Ungawuqala Kanjani Ibhrendi Ngezinyathelo Eziyisi-7

Amabhrendi, ubuhle bawo, amanani, kanye nezwi, yikona okwenza amabhizinisi abonakale emhlabeni wonke futhi, ngemva kwalokho, isizathu sokuthi ibhizinisi lingakwazi ukukhiya amakhasimende kungakhathaliseki ukuthi akuphi. Isibonelo esihle salokhu i-Apple, ethathwe njengophawu olubaluleke kakhulu ngo-2022, yafinyelela esilinganisweni samadola ayizigidi eziyizinkulungwane ezingama-2.66 - okuwukuphela komkhiqizo emhlabeni osondele kumaki ayizigidi eziyizinkulungwane ezintathu. Ukuba ne-iPhone nekhompyutha ye-Macbook ngokushesha kukuveza njengomuntu ophumelele, onamathonya nosaziwayo bonke abangabanikazi bazo. Ukufakwa kwebhrendi kwe-Apple kuyisizathu esiyinhloko esibangela ukuthandwa kwayo kanye nesikhundla esilandelayo phezulu kakhulu ekulinganisweni kwezinkampani zomhlaba wonke.

Esinye isibonelo i-Coca-Cola, esibonga ngokumaketha okuhle nokumaketha (okuhlanganisa nokushintsha umbala we-Father Christmas usuka koluhlaza ube obomvu oqashelwa umhlaba wonke futhi onelungelo lobunikazi!) isikhule yaba ngomunye wabakhiqizi beziphuzo ezithambile abaphumelele kakhulu emlandweni. Ngo-2021, uhlobo lwe-Coca-Cola lwalinganiselwa ku-$87.6 billion.

Ukwakhiwa komkhiqizo kunezici eziningi okufanele zicatshangelwe, ezingashiya osomabhizinisi bengaqiniseki ngokuthi bazoqala kuphi. Siveze izinyathelo eziyisikhombisa ezilula zokukusiza ukuthi wakhe uhlelo lomkhiqizo oluqinile uma ucabanga ukuthi ungawuqala kanjani umkhiqizo.

Okuqukethwe
Ukuhlukaniswa kwekhasimende nokuchaza izethameli eziqondiwe
Ukucwaninga izimbangi nokusungula inhloso yomkhiqizo
Ukwakhiwa kwelogo nesiqubulo
Ukwakha indaba yomkhiqizo
Ukwakha izwi lomkhiqizo
Ukuhlanganisa nokuhlala ngokweqiniso kumkhiqizo wakho
Ukusungulwa komkhiqizo: indlela yokukhangisa umkhiqizo uma sewakhiwe

Ukuhlukaniswa kwekhasimende nokuchaza izethameli eziqondiwe

Isinyathelo sokuqala sokwakha ubunikazi bomkhiqizo ukuchaza izethameli eziqondiwe.

Ukuhlukaniswa kwekhasimende kuyindlela enhle yokuqonda ukuthi ikhasimende lakho lingubani - iminyaka yalo nobulili, ubuntu, ukuziphatha, izibalo zabantu bomphakathi, ijografi, nokuningi. Bese, usebenzisa lolo lwazi ungakwazi ukulolonga ulimi lwakho lomkhiqizo, ubuntu, nemibala (phakathi kwakho konke okunye) kulelo khasimende. Ngaphezu kwalokho, le datha ingasiza ibhizinisi ukuthi liqonde indlela engcono kakhulu yokuxhumana namakhasimende abo - inkundla yezokuxhumana yamakhasimende amancane, isibonelo.

Kunamamodeli amane okuhlukanisa abalulekile angasiza ibhizinisi ngokuhlanganisa umkhiqizo, inani, iphromoshini, kanye nokubekwa esitolo:

• Ukuhlukaniswa kwabantu: Iminyaka yobudala, ubulili, imali engenayo, imfundo, nesimo somshado.
• Ukuhlukaniswa kwendawo: Izwe, isifunda, isifunda, idolobha, nedolobhana.
• Ukuhlukaniswa kwengqondo: Ubuntu, isimo sengqondo, izindinganiso, nezithakazelo.
• Ukuhlukaniswa kokuziphatha: Ukuthambekela nezenzo ezivamile, izici zomkhiqizo noma ukusetshenziswa, nemikhuba.

Ukucwaninga izimbangi nokusungula inhloso yomkhiqizo

Ibhrendi lebhizinisi kumele lizihlukanise nezincintisana nalo ngokuphendula umbuzo wenhloso yalo.

• Isiphi igebe elivalayo emakethe?
• Yiziphi izindawo eziyingqayizivele zokuthengisa (ama-USP) zomkhiqizo?
• Ngabe umkhiqizo uhlose ukuzuzani emakethe?

Lezi kungaba izinto ezifana nokusebenzisa imikhiqizo yemvelo, ukuba inketho eshibhe kakhulu emakethe, ukunikeza ikhwalithi ephezulu, nokunye. Uma ikhasimende liqonda ukuthi kungani lithenga enkampanini, lizwa ukuqonda okujulile nokuxhumana nomkhiqizo, okusho ukuthi maningi amathuba okuthi libuye. Ukwengeza, uma inhloso yomkhiqizo ikhuluma nabo ngezinga lokuziphatha noma lengqondo, kungenzeka ukuthi bazizwe bethembekile umkhiqizo.

Ukuze uthole inhloso yomkhiqizo, qiniseka ukuthi uphromotha isitatimende senhloso yomkhiqizo wakho — lokhu kungaboniswa ngelogo, isiqubulo, noma izikhangiso.

Ukwakhiwa kwelogo nesiqubulo

Ukusetshenziswa okufanele kwelogo nesiqubulo kungenye yezindlela ezingcono kakhulu zokwenza amakhasimende akhumbule umkhiqizo. Lokhu kufakazelwa kahle yiqiniso lokuthi uma ubheka isithombe esingezansi, abantu abaningi bazobona ngaphezu kuka-50% (uma kungenjalo u-100%) wabo.

Amalogo nolayini bomaka, noma iziqubulo, kufanele kubonise ubuntu bomkhiqizo. Ngale ndlela, ikhasimende lizobona ilogo noma lifunde isiqubulo futhi ngokushesha lazi, hhayi nje ukuthi yiliphi ibhizinisi, kodwa futhi nokuthi ayini amanani nenjongo yebhizinisi. Ukuze wenze lokhu ngempumelelo, cabanga ngephalethi yombala yelogo futhi uqiniseke ukuthi usebenzisa amagama-buzzword esiqubulweni somkhiqizo wakho.

Isibonelo sesiqubulo

Ukusebenzisa isibonelo sika-Apple futhi, ngo-1998, abasunguli be-Apple, uSteve Jobs noSteve Wozniak, baqhamuka nesiqubulo esihlakaniphile esithi "iThink, therefore iMac." Lesi siqubulo, sihambisana nelogo eyaziwayo emise okwe-apula, sikwazile ukutshela amakhasimende ukuthi ikhompuyutha ye-AppleMac ibihamba phambili emakethe ngokobuchwepheshe, futhi iyodwa kuphela kunoma ubani ohlakaniphile (okuyinto wonke umuntu akholelwa ukuthi iyiyo).

Ukwakha indaba yomkhiqizo

Ukwakha indaba yomkhiqizo kuyingxenye ebalulekile yanoma yiliphi ibhizinisi' Isu lomkhiqizo. Amakhasimende athanda ukuzwa sengathi anikela kokuthile okunenjongo, noma ukuthi angakwazi ukuhlobana nomkhiqizo ngandlela thize. Kulapha lapho isu lomkhiqizo libaluleke kakhulu.

Kunezibonelo eziningi zamasu omkhiqizo aphumelelayo (hhayi okungenani ama-Apple), kodwa kwezinye izinhlobo, nazi izindaba ezimbalwa eziphumelelayo zomkhiqizo:

• I-LEGO: Omunye wabakhiqizi bamathoyizi bezingane abaziwa kakhulu emakethe uxoxa indaba yokufuna ukusiza abakhi bakusasa — ukuhlinzeka ngokusebenza ngokunakekela imfundo yezizukulwane ezizayo. Lokhu kunakekela izingane kanye nokukhula kwazo kwaholela ekutheni i-LEGO yamukelwe ngezinga elikhulu, kusukela ngeminyaka yawo-1930 kuze kube namuhla.
• Izicathulo ze-TOMS: Lo mkhiqizo usebenzisa indaba yomsunguli, uBlake Mycoskie, njengomshayeli oyinhloko. Indaba ithi uMnu. Mycoskie wayezungeza i-Argentina, lapho abona khona ubumpofu obukhulu. Lokhu kwamshukumisela ukuba amise ama-Toms, lapho ngepheya ngalinye lezicathulo ezithengwayo, ingane eyodwa empofu yayithola izicathulo ezintsha. Le ndaba yomkhiqizo ayisizanga nje kuphela amakhasimende ukuthi azizwe ekahle ngokuthenga e-TOMS, kodwa iholele ekutheni babe nothando nenhlonipho ngomkhiqizo, okuholela ekuthembekeni komkhiqizo.

Indlela engcono kakhulu yokudala indaba yomkhiqizo enomthelela omkhulu iwukuba ube nabalingiswa abakholekayo, umuzwa wenhloso yokuthuthukisa okuthile kumakhasimende akho (njengokubhekana nokukhula kwezingane, ubumpofu, noma ukumosheka okukhulu), futhi ukusho ngokuzethemba nangokuziqhenya — kufanele ukholelwe indaba yakho ukuze amakhasimende akho ayikholelwe.

Ukwakha izwi lomkhiqizo

Lapho kwakhiwa umkhiqizo, ukubaluleka kwezwi lomkhiqizo akunakubukelwa phansi. Izwi lomkhiqizo kufanele libonise ngokugcwele ubuntu bomkhiqizo, imikhiqizo ethengiswayo, kanye nezithameli eziqondiwe. Kusobala ukuthi isitolo esidayisa izinto zokuzingela sizoba nezwi lomkhiqizo elihluke kakhulu kunelo elidayisa amathoyizi ezingane.

Noma iyiphi inkampani, kungakhathaliseki ukuthi iphethwe umnikazi webhizinisi elikhulu noma elincane, kufanele iqinisekise ukuthi izwi lomkhiqizo wabo lilungile kulokho abazama ukukudlulisela kumakhasimende abo.

Isibonelo sezwi lomkhiqizo

Isibonelo esihle yi-Lush Cosmetics. Lesi sitolo sezimonyo saseBrithani esigcizelela emikhiqizweni yokuzinakekela yemvelo ngokuphelele, exakile epakishwe emaphaketheni agaywe kabusha sisebenzisa ifonti ebhalwe ngesandla ekupakishweni kwaso nasezikhangisweni, futhi ichaza imikhiqizo yayo ngezindlela ezikhohlisayo “abadala abazoziqonda, kodwa ngeke ziqashelwe abasha nabangenacala.”

Le ndlela ecace kakhulu, enobuqili, ejabulisayo, egxile kumvelo yenziwe yaphelela ngoba inkampani iyazi ukuthi obani izithameli eziqondiswe kubo - i-eco-aware, abantu abadala abasha abangazibheki njengento ebaluleke kakhulu.

Ukuhlanganisa nokuhlala ngokweqiniso kumkhiqizo wakho

Kungenzeka ukuthi umkhiqizo ushintshe ukubukeka kwawo (phela, ngisho nenganekwane yakwaMcDonald's ukuphindiswa kabusha ukupakishwa kwayo). Kodwa-ke, ukhiye wokuthola ukubukeka okusha komkhiqizo wakho ukuthi ungasuki kumanani ayisisekelo enkampani. Isibonelo salokhu singabonakala ku I-Dunkin ' (owayekade engowakwaDunkin' Donuts), okwathi naphezu kokufushanisa igama labo, bahlala bethembekile enkolelweni yabo eyinhloko yokuba isakhamuzi esihle sebhizinisi - ngenxa yalokho, baye baphumelela. uvotelwe inombolo #1 ekuthembekeni kwekhasimende.

Ngaphezu kokuhlala uthembekile kuzindinganiso eziyinhloko zomkhiqizo wakho, kubalulekile ukuhlanganisa umlayezo womkhiqizo wakho, izwi, kanye nendaba kuzo zonke izinkundla zakho nezitolo. Lokhu kusho ukusebenzisa ilogo efanayo, isiqubulo, ifonti, imibala, izwi, imilayezo, izindaba, nokuningi kuzo zonke izikhangiso, social media, Amapulatifomu e-eCommerce, imeyili marketing, ukukhetha kwemikhiqizo, kanye emaphaketheni.

Ukusungulwa komkhiqizo: indlela yokukhangisa umkhiqizo uma sewakhiwe

Ngokuchaza izethameli eziqondiwe kanye nokwakha uhlobo oluzungezile, ibhizinisi lingakwazi ukubona ukuthi yiziphi izindlela ezingcono kakhulu zokumaketha kulo. Isibonelo, kumkhiqizo oqondiswe kumakhasimende amancane, i-inthanethi (kanye nenkundla yezokuxhumana ngokuqondile) iyindlela engcono kakhulu yokuhamba. Kumakhasimende amadala, imicimbi, ukusetha izihlalo, nokuxhumana ngokuqondile (nge-imeyili noma ngocingo, isibonelo) kungaba izinketho ezingcono.

Kungakhathaliseki ukuthi ku-inthanethi noma ku-high street, inani elinconyiwe lokutshala ekufakweni kwebhrendi ngu-5-15% wesabelomali esiphelele sebhizinisi — u-12-15% wayo okufanele utshalwe ngokuqondile ekufakeni uphawu ezinkundleni zokuxhumana.

Ukwakha umkhiqizo kungaba inkimbinkimbi, kodwa ukuqashelwa okuthuthukisiwe nokwethembeka kwekhasimende okutholwe lapho kwenziwa kahle kuwufanele ngokuphelele - bheka nje i-Apple!

Imicabango yokugcina yokuthi ungawuqala kanjani umkhiqizo

Sengiphetha, ukwakha umkhiqizo kuyisici esibalulekile sokuqala ibhizinisi, futhi kudinga indlela yamasu. Ngokulandela izinyathelo eziyisikhombisa ezivezwe kulesi sihloko sendlela yokuqalisa umkhiqizo, ungakha isisekelo esiqinile semizamo yakho yokwakha umkhiqizo. Khumbula ukuthi ubunikazi bomkhiqizo wakho kufanele bubonise inhloso yomkhiqizo wakho, futhi kufanele buhlale bukhuluma ngamavelu akho kanye nesiphakamiso senani kuzithameli zakho eziqondiwe.