Umfanekiso wakho wesimboli udala ukulindela. Lichaza ukuba ungubani, indlela osebenza ngayo, kwaye njani uhluke ngayo kumashishini akho. Ngokwenene, umfanekiso wakho wesimboli sisithembiso - isithembiso esifanele sigcinwe.
Ukuba i-brand iyisithembiso osenzayo, ngokokuba umthengi amava kukuzaliseka kwesithembiso. Amava omthengi akakwazi ukushiywa ngethuba. Kufuneka ukuba yenziwe ngokufanelekileyo kwaye ilawulwe ngendlela ephucula umfanekiso wakho. Kumele kuqiniseke ngokuqhubekayo isibonakaliso sobhankaso kuwo wonke umgca womgca wexabiso lomthengi okanye ixabiso lentengiso ngokwayo isengozini.
Nazi iindlela ezinhlanu ezilula zokwakha uphawu oluqinileyo kunye nolwazi lwamakhasimende olulungisiweyo:
1. Khangela izizathu zakho-ukukholwa.
Isithembiso sakho sebhanki asikho nto xa abathengi bakho bengakholelwa. Ngoko ke, isithembiso sakho kufuneka sisekelwe zizizathu-ukukholwa. Oku kuzongeza ngokuzenzekelayo isistim kwisithembiso kwaye kuchaze okulindelekileyo kumthengi.
Ngokomzekelo, umenzi wezimoto uthembisa abathengi abanokuthi iCar XYZ "ikhethi elikhethekileyo kubaqhubi abakhulu." Yintoni eyenza ukhetho olukhethekileyo? Kutheni kufuneka umthengi akholelwe esi sithembiso?
Ukujongana nalo mbuzo ngempumelelo, umenzi angafaka isithembiso sazo ngezizathu ezimbini-ukukholwa-ukusebenza kwezemidlalo kunye nokukhuseleko.
Ezi zizathu zibini, ngokubhekiselele, kuchaza "ukhetho oluyingqiqo" kunye nokubeka ngokucacileyo ukulindela kwamakhasimende. Banikezela ngolwalathiso oluthile lwenkampani yokuyila amava kumakhasimende ngokubambisana kwamakhasimende okubonakalayo njengempawu zokuyila imoto, iikhankaso zentengiso, iindlela zokuthengiswa kweentengiso, kunye nemisebenzi yenkonzo yabathengi .
2. Ukuchonga amanani okuthintela abathengi.
Inqanaba ngalinye kwinkqubo yakho yezoshishino liqule inani leenkcukacha zokubamba xa umthengi edibanisa nekhaneli yakho. Injongo yakho ekugqibeleni kukuba nefuthe ngalinye lokuchukumisa liqinise kwaye lizalisekise isithembiso sakho semakethe.
Hamba ngeenkqubo zakho zorhwebo. Uvelisa njani iimfuno zabaxhasi? Zithengiswa njani iimveliso? Abathengi bakho basebenzisa njani iimveliso zakho? Unika njani inkxaso yokulandela emva kokuthengisa?
Olu luhlu olubanzi lokuthengisa, ukuthengisa, kunye neenkqubo zokuncedisa kukuvumela ukuba wenze imephu elula yokuthintela iifayile ezichaza amava amakhasimende akho ngegama lakho.
3. Khangela iziphumo zokuthintela kakhulu.
Zonke izipho zengxaki azidalwanga zilingana. Abanye baya kudlalwa indima enkulu ekunqumeni amava abaxhasi benkampani yakho. Ngokomzekelo, ukuba imveliso yakho i-ice cream, ukunambitha kubaluleke kakhulu kubaluleke kunokuba uyilo lwepakethe .
Zombini ziyakuthinta, kodwa ngamnye unempembelelo eyahlukileyo kumava amakhasimende ethu ngokubanzi.
Ukuchonga ama-touchpoints aqhuba amava akho ngamava onke, umbutho wakho ungasebenzisa uluhlu olubanzi lwezakhono ezivela ekuphandeni okwenziwe kummandla wolwazi. Izindlela ozisebenzisayo ziya kuxhomekeka kwiinkalo zakho, iinkqubo zorhwebo, kunye nesiseko sakho solwazi olukhoyo.
4. Ukuyila amava afanelekileyo.
Emva kokuba usugqibile amanyathelo angentla angama-3 ekwakheni i-brand, kufuneka ube nako ukuyila i-optimal customer experience.
Nantsi indlela:
Qinisekisa indlela yokubonisa isizathu ngasinye-ukuba ukholwe kwikhowudi nganye yokucoca. Ngokomzekelo, unokwenza njani ukuqinisa ukusebenza komdlalo (isizathu sokholo) kwimveliso yomkhiqizo, kumthengisi, nakwiimkhankaso zokuthengisa (iinjongo zokuthintela)?
5. Ukulungelelanisa umbutho ukuba uhlawule ngokuqhubekayo amava afanelekileyo.
Indlela epheleleyo yokulungelelanisa umbutho wakho ukuba uhlawule ngokuqhubekayo amava afanelekileyo kubalulekile. Ukuchonga abantu, iinkqubo, kunye nezixhobo eziqhubezela nganye ikhonkco lokucoca.
Khangela ngaphaya kwabasebenzi abaqhagamshelana ngqo nabaxumi bakho. Iimpembelelo zabasebenzi abasemva kwee-scenes ayabonakali kakuhle kodwa ayibalulekanga. Ngokufanayo, impembelelo yenkqubo yokusebenza kunye nezixhobo (oko kukuthi iinkqubo zeteknoloji) kumava omthengi angenakucingisiseka kodwa kubalulekile ukunikezelwa okuqhubekayo.
Ukuchonga ukuba yeyiphi imisebenzi engayihambelani namava akho abonelelwe ngamakhasimende. Qinisekisa indlela yokujongana nabo ukuze ezi zixhobo zingeniswe ngokulungelelaniswa.
Igama lokugqibela
Yonke imveliso okanye inkonzo ozisa ngayo kwimarike ivelisa amava kumakhasimende. Ingaba ngaba unenjongo? Ngaba loo mava azalisekisa isithembiso osenzileyo kwimarike?
Ngokuchonga abantu, iinkqubo, kunye nezixhobo eziqhuba amava akho kumthengi, unokuyila ngokuzikhethela nokulawula amava akho, ahlukeneyo, namava ahlelweyo. Isithembiso esichengileyo esilenzayo kwi-marketplace siya kugcinwa usuku kunye nemini ngaphaya komgca wonke womgca womgca, ukwakha uphawu oluqinileyo.