Ukwazisa ngophawu luphawu lwentengiso olubalulekileyo olufaka isitampu seshishini kwiintliziyo zabathengi. Ngaphezu koko, inokuguqula abathengi ukuba babe ngabathengi abathembekileyo nabaphindaphindiweyo.
Kodwa, kunokuba luqilima kwinkampani eqhelekileyo ukuba yakhe ulwazi lophawu ukusuka ekuqaleni.
Eli nqaku liza kubonelela ngayo yonke into amashishini ayidingayo ukwakha kunye nokwandisa ulwazi lophawu kunye neempazamo ezimbalwa ekufuneka beziphephe.
Isiqulatho
Iindidi zamashishini okwazisa ngophawu angasebenza
Ukwaziwa ngebhrendi kuwachaphazela njani amashishini?
Indlela yokwakha kunye nokwandisa ulwazi lophawu kumashishini
Iimpazamo ze-7 ezenziwa ngamashishini e-newbie ekuqapheliseni uphawu
Indlela yokulinganisa inkqubela phambili yolwazi lophawu
Thatha inyathelo elibukhali
Iindidi zamashishini okwazisa ngophawu angasebenza
Ukwazisa ngeBrand akuyonto ilula. Inemiba emininzi ekufuneka abathengisi bayiqonde kwaye bayilinganise ngeendlela ezahlukeneyo.
Qaphela: Ezi ntlobo zahlukeneyo ziingcinga zengqondo ezichaphazela ngokuthe ngqo indlela umthengi acinga ngayo.
Ulawulo lophawu
Ulawulo lwebhrendi yeyona ndawo iphezulu yokwazisa ibhrendi. Uphawu lunokongamela xa abathengi bekhumbula kuphela olo phawu kudidi oluthile. Umzekelo, i-Band-Aid lolona phawu luninzi lwabathengi abalukhumbulayo ngamabhandeji kunye neemveliso zoncedo lokuqala.
Phezulu kwengqondo
Phezulu kwengqondo kwenzeka xa i-brand ingowokuqala umthengi okhumbulayo xa ecinga udidi oluthile lwemarike okanye imveliso. Ngokomzekelo, abathengi banokucinga ngeCoke kuqala kwiimveliso ze-cola ngaphambi kokuba bacinge ngePepsi kunye nezinye iimveliso ze-cola.
Ukukhumbula uphawu
Ukukhumbula ibhrendi kubhekisa ekukwazini komthengi ukubiza igama ngemveliso okanye ngaphandle kokwaziswa. Kwaye, inokubandakanya imibuzo efana "noluphi uhlobo lokutya olwaziyo?"
Uphawu olubonakalayo
Ishishini linokufikelela kuphela uphawu olubonakalayo xa abathengi benokuyichonga ngaphandle kwegama layo. Ukuthengisa okubonakalayo kubandakanya iilogo, iisimboli, imibala yebhrendi, kunye nokupakishwa.
Ukuqwalaselwa kweBrand
Uphawu lubonwa xa abathengi bekwazi ukuchonga iibrendi ngamagama abo kwaye bathethe into abayenzayo. Ngokomzekelo, ukuba umthengi uva igama elithi "Starbucks" kwaye unokuchaza ukuba i-brand ithengisa ntoni, uphawu luyabonakala.
Ukwaziwa ngebhrendi kuwachaphazela njani amashishini?
Abathengi abanakuthenga iimveliso abangaziyo ukuba zikho. Ukuba bayazi ukuba i-brand ikhona kwaye imele ntoni, kuya kubakho amathuba aphezulu okudibanisa ne-brand okanye ukuyikhetha kwezinye iindlela.
Ukwakha intembeko lixabiso elibalulekileyo lokwazisa ngophawu. Okukhona abathengi bebona uphawu, kokukhona beluqhela kwaye bayaluthemba. Kwaye ukuthembela yeyona nto ikhuthaza abathengi ukuba bakhethe imveliso yophawu ngaphezu kwenye.
Ngokwengxelo, I-46% yabathengi abavela e-US bathi bangathenga ngakumbi kwiimpawu ezithembekileyo. Ngaphezu koko, iipesenti ezifanayo zabathengi kwezinye iimarike ezinkulu (iFransi kunye ne-Great Britain) zivakalelwa ngokufanayo.
Ukwazisa ngophawu kunokwenza amashishini abe ngaphantsi Ukuthengisa kwaye zibatyhalele ekudaleni ubudlelwane bexesha elide lebrand-umthengi. Ngoku ka Iingxelo, abathengi base-US bathi bakhetha iimpawu eziqhutywe ngenjongo kwaye bahambelane nezo zihambelana neenkolelo zabo.
Ukwakha ulwazi ngebrendi kunokugcina ishishini liphezulu kwiingqondo zabathengi kwaye kunokukhokelela kulawulo lwebrendi.
Indlela yokwakha kunye nokwandisa ulwazi lophawu kumashishini
Nazi iindlela ezimbalwa apho amashishini anokwakha ulwazi oluluqilima lophawu kwaye enze impembelelo eqinileyo yabathengi:
Gxininisa ekubeni ngumntu kuqala ngaphezu kokuba yinkampani
Yiba nomfanekiso wakho uthetha nomhlobo wakho ngaphandle kobuso. Yiloo nto evakalelwa ngayo xa ii-brand ngaphandle kwezazisi zizama ukuzenza zaziwe kumathemba amatsha. Kwakhona, isazisi sophawu sisikhonkco esidibanisa iinqobo zalo, iimpawu, ilizwi, ubuhle, iinjongo, kunye nee-USPs.
Uphando luyayingqina loo nto I-50% yodumo lwe-brand iziphumo zonxibelelwano lwe-intanethi lwentlalo. Ke ngoko, ukuhlalisana kunceda ngokwazi ngakumbi kunye nokwamkelwa.
Umzekelo wokwenene wobomi yi-Headspace, uphawu olunikezela nge-app eyenza ukucamngca kube lula. I-Headspace ihlala ihlaziya iphepha layo le-Instagram elinomxholo okhuthazayo ohambelana nophawu lwayo.
I-brand iphinda inxibelelane nabaphulaphuli bayo ukuyenza ivakale njengomntu, hayi inkampani efuna ukuthengisa iapp yayo.
Sebenzisa ubuchule bokubalisa amabali
Nje ukuba ibhrendi ijonge “ukuhlalisana” ngokufanelekileyo, kuya kufuneka basebenzise ezinye iindlela zokuqhuba unxibelelwano olungakumbi. Ke kulapho iibhrendi zifuna ubuchwephesha bokubalisa amabali.
Ayipheli ekudaleni isazisi. Iimveliso zikwafuna ukwabelana ngamabali ayinyani kubathengi / abathengi babo-ukunqanda ukubenza bazive ngathi banxibelelana ne-bots okanye iimpendulo ezizenzekelayo. Endaweni yoko, iqhinga lokubalisa libanika into ngokobuntu nebonakalayo ukuba bayikholelwe.
Ngaphezu koko, i-brand inokudala ingxelo evuselela ngakumbi kunye nesicwangciso esifanelekileyo sokubalisa amabali, ukudala uxhulumaniso olunzulu ngakumbi kunye namathuba / abasebenzisi. Ngaloo ndlela, banokuthengisa i-brand yabo kunye nokubonelela kunye.
Amabali anokuba ngayo nantoni na. Inokuba yimbali emfutshane okanye amava amafutshane akhokelela ekudalweni kophawu, kodwa kuphela ukuba yinyani.
Ingxelo enkulu iya kusebenzisana ngesandla kunye nesazisi sophawu ukwenza ulwazi ngakumbi, ngakumbi xa abathengi besabelana ngebali lophawu nabanye.
Jonga lo mzekelo umangalisayo weGazelli Cosmetics. Ibali libandakanya imbali emfutshane yophawu, apho ifumana khona izinto zayo zemveliso, kunye nenkuthazo yegama lophawu.
Ingxelo iyamangalisa kwaye ithengisa zombini i-brand kunye neemveliso zayo. Kodwa okona kubaluleke kakhulu, ivakala iyindalo kwaye inika abathengi umbono olungileyo wexabiso kunye neenjongo zohlobo.
Ukulula inkqubo yokwabelana ngomxholo
Iimpawu kufuneka ziqinisekise ukuba wonke umxholo abawenzayo kulula ukwabelana ngawo. Isenokuba izithuba zeendaba zoluntu, umxholo oxhasiweyo, iividiyo, okanye izithuba zeblogi. Ukuba abathengi bayayithanda into abayibonayo, baya kwabelana kwaye benze iingcebiso.
Okubangela umdla kukuba, akukho nto isebenzayo njenge ukuthengisa-ngomlomo. Yeyona ndlela ilungileyo yokufumana ukuthenjwa ngamathemba ahlukeneyo. Kwaye, amashishini akha ulwazi ngakumbi ukuba amathuba afumana iingcebiso kwimithombo ethembekileyo efana nabaphembeleli beendaba zentlalo. Ukuba iibrendi zenza ukwabelana ngomxholo wazo kube lula, abathengi abakhoyo kuya kufuneka bacofe kuphela u-"Yabelana" ukunceda ukusasaza ulwazi kunye nokuphendula imibuzo enokubakho yethemba elitsha.
Okona kubaluleke kakhulu, umxholo kufuneka ube nomdla kwaye unxibelelene namathemba ngelixa ulungelelaniswa neendaba zexesha lokwenyani okanye izinto ezenzekayo. Ngaloo ndlela, inokukhuthaza abaphulaphuli ukuba babelane ngayo-kwaye bayenze ibe yintsholongwane-ngelixa ihambelana neyona nto ibalulekileyo ye-brand.
Jonga lo mzekelo kwintshatsheli yokugqibela ye-UEFA Euro football. URonaldo wasusa iibhotile zeCoca-Cola etafileni waza wafaka ibhotile yamanzi ngexesha lenkomfa yabezindaba. Elo nyathelo elinye lichaphazele isabelo sexabiso lemarike yeCoca-Cola. Kwelinye icala, i-IKEA yenza imali enkulu ekuhambeni kwaye yatyhila ibhotile yamanzi ebizwa ngokuba yi "Cristiano." Ewe kunjalo, baye benza itoni yokuthengisa ngenxa yendlela isenzo sikaRonaldo ebesinxibelelana ngayo kwaye siluncedo ebantwini, sithathela ingqalelo ukubaluleka kwempilo.
Yenza isilogeni esifutshane nesinomtsalane
Kulula kubathengi ukuba bacinge nge-brand "Nike" xa besiva isilogeni esithi "Yenza nje." Iindaba ezilungileyo kukuba isilogeni esifutshane kunye nesibambekayo sinokunika nayiphi na i-brand umphumo ofanayo.
Isicwangciso esilungileyo sokwazisa uphawu kufuneka siquke isilogeni. Kwaye kufuneka ibambeke ngokwaneleyo ukuba abathengi bayikhumbule ngokujonga nje.
Nangona kunjalo, akulula ukwenza isilogeni esigqibeleleyo. Abathengisi kufuneka bacinezele yonke into malunga nebrendi yabo ibe "ngumgca wengcinga" omfutshane. Kwaye ngokuqhelekileyo ibonisa i-USP yophawu, inika ithemba / abasebenzisi izizathu zokuba kutheni kufuneka bakhethe uphawu oluxeliweyo ngaphezu kwabanye.
Nje ukuba amashishini ayeke ukwenza isilogeni esigqibeleleyo, sele encedisa ukukhulisa ulwazi lwawo lophawu.
Omnye umzekelo ogqibeleleyo sisilogeni sikaDe Beers esithi, “Idayimani ingunaphakade.” Ngamagama amane alula, uDe Beers wenze isilogeni esifutshane nesinomtsalane esithi i-90% yabathengi baseMelika basakhumbula iminyaka engama-73 emva kokudalwa kwayo.
Omnye umzekelo obalaseleyo yi-brand ye-Dollar Shave Club, eyonwabele impumelelo ngobusuku obubodwa ngokusebenzisa izilogeni zayo ezibukhali nezinomtsalane.
Isilogeni sokuqala solu phawu sasisithi “Iincakuba zethu zilungile,” esiye savela kwisilogeni sesibini esithi, “Cheba ixesha. Shiya imali.” Lo ngumzekelo oqaqambileyo omele ixabiso le-brand kunye nendalo ekhanyayo.
Nika ingqalelo kwiintengiso
Nangona intengiso inokwakha ulwazi ngemveliso endaweni yokwazisa ngebrendi, iseyeyona ndlela ibalaseleyo yeebrendi zokwenza ukuba abathengi bazibone kwaye baziqhelanise nazo.
I-Grammarly ngumzekelo ogqwesileyo wophawu olusebenzise iintengiso ukwakha ulwazi lohlobo. I-Grammarly yayingaziwa kwiminyaka embalwa eyadlulayo, kodwa ngoku ligama abathengi abaninzi abacinga ngalo xa befuna isoftware yokuhlola ubungqina kwi-intanethi.
I-brand iphumelele inqanaba layo eliphezulu lokwazisa ngentengiso ngamaphulo ahlukeneyo entengiso avela phantse kuyo yonke indawo.
Nika ifreemium
Iibrendi ezinikezela ngeenkonzo ezirhumayo kufuneka ziqwalasele ukunika ifreemium ngaphezulu kwezilingo zasimahla. Imodeli ye-freemium ivumela abathengi ukuba bazame izibonelelo ngaphambi kokuthenga. Kwaye banokusebenzisa imveliso encomekayo ixesha elide njengoko bedinga (nangona ngonaphakade).
Amashishini asebenzisa imodeli ye-freemium aya kuhlawulisa kuphela iimveliso okanye iinkonzo ezikumgangatho ophezulu. Nokuba abathengi bathatha isigqibo sokusebenzisa imveliso yasimahla, iimeko ziya kuhlala zikhona ezizuzisa uphawu.
Cinga ngeWordPress. Uphawu lubonelela ngeenguqulelo zasimahla zomhleli wewebhusayithi enazo zonke iimpawu (ngaphandle kweminye imixholo yeprimiyamu). Abathengi banokuthatha isigqibo sokusebenzisa umhleli wasimahla ngonaphakade, kodwa yonke iwebhusayithi abayenzayo iya kuba ne-brand watermark.
Ngoko ke, abathengi banokufumana iinkonzo zamahhala, ngelixa i-WordPress ifumana intengiso yamahhala, oku kuthetha ukuba nolwazi oluninzi lwe-brand.
Xhasa imisitho ehambelana nebhrendi yeshishini
Ukuxhasa umsitho yindlela esebenzayo yokuba iibrendi zifike phambi kwamawaka okanye izigidi zamathemba. I-Coca-Cola ngumzekelo obalaseleyo wophawu olusebenzisa inkxaso-mali. Uphawu lwesoda luxhase ngemali iiOlimpiki ukusukela ngo-1928 kwaye luye lwaba lolona hlobo lwesoda ludumileyo kwihlabathi.
Iimpazamo ze-7 ezenziwa ngamashishini e-newbie ekuqapheliseni uphawu
Nazi iimpazamo ezisixhenxe ii-newbie brand ekufuneka ziziphephe xa zisenza imikhankaso yokwazisa ngophawu.
Ukukopa okanye ukungahoyi ukhuphiswano
Asiyonto imbi ukuba brand kuhlola ukhuphiswano. Enyanisweni, ilungile qhinga urhwebo oko kunokutyhila iimfihlo zomntu okhuphisana naye kwimpumelelo kunye nezizathu zokusilela. Ngaphezu koko, ukukhangela ukhuphiswano kunokunika ulwazi olubalulekileyo olunokunceda uphawu lube lodwa okanye lwenze isicwangciso solwandle oluluhlaza. Ngokomzekelo, xa i-eBay yafika e-China ngo-2002, yakhawuleza yalahlekelwa ngabathengi bayo eTaobao, i ukuthengisa online ingxilimbela e-China enikezela ngeminikelo engcono yesivumelwano. Ngoko, emva kweminyaka emine, I-eBay ishiye iTshayina kuba ilufunde phantsi ukhuphiswano.
Nangona kubalulekile ukubukela iintshukumo zabakhuphisana nabo, iibrendi kufuneka zikuphephe ukukopa. Iya kubangela ukubhideka kwebhrendi ukuba enye ibhrendi iyafana kakhulu nenye. Endaweni yoko, iimpawu kufuneka zibe zodwa ukuba zifuna ukuphumelela abathengi-njengeTaobao.
Ukubeka onke amaqanda eshishini kwibhaskithi yentengiso
Iibrendi ezininzi zenza intengiso ibe yeyona nto iphambili kumaphulo okwazisa ngebrendi. Kodwa, kuyingozi ukubeka onke amathemba kwindlela enye, ngakumbi kwiimpawu ezinohlahlo lwabiwo-mali oluqinileyo.
Kwaye, abathengi abaninzi basebenzisa uncedo lwee-ad blockers ukuzikhusela kwiintengiso ezinobundlobongela ezizivelelayo nokuba kukho ukujoliswa okuchanekileyo.
Ke ngoko, amashishini akufuneki athembele kuphela kwindawo yentengiso ngelixa enethemba lokona. Endaweni yoko, kufuneka bacwangcise, baqokelele idatha, kwaye babeke phambili i-ROI ukwenza izicwangciso ezingcono kunye namaphulo.
Ukusebenzisa isicwangciso esingahambelaniyo seetshaneli ezinqamlezileyo
Uninzi lwabaqalayo bahlala belibala malunga nomfanekiso omkhulu kunye nendlela iibrendi zabo kufuneka zifane ngayo kumaqonga ahlukeneyo.
Abathengi abayi kuthemba uphawu olungahambelaniyo. Ukungaguquguquki kudlula ukuyila ilogo elungileyo. Abantu abatsha badinga ezinye izinto ezinje ngokubonwayo, ilizwi, iifonti, imifanekiso, kunye nezinye ezininzi.
Ngelixa banokuhlengahlengisa eminye imiba ukuze ilingane iqonga, iibrendi akufuneki zitshintshe izinto ezibalulekileyo ezenza izazisi zazo.
Imodeli yeScattergun
Nangona kulungile ukuba iibrendi zonyuse ukufikelela kwazo kumaqonga ahlukeneyo, ukunwenwa kubhityile kunokonakalisa ngokulula naluphi na uhlobo.
Ukuqala ishishini kunye nokudala ii-akhawunti kwiqonga ngalinye lentlalo linokwenzeka. Kodwa akunakwenzeka ukulawula yonke iakhawunti. Iimeko ezinjalo aziyi kukwanelisa mntu.
Yintoni ekufuneka yenziwe ziimpawu kukufumana amaqonga aneemarike ezijolise kakhulu kwi-niche yazo. Ngaloo ndlela, banokuchitha ixesha kunye namathemba abalulekileyo kuphela.
Ubukho beendaba zoluntu ezibuthathaka
Ukwazisa okuqinileyo kophawu akuphumi kwisimo sengqondo "sokwakha kwaye ulinde". Iimveliso azikwazi ukuseka iiwebhusayithi okanye iiakhawunti kwaye zilindele ukuba abathengi bangene kwi-waltz ngonxibelelwano.
Endaweni yoko, kufuneka babatsale ngomxholo omkhulu kwaye bazigcine bebandakanyeka kwiindibano ezahlukeneyo zentlalo. Amashishini nawo aya kufuna ishedyuli yokuthumela rhoqo, okanye banokusebenza kunye nabaphembeleli ukwakha ubukho obusebenzayo boluntu. Kwakhona, iibrendi ziyakwazi ukwamkela i intengiso esebenzayo indlela yokukhulisa unxibelelwano lwabo kwimidiya yoluntu.
Ukuzinikela kakhulu kwidijithali
Ngokungathandabuzekiyo, amaqonga edijithali anika ukufikelela okunomtsalane kunye nabaphulaphuli abaninzi ekujoliswe kubo. Kodwa ayinguye wonke umntu oye kwidijithali. Iimveliso zinokwenza imimangaliso ngokurhweba kunye nemidiya yokuprinta, ngokuyintloko ukuba imarike ekujoliswe kuyo iyayixhasa.
Ukunikezela ngezinto ezithengiweyo ezifana nezixhobo zeofisi ezinegama okanye iisampuli zemveliso zasimahla zingenza imbonakalo ehlala ihleli. Ngokufanayo, imithombo yeendaba eprintiweyo efana namakhadi oshishino, iincwadana zeendaba, kunye neeflaya zinokuba nefuthe elifanayo.
Ukungaqondi ukuthengiswa komxholo
Ukuba i-brand ayilumkanga, ukuthengisa ngentsholongwane kunokonakalisa imizamo yayo yokuthengisa-nangona kunenzuzo yokunkcenkceshela umlomo.
Ukuthengiswa kwentsholongwane luhlobo lokuphumelela lokuphumelela kwiimpawu kunye nabathengi. Iimpawu ezingaphumeleliyo aziyi kufumana nto. Ke ngoko, kungcono ukwenza umgangatho ophezulu, umxholo obandakanyekayo kunye nokwandisa amandla okuthengisa ngentsholongwane.
Indlela yokulinganisa inkqubela phambili yolwazi lophawu
Ukulinganisa iziphumo zephulo lokwazisa nge-brand kunokuba yinto ekhohlisayo. Kodwa izinto zinokuba lula ukuba i-brand iyayazi into emayenze.
Iimetriki zokwazisa ngebhrendi zinokwahlulwa zibe ziindidi ezimbini: Iimetrics zokwazisa ngomgangatho kunye nobungakanani bebrendi. Nalu ujongo olusondeleyo kwindlela yokulinganisa usebenzisa ezi metrics.
Iimetriki zokwazisa ngebhrendi ezisemgangathweni
Iimetriki eziphantsi kolu didi zinzima kakhulu ukuzisingatha. Okokuqala, iimpawu kufuneka zichonge ukuba bangaphi abathengi abalaziyo ishishini labo. Ke, ukulinganisa ngokomgangatho, iibrendi kufuneka zenze oku kulandelayo:
- Iimveliso zinokusebenzisa uphando ukubona ukuba bangaphi abathengi abazi malunga neshishini labo. Ifuna kuphela ukubuza imibuzo kunye nokufumana impendulo ngqo kubathengi abanokubakho kunye nabaqhelekileyo.
- Iimveliso zinokusebenzisa umthamo wokukhankanywa njengesalathisi sokulinganisa ukuba bangaphi abathengi abathetha ngabo kwi-intanethi. Ngaphezu koko, ukudibanisa umthamo wokukhankanywa kunye nohlalutyo lweemvakalelo kuya kuvumela abathengisi ukuba baqonde ukuba uninzi lwabathengi baziva njani malunga ne-brand yabo.
Ubungakanani bemetriki zokwazisa uphawu
Ezi metrics zinika ukuqonda ngokubanzi malunga nendlela abathengi abazibona ngayo iimpawu. Ukongeza, ibonelela ngamanani anzima, kwaye iimpawu zinokugcina umkhondo walo naluphi na utshintsho. Nantsi indlela iibrendi ezinokwenza ngayo le milinganiselo:
- Iimveliso zinokulinganisa ngokobuninzi ngokuzibandakanya kwimidiya yoluntu. Kulula ukulandelela amazinga othethathethwano. Zonke iimpawu kufuneka zenziwe kukujonga inani lokuthandwa, izabelo, kunye nezimvo phantsi kwezithuba zabo zemidiya yoluntu.
- I-traffic ethe ngqo lelinye lamashishini abalulekileyo eemetriki anokuphakamisa ukulinganisa ulwazi lophawu ngokobungakanani. Ibonisa ukuba bangaphi abathengi abandwendwela iwebhusayithi yophawu ngokuthe ngqo kwibha yokukhangela. Ngaloo ndlela, iibrendi zinokulinganisa inani labathengi abaziyo nabafunayo.
Thatha inyathelo elibukhali
Akukho lula ukukhupha iphulo lokwazisa ngebrendi eliyimpumelelo kwangoko. Kufuneka kubekho izinto ezininzi phambi kokuba amaphulo anjalo asebenze njengoko bekucetyiwe.
Kwakhona, iibrendi kufuneka ziqinisekise ukuba zithumela imiyalezo eyiyo kumathemba afanelekileyo-ukunqanda ukuchitha imali kwimizamo yokuthengisa. Iphulo lokwazisa ngebrendi eliyimpumelelo lifuna amathemba akhokelayo ezantsi kwifenitshala yentengiso kwaye liwaguqule abe ngabathengi aboneleyo nabahlawula kakuhle.
Thatha inyathelo elinesibindi namhlanje kwaye uqale uhambo lokwakha abaphulaphuli abathembekileyo kunye nokunyusa ingeniso ngolwazi lophawu.
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