Ubume kunye nokuveliswa kweenkcukacha zenkampani

Isibonakaliso sobungqina bentlangano akusiyo kuphela imikhiqizo ephakamileyo yemveliso, kodwa ikwayila ngendlela efanelweyo yamaxwebhu, amagama kunye neebheji zabasebenzi. Oku kungumxholo wobugcisa beqela kunye nezinga eliphezulu lokuqaphela. Isitayela senkampani sabizwa ngokuthi "ubunikazi", ngesiNgesi "yesazisi."

Yintoni "ubuni"?

Ubume bendalo yendalo imifanekiso ekhethekileyo ehambelana neqhinga leenkcubeko kunye neengcamango, ukuphucula idumela kunye nesimo sekhontrakthi. Inqaku leli xesha liquka iinkalo eziliqela:

1. Inkqubo yokwamkelwa.
2. Isethi yamacandelo akhethekileyo kwisakhiwo sobugcisa kunye nobugcisa obumba umfanekiso wangaphambili.
3. Isiseko esibonakalayo seshishini.
4. Imigca yemigca, imilo kunye neempawu eziselungwini olufanayo.

Injongo yaso ephambili kukuba uhlukanise inkampani kwiluhlu oluqhelekileyo ngenxa yemifanekiso eqingqiweyo, eya kuqinisekisa ukuqatshelwa kwegama lokuthengisa. Inendima ebaluleke kakhulu idlalwe nguyilo lobunikazi - iinguqu zokuqala zomfanekiso, ifom kunye nendlela okubonakaliswa ngayo uphawu. Izixhobo:

1. ILogo - painted sign.
2. Ubunikazi benkampani ngumfanekiso obonakalayo.
3. Ulawulo lweBrandbook lomsebenzi ngale ndlela.

Yiyiphi "ubume benkampani"?

Ubunikazi benkampani ludala uchungechunge olubonayo oluye lwangqinelana nekampani elungileyo, umzekelo oqhelekileyo yi-apple ye-Apple. Igama elithi "iqumrhu" lithetha into ephakamileyo eneenkalo ezininzi ezinika ukuphakama kwendawo yokuhlala, phakathi kwamashishini amashishini kunye noluntu. Ngokuqhelekileyo le ngcamango ibonwa njengesiqendu seengcamango ezibonakalayo nezomlomo ezingenakutshintsho ezibonelela ngombono jikelele malunga nombono, iimveliso kunye neenkonzo.

Ukongeza kwimiba ephambili, ubume beenkampani zibandakanya iinkalo ezongezelelweyo zenkampani ezahlula inkampani kwiqulatho jikelele:

• inkcubeko;
• ifilosofi;
• ukuziphatha.

Ubume kunye nobunikazi benkampani - yintoni umehluko?

Abantu abaninzi babhekisela kwisazisi njengegama lomntu ochaziweyo, kodwa oku akunjalo. Ingcamango "yobume" bubanzi kakhulu, kubonakalisa umbono, ixabiso kunye neenjongo zenkampani ngomfanekiso omnye. Isiseko salo mfanekiso yindlela indlela ebone ngayo ishishini layo. Ubuni bobume benkampani luphuhliswe kwiinkqubo eziyinkimbinkimbi, ingqalelo nje kuphela iinkcukacha zeenkampani, kodwa kunye nokuhambelana kwesikali sombala.

Uthini umahluko phakathi kobuni kunye nobunikazi benkampani? Ubunikazi benkampani iyimvulophu ebonakalayo yobunikazi, ukuziphatha kwayo ngokusebenza. I-logo ngumzekelo wesazisi, kwaye imigaqo yokuyifaka kwifom kunye namaxwebhu sele sele isitayela sombutho. Inikwa kwincwadi-yomxholo wencwadi, ephuhliswa ngokufana ne logo kunye nezinye izixhobo: izinto ezikhunjulwa ngamabhodlela, izinto zobume.

Ubume kunye nokushicilela

Abantu abaninzi banokudibanisa nombono wokwenza i- branding nobunikazi, nangona bahluke kakhulu:

1. Ukubhenca - umfanekiso weskampani, umbono wabathengi malunga nenkampani, inkqubo yokwenza lo mfanekiso.
2. Identity isethi yezixhobo ezenza umfanekiso: stylistics, imilo, umbala.

Inkampani yesazisi ihlula ukwahlula uphawu phakathi kwabanye ukuze abantu bakwazi ukuqonda ngokukhawuleza inkampani nge logo. Isekelwe kwidokethi ebizwa ngokuba "isikhokelo", esichazela ukhetho lokusebenzisa iimpawu zentengiso kwiimveliso zentengiso. Iimpawu zempumelelo kunye nokuphumelela kokusetyenziswa kobunikazi zinikezelwa ukwenzela ukuba abaklami bexesha elizayo bafunde kwiindawo ezilungileyo nezimbi.

Uphuhliso lwezozisi

Ukuphuhliswa kolwazi ngumsebenzi onzima, oku kwenziwa ngeenkampani ezidalwa ngokukodwa. I-brand igama, inkcazo yento eyenziwa yinkampani, isiqubulo kunye nembono ehlukile. Ubunikazi benkampani ukuqinisekisa ukuba zonke izixhobo ziyahambelana kwaye zisebenza ngcamango enye. Kukho imigaqo emininzi ekufuneka ikwazi kulabo benza umyalelo onjalo:

1. Umfanekiso kufuneka udalwe uthathe ingqalelo into ethile yemveliso.
2. I-logo kunye nemibala yenkampani kufuneka ixhase imbono yoshishino , khumbula.
3. Zonke izinto zenziwe ngeendlela ezibonakalayo.
4. Umfanekiso kufuneka uqhagamshelaniswe negama lenkampani ekubonweni kwabathengi.

Ubume - iincwadi

Ukudala kwesazisi ngumsebenzi weengcali, kodwa banokukwazi ukukwenza lo msebenzi kunye nenkampani enye engakwazi ukuhlawula iprojekthi enkulu. Ukunceda ezo ngcali zipapashile iincwadi eziye zabonisa ubungakanani beengcebiso ngokusebenza:

1. Pavel Rodkin. "Ubume. Identity Corporate.
2. "Ifowuni kwi-Identity." Maria Kumova.
3. USergey Serov. "Iimpawu zezophawu zanamhlanje."
4. UBenoit Elbrunn. "ILogo".