Akukho mathandabuzo ukuba ubukho obuhle benkampani, uphawu okanye imveliso ibaluleke kakhulu. Ukuba akunjalo, mabaxelele abaninzi imizekelo brand image ezimele ukuba yimpumelelo. Ayisiyiyo kuphela yokulawula ukubamba ingqalelo yakhe nabani na oyibonayo, kodwa ikwavumela ukuba ikhunjulwe kwaye ichongwe. Ke ngoko, xa usenza uphawu, uyazi ukuba kufuneka wenze umzamo omkhulu wokufumana loo mfanekiso ubonakalisa wena kwaye unomtsalane ngokwenene.
Kodwa akukho lula. Kwaye sicinge ukukuzisela umdibaniso wemizekelo yemifanekiso yebhrendi ukuze ukhuthaze kwaye ubone ezo nkalo zihlala ziyimpumelelo. Enyanisweni, uninzi lwale mizekelo luya kuvakala luqhelekile kuwe. Ngaba siza kukunika imibono?
ezilinganayo
Olu phawu luyaziwa, ngakumbi ngabasebenzisi abafuna indawo esekelwe kwindawo abakuyo. Sisicelo esiluncedo kakhulu kunye newebhu kumashishini kunye neevenkile kuba zibavumela ukuba bafake idatha yabo ukuze badweliswe.
Kodwa eyona nto inomdla kakhulu ngumfanekiso we-brand, njengoko ubona, ilula kakhulu. Kakhulu ukuba ngunobumba nje "F" owusebenzisayo njengophawu lwesicelo. Nangona kunjalo, inokwakheka okungaqhelekanga, kodwa ukuba ujonga kancinci, uya kubona ukuba ayingoF kuphela, kodwa inokuba "yipini" kwimephu, okanye umfuziselo weqhawe elibalaseleyo. Okanye yintoni ethethwa ngabasebenzisi abaninzi, ekhangeleka njengeqamza lentetho.
Ngenxa yesi sizathu uthembe abaninzi.
iapile
Xa iApple yayikhangela umfanekiso webrand, yayinokufuna ukuba kubekho unxibelelwano nabathengi. Enyanisweni, ingcamango yakhe yayikukwenza abo banxiba imveliso yakhe bacinge ukuba "imveliso yethu ikwenza ube ngokhethekileyo." Kwaye oku kusanyamezele.
Kungenxa yoko, umfanekiso weapile elilunyiweyo yayikuphela kwento eyayithathiwe ukuyidala. Ukongezelela, oku kuye kwakwazi ukuhluka kwi-monochrome, i-metallic, imibala yokuphefumlelwa kwaye idala kunye neyokuqala, njl.
Ikea
Ngaphandle kwamathandabuzo, le nkampani bekufuneka ibe ngomnye wemizekelo yomfanekiso wophawu. Yi umfanekiso obufuna ukudibanisa imibala. Kwaye, ukuba uyayijonga, inemvelaphi eblowu, enye emthubi (i-oval) kwaye ekugqibeleni inoonobumba nabo bhlowu. Umxube oye waba yimpumelelo kakhulu kwaye wonke umntu uchonga kwivenkile yefenitshala.
Ngokuqinisekileyo, impumelelo ayizange ifike kuphela ngenxa yaloo mfanekiso we-brand, kodwa nangenxa yentengiso eyenziwe, kunye neemveliso ezithengisayo.
Nintendo
Ngaba umfanekiso kaNintendo uza kuwe ngoku? Imalunga ne-a uxande apho babeke khona igama lebrendi. Hayi kwakhona. Ukuba ungumlandeli uya kwazi ukuba igama libangelwa yi-kanjis ezintathu, "in", "ishumi", "yenza" oko kuthetha ukuba "Izulu lisikelela umsebenzi onzima".
Kwaye kule meko, umfanekiso we-brand wawufuna ukubonisa yonke into nge-typography, ilula kakhulu kodwa kwangaxeshanye kulula ukuyichonga kwabanye.
IMercadona
Ayisiyiyo kuphela iMercadona, kodwa kunye neempawu zayo ezimbini zabucala, iHacendado kunye neDeliplus. Xa uthatha imveliso yeMercadona, unokwazi ukubona ngokulula ukuba zeleyibhile emhlophe okanye hayi nje ngokujonga ileyibhile. Ke ngoku badlala nje ngochwethezo.
Ngokuphathelele umfanekiso wenkampani, uyaziwa naphi na eSpain. I-logo yayo kulula ukuyichonga kwaye ayikhokelela ekungaqondani.
Disney
Enye yeebrendi ukuba sebenzisa amagama nje ukwenza uphawu lwegama olusebenzayo. Ngapha koko, ukuba ubona olo hlobo ngamanye amagama, into yokuqala ethi qatha engqondweni yiDisney, ke bayenze kakuhle.
Ukongeza, inempumelelo enkulu ngakumbi, kwaye kukuba kwiminyaka eyi-100 iqhubekile nomfanekiso webhrendi efanayo ngaphandle kokuba kunzima ukuyitshintsha.
MailChimp
Ukuba ungusomashishini kwaye unevenkile ye-intanethi, okanye unewebhusayithi enababhalisi obathumela kubo ii-imeyile ngamaxesha athile, ngokuqinisekileyo usebenzisa i-Mailchimp njengesixhobo sokuthengisa i-imeyile. Yenye yezona zisetyenziswa kakhulu.
Ewe, umfanekiso wequmrhu wale nkampani ngowenkawu encinane enomnqwazi (ngokungathi ngumkhandi) kunye negama lophawu, iMailchimp. Imali.
Okwangoku i-logo iye yatshintsha kancinci ukususela, nangona ngaphambi kokuba ibe ngumfanekiso wenkawu ekukhanyeni okuluhlaza okwesibhakabhaka kunye negama ngokungathi libhalwe ngesandla, ngoku linemvelaphi etyheli kwaye, ngokuchaseneyo, i-silhouette ye inkawu kunye negama elibhalwe ngqindilili, ligxile kwezobuchwepheshe kunye nejometri.
I-MUDEC
Ngaba unokucinga ngomfanekiso we-brand oya kutshintsha kabini ngesithathu? Ibiya kuba sisiphithiphithi sonke. Ngaphandle kwemeko ye-MUDEC.
Sithetha ngabo Imyuziyam yaseMilan yeNkcubeko eyathi, ekubeni yavulwa, yaba yenye yezona zibalulekileyo.
Phakathi kwemizekelo yomfanekiso webrand, oku mhlawumbi yeyona nto inamandla esinokukubonisa yona kwaye ayisoze yafana. Siyazichaza. Umfanekiso oyintloko nguM omkhulu "eneengalo ezincinci" macala omabini. Kodwa ke iyatshintsha. Ngamanye amazwi, inento esisigxina, ethi "M", kodwa isiphelo sitshintsha amaxesha ngamaxesha.
Yintoni ababefuna ukuyizuza ngayo? Ewe, ukuba umfanekiso wequmrhu "uyaphila", ukuba abantu bachonge kunye neMyuziyam (ngoM) kodwa kwangaxeshanye babenomdla malunga noyilo olutsha, oluhlala lusiya kuyo nayiphi na iingqokelela okanye imiboniso efunyenweyo. ngaphakathi.
Nike
Ku-Nike kufuneka siphawule ukuba yayingeyonkampani eyenze kakuhle kuqala. Kwaye yiloo nto uphawu lokuqala kunye nomfanekiso we-brand awuzange uphumelele kakhulu (ilogo yayiyi-BRS ethelelanayo). Nangona kunjalo, ukususela ngo-1971 umfanekiso uqhubekile kunye nelogo efanayo eye yavela.
Ngaphambili, kwakufuneka bachonge loo arch ngegama elithi Nike kodwa, ukususela ngo-1995, igama elithi Nike liye lanyamalala kumfanekiso wabo we-brand ngenxa yokuba kwakungasekho mfuneko yokuyichonga. Wonke umntu uyazi ukuba isaphetha kuloo milo ethile ibonisa uphawu lwe-Nike.
Uphando
Omnye umzekelo womfanekiso webrand nguGoogle. Ukutyhubela iminyaka iye yakugcina oko emnandi kumazwi akhe, kwaye uye wasebenzisa ithuba. Kuyinyani ukuba ekuqaleni bekusisono, kuba awuzange ubone uphawu "olusebenzayo". Kodwa inyani yeyokuba ngendaleko eye yadlula kuyo, iye yaphelela ekubeni yireferensi yehlabathi kwiimeko zempumelelo ngesazisi sophawu.
Ngoku, nayiphi na imveliso ephumayo iyaziwa ngokuba yeyabo ngenxa yombala obomvu, ophuzi, oluhlaza kunye nohlaza okwesibhakabhaka.
Kukho imizekelo emininzi yomfanekiso we-brand omele uyiqwalasele, kodwa ayinasiphelo. Ngaba unokucinga ngeyona ibaluleke ngakumbi?