3 pukapuka tuakiri hinonga whirinaki

Me pēhea rerekētia ngā pukapuka tuakiri huaki nei

Ko ngā pukapuka e toru nei e whakatata ana ki te tuakiri i ngā taumata mahi rerekē. E whakaatu ana a Catharine Slade-Brooking i te whakaritenga o te kaupapa tuakiri, mai i te whakaritenga o ngā whakaminenga me te tātari i ngā kaitūao ki te whakahuatanga, hoahoa tohu, whakaaturanga, whakahoutanga, putanga. E aro nui ana a Allan Peters ki te mahi toi me te tukanga auaha i muri i ngā tohu maumahara. E whakamuri ana a Marty Neumeier ki te tātari i te auau o te whakahaere i waenganui i te rautaki pakihi me te hoahoa.

He mea nui tēnei wehenga nohoanga, nohoanga, ki te mea kaore ngā raruraru tuakiri huaki i te taurite. Tē taea te hiahia o te ākonga ki te whai whakaaro ki te mahi katoa. Tē taea te hiahia o te kaihoahoa e mahi ana ki te whakapai ake i ngā tikanga mō te whakaputa me te whakapai ake i ngā tohu. Tē taea te hiahia o te rōpū kaiwhakahaere ki te reo kōrero i waenganui i ngā whāinga pakihi me te wheako o te kiritaki. Nō reira, ko te whakatauranga e arotake ana i te mahi, i te whakawhanaketanga, me te whakapakari ako, ki te kore, ko ngā utu iti.

He aha te mea nui o te pukapuka tuakiri huaki kaha?

Me whakaatu te pukapuka tuakiri whai take ko te tuakiri he mea nui atu i te tohu anake. Me hono te rangahau, te whakaritenga, te whakahuatanga, te reo, te tuhi, te tae, te whakaahua, te whakawhitiwhiti, me te whakahaere. Me whakaatu anō ko te whakamātautau o ngā whiringa auaha ki te whāinga rautaki me pēhea te whakahaere o te pūnaha i muri i te putanga.

• Mahi:me whai whakaaro te kaituhi ki ngā mea ka pānuitia i mua, i waenganui, i muri i te hoahoa.
• Take:ngā tauira me whakaatu he aha i whai take ai te whakatau ki te whakahaere me te whakaminenga.
• Whakaaro pūnaha: me mahi te tuakiri i runga i ngā ahua, i ngā wāhi whakapā, kāore rawa i runga i te papa whakaaturanga kotahi anake.
• Manawanui: me mau te whakaaro matua kia rite tonu, i te mea e whakarerekē ana te pūnaha ki ngā horopaki hou.

Kei hea te kupu “tuakiri” i timata ai?

Te kupu tuakiri i timata rawa i te reo Rōmana, idem , meaning “the same.” It refers to the qualities through which a person or thing remains recognisable as itself. In branding, identity is the organised expression that helps an organisation appear coherent across many encounters.

Ko tēnei tīmatatanga e whakaatu ana i tētahi whakatautau nui. He tuakiri tuakiri a te tuakiri ki te tangata, engari me whai ngātahi ki te whakahaere i runga i te kaha, i te whakapāho, i ngā tohu, i ngā pāpāho pāpori, i ngā tuhinga, i ngā whakaahua nehe. Ko te whāinga kāore he whakaahua i ngā whakapā, engari ko te tiaki i ngā mātāpono e rite ana, i te mea e whakarerekē ana te whakahaere.

He tauira rongonui mai i te hītori o te tuakiri: IBM

E tuku ana IBM i tētahi tauira whai take o te tuakiri hei pūnaha manawanui. I whakaahua te tohu rārangi a Paul Rand i ngā reta e toru ki tētahi ahua whakarite e pā ana ki te hangarau, ki te tika, ki te neke. Ka taea te whakakapi i te tohu i roto i ngā horopaki rereke, i te mea e mau tonu ana tētahi hanga e rite ana.

Ko te akoranga nui ake ko te kore rawa e whakawhirinaki te roa o te wā ki tētahi tohu ātaahua anake. Ko ngā ture mārama, ko te whakahaere whai kaupapa, ko te āheinga ki te mahi i runga i ngā hangarau hou, e taea ai e te tuakiri te kohikohi i te mātauranga, kāore rawa e whakarere i a ia i ia wā, i ngā wā e panoni ana ngā whakapākeha.

Ngā kupu e pā ana ki “tuakiri tuakiri”

• Tuakiri ā-kanohi: te pūnaha whakarite o te tohu, o te tuhi, o te tae, o te whakaahua, o te whakapai.
• Tuakiri ā-waha: te ingoa, te kōrero, te reo, te reo o te waha.
• Tuakiri pūmanawa:te pūnaha tuakiri o tētahi whakahaere, ō takiwā, tae atu ki ngā whanonga me ngā whakapāho.
• Pūnaha tuakiri:ngā ture me ngā wāhanga e hāngai ana i te ōrite ki runga i ngā whakahaerenga.
• Aratohu tuakiri:ngā whakahaere i tuhia hei whakatinana i ngā kōwae tuakiri.
• Reo hoahoa:ngā mātāpono ā-kanohi e puta ana ki runga i ngā kaihanga me ngā whakapāho.
• Whakapuaki tuakiri:ngā huarahi whaiwhakaari e puta mai ai te rautaki me te tangata ki te kite, ki te rongo rānei.
• Kite tuakiri:te āheinga o te whakaaturanga ki te tuakiri i ōna tohu.
• Ōrite tuakiri:te whakamahi ōrite o ērā tohu ki runga i te wā me ngā wāhi whakapā.

He tirohanga whakapakari ki ia pukapuka

Te Hangarau Tuakiri: te tukinga akoranga katoa

Ko te pukapuka a Catharine Slade-Brooking he tūranga tomokanga mārama ki ngā kaituhi e hiahia ana ki te kite i te ahurewa o tētahi kaupapa tuakiri e whanake ana. Ko tōna hononga o ngā whakahaere, ngā tauira, ngā hoahoa me ngā whakatauiri e hāngai ana i ngā tūāhuatanga pūmau o te tuakiri ki te mahi pukapuka.

Kia whiriwhiri koe ina hiahia koe ki tētahi tirohanga rāngai e whakauru ana ki te rangahau, ki ngā whakaaturanga, ki ngā kaitūao, ki ngā papa whakamauru, ki te whakahuatanga, ki te whanaketanga tohu, ki te whakapāho ki te kiritaki, ki te whakahou me te tuku. Ka whiwhi ngā ākonga me ngā kaihoahoa o te wā i te nui, engari ka āwhina hoki te anga ki ngā nono-kaihoahoa ki te mārama he aha i whakahaere ai te mahi tuakiri pūmau.

Logos that Last: te aratohu hangarau mā ngā tohunga

Ko Allan Peters e anga ana ki te tukanga auaha kei muri i te whakapāho ā-kanohi whakaahua. He pukapuka tēnei e hāngai ana ki ngā kaihoahoa e pīrangi ana ki te whakawhanake, whakakore, whakapai i ngā tohu ki te wāhi e noho ana, e taea ai te whakamahi mō te wā roa. Nā tōna arataki whakaahua, e tika ana mō ngā kaiwhakaputa e ako ana mā ngā tauira me ngā whakaaturanga tukanga.

Kia kōwhiri koe ina ko te whakaaranga anake te wero: me pēhea te kite i tētahi whakaaro kaha, neke atu i ngā tuhinga whakaahua māmā, arataki i te āhua, whakapai i tētahi mea motuhake, kāore e whakawhirinaki ki tētahi āhuatanga whakaahua poto. He pukapuka mātauranga nui iho i tētahi pukapuka whakahaere tuakiri katoa, ā, ko taua arataki tōna kaha.

The Brand Gap: te aratohu rautaki-hoahoa

Ko te pukapuka a Marty Neumeier he kōwhiringa ā-whakaaro. E kōrero ana mō te whakaaro rautaki me te whakaaro auaha me mahi tahi, ā, e whakaatu ana i ngā tikanga e rima mō te whakakapi i te takiwā ki waenga i ngā whāinga pakihi me te wheako o te kaihoko. Ko tōna whakapāho ā-kanohi, whakapoto, i hangaia kia kōreroa wātea, kia whakawhitiwhitia wātea.

Kia kōwhiri koe ina ko ngā kaiwhakahaere, kaiwhakaputa, kaihoahoa e hiahia ana ki tētahi anga nui i mua i te tīmatanga o ngā whakatau tuakiri. E kore e whakakapi i tētahi pukapuka hoahoa mātauranga nui, engari e taea te whakamārama he aha i whakaritea ai te mahi tahi, te wehewehenga, me te whakahaere tuakiri ā-roto hei whakapai i te wheako whakamutunga.

Whakatauaki a te kaiwhakaputa

Akonga hoahoa:tīmata kiTe Waihanga i te Tuakiri Hinongamō te tukanga katoa, kati ka whakapakariLogos that Lastki te whakapai i te mahi tohu.

Kaihoahoa tohu:kōwhiriLogos that Lastmō ngā tukanga whakaahua arataki, mō te whakaohooho.

Kaiwhakahaere matua:tīmata kiThe Brand Gapki te whakamārama he aha i tūhono ai te rautaki me te hoahoa.

Rōpū umanga:whakapiriThe Brand Gapmā te whakaritenga,Te Waihanga i te Tuakiri Hinongamā te tukanga meLogos that Lastmā te whakahaere ngātahi.