization. Jason’s professional data team and media resources will provide strong support for brand communication. At the same time, for long-term customers, Jason offers perennial communication and media consultancy services.
Advertising Creative and Design
The essence of advertising is to spread, the soul of advertising is creative. Jiaxun to provide customers with flat, audio-visual, network and other new media advertising planning and design. Through our creativity, the brand and product advantages and characteristics of accurate conversion into the target audience willing to accept, easy to remember, and can produce positive association of audio-visual factors, in order to achieve and improve market awareness, promote brand reputation and loyalty The purpose of communication.
Brand Brochure Design
The brochure has been the most basic information transmission function rose to the brand image and entrepreneurial spirit of one of the important embodiment of the spirit. Jason is based on brand positioning and visual positioning, to provide customers from the album as a whole style design, page layout, paper and printing process recommendations and other services to accurately convey the spirit of enterprise and enhance the brand image.
Marketing Material Design
Provide other materials needed for marketing such as: exhibition, POP, single page, folding and other design to meet the full range of customer marketing needs.
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