Nakuba ubunikazi bomkhiqizo kanye nesithombe somkhiqizo imiqondo ehlobene eduze, kubalulekile kunoma yiliphi ibhizinisi elifuna isikhundla esiyingqayizivele nesizwakalayo emakethe ukuthi liwazi kahle umehluko walo oyisisekelo. Ngakho-ke le ndatshana iveza omunye umehluko obalulekile phakathi kwala magama womabili, okuvumela amabhizinisi ukuthi athathele kulo mehluko ukuze athuthukise isu lawo lokumaketha ngo-2024.
Okuqukethwe
Incazelo yobunikazi bomkhiqizo
Incazelo yesithombe somkhiqizo
Ukubaluleka kokuqonda umehluko
Isiphetho
Incazelo yobunikazi bomkhiqizo

I-Brand Identity iwumgogodla wangempela womkhiqizo; ihlanganisa zonke izici ezibonakalayo, zomlomo, nezinzwa eziklanywe ngamabomu ukuveza ukuthi uhlobo olunjani lomlingiswa umkhiqizo onalo. Isebenza njengemephu yomgwaqo, ecacisa ukuthi umkhiqizo ufuna ukubonwa kanjani izethameli eziqondiswe kuwo. Izakhi zobunikazi bomkhiqizo zifaka amalogo, izikimu zombala, amafonti, nesimo esidalwe ekuxhumaneni. I-Brand Identity ihlose ukudala isithombe esihlanganisiwe nesihlukile esithonya indlela abathengi abacabanga ngayo ngomkhiqizo.
Incazelo yesithombe somkhiqizo

Isithombe somkhiqizo sichaza umbono wangempela owakhiwe ezingqondweni zabathengi ngokusekelwe ekushintshaneni kwabo nomkhiqizo. Kungaphezulu kakhulu kokuqagela ngamabomu futhi kukhombisa ukuthi konke ukusebenzisana nomkhiqizo kuthinta kanjani umbono walo, ukukhangisa, ukunakekelwa kwamakhasimende, noma ukwaneliseka komkhiqizo.
Ukubaluleka kokuqonda umehluko

Ukuqonda umehluko phakathi kobunikazi bomkhiqizo nesithombe somkhiqizo kubalulekile ukuze kusebenze ukuphathwa komkhiqizo. Ukuqondanisa phakathi kobunikazi bomkhiqizo nesithombe somkhiqizo kusiza ukuthuthukisa ukuzethemba komthengi nokwethembeka komkhiqizo.
Ngokuphambene, ukungaboni ngaso linye kubangela ukudideka nokuncipha ukuzethemba. Lesi sigaba sigxile emiphumeleni ebonakalayo yamabhizinisi ekufuneni isikhundla somkhiqizo esithembekile futhi sithinta indlela ehlangana ngayo nemikhiqizo yawo iyonke.
1. Ukwakha ukwethembana nokwethembeka
Ukusetshenziswa kwamasu kobunikazi bomkhiqizo nesithombe kubalulekile ekwakheni ukwethembana nokwethembeka kwabathengi. Izinkampani ezinomuntu oqinile wemikhiqizo kungenzeka zisungule ubudlelwano bamakhasimende besikhathi eside. Isibonelo, i-Google ithuthukise ukuhlonza kwebhrendi okuvelele ngokusebenzisa kwayo ngokungaguquguquki imibala egqamile yelogo evamile kanye nedizayini ehlanzekile eyenza abasebenzisi bathembe futhi bathembeke kumasevisi abo, okubonisa ukuthembela kwabo kuzo.
2. Ukuthonya izinqumo zamakhasimende

Ubunikazi bebhrendi kanye nesithombe kubalulekile ekuthonyeni umbono womthengi womkhiqizo, okuthinta indlela abenza ngayo izinqumo zokuthenga. Isibonelo esihle i-Apple, obunikazi bayo bomkhiqizo obushelelezi nobuncane bubonisa kahle ubuntu bayo obuphambili nobuqanjwe kabusha. Lokhu kuhlukaniswa kwabalingiswa okuqhubekayo kudlala indima ebalulekile ekulolongeni ukuziphatha kwabathengi njengoba abantu bevame ukuhlobanisa imikhiqizo ye-Apple nekhwalithi ephezulu kanye nobuchwepheshe besimanje. Lesi yisithombe somkhiqizo i-Apple esidale ngokukhuluma nangokungakhulumi, ngaleyo ndlela sibe nomthelela ekuzimiseleni komthengi ukutshala imali ezimpahleni ze-Apple.
3. Inzuzo yokuncintisana

Inzuzo yokuncintisana emakethe itholakala ngokugcina isithombe esihle somkhiqizo kanye nobunikazi. Inkampani ephethe ngempumelelo ubunikazi bebhrendi nesithombe ingathola inzuzo ngaphezu kwezimbangi zayo. Isibonelo, i-Nike idale isithombe esiqinile somkhiqizo nesiqubulo saso esithi "Just Do It" kanye nelogo edumile ye-Swoosh. Lesi sithombe somkhiqizo omuhle sisekela inzuzo yokuncintisana ye-Nike futhi siyenza intandokazi emakethe yezingubo zezemidlalo.
4. Ukuqashelwa komkhiqizo

Ukuqashelwa komkhiqizo kubalulekile kumasu okuthengisa e-B2B, futhi ubunikazi bomkhiqizo bunikela kakhulu. Izinkampani ezintsha nezivelele njenge-IBM, enophawu lwayo oluhlaza okwesibhakabhaka oluchazwe kahle, ziqinise amabhrendi azo eminyakeni edlule. Lokhu kuvuma kuhambisana nezinhlelo zokumaketha nokukhangisa ngokusungula isisekelo esiqinile sobudlelwano obuphumelelayo be-B2B, njengoba amabhizinisi ejwayele ukwethemba izinkampani ezihlonishwayo.
5. Ukuqondanisa abasebenzi
Ubunikazi bomkhiqizo nesithombe kusiza ukudala umuzwa wobumbano phakathi kwabasebenzi njengoba belingisa lokho umqashi wabo akulwelayo. Enye yalezi zinkampani i-Google, enedumela lesikhathi eside ngesiko lomsebenzi elimibalabala nelivulekile. Ukulingana kwezisebenzi ezinobunikazi bebhrendi ye-Google nesithombe kwenza indawo yokusebenza enempilo, ethuthukisa ukuqamba okusha nokusebenzisana kwabasebenzi okuhloswe ukusekela amasu angcono e-B2B avuna le nhlangano yabaqashi.
6. Amandla entengo

Ubunikazi bebhrendi nesithombe somkhiqizo kungase kube nomthelela emigomeni yentengo. Amafemu anjengoTesla asebenzise idumela lokuqamba izinto ezintsha kanye nokusimama-egxile ukukhokhisa amanani aphezulu ezimotweni zabo zikagesi. Amandla entengo e-Tesla asukela enanini elicatshangwayo elidalwe ngokuqwashisa ngomkhiqizo nomthelela, okuholela ekuxhumaneni okuhle phakathi kombono womkhiqizo kanye nenani elingamakethwa kubathengi.
Isiphetho
Ubunikazi bebhrendi bubonisa ingqikithi yomkhiqizo, futhi lokhu kuthonya ukwethembana nokwethembeka. Ukuxhumana kwamasu nesithombe somkhiqizo kuthinta ngokuqondile ukuziphatha kwabathengi nezinqumo zokuthenga. Ngale ndlela, isithombe somkhiqizo kanye nobunikazi bomkhiqizo kusebenza ukunikeza ibhizinisi inzuzo yokuncintisana.
Phezu kwalokhu, imithelela yangaphakathi yobunikazi bomkhiqizo wokuqondanisa abasebenzi kanye nobudlelwano phakathi kwamandla entengo nevelu elicatshangelwayo yizinto ezibalulekile okufanele zicatshangelwe. Ngakho-ke ukuhlakulela lezi zakhi kubalulekile ekuzuzeni ubukhona bomkhiqizo obuzwakalayo kanye nokuhlanganisa isu lokumaketha eliphumelelayo elizogqama ngaphezu komncintiswano.