3 ibhuku zokwenziwa kabusha ziququzelelwe

Kanjani amabuku angama-rebranding athile

Amabuku amatatu anayetseza “ukuzilungisa kabusha” ngendlela entsha kakhulu.The Art of Rebrandingayitshisa kwenza kwezibhaliso zomntu.The Rebranding of Magicibheka ukuba njani umzimba wemibono yedane iyakwazi ukuthobela ulwimi olutsha na ukufutshanezwa kwesiko.Rebranding the Churchibheka isiqalo sesikhumbuzo sesishishini nasithi ukuguqulwa okwenzeka kuthatha qalaba kwenza kwezihloko nezizo.

Akukho kuyo eyona mphefumlo wokuzilungisa kabusha wesikhumbuzo. Kodwa, zikhulule zonke, zibonisa ukwazi mahlwempu ngokuzilungisa kabusha: ukushintsha ulwimi olubonakalayo kungcono, wazi, ukushintsha isithethe sesiqalo, amaqondo, nemizele wohlobo lwendaba.

Yintoni na ingakwenza ukuzilungisa kabusha?

• Indawo yestrategji:Qaphela ukuba yini inhlangano iyathetha ngayo kuni na kutheni ukuguquka kukhulunywa.
• Umbono wothando lwabasebenzisi:Zwa ukuba zingaphi izinhlangano ezingakwazi ukuthi zithunyelwe, zifuduselwe, zingahambisani noma zingabuyelwa.
• Indetityi yomlomo:Sawube nesihloko, umyalezo, indaba nesezwi lomlomo siyinge nendlela entsha.
• Indetityi yezitho:Ncwabe izakhono zingazibonakalisi ngaphandle kokwenza ukuthi zingabaleki imali engalibeki.
• Ukuzivikela kanye nezinhlelo:Zinga phezu kwezisebenzo, ulimi, kanye nezikhathi zokuthintana kwabasebenzisi zibe zingapheza uthemba olusha.
• Iphlanisi yokuthintana:Koordinate abasebenzi, abaphathi, izisistimi zezidijithali, ukusasa, ukudokumeni kanye nolwazi oludumile.

Kuphi ukhona igama elithi "ukuguquka kwezibrand"?

Ukuguquka kwezibrendiKuqukethwe yiprefiksire-, meaning again or anew, with ibrendi. “Brand” is historically connected with burning and identifying marks applied to property or goods. Its commercial meaning expanded from a physical mark to the wider identity and associations attached to an organisation, product or person.

Ukuguquka kwezibrendi kungaphezulu kokwenza isihloko. Kunguquka okwenzekileyo ukuthatha ukubizwa kwaye kuthethe ukubizwa. Kwezinye izikhathi lezi, kufuneka igama elithile lishintshiwe kanye neindetityi; kwezinye izikhathi, ukusetyenziswa kwezindaba noma ukwenza kwemihlazo kungaphezulu kokwenza kwezindaba.

Isibonelo esidumile: Ukuguquka kwaBurberry

Ukhethe waseku-20 noseku-21 wamaBurberry akhankanywe kakhulu njengokuzalisa kabusha okubalanswe ngokuthuthukisa nokuzalisa kabusha. Umphakathi wakhuthaza ukwazi ukwenza imikhiqizo nemithetho, waphakamisa ukubhalisa nokuqondisa, wachongisa imikhiqizo efanele njengemvumba wotrichi ngokuchasene nayo, ekwakheni ukwazisa ukhaya lwakhe.

Sifundiso esikhuluma ukuthi ukuzalisa kabusha okunjalo kungathola inyathi ebalulekile ekhwazisa ukhaya lwakhe, ekhwazisa amagama abo awathandi. Ukubhalisa okubonakalayo kuthabatha amehlo, kodwa imikhiqizo, ukuthumela, ukholo, nemiphakathi ihola ukuba inarha entsha iba yisigqibo esikhona.

Izwi ezifanayo nezokuzalisa kabusha

• Kubuyekeza kabusha kwezithombo:ukubuyekezwa kancinci okuthatha isithunzi esisodwa nesikhundla.
• Ukubuyekezwa kabusha:ukushintsha incazelo yomphakathi eyayifuna ukuthi ibe yisigqibo esikhona.
• Kubuyisana kabusha:kubuyekeza igama lesikhundla somphakathi noma nesithombo.
• Ukuthuthukisa kabusha kwezithombo:ukuthuthukisa okukhanyayo kuthuthukisa izithombo ezidinga ukuthuthukiswa.
• Izithombo zomphakathi:ukwazisa, amagama, nemikhiqizo efanele eyayikhona komphakathi.
• Ukuthuthukisa kabusha kwezindlela:ukuthuthukisa abantu nemithetho ukuthi bazame ukuthuthukisa kabusha.
• Abaphathi bezindlela:abantu noma izihlobo ezikhathaza noma ezinokwazi ukuthuthukisa kabusha.
• Ukuthuthukisa kabusha:inxulumo ye-web eyakhiwa ngendlela entsha kwiindawo yakhe entsha.
• Ukutshintsha kweReputation:ngokwenza okungenamthetho okujonge ukubuyisa ukwazi nokuthembeka.

Kucopheleleyo kwakhona kule ncwadi

The Art of Rebranding

Shyanne Tayo iphakamisa ukutshintsha njengophuhliso lomntu nentombazana yokubhala kwimibhalo yakhe. Inenelela kubafundi ababuye babone kutheni indlela, imigomo, na kubonakala kwabo kwenza bafane naye umntu ongwaba nguye.

Yichotha ngendlela yakho yepersonal-brand na mindset yakuthatha phezulu ukutshintsha kwakho, ngokunjalo kungenzeka ukulawula uhlelo lwekorporate.

The Rebranding of Magic

Clayton Louis Turnage usukuza uhlelo oluthile lwerebrand: ukuba zinto zandulo zingabhalwa ngolwimi olusha lwesayensi. Inawuthinta isibonelo sokwenza izinto zingaka, ngokunjalo izinga lwe-organisation.

Yichotha ukuba unethemba kwezilwimi, amazwana asekuhlaleni, na ndlela izithethe zinokwenza ukwazi okwenzeka kuthatha inxenye.

Rebranding the Church

Eric Mason ancelisa ukutshintsha kwe-institutional reputation ngendlela yezolo. Ukwenza kwaye kuthetha ukuthi uhlelo lwe-public lwangakwazi ukuthweswa ngokupromota pejala; kwenza, uhlelo lwe-community, na uhlelo lwe-mission mabakube nemizele.

Yichotha ngendlela yezolo lokuthatha phezulu ukutshintsha kwe-institutional trust, ukuphuhlisa kwezidanga, na uhlelo lwe-relationship kuthetha ukuthi uhlelo lwe-identity na uhlelo lwe-public perception.

Ukuchumana kwenkosana

Sommere-ye-personal-brand:khethaThe Art of Rebranding.

Umfunzi onethemba kwezilwimi zokuhlaleni:khethaThe Rebranding of Magic.

Umphathi we-church noma umphathi we-organisation yezolo:khethaRebranding the Church.

Timu ye-corporate rebrand:lendlela inikeze ukuthatha phezulu ngokwenza izinto ezinikeze, kodwa yenze nayo ngendlela yezo ndlela zokwenza uhlelo lwe-brand strategy, research, identity systems na implementation.