Uliqala njani ibhrendi kwiiNyathelo ezisi-7

Iibrendi, ubuhle bazo, ixabiso, kunye nelizwi, zizinto ezenza amashishini abonakale kwihlabathi liphela kwaye, emva koko, isizathu sokuba ishishini livalele abathengi nokuba bakuphi na. Umzekelo omkhulu wale nto yi-Apple, ethathwa njengelona phawu lixabisekileyo ngo-2022, lifikelela kuqikelelo lwe-2.66 yeetriliyoni zeedola - elona phawu kwihlabathi eliza kufutshane ne-3 yeetriliyoni zeedola. Ukuba ne-iPhone kunye nekhompyuter yeMacbook ngoko nangoko kukubonisa uphumelele, kunye nabaphembeleli kunye nosaziwayo bonke abangabanini. Uphawu lwe-Apple sesona sizathu sibangela ukuthandwa kwayo kunye nesikhundla esilandelayo phezulu kuqikelelo lwenkampani yehlabathi.

Omnye umzekelo yi-Coca-Cola, ebulela i-branding enkulu kunye nokuthengisa (kuquka ukutshintsha umbala we-Father Christmas ukusuka eluhlaza ukuya kubomvu ovunyiweyo kunye nelungelo elilodwa lomenzi wehlabathi!) iye yaphakama ukuze ibe ngomnye wabenzi botywala abaphumeleleyo kwimbali. Ngo-2021, uphawu lweCoca-Cola lwaluxabisa i-87.6 yeebhiliyoni zeedola.

Ukwakhiwa kwebrendi kunemiba emininzi ekufuneka iqwalaselwe, enokushiya oosomashishini bengaqinisekanga ukuba baqale phi. Sichaze amanyathelo alula asixhenxe ukukunceda ukuba uphuhlise isicwangciso sophawu olomeleleyo xa ucinga ngendlela yokuluqala uphawu.

Isiqulatho
Ukwahlulahlula kwabathengi kunye nokuchaza abaphulaphuli ekujoliswe kubo
Ukuphanda abantu okhuphisana nabo kunye nokuseka injongo yophawu
Ilogo kunye nokudalwa kwesilogeni
Ukwakha ibali lohlobo
Ukuseka ilizwi lokuthengisa
Ukudibanisa kunye nokuhlala unyanisekile kwi-brand yakho
Ukusekwa kwebhrendi: indlela yokukhuthaza uphawu lwakuba lwakhiwe

Ukwahlulahlula kwabathengi kunye nokuchaza abaphulaphuli ekujoliswe kubo

Inyathelo lokuqala lokwakha uphawu lwegama kukuchaza abaphulaphuli ekujoliswe kubo.

Ukwahlulahlula abathengi yindlela entle yokuqonda ukuba ngubani umthengi wakho - iminyaka yabo kunye nesondo, ubuntu, ukuziphatha, idemographics yentlalo, ijografi, kunye nokunye. Emva koko, usebenzisa olo lwazi unokubumba ulwimi lwakho lophawu, ubuntu, kunye nemibala (phakathi kwayo yonke enye into) kuloo mthengi. Ukongeza, le datha inokunceda ishishini liqonde indlela engcono yokunxibelelana nabathengi babo - imidiya yoluntu kubathengi abancinci, umzekelo.

Kukho iimodeli ezine ezingundoqo zokwahlulahlula ezinokuthi kunye zincede ishishini limisele imveliso, ixabiso, ukunyuswa, kunye nokubekwa evenkileni:

• Ukwahlulahlulwa kwabantu: Ubudala, isini, umvuzo, imfundo, kunye nobume bomtshato.
• Ukwahlulahlula ngokwejografi: Ilizwe, ummandla, iphondo, isixeko kunye nedolophu.
• Ukwahlulahlula ngokwasengqondweni: Ubuntu, isimo sengqondo, imilinganiselo, nezinto anomdla kuzo.
• Ukwahlulahlula ngokwendlela yokuziphatha: Utyekelo kunye nezenzo rhoqo, iimpawu zemveliso okanye ukusetyenziswa, kunye nemikhwa.

Ukuphanda abantu okhuphisana nabo kunye nokuseka injongo yophawu

I-brand yeshishini kufuneka izenzele ngokwahlukileyo kwabo bakhuphisana nayo ngokuphendula umbuzo wenjongo yalo.

• Sisiphi isikhewu esisivalayo emarikeni?
• Zeziphi iindawo zokuthengisa ezizodwa (ii-USPs) zophawu?
• Yintoni injongo yokuthengisa kwimarike?

Ezi inokuba zizinto ezinjengokusebenzisa iimveliso zendalo, ukuba yeyona ndlela inexabiso eliphantsi emarikeni, ukunika umgangatho ophezulu, nokunye. Xa umthengi eqonda ukuba kutheni bethenga kwinkampani, baziva benokuqonda okunzulu kunye noqhagamshelo kwi-brand, oko kuthetha ukuba banokubuya. Ukongeza, ukuba injongo yophawu ithetha nabo kwinqanaba lokuziphatha okanye lengqondo, banokuziva benyanisekile kwi-brand.

Ukuseka injongo yebhrendi, qiniseka ukuba uyayiphakamisa ingxelo yenjongo yebhrendi yakho - oku kunokuboniswa ngelogo, isilogeni, okanye iintengiso.

Ilogo kunye nokudalwa kwesilogeni

Ukusetyenziswa okuchanekileyo kwelogo kunye neslogan zezinye zeendlela ezilungileyo zokwenza abathengi bakhumbule uphawu. Oku kubonakaliswa kakuhle kukuba xa ujonge lo mfanekiso ungezantsi, abaninzi abantu baya kuqaphela ngaphezu kwe-50% (ukuba ayikho i-100%) yabo.

Iilogo kunye neethegi, okanye izilogeni, kufuneka zibonise ubuntu bohlobo. Ngale ndlela, umthengi uya kuyibona ilogo okanye afunde isilogeni kwaye ngoko nangoko azi, hayi nje ukuba leliphi ishishini, kodwa nokuba zeziphi na ixabiso kunye nenjongo yeshishini. Ukwenza oku ngokufanelekileyo, qwalasela umbala wemibala yelogo kwaye uqiniseke ukuba usebenzisa i-buzzwords kwisilogeni sophawu lwakho.

Umzekelo wesilogeni

Ukusebenzisa umzekelo we-Apple kwakhona, ngo-1998, abasunguli be-Apple, uSteve Jobs kunye noSteve Wozniak, beza nesilogeni esiqaqambileyo "iThink, ke iMac." Esi siqubulo, sidityaniswa nelogo eyaziwayo efana ne-apile, ikwazile ukuxelela abathengi ukuba ikhompyuter ye-AppleMac yeyona igqwesileyo emarikeni ngokwetekhnoloji, kwaye iyodwa kuye nabani na okrelekrele (leyo wonke umntu ekholelwa ukuba yiyo).

Ukwakha ibali lohlobo

Ukwakha ibali lophawu yinxalenye ebalulekileyo yalo naliphi na ishishini' iqhinga lophawu. Abathengi bathanda ukuziva ngathi banegalelo kwinto enentsingiselo, okanye banokunxulumana nophawu ngandlela thile. Kulapho isicwangciso sophawu sixabiseke kakhulu.

Kukho imizekelo emininzi yezicwangciso zebhrendi eziphumeleleyo (ungancinci ii-Apple), kodwa kwezinye iindidi, nanga amabali ebhrendi aphumeleleyo:

• I-LEGO: Omnye wabenzi bezinto zokudlala zabantwana abaziwayo emarikeni ubalisa ibali lokufuna ukunceda abakhi bangomso - ukubonelela ngokusebenza ngokunyamekela imfundo yezizukulwana ezizayo. Olu khathalelo lwabantwana kunye nophuhliso lwabo lwakhokelela ekubeni i-LEGO yamkelwe ngobuninzi, ukusuka kwi-1930 ukuya namhlanje.
• TOMS izihlangu: Olu hlobo lusebenzisa ibali lomseki, uBlake Mycoskie, njengomqhubi oyintloko. Ibali lihamba ukuba uMnu. Mycoskie wayejikeleza eArgentina, apho wabona ubuhlwempu obukhulu. Oku kwamqhubela ekubeni amisele iiToms, apho ipere nganye yezihlangu ezithengwayo, umntwana omnye olihlwempu wayefumana iperi yezihlangu ezitsha. Eli bali le-brand alizange lincede abathengi bazive belungile malunga nokuthenga kwi-TOMS, kodwa kukhokelele ekubeni bathande kwaye bahloniphe i-brand, ekhokelela ekuthembekeni kwe-brand.

Eyona ndlela ilungileyo yokudala ibali lebhrendi elinempembelelo ephezulu kukuba nabalinganiswa abakholelekayo, ingqiqo yenjongo yokuphucula into ethile kubathengi bakho (njengokujongana nophuhliso lwabantwana, intlupheko, okanye inkcitho enkulu), kwaye uyithethe ngokuzithemba nangokuzingca — kufuneka ukholelwe ibali lakho ukuze abathengi bakho balikholelwe.

Ukuseka ilizwi lokuthengisa

Xa kwakhiwa uphawu, ukubaluleka kwegama lophawu akunakujongelwa phantsi. Ilizwi lophawu kufuneka libonise ngokupheleleyo ubuntu bophawu, iimveliso ezithengiswayo, kunye nabaphulaphuli ekujoliswe kubo. Kucacile ukuba ivenkile ethengisa izixhobo zokuzingela iya kuba nelizwi lohlobo elahluke kakhulu kwelo lithengisa iithoyi zabantwana.

Nayiphi na inkampani, nokuba iqhutywa ngumnini weshishini elikhulu okanye elincinci, kufuneka iqinisekise ukuba ilizwi labo lebhrendi lilungile kwinto abazama ukuyidlulisela kumthengi wabo.

Umzekelo wezwi lophawu

Umzekelo omkhulu yiLush Cosmetics. Le venkile yezithambiso yaseBritane igxininisa kwindalo ngokupheleleyo, iimveliso zokuzinyamekela ezipakishwe kwipakethe ehlaziyiweyo isebenzisa ifonti ebhalwe ngesandla kwipakethe kunye neentengiso, kwaye ichaza iimveliso zayo ngeendlela ezikhohlisayo "abaza kuziqonda abantu abadala, kodwa abayi kuphawulwa ngabaselula nabamsulwa."

Le ndlela icacileyo, i-cheeky, eyonwabisayo, i-eco-focused ifezekisiwe kuba inkampani iyazi ukuba ngubani na abaphulaphuli ekujoliswe kuyo - i-eco-aware, abantu abadala abancinci abangazicingeli kakhulu.

Ukudibanisa kunye nokuhlala unyanisekile kwi-brand yakho

Kuyenzeka ukuba ibhrendi itshintshe inkangeleko yayo (emva kwayo yonke loo nto, kunye nembali yakwaMcDonald's ephinde wanyanzelwa ukupakishwa kwayo). Nangona kunjalo, isitshixo sokufumana inkangeleko entsha yebhrendi yakho kukungasuki kumaxabiso aphambili enkampani. Umzekelo woku unokubonwa kwi Dunkin ' (obesakuba nguDunkin' Donuts), owathi nangona ebenze mfutshane igama labo, bahlala benyanisekile kwinkolelo yabo yokuba ngummi olungileyo weshishini-enkosi kubo, bavotelwe inombolo #1 ekuthembekeni kwabathengi.

Ukongeza kokuhlala unyanisekile kumaxabiso aphambili ophawu lwakho, kubalulekile ukudibanisa umyalezo webhrendi yakho, ilizwi, kunye nebali kuwo onke amaqonga akho kunye neendawo zokuthengisa. Oku kuthetha ukusebenzisa ilogo efanayo, isilogeni, ifonti, imibala, ilizwi, imiyalezo, amabali, nokunye kuzo zonke iintengiso, Imidiya yokuncokola, Amaqonga eCommerce, email marketing, ukhetho lwemveliso, kunye ukupakisha.

Ukusekwa kwebhrendi: indlela yokukhuthaza uphawu lwakuba lwakhiwe

Ngokuchaza abaphulaphuli ekujoliswe kubo kunye nokwakha uphawu olujikelezileyo, ishishini linokuchonga ukuba zeziphi iindlela ezilungileyo zokuthengisa kulo. Umzekelo, kwi-brand ejolise kubathengi abancinci, i-intanethi (kunye nemidiya yoluntu ngokukodwa) yeyona ndlela ilungileyo yokuhamba. Kubathengi abadala, iziganeko, ukuseta izitulo, kunye nokunxibelelana ngokuthe ngqo (nge-imeyile okanye ngefowuni, umzekelo) kunokhetho olungcono.

Nokuba kukwi-intanethi okanye kwisitrato esiphakamileyo, isixa esicetyiswayo sotyalo-mali kwi-brand yi-5-15% yohlahlo lwabiwo-mali lulonke lweshishini — i-12-15% yayo kufuneka ityalwe ngokuthe ngqo kwintengiso yemidiya yoluntu.

Ukwakha uphawu kunokuba nzima, kodwa ukuqondwa okuphuculweyo kunye nokunyaniseka komthengi okufunyenweyo xa kwenziwe ngokufanelekileyo kufanelekile - jonga nje iApple!

Iingcamango zokugqibela malunga nendlela yokuqalisa uphawu

Ukuqukumbela, ukwakha uphawu yinkalo ebalulekileyo yokuqalisa ishishini, kwaye kufuna indlela yobuchule. Ngokulandela amanyathelo asixhenxe achazwe kweli nqaku malunga nendlela yokuqalisa uphawu, unokwenza isiseko esomeleleyo semizamo yakho yokwakha uphawu. Khumbula ukuba isazisi sakho sophawu kufuneka sibonakalise injongo yebhrendi yakho, kwaye kufuneka sisoloko sinxibelelana neenqobo zakho kunye nesiphakamiso sexabiso kubaphulaphuli bakho.