Corporate Image And Corporate Culture

The key for an enterprise to be recognized by the market is that it must be different from others. This is the corporate image.

From the point of view of corporate culture operation, it is mainly the CI (enterprise identification system) of enterprises.

CI is divided into three levels: visual identification (VI), behavior recognition (BI), and concept recognition (MI).

If visual recognition (VI) is external, then MI is intrinsic quality.

A man of both quality and culture must be polite in his words and deeds.

What is more important than vision?

The most familiar recognition of enterprises is visual recognition.

But for enterprises, in fact, pure visual recognition is of no practical significance.

Visual recognition is meaningful only if it is combined with behavior recognition.

Only when a company has distinctive and good behavior recognition can it leave a good impression on the public, so that when people see the logo of the enterprise, they will associate with the unusual behavior and experience of the enterprise.

Therefore, what is important is not what visual logo is designed or produced by the enterprise, nor what the enterprise has given it. The key is what the enterprise has done, including the behavior of every employee in the enterprise.

This behavior recognition includes the language, behavior of every employee and the whole organization's behavior.

If a member of a company does a good job, it will add a positive added value to the visual identification of the company, while on the contrary, it will add negative added value.

The daily behavior of enterprises and their members constitutes the behavior recognition system of enterprises, and the specific contents of these behavior recognition will be attached to the visual identification system of enterprises and display to people through various display methods.

The existence and movement of visual recognition convey the behavior recognition of enterprises.

If people ride an airline's airplane, they will feel the service quality of the crew and the internal environment. Once these feelings are formed, wherever they are, if he sees or hears the name of a certain airline and sees the specific graphic and logo of the airline, he will immediately feel the flight and service of the airline.

Therefore, the meaning of corporate identity is not what the company interprets, but what it is like to identify corporate behavior.

How do you make the idea take root?

The reason why a company can identify people's unusual behavior for a long time is that the members of an enterprise can have a distinctive mental outlook. The key is that the company has a distinctive business philosophy.

For example, Haier's "sincerity to forever" supports Haier's unusual service quality. WAL-MART's idea of "always let customers buy the cheapest goods" determines that it implements the lowest price merchandising strategy in the world, and all its means of operation and management are related to this concept.

But these conceptual things, whether customers can accept, the key is not in the customer, but in the enterprise's behavior.

Whether enterprises can put these ideas into concrete behavior determines the degree of customer acceptance.

If Haier's "sincerity to forever" stays on slogans and fails to implement every aspect of management and management, customers will not buy it. Similarly, if WAL-MART does not implement the idea of "let customers always buy the cheapest goods" into every aspect of management and operation, and then implement every employee's behavior, customers will also leave it.

Therefore, the customer accepts the cultural idea of the enterprise. It is not to accept a beautiful slogan, but to accept this idea and infiltrate it into every employee's soul.

To be precise, it is the customer's ability to find value for money.

If we can find this feeling, we can see that the idea of the enterprise has come down.

The idea of "the right and wrong" is the soul of a person and the soul of an enterprise.

The soul is the commanding officer's overall situation. How can we let this spiritual thing land?

First, the concept of the enterprise must be the concept of the whole staff.

Not only the personal idea of the senior or the boss, to prevent the boss or the group a few people a pinch, the whole staff to promote the operation of the practice.

The appropriate approach is: first, to seek the existing and most extensive positive ideas of enterprises; the two is to add the values expected by the business executives; three, to seek the views of the staff as widely as possible, and to take the road of democracy and allow the whole staff to participate in the idea of the first refining; and four, to solicit the opinions of experts and make them concise and sublime.

Such a concept has a mass basis, and even if it is not the concept of the whole staff, the process has been fully staffed.

Second, we should carry out publicity and promotion in a big way.

Let every employee know, understand and understand as much as possible, let the idea go deep into the hearts of every employee.

Specific forms of activities can be varied, if the media can be better.

Third, printed and discussed.

The concept and the idea derived from this idea are combined with the visual identification and behavior recognition of enterprises, so that they can be standardized and printed into a book.

Fourth, let the idea better serve the management of enterprises.

Focusing on the establishment of specific operation procedures, management system and behavior identification of enterprises, we should do a good job of integrating work.

We should strengthen training, constantly improve the quality of all staff, and make training work a daily job.

Not only the new staff should be trained, but also the old staff should train regularly, especially the leading bodies should learn, train and discuss more often.

At the same time, we must constantly improve the operation process and system, so that each process can reflect the essence of the concept.

To strengthen supervision and technical precaution, leaders should lead the whole staff to bring forth new ideas and bring forth new ideas and bring into full play the influence of leaders. Through the behavior of employees, we can see the spiritual support of enterprise concept.

Fifth, perseverance will be effective.

As long as the enterprise persists in repeating the above ideas in the daily management and operation of enterprises, and accumulating over time, the concept of the enterprise will be embodied through the daily actions of the whole staff, thus forming a unified behavior recognition of the enterprise.

As long as a good idea is accepted naturally, customers will naturally buy your products, accept your services, and willingly pay for you.

Sixth, the establishment and improvement of the enterprise concept recognition system should be accompanied by the whole process of enterprise development.

It is impossible for an enterprise to have a complete concept recognition system when it first started business. Although the boss can shout a few beautiful slogans, it is not a concept.

The real concept of enterprise is to deeply integrate into every member's mind and materialize into every detail of management.

The concept of enterprise is branded on every employee, and it can be seen in every corner of the enterprise chain.

Therefore, the concept of an enterprise is not an overnight effort.

Of course, as an enterprise, we still hope to shorten the time course of concept approval as soon as possible. Therefore, when selecting candidates, enterprises should pay attention to the consistency of ideas and not to hire too large a concept.

People with common ideas are easy to work together.

What is a good corporate philosophy?

A good business philosophy must be reasonable.

Emotion is the reflection of interpersonal relationship. Reason is the inherent logic of things, and the law is in conformity with the relevant laws and decrees of the government.

There is a difference between reason and law. Things can not be done for a long time, especially in accordance with human feelings.

Because all legal principles are based on human feelings.

Where is the CI of the Red Army?

CI is the externalized part of corporate culture. We finally illustrate the importance of building an enterprise organization identification system by comparing the examples of the Communist Party of China and the Kuomintang.

Although the enterprise identification theory system originated in the United States in the 40s of last century, the best application in practice was the army under the leadership of the Communist Party of China, which was earlier than the era when its theoretical system was established.

The visual identification of the Red Army is "red star on the head, red flag on both sides". Red and five-star and red collar are red in color, symbolizing revolution. The visual impact of red is very strong. Moreover, wearing the most visible place in people's vision, on the forehead and clothing collar, the red five stars symbolize the Beidou guidelines in the night sky, which is a great hope and encouragement for the Chinese people in the darkness of suffering.

The Red Army's behavior recognition is "three disciplines and eight points of attention". When Mao Zedong first adapted the army in the three Gulf, he put forward the "three disciplines and six points of attention" to distinguish the revolutionary army and other armies. Later, when he came to Jinggangshan, he changed it to "three disciplines and eight points of attention".

It is said that in order to make the songs easy to understand, Mao Zedong first sang to the old peasants until they understood and understood.

The eight points of the three disciplines are the behavior recognition of the revolutionary army under the leadership of the Communist Party, which is different from any other army.

It is the Red Army under the leadership of the Communist Party that has won the people's deep affection that it has so much recognition of the behavior of the people.

The fundamental reason why the Red Army has been able to achieve three disciplines and eight points for a long time is the concept recognition system, that is, "serve the people wholeheartedly".

It is not difficult for a man to do a good deed. It is difficult to do good deeds instead of doing bad things all his life. The key to this is to have the idea of serving the people wholeheartedly.

Therefore, concept recognition is the fundamental reason for supporting a person and an organization's lasting behavior.

In contrast, the Kuomintang's white flag, military song and three people's principles are much inferior.

What is more important is that the Red Army persists in concept recognition and behavior recognition, and achieves a complete concept recognition and behavior recognition in order to have a complete recognition system.