Interview
Strengthened brand image and product connectivity Enlarged pattern received international recognition
Founded in 1978, Ankou Food Machinery is the leader of Taiwan's food machinery industry. Sensing that Taiwan's market is too small, Ankou has been expanding overseas since the early days of its establishment, from traveling across the ocean to meet customers face-to-face to persuade them to place orders, to participating in international exhibitions of all sizes every year through the web, expanding its territory to five continents around the world.
ANKO Food Machinery has always believed in the importance of brand image. "I designed the logo of ANKO at the beginning, and the image of a gear outside the name of ANKO symbolizes the machinery industry," said Mr. Ouyang Yu, Chairman of ANKO Food Machinery. Mr. Ouyang Yu, Chairman of ANKO Food Machinery, said that ANKO's logo with a black background was not in line with the trend, so on the occasion of the 40th anniversary, he thought that the company needed a more international and larger corporate image, and decided to carry out a rebranding project.
Ankou generates 95% of its turnover from the export market, sells to 112 countries worldwide, and participates in more than 10 international exhibitions every year. Ouyang Yu believes that Ankou's booth design has been relatively dull compared to other exhibitors in the European market, making it difficult for Ankou to stand out from other exhibitors in the exhibition halls. The brand optimization project was carried out by Process, which rethought the front-end basis and extended the brand identity design to the exhibition hall, product catalogs, business cards, machine operation panels and other touch points through systematic and comprehensive planning. The brand logo of ANKO has been deeply rooted in the client's brand, but the use of auxiliary graphics to emphasize the brand's intention to convey "layers of deliciousness, the taste of inheritance", and the use of black and yellow to match the main color of the enterprise, the visual effect is impressive.
The large use of corporate brand colors (yellow and black) for the exhibition design was a rare color at the show, which successfully stood out and attracted buyers to the show floor.
Ouyang Yu pointed out that the Process Pro brand team gave professional advice during the process, from catalogs, business cards, machine touch panel design, etc., to do a holistic and systematic planning, which will help the internal team of the enterprise to connect and utilize the design in other contact points, and in the future, the machine appearance will be redesigned, so as to make the appearance more pleasing to the eye.
Mr. Ouyang Yu, Chairman of Ankou Food Machinery, was present every day at the Taipei International Food Show, the largest annual food show in Taiwan, to keep an eye on the market.
Blending sensibility and storytelling to bring out the core values of the company
During the process, Process Pro Brand Taiwan Branch Honorary Advisor Li Kuo-rong pointed out that in order to highlight Ankou's corporate image, the two sides worked together to construct a broad framework for image management and plan the implementation details of the new brand image to add more sensibility and brand storytelling to increase the sense of brand value, leading to the core values of the enterprise.
Ouyang Yu, 71, believes in the power of Internet marketing, and he is the leader of Ankou's Internet marketing, which consists of 21,000 pages in more than 40 languages, a rarity in Taiwan's machinery industry. Ouyang Yu points out that 70 to 80% of Ankou's customers come from the Internet, and the website provides rich, accurate information and avoids fancy web design, aiming to catch customers' attention in the shortest possible time. After integrating the new brand design, the web design is more integrated with the corporate image of the brand. In addition, under Pro's suggestion, attractive photos of food products have been added to the exhibition hall, so that customers can not only imagine, but also feel the deliciousness of the food products made by the machine.
Mr. Lee added that brand iconography is very important for brand building, as it increases memory and is more emotional. It can be said that Process and Ankou are working together to create a new brand value.
Improve corporate brand connectivity Create a role image of the best runner
Mr. Ouyang Zhicheng, General Manager of Ankou Food Machinery, said that the company has been in business for 40 years and has felt the threat of competition and environmental changes, and that the only way to face market challenges is to innovate and demand more from our products. Through brand optimization, Ankou will be the first company that customers will think of when they encounter market difficulties, creating the image of the best runner for customers.
Every aspect of the brand optimization process is important, from brand positioning, to the linkage with what the company does, so that colleagues can slowly feel the importance of the brand. Not only the corporate identity, but also the operation process, the system, and the sales method are re-adjusted, the corporate brand and the products and services have a coherence, and deepen the customer's impression of Ankou. Customers can see a better brand image, in the negotiation with Ankou, see the product equipment, cooperation and subsequent services ...... , all the way to the end of the product life cycle, through the overall brand image of the perfect molding, so that the customer to carry on the consumption again.
Since engaging in the brand optimization project, Ouyang Zhicheng has seen that customers have become more agreeable to it, and colleagues have gradually felt that the changes are good, which proves that the initial decision of brand optimization was right and gives more confidence to the subsequent implementation of brand maintenance work.
Mr. Ouyang Zhicheng, General Manager of Ankou Food Machinery, introduced Ankou's products and services to buyers and reporters at the exhibition.
Through Ankou's affirmation of Puro, he also appealed to Taiwan's small and medium-sized enterprises that Taiwan must enter the world with an internationalized brand look.
After the brand optimization, Ankou has embodied the spirit and characteristics of the company at every touch point, from the production process, to the operation system, to the sales method....
Brand image materializes the abstract entrepreneurial spirit.
Ouyang Zhicheng mentioned that in the corporate identity design, brand positioning on the Process Pro brand gave a lot of professional assistance, such as how to put the brand image from the visual realization, the abstract spirit of enterprise visualization, materialization. Plus Process Pro brand service is very good, but also to help customers see the details did not pay attention to, is a successful co-creative process.
Ouyang Chi-Cheng also called on many enterprises in Taiwan to worry about building a brand is very costly, in fact, as long as the company's image to build up, and slowly present the details, and further and customers have more links. Branding can be done step by step.
Au Yeung Chi Shing shares a famous quote from an advertising celebrity
"If you can't break through the fear of price, you can't imagine value."
Branding is to provide value to customers, with value, there is no need to compromise on price, more profit is to provide customers with higher value services.
Globalization, information transparency, and increasing competition in the market, in order to satisfy the needs of customers, Ankou will not be complacent with the current achievements, and will let customers feel the value of Ankou with the creation of a new brand.
