brand bokwakha

Uma siklama uhlobo oluthile noma senza noma iyiphi iphrojekthi yokufaka uphawu, ngokuvamile sizithola sinesidingo sokuyiklama ngokucophelela okukhulu nokuhleleka okukhulu. Ngalesi sizathu, imiklamo eminingi esivame ukuyithola emakethe yomkhiqizo isatshalaliswa ngokuya ngezici zayo ezingokomzimba noma ezingokwengqondo.

Ukuze kusatshalaliswe kahle, kwaklanywa ipulani noma indlela yokuzibeka ngendlela ngayinye yazo ebonisa ngayo, yingakho kulo mbhalo., siza ukuzokhuluma nawe mayelana nezakhiwo zomkhiqizo nokuthi kube nomthelela kanjani ekwakhiweni kwezithombe kanye nomkhakha wokumaketha wedijithali.

Saqala.

Isakhiwo somkhiqizo: kuyini?

Isakhiwo somkhiqizo sichazwa ngokuthi ukumelwa kokuhleleka okunengqondo umkhiqizo ongakubeka ezingqondweni zabathengi bawo. Ngale ndlela, kungenzeka ukuhlela inkampani emakethe futhi uyibeke ngendlela eyisibonelo kakhulu ngangokunokwenzeka.

Kubuye kuchazwe futhi kwaziwe njengesu noma icebo lokudala, ngoba ngale ndlela, sikwazile ukubeka kangcono umkhiqizo wethu ngendlela eshesha kakhulu futhi elula. Ngokunjalo, asigcini nje ngokukwazi ukukhula, kodwa futhi nokuthi izethameli zethu esizihlosile zazi izinhloso zethu kangcono.

Ngalesi sizathu, kubaluleke kakhulu ukuthi sikukhumbule njalo lapho senza iphrojekthi kamazisi. Kusukela ezikhathini eziningi, siklama amabhrendi ngaphandle kwanoma yimuphi umongo ukuze sikugqamise, ngaphandle kwezinjongo, ngaphandle kwemisebenzi yangaphambilini, ngaphandle kwesithombe esingasinikeza abanye. Konke lokhu kushintsha kube ngcono uma sisebenzisa isakhiwo somkhiqizo njengendlela eyinhloko.

Izici ezijwayelekile

Kukhona uchungechunge lwamaleveli, ukulifingqa kangcono, kukhona ingqikithi yamazinga angu-3 asiza abaklami bomkhiqizo ukuhlukanisa nokuhleleka kwemikhiqizo namaphrojekthi ngaphakathi kwenhlangano ethile:

• Uphawu lokuhweba: Uma sikhuluma ngophawu lokuhweba, sikhuluma ngochungechunge lwemikhiqizo namasevisi anikezwa inkampani uma sesiklame uhlobo. Ngalesi sizathu, noma nini lapho sikhuluma ngomkhiqizo wezohwebo, sicabangela izici ezifana nomphakathi esizokhuluma ngawo, kanye nesithombe esibonakalayo esizosinikeza umkhakha wethu othile.
• Ibhrendi yebhizinisi: Yilapho yonke ingxenye yedizayini nokuthuthukiswa komkhiqizo ingena khona: ilogo, i-isotype, i-imagotype, izakhi zesithombe, amafonti, imibala yebhizinisi, okufakwayo komkhiqizo, njll. Ezinye izici ezifana nemikhiqizo noma amasevisi nazo ziyangena.
• Uhlobo lomkhiqizo: Lawa amabhrendi aklanyelwe ngokukhethekile umkhakha othile noma isevisi, njengoba negama lawo libonisa. Asebenzisana nomkhiqizo wendawo yonke futhi aklanywe ngesu langaphambili eliyingqayizivele. 

Sengiphetha kukho konke okukhulunywe ngenhla, i-brand architecture ayizamanga nje ukuhlobanisa imikhiqizo ngokukhuluma ngokuhlanganyela, kodwa futhi inesibopho ukusabalalisa yonke imisebenzi yezezimali nezomnotho yenkampani ethile.

Ngokunjalo, kubalulekile ukuthi ukhumbule futhi uqonde ukuthi ayini amamodeli ezakhiwo zomkhiqizo akhona. Ngakho-ke, ngezansi sizichaza ngendlela emfushane futhi elula kakhulu ukuyiqonda.

Amamodeli ahlukahlukene

Amamodeli we-Monolithic

amamodeli we-monolithic. Bangamamodeli aziwa nangokuthi iBrand of the House. Uma sikhuluma ngalolu hlobo lwemodeli, sibhekisela, futhi sigcizelela, ukugxila okuyingqayizivele nokuhlukile kanye nokuphathwa kwemisebenzi enemininingwane eminingi nebalulekile yenkampani. Kulesi simo, imodeli ye-monolithic izama ukugxilisa lesi sakhiwo kangcono kakhulu futhi siyithuthukise ngendlela ehlelekile futhi elula.

Isibonelo esicacile somkhiqizo wuhlobo oludumile lwephasela le-FedEx. Lapho amanani ahlukene amelwe, zixhunywe ngendlela yokuthi amabhrendi anikeze ubuntu bawo obuhlukile. Ngamanye amazwi, le modeli izama ukugxilisa umkhiqizo owodwa kuzo zonke izindawo zayo kanye nemikhiqizo ekhona enkampanini etholakala kuyo.

Ubuhle nobubi

• Isebenza kuphela nemikhiqizo eyingqayizivele neyohwebo esebenza ngale ndlela nemikhiqizo efanayo, amasevisi noma amabhizinisi.
• Ngokwakhiwa kwemikhiqizo yasekuqaleni, ukukhula emakethe nokuthuthuka kwayo kuyanda. Njengoba kuyisici esibaluleke kakhulu emakethe.
• Ikhiqiza izikali ezinkulu zezomnotho, ngale ndlela, zanda futhi zenza kube lula ukungena kwemali engenayo enkulu enkampanini.
• Izingozi azinakwa futhi izinhlobo zivame ukusabalala kancane.

imodeli egunyaziwe

Kulokhu, umkhiqizo usebenza njengento eyinhloko yomkhiqizo wawo ngamunye, uzuza izethameli ezibanzi kakhulu. Kuyimodeli eyinkimbinkimbi kakhulu ukuqonda nokuphatha kunezinye, njengoba ikhiqizwa ngamabhrendi nama-sub-brand. Okwenza uhlelo lungavulwa ngendlela ebanzi kakhulu futhi amathuba aphindwe kathathu. Enye yemikhiqizo ehola lokhu kuthuthukiswa yiDanone.

Ubuhle nobubi

• Bahlanganisa amanani athile njengemikhiqizo abazalelwa kuyo, njengemikhiqizo yomama noma lawo abathola kuwo ukuqashelwa noma ukwesekwa emakethe.
• Zingamabhrendi asho ukukhula nokusebenza kangcono eqenjini. Ngakho ukusekela ukubambisana nomsebenzi ohlangene.
• Iphinde ibe nobungozi uma kukhulunywa ngezimali, kodwa incane kuneyamanye amamodeli.

Imodeli yomkhiqizo ozimele

Bangamamodeli asebenza nemikhiqizo lapho asebenza khona ngokuzimela nokuzimela okuthile emakethe nasezinjongweni zawo futhi asebenze njengenkampani. nale modeli ukuhlukaniswa okukhulu emakethe kufinyelelwa, lapho uqhudelana khona nabanye abasabalalisi nemiqhudelwano ekhona endaweni efanayo.

Ubuhle nobubi

• Bangakwazi ukuncintisana nemikhiqizo ehlukene emakethe ethile futhi ngaleyo ndlela bakhiqize iziphakamiso noma imibono ehlukene.
• Imikhiqizo ivamise ukuncintisana yodwa, njengoba umkhiqizo noma isevisi iyafana futhi ingumkhiqizo wokugunyaza wabathengi.
• Imvamisa iyimodeli esetshenziswa kakhulu izinkampani ezikhiqiza ukuhlukahluka futhi eziqonda isimo esihlukile kunezinye.
• Kukhona ukuguquguquka okukhulu ekuthengeni nasekuthengisweni kwezinkampani noma imikhiqizo futhi ngaleyo ndlela kufaka phakathi isenzo esizimele.

Ngamafuphi, imodeli ngayinye incintisana nesakhiwo esihlukile.

Izizathu zokudala i-architecture

Kunamaphuzu ahlukene okufanele acatshangelwe ukuze kwakheke i-architecture njengoba besikwazi ekuqaleni kokuthunyelwe. Yingakho kubalulekile ukucabangela amaphuzu athile, ngoba angakusiza ukuhlela kangcono umkhiqizo wakho. kanye nokwazi ukuthi ungayiphatha kanjani ngokombono wezomnotho kanye nezezimali.

Ukukhula okuphilayo

Uma siklama umkhiqizo kanye nenkampani, kufanele sicabangele ukuthi okwamanje siyibeka emakethe ingakhula noma yehle ngezinga elikhulu. Yingakho kubalulekile ukucabangela leli phuzu, kusukela izinkampani eziningi bangena ku-adventure ngaphandle kokucabangela izici ezibucayi kakhulu.

Kulapho kwakhiwa khona ukuhlukana okuhlukene, kusetshenziswa amayunithi ebhizinisi, imigqa yokuqala yomkhiqizo njll. Kuyizici ezithile okuthi, uma ukwakheka okuhle kunganakwa, kungathwala kanzima futhi kungashiwo kangcono ebhizinisini lakho.

Imakethe

Imakethe ibilokhu iyisidingo kanye nokubaluleka okungakaze kwethulwe kuyo lapho siklame umkhiqizo. Akunzima kakhulu ukwazi ukuthi, noma nini lapho udala ibhizinisi kusukela ekuqaleni noma uliqala, ibhizinisi lakho lizodlulela emakethe kanye nezinqubo oziphoqelelayo kulo.

Ngenxa yalesi sizathu, kubalulekile ukucabangela ukusetshenziswa kwesakhiwo esithile somkhiqizo, ngoba kuzokusiza uqonde kangcono isizathu sezinkinga eziningi futhi uzokunikeza izixazululo ezidingekayo ukuze uqhubeke nokukhula.

Ukunwetshwa

Kungelinye lamaphuzu abalulekile lapho siqala uhambo futhi sinquma ukuqala ibhizinisi elisha. Ukwanda kungaba kuzwelonke noma emazweni ngamazwe futhi kuchazwa njengokuthuthukisa nokusabalalisa ibhizinisi lakho emazweni ahlukene noma emadolobheni.

Kungenye yezinto osomabhizinisi abaningi noma abaklami abesabayo, ngoba bahlala njalo bavame ukukhulisa ibhizinisi labo endaweni ethile futhi bayesaba ukushiya indawo yokunethezeka ngenxa yokwesaba ukuthi ibhizinisi lizobhujiswa. Futhi abaningi abangakwazi ukuthi ukunwetshwa okuhle nokuphathwa kwebhizinisi kusiza ababukeli abaningi, amanani ezomnotho abanzi kanye nokusatshalaliswa okubanzi nokuthuthukisiwe kwenkampani nomkhiqizo.

Yilokhu okwenzekile ngemikhiqizo ye-blockbuster efana ne-McDonald's. Owaqala edolobheni elincane eMelika futhi wakhula waba enye yezimboni ezinkulu zokudla okusheshayo emhlabeni.

Isiphetho

Izakhiwo zebhrendi zenze intuthuko enkulu kumabhrendi amaningi esiwaziyo namuhla. Futhi akulindelekile ukuthi baye baba yimikhiqizo engcono kakhulu emakethe, njengoba ngemuva komklamo omuhle noma omuhle, kukhona uchungechunge lwezakhi ezisiza ukusabalalisa kangcono inkampani nokuyibeka ngendlela egculisayo emakethe.

Sithemba ukuthi ufunde kabanzi mayelana nalesi sisetshenziswa esiwusizo samabhizinisi amakhulu namancane kanye nemikhiqizo ezayo. Akungabazeki ukuthi kuyindlela engcono kakhulu yokucabanga nokuklama.