Ukuba ukhe weva umntu ngokwakhe njengo "Fan Apple" okanye "Nike stan" ngoko sele uyawaqonda amandla olwazi lophawu. Iimveliso zihlala zizifaka kubomi babathengi kwaye zithenge abathengi, hayi ukubalawula kodwa ukonyusa amathuba okuba aba bantu babe ngabathengi abaphinda-phindayo - uninzi luhlala luthenga iimveliso ngaphandle kokuthandabuza.
Nangona kunjalo, abathengisi abaninzi banokufumanisa ukwakha isicwangciso sokwazisa uphawu oluyimpumelelo lukhohlisayo. Ngelixa ulwazi lophawu lubhekisa nje ekubeni bangaphi abantu abaqaphela uphawu, kuyafuneka ukuba amashishini akwazi ukulinganisa le metric ukuze alinganise impumelelo yephulo lawo.
Kweli nqaku, siza kuntywila kwindlela amashishini anokwenza ngayo isicwangciso esisebenzayo sokwazisa ngophawu kunye nendlela anokusebenzisa ngayo ukukhulisa ukukhula kweshishini labo.
Isiqulatho
Yintoni ukuqaphela uphawu, kwaye kutheni kubalulekile?
Iindlela ezisi-7 zamashishini anokusebenzisa ukukhulisa ulwazi lophawu
Amashishini kufuneka ajonge ntoni xa elinganisa ulwazi lophawu
Okukwintsusa
Yintoni ukuqaphela uphawu, kwaye kutheni kubalulekile?
Ukwazisa ngebhrendi kuqinisekisa ukuba kulula kangakanani na abantu ukuqaphela okanye ukwazi uphawu. Ukwenza iphulo lokwazisa ngophawu ngokuqhelekileyo kubandakanya ukulandelela ii-KPIs ezahlukeneyo ezifana netrafikhi yewebhusayithi kunye nokukhankanywa kwemithombo yeendaba zentlalo. Amashishini anokuqwalasela oku njengesalathisi sempilo ye-brand - iphezulu ukuqatshelwa kwe-brand, i-brand enempilo.
Okubaluleke ngakumbi, ulwazi oluphezulu lwegama kunceda ukwenza ukuba uphawu lube yinto yokuqala abantu abaninzi abacinga ngayo kudidi lwemveliso efanelekileyo. Basenokuqaphela isilogeni selogo okanye nayiphi na enye into enomdla kwishishini abalithandayo. Ngeso sizathu, iibrendi ezinolwazi oluphezulu zinokunxibelelana ngokulula kwimidiya yoluntu (ngokukodwa ngemifanekiso kunye neevidiyo) kwaye zonwabele iziphumo ezilungileyo ngakumbi kumaphulo abo.
Abathengi kufuneka baqaphele uphawu ngaphambi kokuba babe ngabathengi abathembekileyo. Umzekelo, jonga umahluko phakathi kweCoca-Cola kunye ne-generic store-brand cola. Abantu banokuthenga elenziwe lafana nalawo aveliswe ngabenzi kuba linexabiso eliphantsi kodwa abafuni kuyikhuthaza. Ngokwahlukileyo koko, iCoca-Cola inabalandeli abazidlayo ngokuthengisa izinto zayo.
Iimpawu ezibaluleke kakhulu zezona ziqaphelekayo. I-Nike ikhokela kwimpahla, i-Apple kwitekhnoloji yabathengi, kunye neCoca-Cola ekutyeni nakwiziselo. Amashishini akufuneki abe makhulu njengalezi zigebenga ukuze axhamle kulwazi lophawu, kodwa kuninzi ekufuneka kufundwe kwindlela ezi nkampani ezakha ngayo iimpawu zazo.
Iindlela ezisi-7 zamashishini anokusebenzisa ukukhulisa ulwazi lophawu
1. Yenza uphawu oluqapheleka lula
Ukwakhiwa kwebrendi kubalulekile kulwazi lohlobo, kufuna ukuqonda okucacileyo koko kumelwa luphawu. Amacandelo aphambili ophawu olwaziwayo abandakanya:
Ilizwi lebrand
Iimpawu zingasebenzisa iithoni ezisemthethweni, ezingaqhelekanga, ezinobuqili, okanye ezinzulu. Ngelixa ithoni inokwahluka kancinci kumaqonga, kufuneka ihlale ingaguquguquki kwaye iyabonakala. Iimveliso kufuneka zikhethe amagama angundoqo kunye namabinzana kwaye zibambelele kwisikhokelo sesitayile.
Ubuhle bebhrendi
Ukuhambelana kwezinto ezibonakalayo kubalulekile. Oku kubandakanya imibala yebhrendi, iifonti, kunye nobuhle obugqwesileyo kuwo onke amaqonga eendaba ezikwi-intanethi kunye nezentlalo. Umzekelo, uMkhosi waManzi oMdala, iRiphabhlikhi yeBhanana, kunye neGap nganye inenkangeleko eyahlukileyo ebonisa ukujongwa kwabo ngabantu.
Amaxabiso ebhrendi
Kubalulekile ukucacisa ukuba igama limele ntoni. Ezi nqobo zisemgangathweni kufuneka zihambelane neenkolelo zabaphulaphuli ekujoliswe kubo. Ngokutsho kwe-Edelman Trust Barometer, i-58% yabathengi baxhasa iimpawu ezisekelwe kwimilinganiselo ekwabelwana ngayo, kwaye i-60% yabasebenzi bakhetha abaqeshi ngale ndlela. Izenzo mazingqinelane namagama ukwakha intembeko yokwenene.
Ilogo kunye nomgca wethegi
Ezi zinto zezona ndawo ziqaphelekayo zophawu. Imizekelo ye-Iconic iquka ekaNike ethi “Just Do It” kunye nelogo ye-swoosh, kunye ne-Red Bull ethi “Gives You Wings.” Uphuhliso olucingisisiweyo lwezi zinto lunceda uphawu lwesamente yesazisi.
2. Yenza ibali lebrendi elikhumbulekayo
Oku kulungelelaniswa nezinto ebekuxoxwe ngazo ngaphambili kodwa kujonge nzulu kunexabiso lebhrendi kunye nelizwi. Ibali le-brand yingxelo yendlela uphawu olwaphuhliswa ngayo. Kusomashishini, inokuba malunga nendlela abachonge ngayo ingxaki kwaye basebenze ukwenza isisombululo.
Kwishishini elikhulu, ibali lebrendi linokudibanisa ingxelo yobuthunywa kunye nembali yenkampani. Yonke i-brand inebali, kodwa isitshixo sokwazisa nge-brand sixela kakuhle elo bali. Sebenzisa amabali ukuqaqambisa amava abathengi okanye izigaba ezibalulekileyo zokukhula.
Ngokomzekelo, u-Harley-Davidson upapasha iphephancwadi i-Enthusiast, ebonisa amabali abakhweli, iingcebiso, kunye nolwazi malunga neemodeli ezintsha kunye nezixhobo. La mabali akwavela nakumajelo eendaba ezentlalo.
3. Yenza okungakumbi kunokuthengisa nje iimveliso
Akukho mntu uthanda ishishini eliza ligxile nje ekuthengiseni iimveliso - oku kunokukhokelela kwigama elibi, ngakumbi phakathi kwabathengi abanolwazi ngakumbi. Ke ngoko, iibrendi kufuneka zibonelele ngexabiso ngaphaya kwemveliso ukwakha ulwazi lwexesha elide. Bamele basebenzise iindlela ezahlukeneyo zokwazisa, ukufundisa, kunye nokonwabisa abaphulaphuli babo.
Umzekelo, amashishini anokwabelana ngobungcali / ulwazi lwabo olukhethekileyo ngeeblogi, iziteshi zeYouTube, iincwadana zeendaba, okanye iipodcasts. Khumbula, eli qhinga alikho malunga nokuthengisa ngokuthe ngqo. Endaweni yoko, imalunga nokwakha ubudlelwane, ukonyusa umfanekiso webrand, kunye nokuvumela abaphulaphuli ukuba baqhelane nebrendi.
Ngokomzekelo, i-Patagonia idala iifilimu ezibonisa ixabiso le-brand kunye nebali labo. Ngelixa iimveliso zabo zivela kwiifilimu, akukho nzima ukuthengisa; iifilimu ngokwazo zibonelela ngexabiso. Iphepha lewebhu lefilimu likaPatagonia lithi, "Siyingqokelela yababalisi abenza iifilimu egameni leplanethi yethu yasekhaya."
4. Gxininisa kumxholo ekwabelwana ngawo
Le ngcebiso yakha kumanqaku angaphambili kodwa igxile ekudaleni umxholo ekulula ukwabelana ngawo. Ngelixa ukuxela kwangaphambili umxholo wentsholongwane kunzima, iimpawu kufuneka zenze umxholo ufunyanwe ngakumbi kwaye ube nokwabelana. Amashishini kufuneka asebenzise ezona ndlela zilungileyo zokusebenzisa imidiya yoluntu, njengokuthumela rhoqo nangamaxesha afanelekileyo.
Ukongeza, kufuneka benze umxholo abalandeli abafuna ukwabelana ngawo. Oku kuthetha ukubonelela ngomxholo oxabisekileyo endaweni yokuhlala uzama ukuthengisa. Ukubandakanya umnxeba kwisenzo esicebisa ukwabelana ngomxholo okanye ukuthega umhlobo kunokusebenza. Ukwenza umxholo kube lula ukwabelana ngamaqhosha okwabelana ngentlalo kwiiwebhusayithi kunye neeblogi kunokunceda ukuphucula ubungqina boluntu.
5. Buyisela kuluntu lwasekuhlaleni
Ukwakhiwa kwebrand kungaphezulu kokwenza imizamo kwi-Intanethi. Enye indlela amashishini anokonyusa ulwazi lophawu kukubuyisela eluntwini ngokuxhasa imisitho, ukwenza iminikelo yenkampani, okanye ukuxhasa ukubandakanyeka kwabasebenzi kumsebenzi wesisa.
Thatha ezinye iimpawu ezinkulu ezifana Honda, umzekelo. Baye babamba ukhuphiswano loMbhiyozo wokukhanya kweziqhushumbisi eVancouver, besasaza igama labo kubathengi abangakumbi. Amashishini anokuthi athathe indlela echuliweyo ngokunikela kubaxhasi basekuhlaleni.
6. Nika asimahla
Wonke umntu uyayixabisa i-freebie. Yiyo loo nto ukubonelela ngento simahla kunokucenga abathengi abanokuthi bazame imveliso. Elona candelo lilungileyo ziimveliso zasimahla okanye iinkonzo ezinokwenza i-buzz ye-intanethi malunga nebhrendi. Nokuba yisampulu yasimahla, isilingo, okanye ukwamkela imodeli yeshishini “yefreemium”, enikezela ngombono wento abanokuyizuza inceda ukutsala abathengi kunye nokwandisa ulwazi lwebrendi.
Kodwa yintoni umahluko phakathi kwesilingo sasimahla kunye ne-freemium? Kulingo lwasimahla, amashishini anikezela ngemveliso yawo eqhelekileyo okanye inkonzo (okanye uguqulelo lwayo) ixesha eliqingqiweyo, ngokwesiqhelo 7, 14, okanye 30 iintsuku. Kodwa ngemodeli ye-freemium, iimpawu zibonelela ngenguqu esisiseko ngonaphakade. Nangona kunjalo, baya kunika inketho yokuphucula kwiiplani ezihlawulwayo kunye neempawu ezongezelelweyo.
7. Sebenzisa iintengiso zokwazisa
Iinethiwekhi zentlalo ziyaqonda ezininzi iimveliso zifuna ukwakha ulwazi zisebenzisa amaqonga azo. Ngesi sizathu, banikezela ngeentengiso ngokukodwa ukunyusa ulwazi. Nangona iqonga ngalinye lilebhile le njongo ngokwahlukileyo, amagama aqhelekileyo lulwazi, uLwazi lweBrand, okanye ukufikelela.
Umzekelo, i-Meta ichaza injongo yayo yokwazisa ngebrendi njengokujolisa kubathengi abanokuthi bakhumbule iintengiso. Ke, ibonelela ngemetric ebizwa ngokuba "yi-ad recall lift." Kwelinye icala, i-LinkedIn iyenza lula ngokutyhala iintengiso kubantu abaninzi malunga neemveliso, iinkonzo, okanye imibutho. Okokugqibela, iTikTok ikhuthaza umngeni wayo we-hashtag njengendlela entle yokwandisa ulwazi olubanzi.
Amashishini kufuneka ajonge ntoni xa elinganisa ulwazi lophawu
Ukwazisa ngebhrendi kuxhomekeke kwiimetrikhi ezahlukeneyo. Ke ngoko, amashishini kufuneka abalandele ukulinganisa ulwazi lwabo lophawu ngokufanelekileyo. Nangona iiplatifomu zentlalo zihlala ziza nezixhobo zokuhlalutya komntu ngamnye, ukuhlalutya ngokufanelekileyo ulwazi lophawu kufuna ukunyusa onke amaqonga ngokudibeneyo.
Jonga izixhobo ezifana neHootsuite Analytics; yenza lula inkqubo yokulandelela i-metrics, ukudibanisa idatha kuzo zonke ii-akhawunti zentlalo kwideshibhodi enye. Ngaloo ndlela, iibrendi zinokwenza iingxelo ezilungiselelweyo (kunye nemizobo), ezibavumela ukuba babone naluphi na utshintsho kwimbono yabo yohlobo. Nazi iimetriki ezifanele ukuqwalaselwa:
- Fi kelela: Ilinganisa ukuba bangaphi abantu abajonga umxholo wophawu ngexesha elithile
- Iimpawu: Ibonisa ukuba abathengi bebewujonga kangaphi umxholo, inika ulwazi malunga nokukhunjulwa kwebrendi
- Izinga lokukhula kwabaphulaphuli: Ilinganisa isantya sokwanda kwebhrendi, kwaye ihlala iyeyona metric ephambili yokuqhubela phambili kolwazi lwebrendi
- Isabelo sentlalo ngelizwi: Uthelekisa ukubonakala kwebrendi kwabo bakhuphisana nabo kushishino
- Ulawulo-ndlela oluthe ngqo: Ityhila ukuba bangaphi abasebenzisi abandwendwela iwebhusayithi ngokuthe ngqo - enye i-metric ephambili yokubonisa ulwazi lophawu olunokulinganiswa ngezixhobo ezifana neGoogle Analytics
Okukwintsusa
Ukwazisa ngophawu kufuneka kube yinxalenye ebalulekileyo yalo naliphi na iphulo lokuthengisa ishishini. Ichaphazela impumelelo yokuthengisa, imbono yabathengi, kunye nengeniso eyenziwe. Ke ngoko, amashishini akufuneki angayihoyi indlela uphawu lwawo olubonwa ngayo ngaphandle kwenkampani kunye nendlela oluphawuleka ngayo eluntwini. Ngezi ngcebiso, iibrendi zinokuseka ngokulula kwaye ziphucule ukuqonda kwazo.
Khumbula, akufuneki ulandele iibrendi ezinkulu, kufuneka nje utsale abalandeli abathembekileyo. Aba baphulaphuli baya kukunceda ukuba ugqame kubakhuphisana nabo, njengoko kunokwenzeka ukuba bakhethe iimveliso ngaphandle kokuthandabuza kwaye bancomele kwabanye. Ekugqibeleni, ulwazi olungcono lwebrendi lukhokelela ekukhuleni okungcono kweshishini, ke qiniseka ukuba uchitha ixesha ekufumaneni isicwangciso sakho ngokufanelekileyo.
Ukufumana iingcebiso ezingaphezulu malunga nendlela yokuphucula isicwangciso sakho seshishini kunye nokukhulisa ukukhula, qiniseka ukuba ubhalisele I-Cooig.com ifundeka.
