Imibutho yanamhlanje iyanyanzelekile ukuba isebenze kwiimeko zokukhuphisana okukhulu, ingcamango ekhethekileyo yoshishino kunye nokudala umgaqo-nkqubo wayo kukunceda uphile. Ubunikazi benkampani yomnye yenye yeenkcukacha ezisebenzisayo ukudala umfanekiso omhle nokwandisa imali engenayo.
Ziziphi iinkcukacha zobambiswano?
Phakathi kwemigangatho yokuthengisa, kukho iingcamango malunga neentetho ezingenayo kuphela iingcali ze-PR, kodwa bonke abanye abasebenzi bekampani. Ingeniso yomvuzo womntu woshishino uncike kubo, nantoni na ayitholayo. Ubunikazi benkampani isiseko somgaqo-nkqubo womnxibelelwano. Enye yeendlela eziphambili zomzabalazo wokuqwalasela umthengi, ngoko ke inkcazo yayo ibandakanya imiba emininzi:
- Icandelo elibalulekileyo lokutshatyalaliswa kwegama, ukucinga indlela edibeneyo yoyilo lwamaphepha oshishino, ukuthengiswa kunye namaxwebhu obugcisa.
- Isethi yeembonakalo ezichazwe njengezinto zenkampani zenkampani ezidibanisa zonke iinkcukacha ezivela kwiqumrhu ukuya kwindawo enye ye-semantic.
- Ukwenza ukuqwalaselwa kwebhendi ngenjongo yokuthenga kubathengi abajoliswe kuyo.
Yintoni ebandakanywe kwi-identity identity?
Umthamo womxholo ungentla ungabonakali ukuba uluhlu lwezinto zalo luya kuba lukhulu. Lo msebenzi, njengokulungelelaniswa koyilo, kubandakanya ukufumana izinto ezenza inkampani yenkampani. Ngokweyiphi na incwadi ebhalwe nge- branding , iquka:
- uhlobo lomntu ngamnye;
- makhadi o shishino;
- imibala eyisiseko kunye eyongezelelweyo yohhwebo;
- maxwebhu kunye nexwebhu;
- uphawu lophawu;
- logo.
Kutheni sifuna ubunikazi beenkampani?
Iinjongo apho kukho enye indlela okanye enye indlela yokuthengisa, ebizwa imisebenzi yayo. Bachaza intsingiselo kunye nolwalathiso lomsebenzi, kunye nolwalamano phakathi kwezinto zenkampani. Iimpawu ezahlukileyo zenkampani ziquka imisebenzi elandelayo yendlela yokusebenza:
- Umsebenzi wokuhlukana . Ulwabiwo lweempahla kunye neenkonzo ukusuka kwinqanaba elifanayo kunye noluncedo ekuqhelweni phakathi kwabo.
- Umsebenzi wesithombe . Ukuqulunqwa nokukhuthazwa komfanekiso obonakalayo kwaye uyingqayizivele wekhontrakthi, usebenzela ukwandisa udumo kunye nodumo.
- Umsebenzi wokuBambisana . Impembelelo ekungeneni kwintengiso yomthengi ngenjongo yokwakheka komfanekiso omhle wokuvelisa.
- Umsebenzi weWarranty . Umlimi, owenza iintengiso, uzalisekisa izithembiso umthengi kufuneka azihlangabezane neemfuno zakhe.
Iintlobo zobunikazi benkampani
Ukwahlula kweentlobo ze-branding zenziwa ngokwemiqathango yabathwali bayo. Iquka zonke iindlela zokunxibelelana kweentengiso kunye nabathengi. Iimpawu zanamhlanje zesazisi zenkampani zivumela ukuba sikwazi ukwahlula iindidi zayo njenge:
- Ubunikazi benkampani yezinto zangaphakathi kunye nezohlobisa inkampani;
- iifom yokwenziwa komsebenzi;
- uyilo lwezinto zokupakisha;
- izithuthi zekhompyutheni zendlela yokusebenza;
- iimpapasho ezipapashwe kunye nemveliso yokushicilela imifanekiso.
Indlela yokudala ubunikazi benkampani?
Ekubeni ukuphuhliswa komfanekiso obonakalayo wenkampani kufuna uxanduva olwandisiweyo kunye nokuqonda okungakumbi iminqweno yomthengi, ukuphuhliswa kobunikazi benkampani kufuneka kuwele kumahlombe ootitshala. Ukongezelela kubayilayi, kufuna uncedo lwabathengisi, iingcali zengqondo, iipolgraph iingcali kunye nabaculi. Iqela leengcali lidala umfanekiso wenkampani kwizigaba eziliqela:
- ILogo development . Le nxalenye ephambili ekuya kuyo ezinye izakhiwo zomfanekiso wenkampani eziza kubalwa. Amafonti kunye nemibala esetyenziselwa i-logo iya kubakho kumakhadi oshishino, imiqondiso nakwiwebhusayithi yekampani.
- Ukuyila uphawu lokuthengisa . Iyakwazi ukuthetha, isandi, i-pictorial, inokukhanya okanye idibeneyo.
- Ukuphuhliswa kweetekheta . Bakugxininisa isimboli senkampani yamaxwebhu asemthethweni, ngoko kufuneka iqulethe uphawu okanye uphawu lweenkampani.
- Ukudala amakhadi omashishini . Ziyodwa, kodwa zikukhumbuza ukuba yiphi inkampani umqeshwa.
Isingeniso sesitayela senkampani
Kwimizamo yokukhangela ngokutsha uphawu lophawu aluyekanga, kufuneka ufezekise imisebenzi emininzi ukuze uyenze. Ukunyuswa kobunikazi benkampani akubandakanyi omnye, kodwa umsebenzi osisigxina ekudaleni umfanekiso oyingqayizivele emehlweni abaphulaphuli, okuquka:
- iingxoxo ezicacileyo kunye nabasebenzi beenkampani;
- izabelo ezinkulu zokwedluliswa kwezinto zesitayela kwiingubo, iimpawu kunye namaxwebhu enkampani;
- ukubamba iintetho okanye imiboniso;
- ukudalwa kwezinto ezikhumbuzo.
Iincwadi kwi-style yabasebenzi
Iincwadi zezifundo ekuphuhlisweni komfanekiso zingezantsi kwinqanaba leencwadi kwi-design. Ukuqala ukuqhelana nabo kubalulekile kwiimpapasho ezibhalwa ngolwimi olulula kwaye zityhila iziseko zokudala umyalezo omnye wokuthengisa. Isitayela sezobhengezo kwiintengiso ziya kunceda ukuvakalisa ukufundwa kweencwadi ezifana nale:
- "Izinto ezisemgangathweni yombono wokwakha" Inna Alexandrovna Rozenson. Le ncwadi iqondiswa kubafundi nakubasebenzi beenkampani ezifuna ukudala umsebenzi wokudala nokufundisa ukwenza izigqibo zokuyila.
- "Uphawu lokuthengisa: ulwa neentsingiselo" uValery Borisovich Semenov. Incwadi ichaza ubuchwephesha bokuyila iimilo kunye nezinye iimpawu zemveliso ezahlukileyo, ezifanelekileyo kwimimandla yoshishino eyahlukileyo.
- "Ubume benkampani. Ukudala ubume benkampani kunye nokubonisana ngokubonakalayo kwishishini. " Mark Rowden. Le ncwadi yenye yezona zikhokelo ezigunyazayo kakhulu ukucwangcisa inzuzo yendlela yokubambisana nabaqhubi.
- "Ubuni besazisi. Isikhokelo sokuKwakha, ukuKhuthaza nokuXhaswa kweeMveliso eziMandla. " UAlina Wheeler. Umbhali ucinga ngeendlela zokubhaliweyo nezamehlo zebhendi kwizinto ezenzekayo kwinkqubo yenkampani.
- "Uyilo: Imbali kunye neNtsomi" uNatalika Alekseevna Koveshnikova. Le ncwadana dwelisa imizekelo yoyilo ukususela kumaxesha okusetyenziswa kobugcisa beLizwe laMandulo, ngoko abaqulunqi bawusebenzisa ngokuphefumlelweyo.