Brand Guide: Incwadi uhlobo imizekelo kwiinkampani ezaziwayo-kakuhle

Kuba inkampani uthatha inxaxheba kwimisebenzi yezoqoqosho, njengesakhi esibalulekileyo yokuqhuba ishishini ophumelelayo ukuba icebo lakho lokuthengisa awufihlileyo iquka uluhlu lweenjongo sengqiqo kunye nabalinganiswa ezahlula oko kontanga yayo kwaye igalelo kuphuhliso uphawu.

Ukuza kuthi ga ngoku, uphuhliso kunye nokugcinwa uphawu lolona hlobo ezinamandla-nkqubo zorhwebo lukho yinkampani. Isiseko brand, kwakunye namasebe alo, ezifana isilogeni, ilogo nendlela yokuzisebenzisa ziqulathe incwadi brand. iinkampani-waziwa kakuhle abo bafumene impumelelo nge-nkqubo ofanelekileyo zentengiso, kuquka ngokusebenzisa lorhwebo yabo Gajda, ubunzima: Apple, Nestle, Toyota, Coca-Cola ...

Yintoni incwadi brand

Brand Guide yinxalenye ebalulekileyo kwisicwangciso sentengiso nawuphi na umbutho, zichaza zonke iinkalo yokubumba lwemarike kunye nomelo lombutho, iimveliso zayo kunye nabasebenzi balo nempahla kuluntu.

incwadi Brand, imizekelo apho zifumaneka kwinqaku ephela ibonisa ukuba incwadi equlethe ulwazi malunga umbutho, ilogo, uphawu, echaza imveliso okanye inkonzo ukuba nka-. Le ncwadi ibandakanya zonke iinkcukacha ngokuphathelele imithetho ukusetyenziswa ilogo, intetho, inkolo kunye nezinye impahla ezingabambekiyo yenkampani.

Ngamafutshane, inkcazelo ebanzi incwadi kraca - mthombo ukubonakala kwentsebenziswano. Kuxhomekeka iingxaki zokuthengisa nazo ukubonakala kwentsebenziswano zibandakanya ulwazi olungaphezulu.

Kungani Brandbook

Ingcamango yendalo olubangelwa ingqalelo zokuthengisa: inkampani kudala isicwangciso, nto leyo ivakaliswa ngokohlobo iincwadi brand kunye neenjongo ukufaka isikhundla kwimarike, ukugcinwa zabo ezilandelayo. incwadi Brand, imizekelo iilogo, amazwi, izibhengezo kunye nezinye impahla enxulumene umbutho ungubani corporate, uya kwenza impahla engaphathekiyo.

Njengoko sisazi ukuba kokupapashwa uphawu owenza injongo kusilungele ngokwezoqoqosho, ngokufanelekileyo akubheka ngayo impahla exabisekileyo inkampani, ebandakanya yayo 'ukwazi' yaye ityhila kakuhle eli brand.

Ngokutsho ncwadi kraca yakhiwe kwaye Umgaqo-nkqubo zorhwebo, wavakalisa le misebenzi ilandelayo:

1. Ukuchongwa imveliso kunye nenkampani - nokudalwa ukubonakala kwentsebenziswano.
2. Systematization kunye nokubekwa kwindawo ephezulu yokwazisa ngemveliso ngokusebenzisa ngobuchule ukubonakala kwentsebenziswano.
3. Nokubunjwa iindleko elizayo mali zophando lwemakethi.
4. Gcina ixesha kunye nemali ukuze kuphuhliswe izinto ngamnye kumfanekiso imveliso kunye mbutho.
5. Ukumisela imithetho ukusetyenziswa lophawu, logo kunye nezinye uphawu.

Kubalulekile ukuphawula - ipatheni editions branded ukusetyenziswa kumxholo wawakhoakulula ezahlukeneyo, ngoko ke lwekhontenti iyahluka, kuxhomekeke iinjongo zokwenene kunye nemisebenzi yenkampani.

Ngubani ofuna incwadi brand

Le ncwadi inkcazo yonke brand ezifumanekayo ezivenkileni, ngoko kuyimfuneko ukuba bonke abasebenzi abajongene lokukhuthaza kweempahla kunye neenkampani, unxibelelwano noluntu, intengiso, njalo-njalo. D. sinokuthi uninzi incwadi eziyimfuneko kraca. Imizekelo amakhono ezinjalo kunye nezikhundla:

• Iinkokheli kunye nabaphathi: babe inkuthazo yembono kubo bonke abasebenzi inkampani, ngoko kukho imfuneko ecacileyo ukwazi nelungelo ukulahla yesimbo lwabo Utyikityo yakhe.
• Nabathengisi agents zentengiso: imisebenzi yabo iquka ukuqhuba iinkqubo zophando lwemarike kunye uqeqesho ekujoliswe kumboleki, basebenzisa ulwazi malunga nemithetho uphawu.
• Abaqeshwa besebe unxulumano loluntu: msebenzi zazo eziphambili - akhusela iimfuno zoluntu mbutho. Xilaveko xa nkoka kubo - ukunyaniseka, ubuchule kunye nokuthobela imithetho angaphakathi mbutho.
• abasebenzi Sales: kubo, injongo ephambili kukwandisa impumelelo kweenkqubo ezijolise ukuphunyezwa iimpahla. Kwelinye icala, lo msebenzi ufuna ulwazi bophawu kwakunye siseko yokuthengisa.

Amava abonisa ukuba le ncwadi uphawu iinkampani babedume eziqulathe ulwazi isebenza phantse kuzo zonke iinkalo nkqubo basekhaya bezinye iintlanga lombutho: ukusuka yokunxiba ikhowudi kwabasebenzi imbonakalo diphu iimpahla.

Imigaqo zendalo ethi brand

Kumthombo style lwembumba yaba efanelekileyo ukwenzela ukwenza imisebenzi yayo, kufuneka aphathe kakuhle yokuzaliswa yayo. Nabathengisi bayavuma ukuba incwadi malunga brand ugqiba ukuba inani nesininzi lemisebenzi, kwakunye imeko obalaseleyo uphawu.

Brand Guide Company senziwa ngokwesiseko siseko ilandelayo:

• ukuchaza indawo yayo phezu lemarike ingqiqo kufuneka zinikwe, anikwe kwaye anikwe iinjongo zeqhinga apho ofuna;
• Ulwazi kufuneka ngqo kwaye yakhiwe kumacandelo;
• imigaqo yokusetyenziswa ngobuchule ukubonakala kwentsebenziswano kufuneka ibe mazwi okugqibela jikelele ukusombulula iingxaki ezininzi iimeko;
• Ulwazi lucacile kubo bonke abasebenzisi;
• Ulwazi kufuneka nasasebenzayo kungabi Ngaphezu nje ukuba umfanekiso yenkampani.

incwadi Contents brand

Ukumisela indlela apho kwimpapasho inkampani zoshishino ezigqityiweyo aze abulawe, ayikho, kodwa ekuhambeni yendaleko lorhwebo, kwakunye namava iinkampani ezinkulu sakhulula template ethandwayo kunye omnye iyachithwa. incwadi Brand, nto leyo kulinganiselwa practice (elisebenzayo) kufuneka ukuchaza ngokupheleleyo imithetho nokukhuthaza ukusetyenziswa ngobuchule ukubonakala kwentsebenziswano, kuthathelwe ingqalelo yonke ezinokwenzeka, kwaye sisixhobo yonke.

Njengoko umthetho, ukugcwaliswa lwenzeka kwi shedyuli ilandelayo:

1. inkqubo yenkampani.
2. Izinto ezingundoqo brand.
3. Ulwazi Corporate.
4. ulwazi Technical malunga logo, website, kwindawo yentengiso, njalo-njalo. D.
5. Advertising: ilungelo ukufaka templates.

Lo asinguye na isiqulatho ngokupheleleyo, kodwa kuphela amacandelo aphambili ekwayiyo eya kuthi yongezwe njengoko kuyimfuneko.

Brand Guide: Imizekelo kwiinkampani ezaziwayo-kakuhle kunye neempawu zazo

Iinkampani ukuba ziinkokheli zeemarike kakuhle nelilifaneleyo kwi icandelo elithile, iqondo eliphezulu yophuhliso lwemigaqo-nkqubo kunye nemigaqo loshishino. Kakhulu liyabonakala kunye nembono anomtsalane ngayo iimpawu ezininzi yezi iinkampani - ipropati leyo inika incwadi brand. Logo, esithi, videoatributika odiyo, izibhengezo - zonke ezi zinto zichazwe kuwo.

Awukwazi indiva umfanekiso uphawu of Apple njengomnye brand aphezulu ehlabathini. Iqulethe ulwazi oluninzi yequmrhu, imigaqo kwendalo kunye nokuthengiswa kwemveliso, ngokunjalo ichaza iimfuno ukuthengisa inkampani.

brandbook Ngokumangalisayo Nike. Yenziwe ngo-2012, kuya kuba ngumzekelo isikhokelo compact kodwa ulwazi. It uvakalisa nomnqophiso lophawu, imigaqo zoyilo kunye neemfuneko kwiintengiso - yonke into elula ukuya ingongoma.

Kwakhona notorious Coca-Cola ine original lifanelwe ncwadi, elingcwele line yayo wezindlu. isiqulatho yayo ibandakanya inkcazelo eneenkcukacha bulumko yenkampani, ulwazi oluneenkcukacha malunga logo kunye nezinye izinto ezibonwayo brand, kunye nemithetho zentengiso.

Le mizekelo ibonisa ukuba izisombululo ngempumelelo isicelo kwincwadi kraca ezi iinkampani ukufezekisa iziphumo eziphakamileyo. Ngaphezu koko, ukukhuthazwa yemiyinge ezinkulu ayikwazi kuba ngaphandle kwalo. It ayiboneleli kuphela ilizwi okugqibela yembono, kodwa umthombo ebalulekileyo ulwazi phambili iimpahla kunye nenkampani.

Apho ungafumana kangakanani na incwadi brand a

Ukuza kuthi ga ngoku, ukwakhiwa incwadi brand kulinyathelo elibalulekileyo kuphuhliso nkampani. Ubukho balo kubonisa ixabiso yeengcinga nokuzimela lophawu, kwaye isiseko yonxulumano corporate.

"Iindleko brand-ncwadi" - umbuzo ethandwa ibuzwe isigqibo ukuseka incwadi brand. I-avareji yeendleko isusela kwi-15 000 ukuya ku-20 000 engange, kunye nexabiso ngqo uzimisele kuxhomekeke iimfuno upapasho kunye neziqulatho zayo.

brandbook ukuzoba benza arhente ubugcisa: zinika uluhlu lweenkonzo kuphuhliso brand. Iingcali ziza ukulungisa angenise indlela ethi lophawu, nto leyo eya kuzotywa, kuthathelwe ingqalelo yonke iminqweno client. Iza siqulathe ulwazi malunga nendlela yokusebenza kukuvumela ukuba uphathe kubo.