Kutheni i-Brand Consistency ibalulekile (kunye nendlela yokuyigcina)

Ukuthengisa kudla ngokunxulunyaniswa negama leshishini, imibala kunye nelogo. Nangona kunjalo, ukwenza uphawu kuqulathe ezinye izinto ezininzi, kubandakanya ukuchwetheza kweshishini, ukhetho lwamagama, kunye nethoni yelizwi.

Ngenxa yoko, kuba iyiloo nto abathengi abayibonayo kuqala, ukwenziwa kophawu kunokuphembelela kakhulu iimbono zabathengi malunga neshishini kwaye zibahende ukuba baphinde babe ngabathengi. Yiyo loo nto amashishini engakwazi ukukutyeshela ukuthengisa njengenxalenye yesicwangciso sabo sokuthengisa.

Apha, siza kuphonononga ukuba yintoni ukungaguquguquki kwebhrendi, kutheni ibalulekile, kwaye amashishini anokuyigcina njani ukuze ikhulise ukukhula kunye nempumelelo.

Isiqulatho
Yintoni ukuhambelana kwebhrendi?
Kutheni kubalulekile ukuhambelana kwebhrendi?
Ukugcina njani ukuhambelana kwebhrendi
Gcina ukuhambelana kwebhrendi ukwenza uphawu olomeleleyo

Yintoni ukuhambelana kwebhrendi?

Ukungaguquguquki kwebhrendi kukuziqhelanisa nokuhanjiswa kwemiyalezo ehambelana nexabiso lebhrendi engundoqo, isazisi, kunye neqhinga kuwo onke amajelo okuthengisa kunye neendawo zokuchukumisa abathengi. Kubandakanya ukugcina inkangeleko efanayo, ithoni, kunye nomyalezo ohlala unyanisekile kwisiseko sophawu, ukuvumela abathengi ukuba baqaphele ngoko nangoko kwaye bazive beqhagamshelwe kwibrendi.

Khawufane ucinge ukutyelela ivenkile ye-e-commerce esebenzisa umbala owahlukileyo kunye nelogo kwiwebhusayithi yayo kunezo zisetyenziswa kwiivenkile zayo zezitena kunye nodaka. Oko kukungahambelani kophawu, kwaye kunokwenzakalisa umfanekiso webhrendi. Ukungaguquguquki kwebrendi kuqinisekisa ukuba amashishini ayayiphepha imigibe enjalo ngokuhlala ephawuleka ngokukhawuleza kuwo wonke amaqonga okuthengisa kunye neendawo zokuchukumisa.

Kutheni kubalulekile ukuhambelana kwebhrendi?

Ukungaguquguquki kwebhrendi sisiseko sokwakha ibhrendi eyomeleleyo, ethembekileyo, kwaye eqondwa ngoko nangoko. Ichaphazela kakhulu imbono yabathengi kunye nokusebenzisana ne-brand, echaphazela yonke into ukusuka ekuthembekeni kwabathengi ukuya kwixabiso le-brand.

Oko kuthethiweyo, Nazi izizathu ezithandathu ezinyanzelisayo zokuba kutheni ukugcina ukuhambelana kophawu kubalulekile kumashishini afuna impumelelo yexesha elide:

Ukuthembana okuphuculweyo

Abathengi bathenga iimveliso kwiimpawu abazithembileyo. Inyaniso, ngaphezulu kwe-4 kwaba-5 abathengi bacingela ukuthembela njengothunywashe obalulekileyo kwizigqibo zabo zokuthenga. Abathengi abadibana nethoni efanayo, imbonakalo, kunye nemiyalezo kuwo onke amaqonga okuthengisa kunye neengongoma zokuchukumisa banokuthi bathembe uphawu kwaye babe ngabathengi abathembekileyo.

Ukuqondwa kwebhrendi okuphuculweyo

Abathengi bathanda ukuthenga iimveliso kwiibrendi abaziqhelileyo. Inyaniso, malunga 3 ngaphandle 5 abathengi kungenzeka ukuba bathenge iimveliso kwiimpawu abaziqaphelayo. Xa izinto zophawulo, njengee logo, iziqubulo nemibala zihambelana, ziye zendele ezingqondweni zabo banokuba ngabathengi.

Iimpawu ezibonakalayo ngoko nangoko zinokugqama kwindawo yentengiso enabantu abaninzi kwaye ziphembelele izigqibo zokuthenga xa abathengi bekhetha phakathi kweemveliso ezininzi.

Ukwanda kolwazi lwebrand

Kukho unxulumano olusondeleyo phakathi kokungaguquguquki kwebrendi kunye nokwandisa ulwazi lwebrendi, inqanaba lokuqala kuhambo lomthengi. Abathengi Amaxesha e-3.5 kunokwenzeka ngakumbi ukuqaphela iibrendi eziziveza ngokufanayo, ngokuchasene nezo zineempawu zophawu olungangqinelaniyo.

Ke ngoko, iibrendi ezigcina uphawu olungaguquguqukiyo kuwo onke amaqonga okuthengisa amaninzi kunokwenzeka ukuba zizahlule kubakhuphisana kwaye zifumane abathengi ngokulula.

Uphuculo lokukhumbula uphawu

Ezona mpawu zikhumbulekayo ziphinda imiyalezo rhoqo kuba uphinda-phindo lubalulekile ukuba ukhunjulwe. Ngokwe-avareji, abathengi kufuneka bavezwe kwi-brand amaxesha asixhenxe ubuncinane phambi kokuba abathengi.

Xa uphawu luhlala lubonakala lunophawu oludityanisiweyo kuninzi amajelo entengiso, kwandisa amathuba okuba abo balindeleyo bayikhumbule xa belungele ukuthenga.

Ingeniso eyandisiweyo

Ukuthengisa okungaguqukiyo kunokukhulisa umgca osezantsi wenkampani. Ngokutsho kophando, Iimpawu ezomeleleyo zigqwesa iibrendi ezibuthathaka ngama-20%, ukuvelisa imivuzo ephezulu phambi kwenzala kunye neerhafu (EBIT) margins. Oku kuthetha ukuba iibrendi ezifuna ukuqhuba intengiso kunye nokunyusa inzuzo ayinakukwazi ukukuhoya ukungaguquguquki kwebrendi.

Amaphulo okuthengisa asebenzayo

Ukungaguquguquki kwebhrendi kunokunyusa ukusebenza kwamaphulo okuthengisa. Ukuthengisa okuhambelanayo kuphelisa ukungahambelani, ukuqinisekisa ukuba zonke izinto zokuthengisa zithetha ngazwi linye. Oku kufana kunokwenza imizamo yokuthengisa ingabizi kakhulu kwaye ikhulise impembelelo yamaphulo okuthengisa.

Ukugcina njani ukuhambelana kwebhrendi

Ukugcina ukungaguquguquki kwebrendi ayingomzamo wexesha elinye. Yinkqubo eqhubekayo efuna isicwangciso sobuchule nokuphunyezwa. Nazi ezinye iindlela ezisebenzayo zokugcina ukungaguquguquki kwebhrendi kuzo zonke iindlela zokuthengisa kunye neendawo zokuchukumisa abathengi:

Misela isikhokelo sesimbo sophawu

Ukungaguquguquki kwebhrendi kuqala ngokudala isikhokelo sohlobo lwebrendi esibanzi. Isikhokelo sesimbo sophawu luxwebhu oluchaza indlela inkampani eziveza ngayo kubaphulaphuli ekujoliswe kuyo. Isikhokelo sesimbo sophawu sinokunceda inkampani igcine ukungaguquguquki kophawu kwaye ihlale inyanisekile kumaxabiso ayo.

Izikhokelo zesimbo sophawu ngokuqhelekileyo ziquka:

• Injongo ye-brand, umbono, kunye neenqobo eziphambili
• Iphalethi yombala wophawu
• Iimpawu zeBrand: uninzi lweempawu zineendlela ezine, kubandakanya ilogo yokuqala, ilogo yesibini, i-submark, kunye nefavicon.
• Uhlobo lophawu
• Ithowuni yebhrendi kunye nelizwi ukukhokela imiyalezo
• Uyilo lweLetterhead

Isikhokelo sohlobo lwebrand eyakhiwe kakuhle sinokuba yikhampasi kuzo zonke iinzame zokuthengisa, ukuqinisekisa ukuba uphawu luziveza ngokungaguqukiyo kuwo onke amaqonga okuthengisa.

Qeqesha amalungu eqela

Nje ukuba isikhokelo sesimbo sophawu sikhona, kubalulekile ukuqinisekisa ukuba ilungu ngalinye leqela linokufikelela kwaye lisebenzise izikhokelo ngokufanelekileyo. Xa uqasha abantu abatsha, iibrendi kufuneka ziqinisekise ukuba ziyancokola nesikhokelo sesimbo sophawu. Iimveliso kufuneka zibonelele ngezifundo zokuhlaziya abasebenzi abakhoyo ukuze bomeleze ulwazi olufunyenweyo kunye nokulungisa izikhewu zolwazi.

Ngokwenza ezi zinto, amashishini anokuqinisekisa ukuba wonke umntu, ukusuka kwimali kunye nentengiso ukuya kwinkonzo yabathengi kunye neentengiso, ubonisa uphawu ngokuqhubekayo kwiindlela ezahlukeneyo zonxibelelwano lwangaphandle.

Gcina ulungelelwano kuwo onke amaqonga

Ukungaguquguquki kwebhrendi akusebenzi kumaqonga e-intanethi kuphela. Ukusuka kumajelo okuthengisa kwi-intanethi afana neendaba zoluntu kunye newebhusayithi yeshishini ukuya kwizinto eziphathekayo zokuthengisa ezifana neebhena kunye neempawu zangaphambili zevenkile, iibrendi kufuneka ziqinisekise ukuba zonke iitshaneli zilungelelanisiwe ngokwendlela yesazisi esibonakalayo kunye nemiyalezo.

Sebenzisa kwakhona umxholo kwaye usebenzise itemplates

Ukulungelelanisa inkqubo yokuyilwa komxholo kunokwandisa kakhulu ukuhambelana kohlobo, ngakumbi kumashishini amancinci anamaqela athengisayo. Amashishini angakwazi ukufezekisa oku ngokudala iitemplates ezinophawu lonxibelelwano oluqhelekileyo olufana email, izithuba kwimidiya yoluntu, kunye neentetho.

Iibrendi zisenokwenza lula inkqubo yokuyilwa komxholo ngokuphinda kusetyenziswe umgangatho ophezulu, umxholo ohlala uluhlaza oye wadibana nabaphulaphuli kwixesha elidlulileyo ukugcina ukungaguquguquki kwebrendi ngelixa ulawula izixhobo ngokufanelekileyo. A ikhalenda yomxholo inokuququzelela oku.

Sebenzisa isoftware

Amashishini anokugcina lula kwaye afumane kwakhona ii-asethi zebhrendi ngokusebenzisa isoftware yolawulo lwempahla yedijithali (DAM). Isoftware yeDAM idibanisa ii-asethi zophawu kwindawo esembindini, iqinisekisa ukuba onke amalungu eqela asebenzisa iinguqulelo zamva nje, ezivunyiweyo zeelogo, ii-typefaces, kunye nezinye ii-asethi zedijithali.

Yenza uphicotho lwesikhokelo sophawu

Ukugcina imbonakalo yebhrendi kunye nemiyalezo ingaguquki kunokungqina umngeni ixesha elide. Ngenxa yoko, iibrendi kufuneka ziqhube uphicotho rhoqo lwesikhokelo sohlobo ukuqinisekisa ukuba izinto ezinje ngezithuba zebhlog, izithuba zentlalo, kunye neentengiso ezihlawulwayo zihlala kwibhrendi.

Njengomthetho wesithupha, uphicotho lwesikhokelo sophawu kufuneka lubandakanye abachaphazelekayo abasuka kumasebe ahlukeneyo ukuqinisekisa ukuba isikhokelo sihlala sibanzi kwaye onke amalungu eqela ahlala kwiphepha elinye.

Ngokwenza uphicotho lweempawu eziqhelekileyo, amashishini anokuqinisekisa ukuba amalungu eqela lawo anolwazi lwamva nje lokubonisa uphawu ngokungaguquguqukiyo kuzo zonke iindawo zokuchukumisa kunye namaqonga.

Gcina ukuhambelana kwebhrendi ukwenza uphawu olomeleleyo

Ukungaguquguquki kwebhrendi ayisosicwangciso sokuthengisa esingenamsebenzi. Yinto iqhinga lokuthengisa elisebenzayo kumashishini ajonge ukwakha iibrendi ezomeleleyo, ezaziwayo, nezithembekileyo. Naliphi na ishishini, kungakhathaliseki ubungakanani balo okanye icandelo, linokufikelela kwi-brand consistency ngokuphumeza iingcebiso ezichazwe.

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