以專(zhuān)業(yè)服務(wù) 重構品牌基因
REDEFINING BRAND DNA THROUGH PROFESSIONAL SERVICES
品牌建設
品牌識別是企業(yè)希望創(chuàng )造和保持的，能打動(dòng)消費者并區別于競爭者的品牌聯(lián)想，與品牌核心價(jià)值共同構成豐滿(mǎn)的品牌聯(lián)想。這些聯(lián)想暗示著(zhù)企業(yè)對消費者的某種承諾。一個(gè)強勢品牌必然有豐滿(mǎn)、鮮明的品牌識別?？茖W(xué)完整地規劃品牌識別體系后，品牌核心價(jià)值就能有效落地，并與日常的營(yíng)銷(xiāo)傳播活動(dòng)，有效對接，企業(yè)的營(yíng)銷(xiāo)傳播活動(dòng)才有了標準與方向。嘉遜廣告為客戶(hù)提供品牌命名、企業(yè)形象VI設計、CI導入等全方位品牌識別解決方案。在過(guò)去的十年中，我們創(chuàng )造了眾多成功案例。我們客戶(hù)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(mén)和行業(yè)。
品牌標志策略與設計
同品牌名稱(chēng)一樣，品牌標志是構成品牌識別系統的重要組成部分。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形式傳遞給公眾和消費者。盡管品牌標志可以由品牌名稱(chēng)構成，但經(jīng)過(guò)了藝術(shù)化的設計后，它包含了非語(yǔ)言符號的成分。因此，在某種程度上看，它比屬于語(yǔ)言符號的名稱(chēng)更難捉摸。在品牌標志設計中，一些基本的策略思考包含設計的原則、設計的風(fēng)格、設計的方法和標志色的運用等。
品牌視覺(jué)審查與診斷
基于企業(yè)品牌定位與核心理念，品牌視覺(jué)審查與診斷通過(guò)系統性評估所有觸點(diǎn)的視覺(jué)呈現，從外而內剖析品牌視覺(jué)表現的優(yōu)劣勢，從而為后期設計提供明確方向。這一過(guò)程以戰略契合度與用戶(hù)體驗感知為雙軌核心：一方面校準品牌定位與視覺(jué)元素的邏輯一致性（如“高端科技”需匹配沉穩色調而非漸變色），避免文化誤讀或形象偏差；另一方面通過(guò)五感觸點(diǎn)（視覺(jué)、觸覺(jué)、聽(tīng)覺(jué)、嗅覺(jué)、行為）評估用戶(hù)交互體驗，利用AI工具與神經(jīng)美學(xué)模型量化設計的情感共鳴與認知效率，識別冗余或低效要素。執行中結合數據采集與全觸點(diǎn)審計（覆蓋線(xiàn)上線(xiàn)下顯性與隱性資產(chǎn)），輸出優(yōu)化路線(xiàn)圖并建立長(cháng)效跟蹤機制，最終沉淀品牌視覺(jué)憲章，支撐敏捷響應與可持續競爭優(yōu)勢構建。
品牌視覺(jué)形象識別系統
視覺(jué)識別系統是運用系統的、統一的視覺(jué)符號系統。視覺(jué)識別是靜態(tài)的識別符號具體化、視覺(jué)化的傳達形式，項目最多，層面最廣，效果更直接。視覺(jué)識別系統屬于CIS中的VI，用完整、體系的視覺(jué)傳達體系，將企業(yè)理念、文化特質(zhì)、服務(wù)內容、企業(yè)規范等抽象語(yǔ)意轉換為具體符號的概念，塑造出獨特的企業(yè)形象。視覺(jué)識別系統分為基本要素系統和應用要素系統兩方面?；疽叵到y主要包括：企業(yè)名稱(chēng)、企業(yè)標志、標準字、標準色、象征圖案、宣傳口語(yǔ)、市場(chǎng)行銷(xiāo)報告書(shū)等。應用系統主要包括：辦公事務(wù)用品、生產(chǎn)設備、建筑環(huán)境、產(chǎn)品包裝、廣告媒體、交通工具、衣著(zhù)制服、旗幟、招牌、標識牌、櫥窗、陳列展示等。視覺(jué)識別(VI)在CI系統大眾所接受，據有主導的地位。
VI培訓與導入
基于企業(yè)品牌戰略定位，我們通過(guò)構建系統化的VI應用工具包與分層培訓機制，將品牌視覺(jué)規范轉化為可落地的行為準則。從VI手冊的深度解讀到員工日常應用的場(chǎng)景化指導，體系化文件包含《品牌視覺(jué)應用憲章》《員工品牌行為手冊》及《跨媒介執行標準》，涵蓋從基礎元素（如LOGO使用規范）到復雜場(chǎng)景（如活動(dòng)物料設計審批流程）的136項細則，確保品牌視覺(jué)傳達的零誤差。培訓體系采用“認知-模擬-實(shí)踐”三階段模型：通過(guò)品牌哲學(xué)沙盤(pán)推演強化員工對視覺(jué)符號的情感聯(lián)結，借助虛擬現實(shí)（VR）場(chǎng)景模擬訓練應對突發(fā)情況的決策能力，最終通過(guò)考核認證授予“品牌視覺(jué)大使”資質(zhì)，形成自上而下的品牌守護者網(wǎng)絡(luò )。執行階段依托數字化監測平臺實(shí)時(shí)抓取線(xiàn)上線(xiàn)下觸點(diǎn)的視覺(jué)呈現偏差（如門(mén)店招牌照明色溫異常），結合AI圖像識別技術(shù)自動(dòng)生成整改工單，輔以季度品牌健康度審計報告，持續優(yōu)化VI系統的市場(chǎng)適應性，最終實(shí)現品牌視覺(jué)在消費者心智中建立條件反射式認知，使每一次品牌接觸都成為戰略?xún)r(jià)值的精準傳遞。
品牌執行
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)上形成統一的、多方位的品牌聲浪，有聲浪就有話(huà)語(yǔ)權。嘉遜以企業(yè)品牌核心價(jià)值為原則,在品牌識別的整體框架下,為客戶(hù)量身定制高效、精準、的整合營(yíng)銷(xiāo)傳播策略及執行。我們通過(guò)“智慧種子”的服務(wù)，調配嘉遜各團隊專(zhuān)業(yè)人員，為客戶(hù)提供傳播終端的數據研究、傳播策略制定、平面和視聽(tīng)全方位創(chuàng )意解決方案、媒介執行、公關(guān)活動(dòng)策劃及執行、網(wǎng)絡(luò )營(yíng)銷(xiāo)、傳播效果跟蹤和優(yōu)化、長(cháng)期傳播顧問(wèn)等”一站式服務(wù)”模式。
傳播策略制定、執行
其工作內容包括：傳播終端數據研究、傳播策略量身定制、媒介公關(guān)及執行、活動(dòng)策劃及執行、網(wǎng)絡(luò )營(yíng)銷(xiāo)方案及執行、傳播效果跟蹤及優(yōu)化。嘉遜專(zhuān)業(yè)的數據團隊和媒介資源將為品牌傳播提供強有力的支持。同時(shí)，針對長(cháng)期客戶(hù)，嘉遜提供常年傳播和媒介顧問(wèn)服務(wù)。
廣告創(chuàng )意及設計
廣告的本質(zhì)是傳播，廣告的靈魂是創(chuàng )意。嘉遜為客戶(hù)提供平面類(lèi)、視聽(tīng)類(lèi)、網(wǎng)絡(luò )類(lèi)以及其它新媒體廣告策劃和設計。通過(guò)我們的創(chuàng )意，將品牌和產(chǎn)品優(yōu)勢和特點(diǎn)準確的轉換成目標受眾樂(lè )于接受、易于記憶、并能產(chǎn)生積極聯(lián)想的的視聽(tīng)因素，以達到提高并加深市場(chǎng)認知，促進(jìn)品牌美譽(yù)度和忠誠度的傳播目的。
品牌畫(huà)冊設計
幫助客戶(hù)建立系統化的品牌視覺(jué)體驗，將真實(shí)的、簡(jiǎn)約的和有意義的品牌體驗與新的視角融合在一起，從視覺(jué)感受上更好地傳播品牌，同時(shí)也為品牌創(chuàng )造統一的、系統化的視覺(jué)應用形態(tài)。
營(yíng)銷(xiāo)物料設計
提供營(yíng)銷(xiāo)中所需的其他物料如：展架、POP、單頁(yè)、折頁(yè)等設計，以滿(mǎn)足客戶(hù)全方位的營(yíng)銷(xiāo)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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