Yona Yonke Into Oyenzayo Kulo Isoka likawonkewonke lakha iBhanki yakho
Unomakhadi webhishini kunye newebhusayithi ukukhuthaza ibhizinisi lakho - okokuqala kukuqala ekuphuhliseni i-brand yakho! Usebenza amanxibelelwano enzentlalo kunye nokudibanisa nabanye - uhle kakhulu! Kodwa musa ukuyeka khona ngenxa yokuba akukho konke okukhoyo ukwakha uphawu kunye nokubeka igama lakho kwishishini lakho kumatyala akho okuthengisa (oko kukuthi, iiwebhusayithi, i-akhawunti yezenhlalakahle) akunakwanele ukufumana uphawu lwakho lusekwe kwaye lubaluleke ngakumbi - ukuyiqondisa kwicala ofuna ukuba lihambe.
Yisiphi na i-Brand?
Kutheni ukhathazeke ngesakhiwo "sesimboli" ? Ngaba akunjalo nje ixesha lokuthengisa elincinci ukuba iinkampani zokuthengisa zisebenzise ukukhupha wena kwiinkonzo zazo? Akunjalo konke okufuneka ndiyenze kuthiwa yinto ethile kwaye yinto engumqondiso? Kutheni ndifuna uncedo kunye naloo nto?
Okokuqala, usenokungafuneki inkampani yokuthengisa yokuthengisa ukwenza uphawu lwakho, amanqaku amashishini akha ii-brand zabo. Okwesibini, ukuthengiswa kweentengiso akulona ubungakanani obufanayo buhambisana necandelo lokuthengisa, kodwa udibaniso lwezenzo kuba igama elithi "uphawu" luneentsingiselo enye.
Ukuthengisa "isenzo okanye ishishini lokukhuthaza nokuthengisa iimveliso okanye iinkonzo, kubandakanywa uphando lweemarike kunye nentengiso .... "I- brand " ichazwa njengomhlobo wemveliso eyenziwa yinkampani ethile phantsi kwegama elithile. "(I-American Marketing Association).
I-Entrepreneur.com inikezela yayo intsingiselo yokuthengiswa kweentengiso:
Umsebenzi wokuthengisa ukudala igama, isimboli okanye uyilo olubonisa kwaye lucacise imveliso evela kwezinye iimveliso. Isicwangciso esicacileyo se- brand sinika inqaku elikhulu kwiimarike ezikhuphisanayo.
Nangona kunjalo, "uphawu" luquka ezininzi kunokuba zichazwe apha zingentla.
Uyaziwayo kunye nomthengisi ohlonishwayo kakhulu, uHeidi Cohen, wabhala inqaku elincamisayo ngo-2001 elibizwa ngokuthi "iinguqulelo ze-Branding 30." Njengoko isihloko sesicatshulwa sakhe sichaza, waqulunqa iinkcazo ezingama-30 zethi "brand" kwimithombo eyahlukeneyo yokuthengisa efanelekileyo ukufunda bonani ukuba, nokuba phakathi kwabahwebi bezentengiso, "ukuthengiswa kweentengiso" akukho mntu ubamba-zonke iinkcazo kwaye kuthetha izinto ezahlukeneyo kubantu abahlukeneyo.
Indlela Ibhanti Yakho Yakha ngayo (Nokuba Kutheni Ufanele Usebenze Ngokusemandleni Zama Ukulawula Ubunzima Bokuthengisa)
Ukwakha i-brand yakho iya kwenzeka nokuba okanye usebenza ngoku. Xa uthengisa imveliso okanye inkonzo, inxalenye enkulu yesazisi yakho iya kwakha ngokusekelwe kumava akho abasebenzisi kunye nendlela abayichaza ngayo imizamo yokuthengisa.
Umzekelo omhle omibini weemikhankaso zokuthengisa iimpawu zibi:
I-Walmart - Ngonyaka wama-2014 we-Walmart, i-Walmart yayineenkcukacha kwi-intanethi ye-Halloween yokuthengisa iindleko zeentombi ezithandanayo ezazibizwa ngokuthi "iingubo zentombazana enamafutha." Ukutshatyalaliswa kwamandla kwakha uphawu olubi lwe-Walmart olungenakuqonda, kodwa luphinde lucacise IKHAMPANI. (Google "Abantu baseWalmart" ukubona indlela iWalmart eyingozi ngayo ukulawula idumela layo.)
UMoya waseMalaysia - Kwaye ngo-2014, emva kokuba iMalsian Air ilahlekelwe iiplani ezimbini ngenyanga enye, baqalisa umkhankaso wokuthengisa umthengi babuza abantu ukuba bakhuphe iindawo ezinokuthi bafune ukubona ngaphambi kokufa. Ukuba uzama ukukholisa abantu ukuba bathembele kwi-airline yakho kwaye baqhube kwiiplani zakho, usenokungafuni ukucela abathengi bakho ukuba benze uluhlu lwamabhakethi.
Kuzo zombini iimeko, umkhankaso wokuthengisa usuqalile umlilo, kwaye ukutshatyalaliswa kwezi nkampani kuthatha ubomi babo.
I-Brand yakho ingaphezulu kwe-Logo yakho kunye ne-Jingle - Yona kwakhona isiQiniso sakho
Ukuthengiswa kweMpawu kukuthi abantu baqonda njani ishishini lakho kunye nemveliso - kungekhona nje ukupakishwa kunye nokuqaphela igama. Yonke into oyenzayo (okanye ungenzi) kwishishini ithetha into malunga nawe. Ukuthengiswa kweMpawu kunye nokukhangisa okucwangcisekileyo kunokukunceda ukuba ube nefuthe elihle kubantu ukuze uphawu lwakho lukhumbule ngaphezu kwegama okanye umkhiqizo okanye i-jingle - ufuna ukuba uphawu lwakho lubuye lule kumgangatho wengqondo, ukuthembeka, kunye neshishini elingaba thembile.