El ukuphawula ngokomzwelo Kuyisu lokukhangisa lokukhangisa ukwenza ikhasimende lithande futhi lixhumanise nomkhiqizo noma umkhiqizo. Kulesi sihloko sizokukhombisa konke okuhlobene nakho.
ukuphawula ngokomzwelo
Ukuze sazi ngempela ukuthi kusho ukuthini ukwenza uphawu ngokomzwelo, kufanele siqale sicabangele futhi sichaze ukuthi kuyini ukwenza uphawu. Leli gama liyi-anglicism echaza inqubo lapho umkhiqizo noma umkhiqizo wethulwa ngokohlelo oluchazwe kahle.
Ekubhrendeni kuvumela ukuthuthukisa umkhiqizo ngombono wokukhangisa kuphela. Kucatshangelwa inani lezinto ezibalulekile ezifana nalezi: Izinqubo zegraphic, amasu okuxhumana nalokho okubizwa ngokuthi ukuma.
Phakathi nenqubo, isithombe senkampani sibonakala ngemibala ebonisa inkampani nomkhiqizo. Njengesibonelo sinemikhiqizo ye-Coca Cola ne-McDonald's enezinkomba ezinemibala ekhonjwa kalula yikhasimende.
Ukumaketha futhi kucubungula isitayela nomlingiswa ohlukile ngokusebenzisa isiqubulo. Lokhu ekukhangiseni kokuMaketha kumelela ukuma kwemakethe komkhiqizo noma umkhiqizo, njengesithenjwa esihlala sikhona ezingqondweni zabathengi ngokuqondile nangokungaqondile.
Isu lihlanganisa lezi zinqubo ezilandelayo: Ukwakhiwa kwebhrendi, ukuhlonza inkampani, ukuma, ukwethembeka komkhiqizo kanye nokwakhiwa kwebhrendi. Kusixhumanisi esilandelayo uzokwazi ukwazi konke okuhlobene Amasu ebhizinisi.
Endabeni yokufaka uphawu ngokomzwelo, amathuluzi afanayo asetshenziswa. Nokho, ukuma kugxile engxenyeni ehlobene nemizwa yemizwa nobuthakathaka babathengi. Namuhla umhlaba uhamba phakathi kwemizwa, emibi noma emihle, umuntu uyisebenzisa njalo.
Umqondo uchitha isikhathi esiningi usebenzisa izinsiza ukunikeza umuntu uchungechunge lwezici ezihlukahlukene ezimsiza ukuba abone isimo lapho ezizwa ethonywa izenzo ezihlukahlukene. Leli thonya lidala imizwa, engabonakala ngothando, ubuhlungu, intukuthelo, phakathi kokunye.
Ukukhangisa njengenye yezindlela ezibaluleke kakhulu zokubeka umkhiqizo endaweni, kucabangela ukuthi ukusungula i-Branding ethinta inhliziyo kusiza umkhiqizo ukuze uzibeke njengethuluzi lesidingo samakhasimende. Ngamanye amazwi, uma i-Branding isetshenziswa kucatshangelwa imizwa, abathengi bahlonza umkhiqizo ngokushesha lapho bethola ubudlelwano bomuzwa obukhombayo.
historia
Nakuba kungeyona into entsha emhlabeni wokukhangisa. Namuhla isetshenziselwa ukukhiqiza imikhiqizo ngokusekelwe emizweni yabantu. Inhlanganisela yesiqubulo esinemibala ethile ivumela i-Emotional Branding ukuthi isungule isu lokukhangisa.
Ukuxhumanisa umthengi ngokomzwelo nomkhiqizo kube yisu elisebenze kusukela ngeminyaka yawo-30. Ngokuhamba kwesikhathi, izinkampani ezihlukahlukene ziye zasebenzisa leli su ukuze zibeke imikhiqizo yazo endaweni ebalulekile kubathengi abathile.
Isikhathi samanje
Namuhla, amathuluzi Wokuthengisa asekelwe kumasu ahlobene nokwenza izinqubo zibe yidijithali. Iklayenti liyishintshile indlela elicinga ngayo nelithola ngayo imikhiqizo, naphezu kokuthi kuseneqembu elikhulu lamaklayenti, aqhubeka nokusesha ngendlela evamile.
Ukuxhumana okumaketha okuthinta imizwa namuhla kungathuthukisa umkhiqizo ngendlela yokuthi abathengi baphendule ngokushesha ngezenzo zemvelo yomzwelo. Iziqubulo zibalulekile ukuze sifinyelele izinhliziyo zabantu.
Isibonelo salezi iziqubulo ezinjengokuthi «Ngqo encazelweni yakho», «Sihlanganyela injabulo», «Izuze ngenhliziyo yakho», «Sesha umhlaba wakho», ngamafuphi, noma yimuphi umyalezo ohlobene nemizwa yabantu. Singakwazi ngisho nokwazisa indlela uphawu olungokomzwelo oluhlobanisa ngayo leyo mizwa engemihle nokukhangisa.
Ukuthuthukiswa
Singasho-ke, ukuthi konke lokhu kuhlose ukucupha imizwa yabantu futhi ihlobanise nomkhiqizo. Icala elithakazelisa kakhulu elohlobo lwesiphuzo esithambile iCoca Cola, lesi siphuzo sesifinyelele kubathengi ngendlela yokuthi, ngaphandle kokuphuza lesi siphuzo, amakhasimende azihlonze ngaso. Baze badlulele ekutheni bangadli olunye uhlobo lweziphuzo ezibandayo ukuze balondoloze ukwethembeka.
Umsebenzisi uhlobanisa umkhiqizo namanani athile aphathekayo noma cha, futhi awuhlobanise ngokuqondile nekhwalithi yomkhiqizo. Lokhu kubizwa nge-brand personality. Kuyisu lapho umkhiqizo uthathwa “njengophawu lwenhliziyo”. Uma inkampani ingawusebenzisi ngokufaka uphawu ngokomzwelo, ibizwa ngokuthi “umkhiqizo ongenamphefumulo”.
Ngokuvamile, izinkampani zisebenzisa i-Branding ukuze zifinyelele ikhasimende zisebenzisa imizwa yazo eyakhayo, izinkampani ezimbalwa kakhulu ezisebenzisa imikhiqizo yazo nge-Branding engokomzwelo engemihle. Noma eduze kunemikhiqizo ebonisa ilogo ngemibala ebandayo, efana namathrendi omnyama, omhlophe, osiliva, nombala we-pastel.
Ukuthembana okukhona phakathi komthengi nomkhiqizo kuba cishe isimo somndeni. Ngalo mqondo, abanye ochwepheshe bezentengiso babheka ukuthi amakhasimende awabi abathengi, kodwa abe umuntu.
Ibhrendi iyayeka ukuba umkhiqizo wokuhweba futhi iba ingxenye eyengeziwe ezimpilweni zabantu. Lokhu kuvumela ukutholwa kwemikhiqizo ukwazi kusenesikhathi ukuthi ingeyekhwalithi ephezulu ngokunganaki intengo noma isidingo sayo.
Indlela ukuyiklama?
Uma unamathuluzi adingekayo kanye nolwazi ezindabeni zokukhangisa nokumaketha kwedijithali, ungenza ukwakhiwa kwephrojekthi yokufaka uphawu ngokomzwelo. Nakuba kungewona umsebenzi olula. Esihlokweni esilandelayo uzokwazi ukuthi kanjani Business Creativity.
Umdali kumele abe nakho konke ubuhlakani bakhe, ukuze akwazi ukubheka imizwa ehlobene nomkhiqizo noma umkhiqizo. Nakuba ingekho indlela eyodwa, inomoya othile ohlobene nezimo zobuciko.
Umqondo uwukufinyelela ekuqulekeni komsebenzisi ngokusebenzisa izindlela zokufundisa, kusebenza njengereferensi. Ngokunjalo, ezinye izithombe zingahlaba umxhwele futhi zibonise izidingo ezifihliwe kubantu. Lezi zindlela zisebenzisa ukwaneliseka kwezifiso, ukukhulula imizwelo enjengokudabuka nezinkumbulo ezibuhlungu, ukuphazamisa ukuzazisa komuntu siqu nokuziqinisekisa njengezici ezithinta inhliziyo, ezisebenza ngokushintshana njengamasu.
Ngalokhu, kufunwa impendulo esheshayo yemizwa, lapho umuntu ngamunye ezizwa ekhonjiwe futhi angacabanga ukuthi umkhiqizo ungashintsha ngempela noma wenze leyo mizwa nemizwelo isebenze. Izinkampani ezinkulu zokukhangisa zenza izifundo ezinemininingwane mayelana nesimo senhlalo yabantu kwezinye izindawo.
Lokhu kuvumela ukuqondisa uphawu kulezo zindawo, lapho uhlobo olulodwa lwemizwa nalo lubhekwa njengolubaluleke kakhulu kunezinye izindawo. Kulokhu, ukucaciswa kwelogo noma uphawu olunganikeza impendulo kumuntu nakho kufunwa. Lesi sithombe noma uphawu kufanele lujabulise iso, ukuze lukhunjulwe kalula.
Lokhu kusungula ubudlelwano nokuhlotshaniswa kwabathengi nohlobo oluthile. I-Emotional Branding idala imizwa yenjabulo ngokuba khona komkhiqizo. Umkhiqizo ngokwawo uwukujwayela lezo zidingo zomthengi.
Amasu anolaka awasebenzi kulolu hlobo lwephrezentheshini yokukhangisa. Umkhiqizo kufanele ubonise ubuqili obusebenzayo, uvuse imizwa yobumnandi. Okuthile okuvamise ukusetshenziswa yizinkampani zezingubo ezisondelene nezangasese.
Ukucatshangelwa kokuziphatha kanye nezinzwa
Imizwa ehlukahlukene ivusa impendulo ethokozisayo yemizwa kubathengi abathile. Ukusetshenziswa kwezithombe ezithile kuvumela ukufinyelela ubuthakathaka bomphakathi, ukukhombisa isithombe noma ividiyo lapho umbhangqwana uhleka okuthile okungaziwa okwamanje, kubangela umuzwa wokuzola.
Owesifazane ophuma endaweni emnyama egqoke izingubo eziseduze udala izifiso ezithile ezifihliwe kwamanye amadoda. Ukukhala kwengane enqunu embelekweni kukhombisa umuzwa kamama wonke umuntu wesifazane aba nawo.
Lezi zindlela yizo ezenza ukumaketha kwedijithali kuhluke kwamanye amasu okukhangisa, okukhangisa nawokuthengisa. Kodwa hhayi kuphela izithombe. Umculo ungenye into eyisisekelo ehambisana nesithombe noma ividiyo efuna ukufinyelela umthengi ngqo.
Ukuthamba kwezingoma namaculo aphansi kuvumela ingqondo yeklayenti ukuthi icabangele umuzwa wokushisekela, uthando, kanye nobubele. Konke kuye ngokwesimo nokuphelela komkhiqizo. Ungenza uhlolo, uthumele ividiyo yokuthengisa ku-YouTube enezici zokubeka uphawu ngokomzwelo.
Ngokushesha ngemva kokuthi kudlule imizuzwana engu-30, susa umculo uqhubeke nokubuka ividiyo. Njengoba uzobona yonke into ishintsha futhi izithombe azisazizwa ngendlela efanayo. Okufanayo kwenzeka ngemibala, iziphakamiso zihluke kakhulu kuye ngokuthi hlobo luni lwezimpawu zomzwelo ofuna ukuzisebenzisa.
Lokhu kukhohlisa kwemibala ezithombeni nasemisindweni kwenza abanye ochwepheshe bazibuze ukuthi izimiso zokuziphatha okufanele zihlonishwe ekukhangiseni zingatholakala kuphi. Ngakho ukukhuthaza imizwelo yamadoda kuwuhlobo lokukhohlisa oluthonya kakhulu umthengi.
https://www.youtube.com/watch?v=96ywxMZhVNE
Ukufinyelela ingqondo yomuntu akulula, kodwa ukukwenza ngale ndlela kumelela, kwabanye ochwepheshe, isenzo sokuziphatha okuhle. Kufana nokudlala nokuphatha imizwa yabantu ngaphandle kwemvume yabo.
Le ndlela yokucabanga iholela ama-ejensi okukhangisa ukuthi acabangele ukuthi ingabe ukufaka uphawu kwedijithali kubangela ukulimala okuthile kubasebenzisi. Abanikazi abafanayo bezinhlangano zokukhangisa babheka ukuthi akukhona okuphambene nezimiso zokuziphatha ukukhombisa imizwa wonke umuntu anayo enhliziyweni nasengqondweni yakhe.
Ubudlelwano nokumaketha kwedijithali
Ulimi olusetshenziswa wuphawu lwemizwa luyindlela ekhetheke kakhulu yokutshela ikhasimende ukuthi imizwa ingasetshenziswa noma nini. Ukwenqatshelwa kokuzwa injabulo noma ukukhala lapho ubuka ividiyo ebangela imizwelo ethile akunakubhekwa njengobugebengu phakathi kwezindinganiso zokuziphatha.
Kukholelwa ukuthi lolu hlobo lokukhangisa lusetshenziswe iminyaka eminingi, lapho uzama ukuthengisa umkhiqizo. Ngakho-ke ihlobene eduze nokumaketha kwedijithali okusebenzisa wonke amathuluzi akho ukuze kufinyelelwe umthengi ngendlela ecashile kakhulu.
Ukumaketha kwedijithali kusebenzisa izindawo ezihlukahlukene ezifuna ukuma komkhiqizo. Amasu alokho okubizwa nge-SEO, aqukethe uhlobo lokuncintisana, lapho uhlobo ngalunye lufuna ukuba ngaphezu kolunye. Umqondo uwukuzama ukubeka ubukhona bakho kumanethiwekhi nezinjini zokusesha ezahlukahlukene.
I-Emotional Branding ayiwadingi amasu anjalo anolaka, imane itholakala kumlayezo oqondiswe endaweni yonke yabantu abanokuthile abafana ngakho ngemizwa.
Phakathi kwamathuluzi asetshenziswayo ukumisa amavidiyo, ama-logo aketshezi kakhulu kanye ne-viralization. Lezi ngokuyisisekelo imvelo yemvelo Yokumaketha noma ukumaketha kwedijithali.
Ukubaluleka
Uma ukunamathela ngokomzwelo kumkhiqizo kusungulwa ngokuqinisekile, kuba nzima kamuva kulo mthengi ukuthi awushiye umkhiqizo. Impumelelo yomkhiqizo osebenzisa amasu ophawu lwemizwa ngokuyisisekelo incike ekufinyeleleni isibopho somzwelo nomuntu.
Ngokufanayo, le mpumelelo ibonakala ngokuhamba kwesikhathi, lapho umthengi egcina ukwethembeka kumkhiqizo phakathi neminyaka. Ubudlelwano bemizwa bungafinyelela ngisho nasezingeni eliphezulu, lapho abathengi baze babonise uthando kumkhiqizo.
Okunamathiselwe kuba yisibopho futhi ngokulandelayo kube uhlobo lomzwelo obambekayo. Ngamanye amazwi, abathengi banikeza impilo kumkhiqizo kanye nelogo, bedala uhlobo lokwenziwa komuntu komkhiqizo. Lapho kukhona ukuhlukana, ukuzibophezela kanye nokutuswa.
Icala elifanekisela kakhulu lokumaketha ngokomzwelo lenzeka e-United States, lapho phakathi neminyaka yawo-90 umdlali webasketball uMichael Jordan wayewuphawu lokukhangisa lomkhiqizo wezicathulo zezemidlalo i-NIKE. Ukukhangisa ngokomzwelo kuhloswe kuwo wonke umphakathi othanda i-NBA futhi, ngaphezu kwakho konke, kulabo abangase babe abathengi bomkhiqizo, njengabantu abasha.
Ngemuva kweminyaka engama-30 yokukhipha imodeli ye-Air Jordan, lawa mamodeli ezicathulo zezemidlalo asathengiswa emhlabeni wonke. Ngokubeka nje isiqubulo esithi "Yenzelwe wena" njengesiqubulo, abantu abasha abavela kuwo wonke amazwekazi abahlotshaniswanga nomkhiqizo kuphela kodwa futhi nokuzama ukuba yingxenye yomsubathi lapho begqoka amabhuzu abo.
Lesi sibonelo sisebenzele ezinye izinkampani ukuthi zicabangele ithuluzi lokufaka uphawu lomzwelo njengento ebalulekile ekumiseni umkhiqizo. Ngakho ikuvumela ukuthi uthole ukuthengisa okumangazayo nenzuzo. Ngophawu olungokomzwelo, ukuncintisana akumeleli isitha okufanele sinqotshwe.
Amasu okukhangisa ancike kubathuthukisi bezithombe nemikhiqizo. Banamandla okwenza uhlobo lokukhangisa lapho izici ezihlobene nobuchwepheshe bolwazi kanye nokwenza idijithali zingenele.
Okubalulekile ngale nqubo ukuthi ibandakanya izinto ezahlukahlukene ezisiza ngokubambisana ukukhombisa uhlobo olungabuye lube isithombe sebhizinisi. Namuhla lolu hlobo lokukhangisa lubonisa indlela yokukhuluma, kunomlayezo olula wokukhangisa. Nokho, akwaziwa ukuthi lolu hlobo lobuchwepheshe bokukhangisa lungahamba ibanga elingakanani.
Umsebenzi wokuxoxa izindaba
Kulabo abangazi kahle Ukuxoxa Indaba, iyithuluzi elisetshenziswa abakhangisi abathile ukuze baxoxe indaba ngesikhathi ividiyo isebenza. Kuthathwa njengobuciko emkhakheni wesinema. Namuhla isetshenziswa kabanzi kumapulatifomu anesibopho sokucubungula amavidiyo.
Xhuma abasebenzisi ngomlayezo obonakalayo odluliswayo. Kungaba ngezwi noma ngabalingiswa. Mayelana nokumaketha ngokomzwelo, leli thuluzi lisetshenziswa kakhulu imidiya yokukhangisa, kanye namathrendi amasha njengalena esikubonisa yona kusixhumanisi esilandelayo. Amaphrojekthi Wosomabhizinisi
Ukuxoxa indaba ebandakanya imizwa yomthengi nokuthi kunezithombe ezihlobene nokuthile uhlobo lomkhiqizo neklayenti abafana ngalo. Lolu hlobo lokukhangisa luyashesha futhi luthintana ngqo nomthengi kanye nomkhiqizo.
Lolu hlobo lokumaketha alusebenzisi imilayezo eqondile, aluveli ngaphambili. Ibonisa enye indlela ehlobene nomuzwa kulokho ofuna ukukunikeza. Umthelela wesikhathi eside mkhulu kubathengi kunokuboniswa ngokungaqondile incazelo yomkhiqizo ngokwawo.
Kunezinkulungwane zezindaba ezisetshenziswa njengokuxoxa Indaba. Zikuvumela ukuthi uthuthukise ukuma kohlobo oluthile. Lokhu kusiza ekwenzeni umkhiqizo ube ngumuntu ngokuwenza ingxenye yekhasimende. Ngesikhathi esifanayo, zama ukudonsa iklayenti ngokuthinta imizwa yabo.
Umthengi uyaqonda ukuthi umkhiqizo udlula noma yikuphi ukuthengiswa. Kucatshangwa ukuthi ungaxhunyaniswa nayo uma uxhuma futhi uqonda kangcono indaba abayixoxayo. Abakhangisi abaningi bangochwepheshe ekusebenziseni ukuxoxa indaba njengendlela yokufinyelela abathengi ngokushesha.
Ukuphawula kokugcina
Amasu e-Emotional Branding avumela izinkampani ukuthi zingagcini nje ngokuthula imikhiqizo futhi zibeke uphawu, kodwa futhi zisebenzise amasu asekelwe kumibandela nezikhalazo zabathengi ngokwabo, abavame ukuzizwa bexhumeke ngokuqondile kumkhiqizo.
Iqiniso nokukhula kokumaketha kwedijithali nakho kungenxa yentuthuko kanye nokumiswa okukhona namuhla ezinkundleni zokuxhumana nasezindaweni ezihlukahlukene zokuphila komuntu. Ukukhangisa kweminyaka engu-30 edlule akufani nalokhu esikuthola namuhla.
Ukuthengisa kanye nendlela umkhiqizo onganikezwa ngayo, kunqunywa kuma-ejensi amaningi wokukhangisa, ukuze kuguqulwe amasu lapho intuthuko yezobuchwepheshe kanye nobuchwepheshe bolwazi busebenza khona. Ngokufanayo, i-inthanethi njengendlela yolwazi oluningi ivumela ukwakhiwa kwezindlela zokuzuza ukuma komkhiqizo ngokushesha okukhulu.
Ukuncintisana kwanamuhla kunamandla kakhulu, amasu amasha okuthengisa abonwa ngaso sonke isikhathi. Lokhu kuvumela abantu abaningi ukuthi babambe iqhaza kumkhakha wokukhangisa wedijithali ngezindlela ezahlukahlukene. I-Positioning Dynamics ivumela nsuku zonke ukubuka imikhiqizo yekhwalithi nesithombe esihlaba umxhwele.
Nsuku zonke kuba nabakhangisi abaningi okuthi ngobuhlakani babo bangagcini ngokufuna ukukhombisa ithalente labo. Bangochwepheshe abazi ukuklama, ukuhlela, ukumaketha, ukukhangisa kanye nokuma. Izindawo okwathi eminyakeni engu-30 edlule zazizimele futhi ezikhungweni zokukhangisa zaziyingxenye yazo zonke.