3 ibhuku zebranding ezingelana

Kungabe kanjani amabuku wezobranding athe

Amabuku athe abheka izinga elihlukene zesifiso esisodwa. Ulli Appelbaum ugoduka ekutholeni na ekuphoqelekeni kwempumelelo. Alina Wheeler and Rob Meyerson bacisisa ngempela ugcwaningo, isitareji, ukubheka, ukusungula, kanye nogubani. Al Ries and Laura Ries baphatha imipho iqakathekileyo mayelana nokuzihamba, izigaba, kanye nokuhlukahluka.

Ingaba ichitha yempumelelo inalutho lula ngempumelelo ongaphambi kwethu. Iqembu elilungisa umhlangano wezokuthola inempumelelo inadinga izipho ezehlukene kunezinye ezinikela kwenye uhlelo lwezobranding kanye nezinye ezifuna ukarhulula mayelana nezobranding. Ukuthola okungenzeka kucacisa kuhle kwezinhloso, uhlelo lwezesebenzi, kanye nabasebenzi abangaphezulu kulabo abathintana nabo ngokushesha kwezimali nangokushesha kwezinkinobho.

Yintoni engabhalisa inkinobho yezobranding?

Inkinobho yezobranding ingabhalisa abanini abafunda ukuthi abeke amazwi angcolile kwenza uthando. Ingaqhuba abafundi ukuthi bafine audience, bazihambeli izihambi, baziphoqe amazwi, bazihlanganise ngokwesibonelo, kanye baziphile ngokuthula ngokwesikhathi sokuthintana. Amabuku amahle afana nabo ngokwesikhathi sokuthula: ukuthola inkinobho, uhlelo lwezobranding, kanye nogubani buningi, kodwa aziqondi.

• Kwabaprista:ukarhulula, ukuzihamba, kanye nezihloko zokwenza izinga zingakho zonke.
• Kwabathengisa:ugcwaningo, ukuthola inkinobho, kanye nezihloko zokuthintana ngokwesikhathi sokuthula zingakho zonke.
• Kwa ngumbulo:isibridge esiqhathanisiwe phakathi kwestratiji na ukufaka kwamavisiyo kuyadinga.
• Kwa ezikwenzi:izihlangano eziningi, ubugwalo, fundo lwezifundo zibuye zibangenzi umsebenzi wabakliyenti.

Kuphi ukhona igama “brand”?

Ligama lesiNgisi "brand"ligama "brand"lilungu ligxile kwigama lesiJalimani lesikhathi sangaphambili elingenye yomculo. Igama laba libehlulekile kuqalwa kwenqola yomculo eyayisetshenziselwa ukubamba inkinobizo, ikakhulu kwezilwanyana nemikhiqizo. Njengesikhathi esizayo, igama laba lalibuka kusuka kwenqola yomculo ukuya kwenza, inkinobizo, sethulo nesifundo esisodwa esisathwelelwe kwenye umkhiqizo noma eyona yethu.

Lokhu kusho ukuthi ukubranding usasazwa kakhulu kuqalwa kwenqola yomculo, kodwa ukubranding wamahhala ushaya kakhulu kunqola yomculo. Ibrand ifundwa ngamagama, ukufaka, izenzo, ukulalela, ubume bempahla nemiphumo eyenziwe ngaphezulu. Logo inabamba inkinobizo; i-brand yindlela abantu bazothanda ukuthi bafike kuyo.

Isibonelo esidumile kusihlabani sesi-brand: Nike

Nike inaonyesha ukuthi iziqalo zesibrand zingalingana. Igama lesine elilinganisele igama lesiGrike lesintu yempumelelo, i-Swoosh ina izenzo zomculo ezivikela, futhi khompyuta yezokuxhumana ina hlanganyela ngokujuluka umculo wezempumelelo nezinzuzo. Akukho iqalo elingenye elisho amandla abrand; ukwazisa kuthola ukuthi zonke zilingana ngokujuluka kusihlabani.

Sithulela ukuthi i-brand identity inawenza njengesistimu. Isibonelo esikhumbula sifanele, kodwa ukwesetshenzwa kwezihloko, umculo wezempumelelo, usombululo, toni yezwi, ukusetshenzwa kwezihloko zingaba noma yini zifanele.

Amagama angaqambili "brand"

• Ukwenza kwe-brand:indawo eyodwa i-brand inaloyithanda ukuthi ibe nayo kwimindeni yabaphathi.
• I-brand identity:amagama nezivisiyo zisetyenzwa ukuchaza i-brand.
• I-brand strategy:izimpendulo ezithatha izihloko zomphakathi, ukwethula, ukwehlukahluka na mwelekeo wa muda longe.
• Isithombe sabandla:ngendlela abandla bamanje bavamiswe ngabantu bangaphandle kwe-organisation.
• I-Brand equity:umthetho ozakaleyo wokwazisa, ukwazisa, ukuthembeka na ukwethula.
• I-Brand architecture:ubudlelwano phakathi kombrandla wemali, sub-brands, izithombo nezinsizakalo.
• Ukungabandla kabusha:ukuguqulwa okwethulwa kwezihloko, ubuso, noma zombili.
• I-Touchpoint:igciwane elilodwa lapho kuthathwa khona noma kufunyanwa umbrandla.

Kucophele izithombe zonke lezi zibukwa

The Brand Positioning Workbook: ichoice yomsebenzi wokwenza

IWorkbook ka-Ulli Appelbaum iyichoice ephakeme. Umthetho wake uya kwi-prompt, amaxercise, na indlela yombrandla eyenziwe ngokwezifiso kanti kwazi ukwazisa kwezihloko zombrandla. Inemanzi kubafundi, abaqali, abahola, kanye nabatsha.

Ithathe ngalo lapho inkinga yakamuva iyiphi na“Lokhu kubandla kufanele kuthatha, futhi ngabe sizifanele ukuthi sikwazi ukuthi sikwazi ukuthi kufanele kuthatha na? ”Iformat yeworkbook inxuseba ukucabanga kwabantu bese kunxuseba nezikhathi zokuhola.

Kubheka Brand Identity: iphrojekthi yomsebenzi wokwenza

U-Alina Wheeler noRob Meyerson baphakanyisa ukubheka kwezihloko zombrandla, izinsizakalo, izitool, kanye nezihloko zomsebenzi, zize zifanele lapho kunezici zomsebenzi eziningi kanye nabaholi bezihloko zombrandla. Ziquka indlela yokuthola ukwazisa, ukwazisa, ukuthembeka, kanye nokuhola kwezihloko zombrandla, phezu kokuthola, kanye nokuhola kwezihloko zombrandla.

Ithathe ngalo njengesihloko sabandla sabasebenzi, rebranding, ukufundisa, kanye nabaholi bezihloko zombrandla. Ukubheka kwakhe kuyisixaxa, ingakho abafundi abafuna ukwazisa okwengeziwe kwezihloko zombrandla bangakwazi ukuthi bafune i-Ries book.

The 22 Immutable Laws of Branding: the strategic primer

Al Ries na Laura Ries baye bezisa ukuthetha kwabo kwiqhaza ezifishene nezikhumbuzekile. Incwadi ifile ukuthonya ukuthetha malunga nokuzikhethela, ukudlala indima, ukubiza, ukukhula, ukwehluka. Imifano yayo na ndlela yayo ifaka izinhlobo zezwi zezinto, zezinto zonke, zokwenza izifundo zilula ukukhuluma, kukhumbula na kukhetha.

Yichitha uma ufuna uhlaka olufanekiso-strategic olulula noma incwadi eyakwazi ukwenza uthetho lwendawo ngaphakathi komphakathi. Thatha “izifundo” njengezifundo ezikhulu ezistrategic zokuthetha ngaphambi komphakathi wakho ngokuthenga kwakho badala yezifundo zokwenza umthetho wakho ngalokho.

Ukuvakasha kwenkosana

Mqala-mholi noma umholi wezinkampani ezincane:qalaThe 22 Immutable Laws of Brandingukuthola ukuzikhethela-strategic, kwenzeThe Brand Positioning Workbookukwenza izifuno zibe nzulu.

Timu ya ukwenza umphakathi:thethaThe Brand Positioning Workbookuma ukuthetha kwenziwa kudinge. ThethaDesigning Brand Identityuma umsebenzi unefaka indawo yonke noma ukubuyisela kwenye indawo.

Mshayeli noma umfundi wezobuchwephesha: Designing Brand Identityinikeza ukubamba okukhulu phakathi kwestratetji, izisa, nezokwenza.

Inkampani yezobuchwephesha:zona zithathu zinaweza ithuba elihlukene: incwadi yezihloko zokwenza umsebenzi, Wheeler na Meyerson zokwenza izisa, na Ries na Ries zokuthetha-strategic.