Ngaba wakha wacelwa ukuba wenze ibranding? Ngaba kunokwenzeka ukuba, phambi kwalowo ukuphathisileyo umsebenzi, awufuni kuthetha nto kwaye ujikeleze ukhangela ukuba kuthetha ukuthini ukukwazi ukubuza imibuzo efanelekileyo. Kwaye kukuba, xa uphawu lungalunganga kubaphulaphuli abajoliswe kulo, kwiimveliso ezinikezelayo ... "ukuphakamisa ubuso" kuyimfuneko. Kwaye oku kukubuyisela igama kwakhona.
Kodwa ngaba uyafuna ukwazi ngakumbi? Ngaba uyafuna ukubona ezinye iibrendi ebekumele zenziwe nangona zingamagama amakhulu? Ewe, jonga oko sikulungiselele kona.
Yintoni i-rebranding
Ngaba uyaliqonda igama elithi rebranding lithetha ukuthini? Yinto yokuqala ekufuneka uyazi ngaphambi kokuba uqhubeke. Kwaye ngenxa yoko, ngaphambi kokwazi ukuba yintoni na, kufuneka wazi ukuba yintoni uphawu.
Ngendlela elula, ukwenza uphawu ziintshukumo ezenziwayo ukunika uphawu lwegama. Oko kukuthi, uphawu, umyalezo, ukupakishwa, imifanekiso yothungelwano... Yonke loo nto iphawulwa.
Ingxaki kukuba, ngamanye amaxesha, ngokungalwenzi kakuhle uphando; okanye ngokuhamba kwexesha, ngenxa yokuba iphelelwe lixesha, uphawu kufuneka lwenze uphawu olutsha. Kuphela kule meko, kukwenziwa ngokutsha, ukukhutshwa kwakhona kolo phawu ukuze luqhelane namaxesha amatsha.
Ke ngoko, sinokuthi ukuphinda kuphawulwe kwakhona zizicwangciso ezenziwayo ukuguqula, ngokupheleleyo okanye ngokuyinxenye, isazisi sophawu.
Makhe sikwenzele umzekelo. Khawucinge ukuba unenkampani evela kwi-1980 apho i-logo yi-duro (ngelo xesha i-duro yayiyi-5 pesetas). Kwaye ngoku, ngo-2023, kugqitywe ukuba kulungile ukusebenzisa loo logo eyathi, ngo-2000, yaphelelwa lixesha. Ke uceba ukwenza uhlengahlengiso apho atshintshe uphawu lwakhe nge-euro. Elo qhinga ngokwalo sele liyinxalenye yeli kota.
Ukufakela uphawu ngokutsha, kunye nohlengahlengiso
Amagama amathathu ahambelanayo, nangona ahlukile. Ukwenziwa kwebranding, ukutshintshwa ngokutsha kunye nokulungiswa ngokutsha ngamagama anokubhekisa kwinto enye, kodwa eneneni ayahluka.
Njengoko usazi, ukwenza uphawu kunye nokuphinda kuphawulwe kwakhona kunento yokwenza nesazisi sophawu, kwimeko enye ukuyidala, okwesibini ukuyilungisa. Ukuza kuthi ga ngoku kuhle.
Ngoku, kunye nokulungiswa kwakhona? Kule meko, kuya kuba yinkqubo ngokutsha ye-brand. Hayi yesazisi, kodwa umfanekiso. Le yinxalenye yokwenziwa ngokutsha, kuba yenye yezinto ezenziwayo (ngokwenza uhlengahlengiso lwento echonga uphawu).
Kwenziwa nini ukwenziwa ngokutsha
Nangona sikubonile oko ukwenziwa ngokutsha kukuyilwa ngokutsha kwesazisi sophawu, Akusoloko kufuneka uyenzile. Nangona kunjalo, injongo yokwenza oko idla ngokuba lutshintsho kwindawo yakho. Kwaye oku kusenokubangelwa kukuba uphawu lwenze utshintsho okanye ngenxa yokuba aluzi kuzinikela koko lukwenzileyo ukuza kuthi ga ngelo xesha.
Ke ngoko, iimeko apho ukwenziwa ngokutsha kwebranding zezi:
- Ukuzahlula kubantu okhuphisana nabo. Umzekelo, ukubonelela ngesindululo sexabiso esingaphandle kwesiqhelo ngokubhekiselele kwabo bakhuphisana nabo. Khawucinge ngevenkile ekwi-intanethi ezinikele ekukhuseleni indalo esingqongileyo kwaye ithatha isigqibo sokuba yonke into eyisebenzisayo ukuthumela iimveliso iya kuphinda isetyenziswe. Oko kunokuba luphawu ngokutsha ukubonisa ukuba ikhusela iplanethi.
- Ukususa umfanekiso ombi. Ngamanye amaxesha, ngenxa yeempazamo, okanye ngenxa yokuba kukho into engalunganga ixesha elide, uphawu lulahlekelwa yixabiso kwaye yonke into oyizamayo ayisebenzi. Ke ngoko, ukwenziwa ngokutsha kunye nesicwangciso esitsha seshishini kunokutshintsha le mbono ngabasebenzisi.
- Ngenxa yokuba isabelo semarike silahlekile. Oku kungenxa yokuba uphawu lukhethekileyo kwinto enye kwaye, xa onke amakhaya sele enaloo mveliso, isabelo semakethi siyancipha, ngoko ke kuyimfuneko ukuphumeza isicwangciso sokuthengisa ukutshintsha okanye ukwandisa abaphulaphuli.
- Ngezizathu ebezingalindelekanga. Ngenxa yokuba imarike iyatshintsha, ngenxa yengxaki yehlabathi, ngenxa yotshintsho olubanzi lwenkampani, nangenxa yokudibanisa.
- Ukwandisa. Kungenxa yokuba kusenokwenzeka ukuba ukwenza uphawu kwelinye ilizwe kugqalwa njengento engcolileyo okanye engafanelekanga kwelinye. Ke, banokujonga ukutshintsha ilogo ibe yeyokungathathi hlangothi nakwamanye amazwe, okanye bachonge zombini kodwa benze iimpawu ezimbini.
Lumka kuba ngamanye amaxesha kukho umngcipheko wokucinga ukuba ukubuyisela igama kwakhona akubi, ukuba kulungile, kwaye oku akuyonyani. Inkampani eyenziwe kwaye emva kweenyanga ezi-6 utshintshe i-logo kuba awuyithandi, emva konyaka utshintshe iwebhusayithi kunye ne-logo, kwaye ke rhoqo into eyenzayo kukuba abathengi abapheli ukuthembela. loo nkampani, ukongeza ukungakunaki xa uthenga, ukuze ungakhi ukunyaniseka. Kwaye oko kuthetha ukuba kufuneka unikezele imali eninzi kunye nomzamo wokukwazi ukubeka kwakhona (kuba yonke into ngaphambili ilahlekile).
Ngoku, ukuba ekugqibeleni oku kuyenzeka, ayitshintshi ngenxa yokutshintsha. Kuyimfuneko ukwenza uphando lwemarike, ngaphandle nangaphakathi, ukwazi ukuba yintoni eya kuba lolona tshintsho lungcono, iya kwenziwa njani, kwaye zeziphi izicwangciso ezicetywayo ukwenza utshintsho lufikelele kubasebenzisi kwaye baqonde ukuba yinkampani enye.
Imizekelo yokwenziwa ngokutsha okudumileyo
Ukugqiba kwaye ukuze uqonde ukuba yintoni na okanye into abanokuyicela kuwe xa ugunyazisa iprojekthi efana nale, sikushiya neminye imizekelo enokukhanyisa ngakumbi kulo mbandela.
iapile
Ngaba ubusazi ukuba i-logo yokuqala eyayinayo i-Apple yayiyeyo Newton phantsi komthi we-apile, kunye ne-apile phezu kwentloko yakhe? Ngokuqinisekileyo, i-logo yayinzima kakhulu kwaye ingathandwa ngabaninzi.
Ngoko ke kwiminyaka embalwa kamva bagqiba ekubeni bayitshintshe, oko kukuthi, ukwenza uhlengahlengiso kwi-rebranding ukuze ukususela ngaloo mzuzu ibe yi-apula enemigca enemibala (ngokuqinisekileyo, yatshintsha yangoku).
McDonald kaThixo
Usenokungakhumbuli, kodwa uMcDonald's... ngowuphi umbala? Uya kuthi u-M utyheli, kwaye ewe, unyanisile. Kodwa ukuba ujonga emva kwiminyaka engama-20 okanye kunjalo kufuneka wazi ukuba ibekwe kwimvelaphi ebomvu. Ngaloo ndlela yatsala ingqalelo kwaye yachongwa ngokutya okukhawulezayo, i-hamburgers, i-ketchup kunye ne-mustard ...
Ingxaki kukuba baqala ukuthetha ukuba uphawu luthengisa ukutya okukhawulezayo okusemgangathweni, okuchaphazela impilo. Kwaye lenze ntoni uphawu? Ewe, ukutshintshwa kwegama kwakhona. Bayitshintshe imvelaphi yelogo ibeluhlaza. Kwaye bazisa imveliso entsha kwimenyu yabo: iisaladi.
Ngoku, eneneni, kuqhelekile ukubona uphawu kwimvelaphi eluhlaza, kodwa nakwimvelaphi emnyama, kudala enye isazisi esahluke ngokupheleleyo kwesokuqala ebenaso.
Ngaba ukutshintshwa kwegama kwakhona kucacile kuwe?