El manzwiro ekumaka Iyo inzira yekushambadzira yekushambadzira kuita kuti mutengi ade murudo uye kubatanidza nemhando kana chigadzirwa. Muchikamu chino tichakuratidza zvese zvine chekuita nazvo.
manzwiro ekumaka
Kuti tinyatsoziva zvinorehwa nemanzwiro ekumaka, isu tinofanira kutanga tafunga nekutsanangura kuti chii chinonzi branding. Izwi iri ndere anglicism rinotsanangura mafambisirwo emhando kana chigadzirwa chinoratidzwa maererano nehurongwa hwakanyatsotsanangurwa.
MuBranding inobvumira kugadzira chigadzirwa kubva pakuona kwekushambadzira chete. Inotora muakaunti akati wandei akakosha zvinhu senge: Graphic maitiro, nzira dzekukurukurirana uye izvo zvinonzi chinzvimbo.
Munguva yekuita, mufananidzo wekambani unozivikanwa nemavara anoratidza kambani uye chigadzirwa. Semuenzaniso tine mabhureki eCoca Cola neMcDonald ane mavara mareferensi anooneka zviri nyore nemutengi.
Branding inotarisawo chimiro uye hunhu hwakasiyana kuburikidza ne sirogani. Izvi muKushambadza advertising inomiririra nzvimbo yemusika yemhando kana chigadzirwa, sereferensi inogara iripo mupfungwa dzevatengi zvakananga uye zvisina kunanga.
Urongwa uhwu hunosanganisira maitiro anotevera: Kugadzira Brand, kuzivikanwa kwekambani, chinzvimbo, kuvimbika kwemhando uye dhizaini yekuvaka. Muchikamu chinotevera iwe uchakwanisa kuziva zvese zvine chekuita nazvo Maitiro ebhizinesi.
Muchiitiko chechiratidzo chemanzwiro, zvishandiso zvakafanana zvinoshandiswa. Nekudaro, chinzvimbo chakatarisana nechikamu chine chekuita nemanzwiro uye kusasimba kwevatengi. Mazuvano nyika inofamba nemumanzwiro, akaipa kana akanaka, munhu ari kugara achiashandisa.
Pfungwa dzinopedza nguva yakawanda dzichishandisa zviwanikwa kupa munhu nhevedzano yezvinhu zvakasiyana-siyana zvinomubatsira kuona mamiriro ezvinhu apo anonzwa achifurirwa nezviito zvakasiyana-siyana. Izvi zvinogadzira manzwiro, ayo anogona kuzivikanwa kuburikidza nerudo, kurwadziwa, kutsamwa, pakati pevamwe.
Kushambadzira seimwe yedzakanyanya kukosha nzira dzekuisa chigadzirwa, inofunga kuti kumisikidza yemanzwiro Branding kunobatsira iyo brand kuti izvimise sechishandiso chekuda kwevatengi. Mune mamwe mazwi, kana Branding ichishandiswa kurangarira manzwiro, vatengi vanozivisa mhando pakarepo pavanogamuchira hukama hwemanzwiro anouzivisa.
Historia
Kunyangwe iyo isiri chinhu chitsva munyika yekushambadzira. Nhasi inoshandiswa kugadzira mabhureki zvichienderana nemanzwiro evanhu. Iko kusanganiswa kwe sirogani ine mavara chaiwo inobvumira Emotional Branding kumisa zano rekushambadzira.
Emotionally kubatanidza mutengi nemhando yanga iri zano rakashanda kubva kuma30s. Nekufamba kwenguva, makambani akasiyana akashandisa zano iri kuitira kuti aise mabhureki avo munzvimbo yakakosha kune vamwe vatengi chaivo.
Nguva yazvino
Nhasi, Zvishandiso zveKushambadzira zvakavakirwa pamaitiro ane hukama nedigitization yemaitiro. Mutengi akachinja nzira yavanotsvaga nekuwana nayo zvigadzirwa, zvisinei nekuti pachine boka rakakura revatengi, vanoramba vachitsvaga nenzira yechinyakare.
Kushambadzira kutaurirana kwechimiro chemanzwiro nhasi kunogona kugadzira brand nenzira yekuti vatengi vanopindura nekukurumidza nezviito zvechimiro chemanzwiro. Masirogani anokosha kuti asvike mwoyo yevanhu.
Muenzaniso weizvi masirogani akadai sekuti "Kunanga kune zvaunoreva", "Tinogovana mufaro", "Uwane nemoyo wako", "Search nyika yako", muchidimbu, chero meseji ine chekuita nemanzwiro evanhu. Tinogona kutotenda kuti kushambadzira kwemanzwiro kunobatanidza sei manzwiro aya asina kunaka nekushambadzira.
Development
Tinogona kutaura ipapo, kuti zvese izvi zvinotsvaga kumutsa manzwiro evanhu uye nekuzvibatanidza nechiratidzo. Nyaya inonyanya kunakidza ndeyemhando yeCoca Cola soft drink, ichi chinwiwa chasvika kune vatengi nenzira iyo, pasina kunwa chinwiwa chinopfava, vatengi vanozviziva. Vanotosvika pakusadya chimwe chinwiwa chezvinwiwa kuti varambe vakatendeseka.
Mushandisi anosanganisa iyo mhando nehumwe hunobatika hunhu kana kwete, uye inohubatanidza zvakananga nemhando yechigadzirwa. Izvi zvinonzi brand personality. Iro zano apo chigadzirwa chinotorwa se "chiratidzo chemoyo". Kana iyo mubatanidzwa ikasaishandisa kuburikidza nemanzwiro ekumaka, inonzi "isina mweya chigadzirwa".
Kazhinji, makambani anoshandisa Branding kusvika kune mutengi vachishandisa manzwiro avo akanaka, mashoma makambani anoshandisa mabhureki avo kuburikidza neakaipa emanzwiro Branding. Kana padhuze pane zvigadzirwa zvinoratidza logo mune inotonhora mavara, senge dema, chena, sirivheri, uye pastel color maitiro.
Kuvimbika kuripo pakati pemutengi nechigadzirwa kunova mamiriro anenge emhuri. Nenzira iyi, dzimwe nyanzvi dzekushambadzira dzinofunga kuti vatengi havave vatengi, asi munhu.
Iyo brand inomira kuve chigadzirwa chekutengesa uye inova chimwe chinhu muhupenyu hwevanhu. Izvi zvinobvumira kutorwa kwezvinhu zvichifanoziva kuti ndezvemhando yepamusoro zvisinei nemutengo wazvo kana kudiwa.
Nzira yekuigadzira sei?
Kana iwe uine maturusi anodiwa uye ruzivo munyaya dzekushambadzira uye kushambadzira kwedhijitari, unogona kuita kuvaka kweyepfungwa yekumaka purojekiti. Kunyange zvazvo zvisiri nyore basa. Muchikamu chinotevera uchakwanisa kuziva kuti sei Business Creativity.
Mugadziri anofanira kunge aine hunyanzvi hwake hwese, kuitira kuti atarise manzwiro ane chekuita nemhando kana chigadzirwa. Kunyangwe pasina nzira imwe chete, ine mamwe mamhepo ane chekuita nehunyanzvi mamiriro.
Pfungwa ndeyekusvika pakusaziva kwemushandisi kuburikidza nemaitiro ekuita, kushanda sereferensi. Saizvozvo, mimwe mifananidzo inogona kufadza uye kuratidza zvakavanzika zvinodiwa muvanhu. Aya maitiro anoshandisa kugutsikana kwezvishuwo, kusunungura manzwiro akadai sekusuwa uye ndangariro dzisina kunaka, kukanganisa ego yemunhu uye kuzvisimbisa sezvinhu zvinobaya mwoyo, zvichishanda semazano.
Neizvi, mhinduro yekukurumidza yemanzwiro inotsvakwa, apo munhu wega wega anonzwa achizivikanwa uye anogona kufunga kuti chigadzirwa chinogona kunyatso gadzirisa kana kumutsa iwo manzwiro uye manzwiro. Makambani makuru ekushambadzira anoita ongororo dzakadzama maererano nemamiriro emagariro mune dzimwe nzvimbo.
Izvi zvinobvumira kutungamira chiratidzo kune idzo nzvimbo, uko imwe mhando yemanzwiro inoonekwa zvakare yakakosha kupfuura dzimwe nzvimbo. Nokuda kweizvi, panotsvakwawo kujekeswa kwechiratidzo kana chiratidzo chinogona kupa mhinduro kumunhu. Ichi chifananidzo kana logo inofanira kufadza ziso, kuitira kuti igone kurangarirwa nyore.
Izvi zvinomisa hukama uye kushamwaridzana kwevatengi kune chaiyo brand. Emotional Branding inoburitsa manzwiro ekunakidzwa nekuvapo kwechigadzirwa. Chigadzirwa chacho pachacho ndechekugadzirisa kune izvo zvinodiwa nemutengi.
Mazano ane hukasha haashande mumhando iyi yekushambadza mharidzo. Chigadzirwa chacho chinofanira kuratidza hunyengeri hunobudirira, kumutsa manzwiro ekunakidzwa. Chimwe chinhu chinowanzoshandiswa nembatya dzepedyo uye makambani ehutsanana napkin.
Ethics uye pfungwa kufunga
Kunzwa kwakasiyana-siyana kunomutsa kunakidza kwemanzwiro mune vamwe vatengi. Kushandiswa kwemimwe mifananidzo kunobvumira kusvika kune utera hwevoruzhinji, kuratidza mufananidzo kana vhidhiyo apo vaviri vanoseka chimwe chinhu chisati chazivikanwa, kunokonzera pfungwa yerunyararo.
Mudzimai anobuda munzvimbo ine rima akapfeka zvipfeko zvepedyo anoburitsa zvishuwo zvakavanzwa mune vamwe varume. Kuchema kwemwana asina kupfeka ari mudumbu kunoratidza manzwiro aamai ayo mukadzi wese anotakura naye.
Idzi nzira ndidzo dzinoita kuti dhijitari yedhijitari isiyane kubva kune kumwe kushambadzira, kushambadzira uye nzira dzekutengesa. Asi kwete chete mifananidzo. Mimhanzi chimwe chinhu chakakosha kuzadzisa foto kana vhidhiyo inotsvaga kusvika kumutengi zvakananga.
Kupfava kuri munziyo uye kurira kunobvumira pfungwa dzemutengi kufunga nezvekunzwa kwechido, rudo, uye unyoro. Zvose zvinoenderana nemamiriro uye kukwana kwechiratidzo. Iwe unogona kuita bvunzo, kutumira vhidhiyo yekutengesa paYouTube ine zvinhu zvemanzwiro ekumaka.
Pakarepo mushure memasekonzi angangoita makumi matatu apera, bvisa mimhanzi uye ramba uchiona vhidhiyo. Sezvo iwe uchaona zvese zvichichinja uye mifananidzo haichanzwi nenzira imwechete. Zvimwe chetezvo zvinoitika nemavara, zvikumbiro zvakasiyana zvakanyanya zvichienderana nerudzi rwekumisikidza branding yaunoda kushandisa.
Uku kushandura kwemavara mumifananidzo nemanzwi kunoita kuti dzimwe nyanzvi dzishamise kuti hunhu hunofanirwa kuremekedzwa mukushambadzira hunogona kuwanikwa kupi. Saka kukurudzira manzwiro evarume inzira yekunyengera inopesvedzera mutengi zvakanyanya.
https://www.youtube.com/watch?v=96ywxMZhVNE
Kusvika mundangariro dzemunhu hakusi nyore, asi kuzviita nenzira iyoyo kunomiririra, kune dzimwe nyanzvi, chiito chetsika dzeunyanzvi. Zvakafanana nekutamba uye kutonga manzwiro evanhu pasina mvumo yavo.
Iyi nzira yekufunga inotungamira masangano ekushambadza kuti afunge kana dhijitari branding ichinyatso kukuvadza tsika kune vashandisi. Varidzi vamwe chete vemasangano anoshambadzira vanofunga kuti hakusi kushata kuratidza manzwiro ayo munhu wese ane mwoyo wake nepfungwa.
Hukama ne digital marketing
Mutauro unoshandiswa nemanzwiro ekumaka inzira chaiyo yekuudza mutengi kuti manzwiro anogona kushandiswa chero nguva. Kurambidzwa kwekunzwa mufaro kana kuchema kana uchiona vhidhiyo inokonzera kumwe manzwiro haigone kutorwa semhosva mukati metsika.
Zvinototendwa kuti rudzi urwu rwekushambadzira rwakashandiswa kwemakore mazhinji, pakuedza kutengesa chigadzirwa. Saka ine hukama nekushambadzira kwedhijitari iyo inoshandisa maturusi ayo ese kuitira kuti isvike mutengi nenzira yakapusa.
Kushambadzira kwedhijitari kunotora mukana wenzvimbo dzakasiyana-siyana dzinotsvaga kuiswa kwechigadzirwa. Maitiro eiyo inonzi SEO, inoumbwa nerudzi rwemakwikwi, apo mhando yega yega inotsvaga kuve pamusoro peimwe. Iyo pfungwa ndeyekuedza kuisa huvepo hwako pane network uye akasiyana ekutsvaga injini.
Emotional Branding haidi hutsinye hwakadai, inongowanikwa mune meseji inonyorerwa kune zvakasikwa zvevanhu vane manzwiro vane chimwe chinhu chakafanana.
Pakati pezvishandiso zvinoshandiswa kuisa mavhidhiyo, iyo yakanyanya fluid logos uye viralization. Aya ndiwo masikirwo enzvimbo yeBranding kana kushambadzira kwedhijitari.
Kukosha
Kana kubatanidzwa kwemanzwiro kune brand kwakasimbiswa, zvinozonetsa kuti mutengi uyu asiye chigadzirwa. Kubudirira kwechigadzirwa chinoshandisa manzwiro ekumaka marongero akanyanya zvinoenderana nekuwana hukama hwepfungwa nemunhu.
Saizvozvo, kubudirira uku kunoitika nekufamba kwenguva, kana mutengi achiramba akavimbika kune brand mumakore apfuura. Hukama hwepfungwa hunogona kutosvika pamazinga epamusoro, uko vatengi vanotoratidza rudo kune brand.
Attachment inova chisungo uyezve muchimiro chemanzwiro anobatika. Mune mamwe mazwi, vatengi vanopa hupenyu kune brand uye logo, vachigadzira rudzi rwevanhu rwemhando. Apo pane kuparadzaniswa, kuzvipira uye kuyemura.
Chiitiko chakanyanya kucherechedzwa chekudhirowa kwemanzwiro chakaitika muUnited States, apo panguva ye90s basketball mutambi Michael Jordan aive chiratidzo chekushambadzira chemhando yeshangu yemitambo NIKE. Emotional branding yakanangana neruzhinji rwevanhu vanoda NBA uye, pamusoro pezvose, kune vangangotenga chigadzirwa, sevechidiki.
Mushure memakore makumi matatu ekuburitsa modhi yeAir Jordan, mhando dzeshangu dzemitambo dzichiri kutengeswa pasirese. Nekungoisa "Made for you" se sirogani, vechidiki vanobva kumakondinendi ese vakaonekwa kwete chete nemhando asiwo nekuyedza kuve chikamu chemumhanyi kana vachipfeka bhutsu.
Uyu muenzaniso wakashandira mamwe makambani kuti atarise manzwiro ekuisa chiratidzo sechinhu chakakosha mukumisikidzwa kwechigadzirwa. Saka zvichikutendera iwe kuti uwane zvinokatyamadza zvekutengesa uye purofiti. Nechiratidzo chepfungwa, makwikwi haamiriri muvengi kuti akunde.
Mazano ekushambadzira anoenderana nemifananidzo uye vagadziri vemhando. Ivo vane kugona kuita chimiro chekushambadzira uko zvinhu zvine chekuita neruzivo tekinoroji uye digitization zvinopindira.
Chinhu chakakosha nezvekuita uku ndechekuti inosanganisira zvinhu zvakasiyana izvo pamwe chete zvinobatsira kuratidza brand inogona zvakare kuve mufananidzo wesangano. Nhasi rudzi urwu rwekushambadzira runoratidza chimiro chekutaura, pane kushambadza meseji. Nekudaro, hazvizivikanwe kuti rudzi urwu rwehunyanzvi hwekushambadza hunogona kusvika papi.
Basa rekutaura nyaya
Kune avo vasina ruzivo nezveKutaura Nyaya, chishandiso chinoshandiswa nevamwe vashambadzi kurondedzera nyaya vhidhiyo iri kutamba. Inoonekwa sehunyanzvi mumunda wecinematographic. Nhasi inoshandiswa zvakanyanya pamapuratifomu ane basa rekugadzirisa mavhidhiyo.
Batanidza vashandisi neshoko rinoonekwa riri kufambiswa. Inogona kuva kuburikidza nezwi kana kuburikidza nevatambi. Nezvekuratidzwa kwemanzwiro, chishandiso ichi chinoshandiswa zvakanyanya nevekushambadzira midhiya, pamwe nemaitiro matsva senge atinokuratidza pane inotevera link. Mabhizimusi Ezvikonzero
Kutaura nyaya inosanganisira manzwiro emutengi uye kuti pane mifananidzo ine chekuita nechimwe chinhu icho brand nemutengi vakafanana. Iyi nzira yekushambadza inokurumidza uye inobata zvakananga nemutengi uye chigadzirwa.
Rudzi urwu rwekushambadzira harushandisi mameseji akananga, haabvi kumberi. Inoratidza imwe nzira ine chekuita nekunzwa kune chaunoda kupa. Kubata kwenguva refu kwakakura kune vatengi pane kuratidzwa zvisina kunanga nerondedzero yechigadzirwa pachayo.
Kune zviuru zvenyaya dzinoshandiswa seNhau. Ivo vanokutendera iwe kukudziridza chinzvimbo cheiyo brand. Izvi zvinobatsira kuita kuti brand iite vanhu nekuita kuti ive chikamu chemutengi. Panguva imwecheteyo, edza kukwezva mutengi kuburikidza nekubata kwemanzwiro avo.
Mutengi anonzwisisa kuti chigadzirwa chinodarika chero kutengesa. Inofungidzirwa kuti iwe unogona kubatanidzwa nayo kana iwe ukabatanidza uye kunzwisisa zviri nani nyaya yavari kutaura. Vazhinji vashambadziri inyanzvi pakushandisa kutaura nyaya senzira yekusvika vatengi nekukurumidza.
Wokupedzisira kutaura
Emotional Branding marongero anobvumira makambani kwete chete kuratidza zvigadzirwa uye chinzvimbo chemhando, asi zvakare kuita mazano anoenderana nemaitiro uye zvichemo zvevatengi pachavo, avo vanowanzo nzwa vakabatana zvakananga kune chigadzirwa.
Icho chokwadi uye kukura kwekushambadzira kwedhijitari zvakare nekuda kwekusimudzira uye chinzvimbo chiripo nhasi mumasocial network uye munzvimbo dzakasiyana dzehupenyu hwevanhu. Kushambadza kwakaitwa makore 30 apfuura hakuna kufanana nekwatinowana nhasi.
Kutengesa uye nzira iyo chigadzirwa chinogona kupihwa, chakatemerwa mumasangano mazhinji ekushambadzira, kushandura marongero apo kufambira mberi kwehunyanzvi uye tekinoroji yeruzivo zvinouya. Saizvozvo, iyo internet senzira yeruzivo rwakawanda inobvumira kugadzirwa kwemaitiro ekuwana brand chigadzirwa chinzvimbo nekukurumidza.
Kukwikwidzana kwanhasi kune simba, nzira itsva dzekushambadzira dzinocherechedzwa panguva yega yega. Izvi zvinobvumira vanhu vazhinji kuti vapinde mudhijitari yekushambadzira nenzira dzakasiyana siyana. Iyo yekumisikidza dynamics inobvumira zuva rega rega kuona zvigadzirwa zvemhando uye inoshamisa mufananidzo.
Zuva nezuva kune vashambadziri vakawanda avo nekugadzira kwavo havangotsvaki kuratidza tarenda ravo. Ivo inyanzvi dzinoziva kugadzira, kugadzirisa, kushambadzira, kushambadza uye chinzvimbo. Nzvimbo idzo makore makumi matatu apfuura dzaive dzakasarudzika uye mumasangano ekushambadzira dzaive chikamu chese.