Brand Guide: izibonelo ncwadi brand izinkampani owaziwa

Ukuze inkampani uhlanganyela umsebenzi kwezomnotho, ebalulekile egijima elichumayo ubani ozothola siqu ukumaketha uhlelo lwakho ukuthi kuhlanganisa eziningi imigomo lwetibalo abalingisi lihlukaniswe izimbangi zayo kanye nekufaka ligalelo ukukhuthazwa sha.

Kuze kube manje, ukuthuthukiswa kanye nokugcinwa umkhiqizo ifomu enamandla kakhulu izinqubomgomo ukumaketha bezingelwa inkampani. Ngesisekelo sha, kanye izingxenye zalo abalekeleli ezifana isiqubulo, ilogo uzisebenzise kanjani aqukethe incwadi brand. izinkampani abaziwayo ngubani baphumelele ngokusebenzisa inqubomgomo ukumaketha abanekhono, kuhlanganise ngokusebenzisa ukumaketha yabo Gajda, isisindo: Apple, Nestle, Toyota, Coca-Cola ...

Kuyini ncwadi brand

Brand Guide kuyingxenye ebalulekile marketing isu kwanoma iyiphi inhlangano, zichaza zonke izici emakethe yokwakheka nokulandelana ukumelwa kwenhlangano, imikhiqizo yayo kanye nabasebenzi bayo kanye nempahla emphakathini.

incwadi Brand, izibonelo zazo zingatholakala esihlokweni njengoba wonke umbukiso ukuthi incwadi equkethe ulwazi mayelana inhlangano, ilogo, uphawu lokuhweba, echaza umkhiqizo noma isevisi ukuthi nkampani inyathelisa. Le ncwadi ihlanganisa lonke ulwazi mayelana imithetho ukusetshenziswa logo, isiqubulo, isivumokholo nezinye impahla angaphatheki lenkampani.

Uma sikubeka kalula, definition ebanzi incwadi brand - umthombo ungubani yenkampani. Kuye banezinkinga ukumaketha lobunikazi yenkampani zihlanganisa ulwazi oluthe xaxa.

Kungani Brandbook

Umqondo ekudalweni ubangelwa ukumaketha yezakhi: inkampani kudala uhlelo, okuyinto owawusekelwe ngesimo sha izincwadi futhi sihlose uthwebule izikhundla emakethe, nokugcinwa yabo okwalandela. incwadi Brand, izibonelo amalogo, iziqubulo, ukukhangisa nokunye impahla eziphathelene nenhlangano ungubani yenkampani, ngizokwenza esakhiweni angaphatheki.

Njengoba sazi ukuthi ukushicilelwa sha wenza injongo kwezomnotho lekahle, kufanele akubheka ngayo impahla zisabalulekile lenkampani, okubandakanya yayo "kokuxazulula" futhi kwembula okushiwo sha.

Ngokwencwadi ethi brand yakhiwe futhi iqaliswe Inqubomgomo ukumaketha, waveza imisebenzi elandelayo:

1. Ukukhomba emikhiqizo nawezinye izinkampani - ukudalwa ungubani yenkampani.
2. Systematization kanye nokwenza yokukhangisa umkhiqizo ngokusebenzisa ungubani yenkampani.
3. Ukuthuthukisa izindleko zezimali ikusasa yemakethe.
4. Londoloza isikhathi nemali ukuthuthukisa izici ngamunye yesithombe lomkhiqizo kanye nenhlangano.
5. Ukusungula imithetho ukusetshenziswa sha, logo kanye nezinye izimpawu.

Kuyaphawuleka - edishini uphawu iphethini kungaba ngezindlela ezihlukahlukene, ngakho okuqukethwe ziyahlukahluka, kuye izinhloso zangempela kanye nemisebenzi lenkampani.

Ubani odinga ncwadi brand

Le ncwadi incazelo i brand yonke kuyatholakala emakethe, ngakho-ke kuyadingeka ukuba zonke izisebenzi banesibopho ekunyusweni izimpahla kanye nezinkampani, ubudlelwane zomphakathi, ukukhangisa, futhi Thina nokunye. D. ongathi eziningi zale ncwadi brand kuyadingeka. Izibonelo amakhono anjalo kanye nezikhundla:

• Abaholi nabaphathi: kufanele kushukunyiswe ngemibono yawo wonke izisebenzi zale nkampani, Ngakho-ke isidingo ecacile ukwazi futhi ilungelo bachithe isignesha yabo isitayela.
• Abakhangisi kanye nokukhangisa ejenti: imisebenzi yabo zibandakanya ucwaningo emakethe futhi ukuqeqeshwa izinhlelo ezibhekele kumthengi, basebenzisa ulwazi mayelana imithetho yokubeka uphawu.
• Abasebenzi uMnyango wezokuXhumana yomphakathi: umsebenzi wabo oyinhloko - ukulwela izithakazelo zomphakathi inhlangano. Imfuneko eyisisekelo ukuze uthole kubo - ukwethembeka, bomsebenzi kanye nokulandela imithetho yangaphakathi kwenhlangano.
• Sales abasebenzi: ngabo, umgomo oyinhloko iphumelele kakhudlwana izinhlelo okuhloswe ngazo ukuqaliswa izimpahla. Ngakwelinye ihlangothi, lo msebenzi kudinga nokuqaphela lokuhweba kanye izimiso yokuthengisa.

Okuhlangenwe nakho kubonisa ukuthi incwadi brand izinkampani ayedume aqukethe ulwazi osebenza ku cishe zonke izici Inqubomgomo basekhaya nabamazwe angaphandle lenhlangano: kusukela yokugqoka kwabasebenzi ukubukeka isembozo izimpahla.

Izimiso kwendalo ncwadi brand

Ukuze umthombo isitayela yenkampani wayesifanele nokwenziwa kwemisebenzi yayo, kudingeka aphathe ngokucophelela ukugcwaliswa yayo. Abakhangisi uyavuma ukuthi liyincwadi mayelana sha enquma inani plural imisebenzi, kanye isimo njengondunankulu yokubeka uphawu.

Brand Guide Inkampani senziwa ngesisekelo yile migomo elandelayo:

• ukuchaza isikhundla salo emakethe umqondo kufanele uziyale, inikezwe futhi banikezwe imigomo amasu ngalo esifisa;
• Ukwaziswa kumele emfushane olwakhiwe ezigabeni;
• Imithetho for ukusetshenziswa ungubani yenkampani kufanele kube jikelele sokuvalelisa amazwi ukuxazulula izinkinga ezihlukahlukene izimo;
• Imininingwane kucacile futhi akusho okunye kubo bonke abasebenzisi;
• Ulwazi kumele kube esiwusizo futhi kungabi nje ngaphezu isithombe yenkampani.

incwadi Lokuphakathi brand

Nquma oda lapho sekuqediwe futhi abulawe ibhizinisi ncwadi inkampani, alikho, kodwa ngokuhamba kwemvelo ukumaketha, kanye nakho izinkampani ezinkulu ukhiphe isifanekiso ethandwa nge wahlukana olulodwa. incwadi Brand, okulinganiselwa ku umkhuba (elisebenzayo) kufanele uchaze ngokugcwele imithetho futhi ukukhuthaza ukusetshenziswa ungubani yenkampani, ikhumbula zonke izimo kungenzeka, futhi iyithuluzi jikelele.

Njengomthetho, ukugcwaliswa lwenzeka schedule elandelayo:

1. Mission yenkampani.
2. Izakhi eziyisisekelo sha.
3. Corporate Information.
4. Imininingwane Technical mayelana logo, iwebhusayithi, iphuzu ukuthengiswa, nokunye. D.
5. Ukukhangisa: ilungelo ufaka izifanekiso.

Lena akuyona okuqukethwe egcwele, kodwa kuphela izigaba eziyinhloko elinwebekayo kulekelelwa njengoba kudingeka.

Umhlahlandlela Brand: Izibonelo izinkampani owaziwa nezici zabo

Izinkampani ukuthi kukhona abaholi emakethe esasiwafanele endaweni ingxenye ethile, ngezinga eliphezulu ukuthuthukiswa izinqubomgomo kanye nezimiso yenkampani. Ikakhulu liyabonakala futhi umbono esimnandi zokuhweba eziningi zalezi zinkampani - isakhiwo enikeza incwadi brand. Ilogo, isiqubulo esithi, videoatributika alalelwayo, ukukhangisa - zonke lezi zinto achazwe ngayo.

Awukwazi indiva sha isithombe Apple njengoba omunye brand phezulu emhlabeni. Iqukethe omningi imininingwane yenkampani, isimiso sendalo ukudayiswa kwemikhiqizo kanye uchaza nezimfuneko ukuthengisa inkampani.

brandbook Emangazayo Nike. Wadala ngo-2012, kube yisibonelo umhlahlandlela compact kodwa ulwazi. Siveza mission of brand, izimiso design nezimfuneko ukukhangisa - yonke into ilula futhi lihlaba esikhonkosini.

Notorious Coca-Cola futhi ine yasekuqaleni lifanele ncwadi, anikezelwe umugqa ayo nokuphathelene. Okuqukethwe kwalo kuhlanganisa incazelo eningiliziwe nefilosofi yenkampani, ulwazi mayelana logo nezinye izici ezibonwayo sha, kanye nemithetho nokukhangisa.

Izibonelo zibonisa ukuthi izixazululo ngempumelelo isicelo encwadini brand lezi zinkampani kutholakale imiphumela ephezulu. Ngaphezu kwalokho, ukukhuthazwa brand ezinkulu akukwazi ngaphandle kwalo. It hhayi kuphela kunikeza ngemibono sokuvalelisa izwi, kodwa umthombo abalulekile ulwazi ekuqhubekeleni phambili kwezindaba izimpahla kanye nenkampani.

Lapho ungathola futhi kungakanani ncwadi brand

Kuze kube manje, ukudalwa ncwadi brand kuyisinyathelo esibalulekile ekuthuthukiseni wesifundazwe kuleyo nkampani. Ukuba khona kwawo uyakufakazela ukubaluleka ngemibono kanye ukuzimela sha, futhi kuyisisekelo ubudlelwane yenkampani.

"Izindleko sha incwadi" - umbuzo ethandwa kubuza isinqumo ukusungula ncwadi brand. Izindleko isilinganiso zokhahlamba kusuka 15 000 kuya ku-20 000 ruble, futhi ukubaluleka ngqo kunqunywa kuncike izimfuneko ukushicilelwa nokuqukethwe.

Ukudweba brandbook wahlanganyela ejensi lokudala: zinikeza uhlu amasevisi on ukuthuthukisa sha. Ochwepheshe esizolungisa bese uhambisa esibonelweni ncwadi umkhiqizo, okuyinto utawubhalwa, ikhumbula zonke izifiso iklayenti. Uyobe unesihloko ulwazi mayelana isitayela ezinkampani ikuvumela ukuphatha kwabo.