(This article was first published in *** Mudao brand strategy, subscribe to the official account of Mudao, and see more industry cases.) ）
Flooring, an industry you see every day, but maybe never realize it. With the development of China's industrial economy, this industry has grown from scratch and has a market size of 75 billion yuan, and it is still growing rapidly.
The flooring industry is in a stage of rapid development of the industry, with intensified brand competition, talent competition, and unprecedented prosperity in the industry.
However, the real start of the flooring industry in China began in the 80s of the last century, compared with other industries, the accumulation and training of talents has always been a problem restricting the further development of the industry.
In 2021, the General Office of the Communist Party of China issued the "Opinions on Promoting the High-quality Development of Modern Vocational Education", proposing that vocational education is an important part of the national education system and human resource development, and shoulders the important responsibility of cultivating diverse talents, inheriting technical skills, and promoting employment and entrepreneurship. In the new journey of building a modern socialist country in an all-round way, vocational education has a broad future and great promise.
In this context, Linyi Floor Industry Association has joined hands with 17 well-known domestic floor enterprises and Linyi Vocational College to jointly establish the "Linyi Vocational College Floor Industry College" to cultivate talents for the floor industry.
As a professional brand planning company, Mudao has carried out brand planning and related landing work for Linyi Vocational College's floor industry college and the establishment of a series of activities.
Brand is a broad concept in the current era, the country needs a brand, the business field needs a brand, and cultural institutions such as colleges also need a brand.
The Confucius Institute is a brand that learns about China; The Goethe-Institut is a brand in Germany that knows it through language. Every country has an academy brand that acts as a window to spread the culture. Every industry should also have an academy brand, as a bridge for talent delivery and industry communication, expand the social influence of the industry, and spread the voice of the industry.
But the college brand has a very different way of building a commercial brand. It is necessary to build a strong brand from the four levels of brand identity, brand connotation, brand reaction, and brand relationship, and the corresponding six dimensions of salience, performance, image, judgment, feeling, and resonance.
1.Through the construction of an image recognition system, a clear concept recognition system, a perfect behavior recognition system, and a visual recognition system are designed to enhance the organization's saliency.
2.Provide high-quality and professional products or services, further enhance brand connotation, form good brand performance, and create a good brand image.
3.Guide the audience to form positive judgments and perceptions, and promote good brand response.
4.Integrate effective resources, form benign resonance, and create lasting brand relationships.
We have visited the college for many times to conduct field research to explore more possibilities for the college's branding and lay a good foundation for the follow-up work of brand building.
On this basis, Mudao has built the brand of Linyi Vocational College Floor Industry College through the following steps.
The first step is to build the brand image of the college
The brand logo is the eye of the brand, the spirit of the brand, and the basis of the brand image. A good brand logo can effectively enhance the sense of communication, scale and professionalism, and enhance the efficiency of brand image building. The same goes for the college's brand logo.
We take the "shield" symbolizing glory, solemnity, nobility and other profound meanings as the basic graphics to express the core concept of cultivating talents in the floor industry, and combine the first letter "dp" of "floor" with the shape of the road to become a benchmark and spiritual fortress on the horizon, indicating that the college is a great road to empower the industry, and at the same time use blue and green to complement each other to show the college's educational philosophy of "paying equal attention to teaching and practice, based on the industry, and making the country strong in industry".
At the same time, we have created the necessary brand application for the college to help the college have a unified image identity from the inside to the outside and create a good brand image.
The second step is to build the college's industrial exhibition hall
Linyi Vocational College Flooring Industry College, is the first professional college in the flooring industry in Shandong, in order to help students and parents better understand the flooring industry, so as to choose the flooring industry as the future employment direction, a collection of flooring industry history, current situation, prospects and possibilities in one of the exhibition hall is essential.
The first thing that catches the eye in the exhibition hall is the main visual we created for the college, announcing that this is the cradle of floor talents, and also allowing the audience to better understand the school-running concept of the floor industry college.
In the middle of the exhibition hall, the letter "DP" is used as the shape to create a spiritual fortress of the college.
The history of the development of the flooring industry, this is the treasure hunt map that the predecessors have walked, and it is the ins and outs of the flooring industry, the past and the present. Let the audience understand the development of flooring, so that they really want to learn it and use it.
Ten application scenarios, we have created a detailed introduction for each scenario, informing the floor talents to shine in the first place, as well as the future employment direction, to generate interest in learning, resonance.
The introduction of the 17 initiating companies also creates a detailed introduction, so that the audience can know why the college came from, and at the same time, better perceive the prosperity prospects of the industry.
The purpose of the exhibition hall is to let the audience understand the brand connotation of the college through the image display of the college. At the same time, it is also the basic work to build the brand of the college.
The third step is to establish perception in the industrial competition
An unprecedented vocational skills "super competition" can establish the professional perception of the Floor Industry College in Shandong, and the embodiment of the core school-running concept of the Floor Industry College of "Based on the Industry, Empowering the Industry, Paying Tribute to Craftsmen, and Strengthening the Industry".
Starting from the creation of the atmosphere of the competition and the sense of ceremony of the competition, we designed a large number of materials to create the ceremony of the competition, help the Floor Industry College guide the audience to form positive judgment and perception, and promote good brand response.
In the college, the main image, road flag and other materials not only create the atmosphere of the competition, but also form a huge brand effect.
In the competition venue, the introduction of the flooring industry and the materials introduced by the competition let the audience understand the flooring industry, let the industry peers understand the college, and let the contestants perceive the vigorous atmosphere of the industry.
The ceremony before the start of the event was full of professionalism and the professionalism of the academy was self-evident.
In this competition, the curtain road team participated in the whole process, and we will make the competition a comprehensive display of the demeanor of skilled talents in the new era, with dreams in our hearts, light in our eyes, roads under our feet, and ambitions in all directions, more workers, especially young people, have embarked on the road of becoming skilled and serving the country with skills, and also lit up the future of manufacturing in a big country.
Step 4: Inaugural meeting to create resonance
The establishment of the college is the starting point of the college, and it is also a major event of the college's brand communication.
To hold a brand event, there must be a ritual, and the ritual is memory! And the ceremony should be unique and simple and easy to do.
As the main planner of the whole process of the conference, Mudao held three general meetings and more than ten meetings with the leaders of Linyi Floor Industry Association and Linyi Vocational College, repeatedly discussed and determined the process and ceremony setting of the conference.
Ceremony 1: Speeches by celebrities, the industry has attracted attention
Speeches are an indispensable item of the conference. At the beginning of our planning, we hoped that the inaugural meeting could have a more solemn sense of authority and become an industry event and less old-fashioned. Therefore, the invited speakers are closely related to the past, present and future of the college. There are not only leaders of the education department, but also industry leaders; It not only reflects the importance of the college, but also reflects the professionalism of the college.
An Fenghe, deputy secretary of the Party Committee and dean of Linyi Vocational College.
Liu Yuanxin, Secretary-General of the Floor Materials Branch of China Building Materials Federation.
Wei Jianjun, Director of the Scientific Research Department of Changzhou Engineering Vocational and Technical College.
Li Shougui, member of the Party Group of the Linyi Municipal Education Bureau and the Municipal ** Chief Inspector.
Zhou Tianzeng, Secretary of the Party Committee of the Shandong Provincial Federation of Social Organizations.
Ceremony 2: The unveiling was announced, and the college was established
We hope that through this sense of ceremony, we will announce the core school-running concept of "based on the industry, empowering the industry, paying tribute to craftsmen and making the industry strong", and build the floor industry college into a model of the new era of industrial college that is satisfied, benefited by enterprises and benefited by students.
An Feng, deputy secretary of the Party Committee and president of Linyi Vocational College, and Xue Fuxiang, vice chairman of Linyi Federation of Industry and Commerce, unveiled the plaque.
Ceremony 3: Issuing a letter of appointment and showing "muscles".
The most important thing for a college is the faculty, and the experts and professors with superb professional ability and high level of education will become the college to form a better brand performance. At the conference, the expert consultants, visiting professors, executive vice presidents, vice presidents and executive vice presidents of the School of Floor Industry were issued letters of appointment, which will also cause more brand resonance.
Ceremony 4: Industry outlook, release signal
The future prospect of the flooring industry is what many flooring people want to share the most. Zhang Liang, President of Jiangsu Floor Industry Association, released a strong signal that the industry will develop rapidly with the title of "Integrity and Innovation, Tribute to Craftsmen - Prospect of the Floor Industry".
Ceremony 5: Exchange Forum, Industry Interaction
In order to enhance the experience of the event, we also planned an industry exchange forum, where Zhang Cheng, a well-known floor man, interacted with friends on the spot, so that every participant could participate in the conference, gain knowledge and insights.
Ceremony 6: Appreciation dinner, thank you
The successful convening of the inaugural meeting is the original intention of the initiator enterprise, the help of the industry association, the support of the college, a wonderful dinner, the award ceremony of the competition, and the gratitude to the peers, and the climax of the resonance of the brand of the Floor Industry College.
Ceremony 7: Training to enhance consensus
The development of the industry depends on the joint efforts of colleagues, the competitiveness of the industry depends on the progress of people in the industry in professionalism and knowledge, the inaugural meeting is a grand event of the floor people, but also to build a grand event of knowledge.
If you also have brand ideas and insights, you are welcome to come to Mudao, and we will communicate together