Brand Guide - ... Idala ncwadi brand. Ukuthuthukisa ncwadi brand

Ukubaluleka ekuthuthukiseni kutati yenkampani kuwukuqonda ngaphezulu osomabhizinisi. Ukwamukelwa yenkampani izimpawu yenkampani, imibala, amalogo kuletha inzuzo yangempela. Hhayi uthembele kunjalo, kubalulekile ukufunda kahle zonke izakhi of ungubani yenkampani, chaza amasu brand ukukhuthazwa kanye zibonisa ngokucacile lapho, lapho ukukhonza futhi kanjani. Ukuze wenze lokhu, udinga incwadi brand. Lolu hlobo bafundise ekuthuthukisweni kanye nasekuqalisweni kokusebenza ungubani yenkampani.

Kuyini ncwadi brand

I kuhunyushwa igama negama kula elithi "incwadi brand" kusho incwadi ye-brand. Lo mhlahlandlela, okutshengisa izici eziyinhloko ungubani yenkampani. Ngokuvamile beeches zikhishwa ngesimo ibhuku ezinyathelisiwe. It has ulwazi mayelana inkampani, umgomo wayo, amagugu kanye nemibono. Amasampula babeyizinceku namagama kukhona kule ncwajana, futhi kunikezwa e ezahlukeneyo eziningana (e isikali ehlukene, umbala, omnyama nomhlophe).

incwadi Brand - iqoqo izakhi besitayela liyabonakala lenkampani, ne izincazelo ezicacile yonke imininingwane (kusukela logo ikhadi lebhizinisi), okubonisa izindlela ukukhuthazwa kanye popularization lemikhiqizo. Njengomthetho, izinkampani zikhiphe edishini enemininingwane kakhulu futhi ezimibalabala, ezinye zazo ziyizilimi amasampula yobuciko okusezingeni eliphezulu.

Isakhiwo incwadi brand

Yebo, iziqondiso ezicacile ukubunjwa amabhuku okunenjongo nokuphathelene khona. Nokho lapho "ngokubhala" wakhe banamathele kangcono imithetho ethile esamukelekile.

Ngakho-beech yakho ngempela isidingo sokuthi kube ezintathu (ezivamile) izigaba:

• Esigabeni sokuqala, beka ulwazi olujwayelekile mayelana inkampani, izimiso zayo kanye umqondo ukuthi ikhuthaza. Lapha kumelwe ingasaphathwa abantu abathintekayo kulo ukuthuthukiswa ungubani corporate. Chaza ukuthi izakhi ezithile isitayela ngeke iyahambelana uma usebenza namakhasimende, ophathina nabasebenzi.
• Ingxenye yesibili lunikezelwe zoMthetho oyinhloko ukwakhiwa nokusebenzisa eziningi brand ezibukwayo. Tinkondlo brand imibala, izakhi lapho inkampani yakho izokuveza (bona).
• Ingxenye yesithathu ukhonza ulwazi mayelana sebentisa tincenye ungubani yenkampani zonke zokuqhubekisa. Wena ngokucacile ubonisa kanjani ubuwena yebhizinisi kufanele kubonakale inzuzo ithelevishini, ku amakhadi ibhizinisi, ukukhangisa ongaphandle, nakuyi-Internet.

Okuqukethwe

Yiqiniso, ukudalwa ncwadi brand - inqubo creative. Futhi isakhiwo yayo ngenxa zingase zishintshe kakhulu kusukela ngenhla. Ngodonga kungabukwa ngokucacile ekuqaleni, iso untutored edition ezimibalabala ngeke babe ulwazi ulindele ukubona lapho.

Kodwa uma sihlolisisa lokho isiqondiso okuhlongozwa "Isibonakaliso" yenkampani, uzobona ukuthi nokuqukethwe kwalo kubonakala isikhundla ukhiye ukwakha isithombe sikhunjulwe inkampani.

Ngakho, incwadi brand - iqoqo amafomu, izindlela namaqhinga ukuthuthukiswa nokuhlonishwa kwemibhalo ye-brand. Lokhu nomhlahlandlela ukukhangisa ukukhuthazwa. Le ncazelo of isu marketing ka Ukubophezeleka iklayenti (umthengi) ukuze umfanekiso othize. Lokho, kuzo zonke izingxenye ncwadi brand zihloselwe lula futhi nokumisa i yokubeka uphawu isicelo inqubo. Wena ukusebenza nabalingani noma amaklayenti ungaqiniseka ukuthi uzofunda ingxenye eyodwa nje.

Yiqiniso, ungakhohlwa mayelana nokuqukethwe qualitative ye-brand. Ngemuva olungaphambili lwesonto enhle okuhlala isikhathi eside futhi isakhiwo eziqinile. Umkhiqizo wakho kufanele kube lizinga izinga. Uma kungenjalo, yonke imizamo yenu niguquke sha nikubone ngeso lengqondo ukuthi izimpawu bakho bazothini omubi, elihlanganisa umkhiqizo noma isevisi embi.

Mayelana ukubaluleka ilogo

Ukuthuthukisa ncwadi brand awunakuba khona ngaphandle kokuthethelela ukudalwa logo. I-logo kufanele lusekelwe ngokuqinile exhumene tonkhe tincenye ungubani yenkampani. Ngokuvamile, i-logo - uwuphawu okhethekile igama lenkampani, ngokuvamile obuhambisana nokuthanda ezinye zezimpawu.

Kubalulekile ukuba enze izinto ngendlela wemfanelo umfanekiso enjalo okubonakalayo inkampani yakho. I-logo sibonisa ubuntu bakho, kubi uma kuyoba kuyendlulela ngokubukeka logo yenye inkampani. Awudingi ukudideka? Futhi imithetho ngeke kunezele injabulo. Futhi bayohlala, uma enye inhlangano enquma ukuthi uke wasebenzisa yenkampani logo yabo.

Lapho edala logo, gwema noma yimiphi izinhlangano ezimbi. Kungcono ukuqala imininingwane ethwele icala omuhle. Kuphakathi ulandele logo ngendlela hlangothi.

Ubuningi ezicashile lapho ukuklama logo idinga ukuthi ulwazi into engavamile ezibonakalayo neziphiwo zami. Ngakho-ke kungcono ukuphathisa lo msebenzi ochwepheshe.

Tincenye isitayela yenkampani

Kodwa isithombe lenkampani akugcini logo. Okunye izakhi futhi kufanele ibekwe encwadini yakho brand. isitayela Corporate - kungcono yakho amakhadi ibhizinisi, amanothiphedi, amakhalenda, ezimvilophini, izinto zokubhala, elinophawu.

Yileso sikhathi kuphela lapho ukuthuthukiswa yesithombe ezinkampani kubhekwa ebalulekile lapho abasebenzi yakho ifunde ngesikhathi amakhadi ibhizinisi efanayo, senziwe nesitayela esifanako. Lapho abalingani bakho namakhasimende uthole nencwadi, ezimvilophini, ehlotshiswe logo ajwayelekile. Lapho abasebenzi yakho zisebenzisa ihhovisi nokuphathelene.

amafolda Corporate, ngemoto, flash ngemoto, Diaries futhi abahleli, ngisho izinhlobo uphawu - incazelo yabo kumele ibe umhlahlandlela ngomugqa. Kulezi kuthintwa ezicashile ithuthukisa isithombe kwenhlangano yakho.

izigaba yentuthuko

Ukukhiqizwa ncwadi brand - hhayi Ngemizuzwana. Kuphela ngokuhamba kwengxoxo, ukunakwa nokwamukelwa izikhundla ezahlukene okuzelwe ecacile ngempela, setha kuyaqondakala imithetho ekunyusweni isithombe yenkampani.

Akubalulekile, wayala Umhlahlandlela brand, sithembele Ochwepheshe ngaphandle. Wena unesibopho ukuqhuba ucwaningo emakethe ku ukuma inkampani.

Gqamisa izici eziyinhloko esivela kuwe. Nika amandla inkampani yakho zomuntu: nobungane, Ukuphendula nokwethenjelwa cordiality. Cabanga indlela lezi zimfanelo kuyobonakala izakhi isitayela sakho.

Ungakhohlwa mayelana yokuhlelela isikhathi eside esizayo. Cabanga ukuthi umkhiqizo wakho uzobe ziqondakala abathengi. Kodwa-ke uzobe kuxhomeke kulokho umsebenzi uzobeka ke. Abathengi, abasebenzi kanye nabalingani kumelwe yikugcina nje ngokubona kwakho, futhi ngokushesha ukunquma izimiso ukuthi balandele futhi ngubani transliruete.

ngubani eba

Uma sikhuluma ubani okufanele ukudala incwadi brand, kukhona izindlela ezimbili.

Ungakwazi ukuqoqa ngaphansi ephikweni umnyango ukuthi sizogxila ekudalweni futhi ukukhuthazwa ungubani yenkampani. Lo mnyango kufanele kube abahlaziyi, abakhangisi, PR abantu nabaqambi.

Ungenza ehlukile kancane. Analytical ingxenye ukuthuthukisa ngokwabo. Kodwa konke okunye kusala ochwepheshe esadla inja ukudalwa Abaqondisi nomkhiqizo. Wena kuphela xoxa, ukuchibiyela incwadi brand. Isampula atholakala e-okukhipha, uyoba waphinda esikalini ngokucophelela futhi sivunyelwe ngalesi umphumela omuhle.

Futhi lokho ongakwenza has pluses yayo kanye minuses. Esimweni sokuqala udinga ukuqoqa ochwepheshe, hhayi iqiniso lokuthi uzoqhubeka udinga amasevisi abo. Esikhathini isimo yesibili, udinga ukuhlola ikhwalithi kwezisekeli zokulalelwayo zamaqembu esithathu amasevisi ochwepheshe. Khumbula ukuthi liyincwadi enhle brand ngeke ezishibhile.

ukwethulwa

albhamu Colorful Angabi esinye isici enkulumweni umhlobiso ehhovisi ikhanda. incwadi Brand - ithuluzi umsebenzi. Usebenzela ukuqinisekisa ukuthi njalo imikhawulo bezimiso zawo zibe practice.

Lapho efeza umsebenzi umkhankaso yokukhangisa, ekuphetheni ukubambisana eside, zisebenzisa izinto kusuka ibhuku layo nokuphathelene. Co-operation kuyoba kusheshe kakhudlwana ukube oyinikezayo ibhuku lakho brand (pdf) ukuze uthole inkomba.

Ozakwethu kuyoba lula ukuqonda izimiso eziyisisekelo usuke usubeke emfanekisweni. Bayokwazi ukuthi ukulungisa ukusebenzisa logo sakho njengoba sinjalo ukumela embhalweni izinsiza-Internet. Awunayo ngokususa noma yikuphi ukungaqondani nge okubhala ukukhululwa, amakhadi ibhizinisi, emaflaya, izincwajana.