uyilo lwebrendi

Xa siyila uphawu oluthile okanye siqhuba nayiphi na iprojekthi yokubeka uphawu, sihlala sizifumana sinesidingo sokuyilwa ngononophelo olukhulu kunye nombutho. Ngesi sizathu, uninzi loyilo esihlala silufumana kwimarike yophawu lusasazwa ngokweempawu zabo zomzimba okanye zengqondo.

Ukuze zisasazwe kakuhle, kwaqulunqwa isicwangciso okanye indlela yokuzibona ngokwendlela ezibonakaliswe ngayo, yiyo loo nto kwesi sithuba., siza kuthetha nawe malunga ne-brand architecture kunye nendlela eliphembelele ngayo uyilo lwegraphic kunye necandelo lentengiso yedijithali.

Saqala.

Uyilo lweBrand: yintoni na?

Uyilo lwebrendi luchazwa njenge ukumelwa kocwangco olunokuthi uphawu lubeke kwiingqondo zabathengi balo. Ngale ndlela, kuyenzeka ukuseka inkampani kwimarike kwaye uyibeke ngeyona ndlela ingumzekelo.

Ikwachazwa kwaye yaziwa njengesicwangciso okanye isicwangciso soyilo, kuba ngale ndlela, sikwazile ukubeka ngcono uphawu lwethu ngendlela ekhawulezayo nelula kakhulu. Ngokunjalo, asikwazi nje ukukhula ukukhula, kodwa nokuba abaphulaphuli esijolise kubo bazazi ngcono iinjongo zethu.

Ngesi sizathu, kubaluleke kakhulu ukuyigcina engqondweni ngalo lonke ixesha siqhuba iprojekthi yesazisi. Ukusukela kumaxesha amaninzi, siyila iibrendi ngaphandle komxholo wokuqaqambisa, ngaphandle kweenjongo, ngaphandle kwemisebenzi yangaphambili, ngaphandle komfanekiso wokunikezela kwabanye. Konke oku kutshintsha kube ngcono xa sisebenzisa i-brand structure njengeyona ndlela iphambili.

Iimpawu ngokubanzi

Kukho uluhlu lwamanqanaba, ukushwankathela ngcono, kukho amanqanaba ama-3 ewonke anceda abakhi bezakhiwo ukuba bahlule kwaye balandele iimpawu kunye neeprojekthi ngaphakathi kombutho othile:

• Uphawu lwentengiso: Xa sithetha ngophawu lwentengiso, sithetha ngothotho lweemveliso kunye neenkonzo ezinikezelwa yinkampani xa sele siyile uphawu. Ngesi sizathu, nanini na sithetha ngophawu lwentengiso, sithathela ingqalelo imiba efana noluntu esiza kujongana nayo, kunye nomfanekiso obonakalayo esiza kuwunikezela kwicandelo lethu elithile.
• Uphawu loshishino: Apha kulapho yonke inxalenye yoyilo kunye nophuhliso lwebrendi ingena khona: ilogo, isotype, imagotype, imizobo yegraphic, iifonti, imibala yequmrhu, ukufakwa kwebrendi, njl. Eminye imiba efana neemveliso okanye iinkonzo nazo ziyangena.
• Igama lemveliso: Ezi ziimpawu ezilungiselelwe ngokukodwa icandelo okanye inkonzo ethile, njengoko igama layo libonisa. Bajongana nemveliso yendalo yonke kwaye bayilwe ngesicwangciso esikhethekileyo sangaphambili. 

Ukuqukumbela kuyo yonke into ekhankanywe apha ngasentla, uyilo lwebrendi aluzamanga nje ukunxulumanisa iibrendi ngokuthetha ngokudibeneyo, kodwa lukwakhathalela. ukusasaza yonke imisebenzi yezemali neyoqoqosho yenkampani ethile.

Ngokukwanjalo, kubalulekile ukuba ukhumbule kwaye uqonde ukuba zeziphi iimodeli zoyilo lwebrendi ezikhoyo. Ngoko ke, ngezantsi sizichaza ngendlela emfutshane kwaye kulula ukuyiqonda.

Iimodeli ezahlukeneyo

Iimodeli zeMonolithic

iimodeli ze-monolithic. Zikwayimizekelo eyaziwa ngokuba yiBrand of the House. Xa sithetha ngolu hlobo lwemodeli, sibhekisela, kwaye sigxininisa, ugxininiso olukhethekileyo kunye noluhlukileyo kunye nolawulo lweyona misebenzi ineenkcukacha kunye nebalulekileyo yenkampani. Kule meko, imodeli ye-monolithic izama ukugxininisa esi sakhiwo ngakumbi kwaye siphuhlise ngendlela ehlelekile kwaye elula.

Umzekelo ocacileyo we-brand yi-brand yepasile ye-FedEx eyaziwayo. Apho amaxabiso ahlukeneyo amelwe, zidityaniswe ngendlela yokuba iibrendi zinike ubuntu bazo obahlukileyo. Ngamanye amazwi, le modeli izama ukugxila kwi-brand enye kuzo zonke iindawo zayo kunye neemveliso ezikhoyo kwiziko elikuyo.

Izinto eziluncedo nezingalunganga

• Isebenza kuphela ngeempawu ezizodwa kunye nezorhwebo ezijongene ngolu hlobo neemveliso ezifanayo, iinkonzo okanye amashishini.
• Ngokuqulunqwa kweempawu zokuqala, ukukhula kwimarike kunye nophuhliso lwayo luyanda. Ekubeni yinto ebaluleke kakhulu kwimarike.
• Ivelisa izikali ezinkulu zezoqoqosho, ngale ndlela, zandisa kwaye ziququzelele ukungena kwengeniso enkulu kwinkampani.
• Imingcipheko ayixatyiswanga kwaye iibrendi zithande ukusasazeka kancinci.

imodeli eqinisekisiweyo

Kule meko, uphawu lusebenza njengento ephambili kwimveliso nganye, ukufezekisa abaphulaphuli ababanzi kakhulu. Yimodeli enzima kakhulu ukuqonda nokulawula kunezinye, kuba iveliswa ngeebrendi kunye nee-sub-brands. Yintoni eyenza iskimu sinokuvulwa ngendlela ebanzi kakhulu kwaye amathuba aphindwe kathathu. Enye yeempawu ezikhokelela kolu phuhliso yiDanone.

Izinto eziluncedo nezingalunganga

• Badibanisa amaxabiso athile anje ngeempawu abazalelwe kuzo, njengeempawu zoomama okanye abo bafumana kuzo ukuwongwa okanye inkxaso kwimarike.
• Ziimpawu ezibonisa ukukhula nokusebenza ngcono kwiqela. Ngaloo ndlela ukuxhasa intsebenziswano kunye nomsebenzi odibeneyo.
• Ikwanayo nomngcipheko xa kufikwa kwinkxaso-mali, kodwa ingaphantsi kunaleyo yezinye iimodeli.

Imodeli yohlobo oluzimeleyo

Ziyimodeli ezisebenza ngeempawu apho zisebenza ngokuzimela kunye nokuzimela okuthile kwimarike kunye neenjongo zabo kunye nokusebenza njengenkampani. ngale modeli ulwahlulo olukhulu kwimarike luyafezekiswa, apho ukhuphisana nabanye abasasazi kunye nokhuphiswano oluhlala kwindawo efanayo.

Izinto eziluncedo nezingalunganga

• Banokukhuphisana neempawu ezahlukeneyo ezikwimarike ethile kwaye ngaloo ndlela bavelise izindululo ezahlukeneyo okanye izimvo.
• Iibrendi zihlala zikhuphisana enye kwenye, kuba imveliso okanye inkonzo iyafana kwaye iyimveliso yokuqinisekisa abathengi.
• Iqhele ukuba yimodeli esetyenziswa ngokubanzi ziinkampani ezenza ukwahluka kunye nokuqonda isimo esahlukileyo kwabanye.
• Kukho ukuguquguquka okukhulu ekuthengeni nasekuthengisweni kweenkampani okanye iimveliso kwaye ke kubandakanya isenzo esizimeleyo.

Ngamafutshane, imodeli nganye ikhuphisana nesakhiwo esahlukileyo.

Izizathu zokwenza i-architecture

Kukho amanqaku ahlukeneyo ekufuneka athathelwe ingqalelo ukuze enze i-architecture njengoko siyazi ekuqaleni kwesithuba. Yiyo loo nto kubalulekile ukuba uthathele ingqalelo amanqaku athile, kuba anokukunceda ulungelelanise kakuhle uphawu lwakho. kunye nokwazi indlela yokulawula ngayo ngokwembono yezoqoqosho nakwezemali.

Ukukhula kwezinto eziphilayo

Xa siyila ibhrendi kunye nenkampani, kufuneka sithathele ingqalelo ukuba okwangoku siyibeka emarikeni inokukhula okanye yehle ngomlinganiselo omkhulu. Yiyo loo nto kubalulekile ukuba uthathele ingqalelo le ngongoma, ekubeni iinkampani ezininzi baqalisa kuhambo ngaphandle kokuthathela ingqalelo eyona miba inzulu.

Yilapho ulwahlulo oluhlukeneyo lwenziwa khona, iiyunithi zoshishino zisetyenzisiweyo, imigca yemveliso yokuqala njl. Zezinye zezinto ezinokuthi, ukuba ulwakhiwo olulungileyo aluthathelwa ngqalelo, lunokuthatha irhafu kwaye alunakuze luthethwe ngcono kwishishini lakho.

Iimarike

Imakethi ibisoloko iyimfuneko kunye nokubaluleka okungazange kwaziswe kuyo xa siye sayila uphawu. Akunzima kakhulu ukwazi ukuba, ngalo lonke ixesha usenza ishishini ukusuka ekuqaleni okanye ukuqala elinye, ishishini lakho liya kuhamba kwimarike kunye neenkqubo ozinyanzelisayo kulo.

Ngenxa yesi sizathu, kubalulekile ukuqwalasela ukusetyenziswa koyilo oluthile lwe-brand, kuba iya kukunceda usiqonde ngcono isizathu seengxaki ezininzi kwaye uya kukunika izisombululo eziyimfuneko ukuze uqhubeke ukhula.

Ukwandiswa

Lelinye lamanqaku aphambili xa siqala uhambo kwaye sithatha isigqibo sokuqala ishishini elitsha. Ukwandiswa kunokuba kuzwelonke okanye kumazwe ngamazwe kwaye kuchazwa njengokuphuhlisa nokusasaza ishishini lakho kumazwe ahlukeneyo okanye izixeko.

Ngenye yezinto oosomashishini abaninzi okanye abaqulunqi abaninzi bayoyika, kuba bahlala behleli bakholisa ukukhulisa ishishini labo kwindawo ethile kwaye bayesaba ukushiya indawo yokuthuthuzela ngenxa yokoyika ukuba ishishini liya kutshatyalaliswa. Kwaye yintoni abaninzi abangayaziyo kukuba ukwandiswa okulungileyo kunye nolawulo lweshishini lunceda abaphulaphuli abaninzi, ixabiso elibanzi lezoqoqosho kunye nokusasazwa okubanzi kunye nokuphuculwa kwenkampani kunye nemveliso.

Oku kwenzeka ngeebrand ze-blockbuster ezifana ne-McDonald's. Owaqala kwidolophu encinci eMelika kwaye wakhula waba lelinye lamashishini okutya okukhawulezayo kwihlabathi.

Isiphelo

Uyilo lwebrendi luvelise uphuhliso olukhulu kwiibrendi ezininzi esizaziyo namhlanje. Kwaye akulindelekanga ukuba zibe zezona mpawu zibalaseleyo kwimarike, kuba emva koyilo oluhle okanye oluhle, kukho uluhlu lwezinto ezinceda ukusasaza kakuhle inkampani kunye nokuyibeka ngokwanelisayo kwimarike.

Siyathemba ukuba ufunde ngakumbi malunga nesi sixhobo siluncedo kumashishini amakhulu namancinci kunye neempawu ezisezayo. Ngokungathandabuzekiyo yeyona ndlela ilungileyo yokucinga kunye nokuyila.