Kanjena ukuthi lezi zifayelo zokuthuthukisa izibrand zikhuluma kanjani
Ukuthuthukisa kwezibrand kungabuka mizinga ethile: kuthuthukisa inlngwettwe, kuya ngempumelelo izimali zezibhizinisi ezithuthukisa izibrand noma kufikiza imiceli yezokuxhumana eyengeziwe ngaphandle kokwesaba. Lezi zifayelo zikhuluma ngendlela eyodwa kulezi, kungaba zingamangazwa kakhulu zisabekelwe kwenkulumo yamanje.
Indlela Yokukhanya KweFacebookikhuluma ngokushintsha kwezinkundla kanye nezinkundla zokuxhumana.Sayensi yeScalingikhuluma ngokuthuthukisa kwezinhlangano kanye nezinqumo zokuthuthukisa ezifunekwa ukuthuthukisa kwezibhizinisiThe Growth Dilemmaikhuluma ngokucopheleleyo kwemibuzo yezibrand: kanjani ukuthuthukisa abantu abafuna zinto ezehlukene ngaphandle kokwesaba ukuthuthukisa uthando oludala
Mali yezibrand eyinhle kungaba yiphi?
- Kubukeka kwezibrand:abakliyi bazakwazi ukwazi ukuthi izibrand zibhekene nani ngokuthuthukisa
- Ukufanana kwezakhamizi:Izintengiso ezintsha zingafuzwa kwezinhloso zezinqumo, hayi ukuvota okuzizwa kuphela.
- Ukuthothuka kwesikhathi:ukudonsa kwezombusazwe kumele kuwele ukuthandwa ngendlela yokwethenana ukuthi ukulethwa kungathuthuka kwezinhloso.
- Izakhi zobumbano:inhlangano nezwi zingafunda zingapheli zingabuyiseli emuva ngokungathandeki izakhi zokubamba.
- Izimali:ukuthenga, ukuphatwa, umhakelo nengeniso yomzago zingabamba ukuthula kwezwe.
- Ufunda:izichazamazwi zingadinga izihloko zingacidiyo nezizo zokuthola ukuthi kufikeleze ukwazi ukwazi ngokwezwa lokwazisa.
Kuphi ukhona igama “ukukhula”?
Ukukhulauhusiana nezwi lomdabugrōwan, meaning to grow, flourish or increase. The word originally described living development and later expanded to quantities, organisations, economies and influence.
Ekubrandingeni, ukukhula kungahusisha ukwazisa, ukwethemba, abathengi, imali, amathopo atholakala ngokwezwa lokwazisa. Lezi zindawo azikwazi ukuthi zikhule zilande. Ibrandi ingathola abalandeli ngazingi abathengi, noma ithole ukuthenga ngokwezwa lokwazisa ngokupheleleka kwezwa lokwazisa.
Isibonelo esidumile: Ukuphila kwe-LEGO
Ukubuyela kwe-LEGO kwaze kwaphinda kwakhulisa ukukhula kwawo-2000 kungachazwa njengesibonelo sokukhula ngokuthula okwengeziwe. Emva kokuthula okwengeziwe nokwamukelwa kwezinhloso zokwazisa, ikhompani yabuyela emuva ekuthatheni ukujabulela kwezinhloso zokwazisa, yathuthukisa ukudonsa kwezombusazwe, yathuthukisa amapartishipi abungakwazi ukuthula kwezinhloso zokwazisa, futhi yathuthukisa izakhi zokwazisa zokuthula kwezinhloso zokwazisa zokwazisa.
Isifundo ukuthi ukukhula hakumele kudonse amathopo angakwazi ukuthula kwezinhloso. Ibrandi ingakhula ngokuthula kwezinhloso zokwazisa, ngokuphela amathopo angakwazi, ngokwazisa amathopo angakwazi ngokuthula kwezinhloso zokwazisa.
Izwi ezihusiana nezokukhula kwebrandi
- Ukulinganisa:ukukhulisa ukuphenya noma ukufikiza buntu ngaphandle kwemikhozo nemibono iphakeli ngendlela efanayo.
- Ukuvuselela:ukuthola abathengi bangapi noma ukusetshenziswa kwenye soko elisemthethweni.
- Ukuthuthukiswa kwezokuthenga:ukunquma kwenza kanye nendlela entsha noma kuzwe.
- Ukwenza kwemikhakha:ukusetshenziswa kwemikhakha eyodwa ukwazi ukwenza kwenye uhlelo lwendabuko.
- Ukugcina:ukugcina isoko kuziye zifanayo noma zingekho emthethweni ngokwemikhozo noma izinhlobo.
- Ukuxhumana:ukuxhumana okwenziwa ngabantu bokuwiniwa ngezindaba zemikhakha, izinhlangano noma izakhiwo.
- Ukugcina abathengi:ukugcina abathengi benguquko lami lokuqala nokuqhubeka.
- Izakhiwo ezihlukeke:izakhiwo zemikhakha ezingaziwa kakhulu zifana nezihloko, imibala, izingane, imimilo noma izingoma.
- Ukunciphisa kwemikhakha:ukuncipha ukwazi noma ukwazi ukwazisa ngokwemikhozo noma ukukhulisa kakhulu.
Njengomculo ocwaningi kule bhuku
Indlela Yokukhanya KweFacebook
Subrat Kumar ukhuluma ngomhlabathi owodwa kanye nezivumelwano zayo zokuthuthukisa ezifana nezingxenye, ukubambisana, izinhlobo zokushayela zingathunyelwa kanye nezimo zokubukeka kwa Facebook. Kungabhuku elincane kunazo zonke ezihambelana naziphi na elungile kakhulu kubafundileyo abaphila kwaFacebook njengomphakathi mukhulu noma njengenhlelo yokuthola.
Thathafani mihla ngemitha yokuthuthukisa ukusebenza kwenhlangano, wenza ukhumbule ukuthi iningi labantu labafolayo lingashadi ukuthuthukiswa kobuchwepheshe noma ukukhula komphakathi.
Sayensi yeScaling
Benjamin Hardy na Blake Erickson bafundisa abasunguli ukuthi bafunde phezulu ekuqaleni ngomoya ojulile kakhulu kanye bazibheke futhi izinhlobo, amakhono kanye nezimo ezibeka ukuthuthukiswa kwamanje.
Thathafani mihla ngemitha yokuthuthukisa ukusebenza kwenhlangano, wenza ukhumbule ukuthi iningi labantu labafolayo lingashadi ukuthuthukiswa kobuchwepheshe noma ukukhula komphakathi. Ukukhanyisa kwakho kubranding kubaluleke kakhulu ekuthuthukiseni ukuthi umphakathi unagalela ukuletha emuva ikhono lakho.
The Growth Dilemma
Annie Wilson na Ryan Hamilton bafundisa abasunguli ukuthi bafunde phezulu ekuqaleni ngomoya ojulile kakhulu kanye bazibheke futhi izinhlobo, amakhono kanye nezimo ezibeka ukuthuthukiswa kwamanje. Kungabhuku elihambelana kakhulu nezinye ezihambelana naziphi.
Thathafani mihla ngemitha yokuthuthukisa ukusebenza kwenhlangano, wenza ukhumbule ukuthi iningi labantu labafolayo lingashadi ukuthuthukiswa kobuchwepheshe noma ukukhula komphakathi. Ukukhanyisa kwakho kubranding kubaluleke kakhulu ekuthuthukiseni ukuthi umphakathi unagalela ukuletha emuva ikhono lakho.
Ukufundiswa kwenhlangano
Meneja weFacebook page:thathaIndlela Yokukhanya KweFacebook.
Sunguli esikhuluma ukuthuthukisa:thathaSayensi yeScaling.
Mphathi webranding esikhuluma ukuthola abantu abalinganayo:thathaThe Growth Dilemma.
Umphakathi osebenzayo:thatha ukhetho lwebrand-growth kwanza, wena ukwakha amakhono wobuchwepheshe wobudlelwane wena uthathe ukusebenzisa kwechannel kwethule
Imibuzo ejwayelekile
Ingabe ukukhula kwenhlangano kungesona na ukukhula komphakathi?
Hayi. Ukukhula kwenhlangano kumele kubukeke ngokwezinga lokuthola; ukukhula komphakathi kudzinga ukwakha isimo esithile, ukwakha ukwazisa, ukwakha umthakathi noma imiphumela yezimali.
Ingabe ukukhula kwenhlangano kungadidla umphakathi?
Ewe. Imiphumela yezikhonzi, ukuthenga okungahambisani, abathengi abangafani kahle kanye nemithombo yabantu iyadinga ukuthi ibe ngokuthengisa kwezikhathi zingaphambi kwesikhathi eside.
Ingabe kufanele ibrand eyodwa ibekezele kuhlela yonke yabathengi?
Akukho kwenzeka. Imibhalo eyinganeki iyadinga kufakwa ngezinhlelo zokuthengisa kanye nendlela yokuxhumana, wakwenzeka zingahle kubuyekezwa ngokuthi kufanele kwenziwe ibrand eyodwa eyengeziwe kanti kufanele kwenziwe uqondo ukuthi akufanelwe kuthengwa.
Iziphi izigidi zokuthuthukisa zingafakwa?
Qhakamba ukufikwa kanye nokuxhumana kwenhlangano zokuthengisa, ukwakheka, ukuthuthukisa, ukuphila, ukuthengisa, umthombo, kanye nezifundo zokuthengisa ezifundwayo.
Kungani asho iziphiwe?
Iziphi zika-Amazon, iziphi zokuthengisa, kanye nezindawo zingachitha ngendlela kanye nesikhathi. Iziboko zifaka izihloko zokuthengisa zangoku.