Brandbook ndi ... Kupanga bukhu la chizindikiro. Kukula kwa Brandbook

Kufunika kokhala ndi chidziwitso chodziwika bwino ndikumvetsetsa kwambiri ndi amalonda. Kuzindikiritsidwa kwa kampani ndi zizindikiro zamagulu, mitundu, chizindikiro chimabweretsa phindu lenileni. Kuti musadalire nkhaniyi, m'pofunika kuti muwerenge bwinobwino mbali zonse za chidziwitso, ndikufotokozereni njira yotsatsa malonda ndikuwonetseratu kuti ndi liti, ndikuti mungapereke bwanji. Kuti muchite izi, mukufunikira bukhu la mtundu. Ili ndi mtundu wa malangizo kwa chitukuko ndi kukhazikitsidwa kwa kayendedwe ka kampani.

Kodi bukhuli ndi chiyani?

M'masulidwe enieni, mawu akuti "book book" amatanthauza buku la chizindikiro. Bukhuli, lomwe likuwonetsera zikuluzikulu za chiyanjano. Kawirikawiri mapepala amafalitsidwa mwa mawonekedwe a kabukhu kakang'ono. Lili ndi mauthenga okhudza kampaniyo, cholinga chake, malingaliro ndi lingaliro. Kenaka mu kabuku ka samples za logos amaperekedwa, ndipo amaperekedwa mosiyanasiyana (mosiyana, mtundu, wakuda ndi woyera).

Brandbook ndi mndandanda wa zochitika za kampani yomwe ili ndi ndondomeko yoyenera ya tsatanetsatane (kuchokera ku logo kupita ku bizinesi yamalonda), zomwe zikusonyeza njira zomwe zingalimbikitsire ndi kukulitsa mtunduwo. Monga lamulo, makampani amapanga mabuku ofotokoza kwambiri komanso okongola, ena mwa iwo ndi zitsanzo zamakono apamwamba.

Maonekedwe a bukhuli

Inde, palibe ndondomeko yoyenera pa zomwe zili m'bukuli. Koma komabe pa "kulemba" kwake kuli koyenera kutsatira malamulo ena ovomerezeka.

Kotero mu beech yanu payenera kukhala magawo atatu (zofunikira) zigawo:

• Mu gawo loyambirira, onetsani zambiri zokhudza kampaniyo yokha, zikhulupiliro zake, lingaliro lomwe limalimbikitsa. Apa ndi koyenera kutchula bwalo la anthu omwe akukhudzidwa ndi chitukuko cha makampani. Fotokozani momwe izi kapena zinthu zina za kalembedwe zidzamangidwira pakugwira ntchito ndi ogula, ogwirizana ndi antchito a kampani.
• Gawo lachiŵiri limaperekedwa kuzinthu zomwe zimapangidwira ntchito yomanga ndi kugwiritsa ntchito maonekedwe a mtunduwo. Maonekedwe a mtundu wa mtundu, zinthu zomwe kampani yanu idzazindikiridwa (yodziwika).
• Gawo lachitatu limapereka chidziwitso chogwiritsira ntchito zinthu zomwe zimagwiritsidwa ntchito pamagulu pa malonda. Mukuwonetsa momveka bwino mmene machitidwe anu ogwirira ntchito ayenera kuwonetsedwera mu malonda, pa makadi a bizinesi, pa malonda akunja, pa intaneti.

Gawo lalikulu

Zoonadi, kulenga bukhuli ndi njira yolenga. Ndipo mapangidwe ake pamapeto akhoza kukhala osiyana kwambiri ndi pamwambapa. Zigawo sizingatheke kuoneka bwino, zoyamba, zosaoneka bwino m'mabuku osiyana siyana sizidzakhala zomwe mukuyembekeza kuziwona pamenepo.

Koma ngati mumaphunzira mwatsatanetsatane chotsatira cha "chizindikiritso" cha eni eni, mudzawona kuti zomwe zilipo zikuwonetsera zomwe zimapangidwira kupanga chikumbukiro cha kampaniyo.

Choncho, bukhu lachitsulo ndiyiyi ya mawonekedwe, njira ndi zida zothandizira ndikukweza chizindikiro. Izi ndizitsogozo zotsatsa malonda. Kufotokozera kwa njira yakugulitsa kumanga kasitomala (wogula) ku chithunzi china. Izi zikutanthauza kuti zonse zomwe zili m'bukuli ndizokonzekera ndikukonzekera njira yogwiritsira ntchito zinthu zomwe zimagwirizana ndi gulu. Inu, mukamagwira ntchito ndi anzanu kapena makasitomala, mukutsimikiza kuti mudzazindikiridwa ndi tsatanetsatane.

Inde, musaiwale za mtundu wa chizindikiro. Pambuyo pachitetezo chokongola ndi nyumba yokhazikika komanso yodalirika. Chogulitsa chanu chiyenera kukhala muyezo wa khalidwe. Kupanda kutero, kuyesa kwanu kuti muone ngati chizindikirocho chidzayamba kusokoneza, ndikuchiyanjanitsa ndi mankhwala kapena ntchito zina zoipa.

Ponena za kufunika kwa chizindikiro

Bukhu lakugulitsa buku ndilosayembekezereka popanda kupanga chizindikiro. Chizindikirocho chiyenera kutsimikizira zinthu zonse za chiyanjano. Kawirikawiri, chizindikiro chimakhala ndi ndondomeko yapadera ya kampani, nthawi zambiri imakhala limodzi ndi chizindikiro china.

Ndikofunika kuti mutenge njira yowonongeka ya kampani yanu. Zojambulazo zikuwonetsera umunthu wanu, ndizoipa ngati zidzasinthika powonekera ndi chizindikiro cha kampani ina. Simukusowa chisokonezo, sichoncho? Ndipo mayesero a chisangalalo sangawonjezere. Ndipo iwo, ngati bungwe lina lingasankhe kuti wagwiritsa ntchito dzina lawo.

Pogwiritsa ntchito chithunzi, pewani mayanjano oipa. Ndi bwino kuyambira pazinthu zomwe zili ndi ndalama zabwino. Kapena kodi chilolezocho sichilowerera.

Kuwonjezeka kwa zinthu zosiyana siyana pakukula kwa zojambulazo kudzakufunsani kukhala ndi chidziwitso komanso luso lapadera. Choncho, ndi bwino kuika nkhaniyi kwa akatswiri.

Zinthu za chidziwitso cha kampani

Koma fano la kampani silimangokhala kokha ku logo. Zinthu zina ziyenera kukhazikanso m'buku lanu. Ndondomeko yamagulu - awa ndi makhadi anu, makalata, makalendala, envelopes, ofesi, mafomu.

Pomwepo chitukuko cha chithunzi cha chigwirizano chimaganiziridwa mozama, pamene antchito anu amavomerezedwa pa makadi a bizinesi ofanana omwe amapangidwa mofanana. Pamene abwenzi anu ndi makasitomala amalandira makalata olembera kalata, mu ma envulopu ozokongoletsedwa ndi chizindikiro chodziwika bwino. Pamene antchito anu amagwiritsa ntchito ofesi ya kampani.

Zowonjezera mafoda, ma CD, ma drive, ma diaries ndi mapulani, ngakhale maunyolo ofunika - zofotokozera zawo ziyenera kukhala zowonjezera pa chizindikiro. Kuchokera kukwapulika kwakukuluku, chithunzi cha bungwe lanu chikukula.

Miyeso ya chitukuko

Kupanga bukhu la chizindikiro si nkhani ya mphindi. Pokhapokha pokambirana, kudziwa ndi kuvomereza malo osiyanasiyana, malamulo ovomerezeka, omveka bwino okhudzidwa ndi chithunzi chachinsinsi akubadwa.

Simukusowa, kulamula wotsogolera pa chizindikiro, kudalira kokha kwa akatswiri akunja. Muyenera kuyendetsa kafukufuku wamakono pa malo a kampani yanu.

Fotokozani zinthu zazikulu zomwe zimakukhudzani. Perekani anzanu makhalidwe abwino: kukondwera, kuyankha, kukhulupilika, kulumikizana. Ganizilani momwe izi zidzasonyezedwera mmaganizo anu.

Musaiwale za kukonzekera nthawi yayitali. Tangoganizani momwe angagwiritsire ntchito malonda anu. Ndipo izi zimadalira ntchito yomwe mumayika. Ogulitsa, ogwira nawo ntchito ndi abwenzi anu sayenera kukudziwani, koma mwamsanga mudziwe mfundo zomwe mumatsatira ndi zomwe mumalengeza.

Amene amapanga

Ngati tikulankhula za yemwe ayenera kulenga bukhu, ndiye kuti pali njira ziwiri.

Mungathe kusonkhana pansi pa dipatimenti yanu ya mapiko, yomwe idzagwirizane ndi chilengedwe ndi kukwezedwa kwa chidziwitso cha kampani. Mu dipatimenti iyi, payenera kukhala ofufuza, ogulitsa, akatswiri a PR, okonza mapulani.

Inu mukhoza kuchita chinachake chosiyana. Gawo lakusanthula kuti mukhale nokha. Koma zina zonse ziyenera kupatsidwa kwa akatswiri omwe adya galu panthawi yopanga mabuku othandizira. Mukungokambirana, konzekerani ku bukhuli. Chitsanzocho, chomwe chinaperekedwa pa zotsatira, mumayang'ananso mosamala ndi zotsatira zabwino zomwe mumanena.

Ndipo m'magulu onse awiriwa muli zowonjezera ndi zoperewera. Pachiyambi choyamba, muyenera kusonkhanitsa akatswiri, osati chifukwa chakuti mupitirizabe kuthandizira. Pachiwiri, muyenera kufufuza ubwino wa ntchito za akatswiri a chipani chachitatu. Kumbukirani kuti bukhu la mtundu wabwino silikhala wotchipa.

Mau oyamba

Album yokongola siikhala chinthu china chokongoletsera ku ofesi ya mutu. Brandbook ndi chida chogwira ntchito. Zimatetezera kuti mugwiritse ntchito ndondomeko yake m'moyo.

Mukamaliza ntchito yokopa malonda, mukamaliza mgwirizano wa nthawi yaitali, gwiritsani ntchito malo kuchokera ku kampani yanu. Kugwirizana kumakhala kogwira mtima ngati mupereka bukhu lanu (pdf mtundu) kuti mutchulidwe.

Zidzakhala zosavuta kuti abwenzi amvetse mfundo zoyambirira zomwe mwaziika mu fano lanu. Adzadziwa momwe angagwiritsire ntchito chizindikiro chanu molondola, momwe mungachiwonetsere muzofalitsa, pa zamagetsi, pa intaneti. Simudzakhala kusamvetsetsana kulikonse ndi kutulutsa makalata, makhadi a bizinesi, mapepala, timabuku.