Zvese Zvaunofanirwa Kuziva nezve Branding
Mabhureki ane mukurumbira pasi rose uye akabudirira haana kuwana chimiro chawo nehusiku humwe. Chokwadi ndechekuti kuvaka chakanakisa mhando inoda yakanangwa zano uye kwakawanda kushanda nesimba. Asi chii chaizvo chinonzi brand strategy? Muchidimbu, ndiyo nzira yako yekupinda nekutonga musika wekambani yako. Inosanganisira zvinhu zvakakosha senge chiziviso chemhando, chinzvimbo chemusika, uye rudzi rwekutumira mameseji uye kushambadzira kunoenderana nevateereri vako. Yako brand strategy ingave yako yakakosha pfuma kana kudonha kwako. Chinonyanya kukosha, chishandiso chekuita hukama chaihwo nevanhu. Hechino chakavanzika chidiki: Kubatana chaiko kunotungamira kune vatengi vakavimbika. Muchikamu chino, iwe uchadzidza zvakawanda nezve brand strategy uye zvakajairika maitiro eiyo yakasimba brand zano. Ticharatidzawo mienzaniso yemaitiro anoshanda emhando uye nekupa mamwe matanho ekukubatsira iwe kusvetuka-kutanga yako brand zano chirongwa nhasi.
Chii chinonzi Brand Strategy?
Iwe unogona kufunga nezve yako brand zano se360-degree bhizinesi bhurandi. Sezvineiwo, yako brand zano inotsanangura zvakakosha izvo zvinoita kuti brand yako ive yakasarudzika, chinangwa chako uye zvinangwa, uye maitiro auchaita pazviri.
Iyo yakasimba brand zano inogadzirwa zvine hungwaru, uchifunga nezve ese maficha emusika wako, niche, chigadzirwa kana sevhisi zvinopihwa, vatengi, uye vakwikwidzi.
Izvi zvese zvinofanirwa kunge zvakadzika midzi mune yakawanda data sezvaunogona kuwana paws yako.
Pakutanga, iwe unozofanirwa kutora kumwe kusvetuka kwekutenda - izvi hazvidzivisike kana uchinge uchitanga kubva mukutanga. Asi nemuenzi wega wega mutsva, muteveri, uye mutengi waunowana, pachave nerakawanda data rine mbiri kugadzira mazano ane musoro anoshandura kuita mhedzisiro.
Zvinhu zveBrand Strategy
Heino brand strategy template iyo inogona kukubatsira kuvhara mabhesi ese:
| Sub-strategy | Zvinangwa uye nzira |
| Brand chinangwa | Chiono chako, chinangwa, uye chinangwa. Nei kambani yako iripo uye chii chauchave nacho kune vateereri vako, nharaunda, kana kunyange nyika? |
| Vatereri vakanangwa | Kutaura nezvevateereri vako, ndivanaani? Ndezvipi zvavanofarira, zvavanoda, zvido zvavo, uye tsika? Kuvanzwisisa zviri pedyo kwakakosha pakubudirira kwako - saka usazeze pane izvi. |
| Brand positioning | Kuveza chidimbu chako chemusika. Chii chinodiwa kuti iwe uve chinhu chikuru muhupenyu hwevateereri vako, uye ndedzipi nzira dzauchashandisa kuti usvike ikoko? |
| Brand identity | Zvinoonekwa nevanhu pavanenge vachidyidzana nemhando yako - chitupa chako chinooneka semalogo nemifananidzo, pamwe nenzwi rako nezwi, rutsigiro rwevatengi, uye mukurumbira. Mabhonasi mapoinzi ekutaura nyaya anosanganisira yako brand chinangwa nenzira ine musoro. |
| Marketing strategy | Uchitamba mutambo wenguva refu, uchataura sei zvauri zvese, nenzira iyo vateereri vako vanonyatso kugamuchira? Iwe unovaka sei uye kusimudzira hukama hwevatengi vako? Izvi zvinogona kusanganisira zvese kubva pasocial media kune akabhadhara ads kune email kushambadzira. |
Pane kazhinji zvikamu zvitatu zveiyo brand strategy process:
1.Plan : Iyi ndiyo inl phase. Usati watanga maitiro ako ekuvaka-brand, ita tsvagiridzo yako kuti uve nechokwadi chekuti une chibatiso chakasimba pamusika, yako niche chaiyo, vakwikwidzi vako, uye midzi yeako nzira yekushambadzira.
2.Build : Kana wangove nehurongwa hwekutanga munzvimbo, nyura mumatanho ekuvaka-chiratidzo. Gadzira zita rako remhando, kusanganisira logo yako, pendi yemavara, uye zvimwe zvinoonekwa. Gadzira webhusaiti yako, masocial channels, uye mamwe midhiya mauri kushandisa yako brand strategy plan.
3.Execute : Kushambadzira ndiyo mafuta einjini yako yemhando. Tangisa mhando yako uye shandisa zvizere nzira dzese dzekutumira dzawakaronga uye dzekushambadzira nzira dzawakavaka. Usamira kusvika ... zvachose. Usangomira.
Ngatitsemure zvikamu izvi kuita matanho mashanu anogona kuitika.
Tsvakurudza
Tsvagiridzo yemusika haigone kutaurirana kana iwe uchida kukura nekukurumidza. Iyi nzira inokubatsira iwe kuvaka hwaro hwakasimba hwekusimudzira mhando, ichikupa iwe wakakosha ruzivo muzvinhu zvakaita se:
•Kuburitsa bhizinesi rako modhi, sekuwedzera zvimwe zvigadzirwa kana zvipiriso zvinofamba zvakanaka nemazano ako ekutanga kana kudzikisira vateereri vako.
•Mutengo wezvipo zvako zvichibva pane zvinogona kukosha uye vakwikwidzi.
•Ndivanaani vakwikwidzi vako vakuru, pamwe nekugona kwavo uye nekusasimba kwavo.
• Mhando dzemashoko ekutengesa uye mazano ayo vateereri vako vanopindura zvakanakisisa.
Social media ndeyechokwadi yako musika tsvakurudzo shamwari. Kana iwe uri kutanga chitoro chinodonhedza, tarisa ku Instagram kuti uone zviri kuitika mu niche yako. Uye zvechokwadi shora vakwikwidzi vako.
• Facebook Audience Insights:Yemahara Facebook mushandisi data zvichienderana nemaitiro avo ekutenga uye profil data senge huwandu hwevanhu, zvavanofarira, uye zvavanofarira.
•Pew Research Center:Hupfumi hweruzivo rwemahara rwakaunganidzwa kuburikidza nedemographic data, kuvhota maonero everuzhinji, ongororo yezvinyorwa zvenhau, uye kumwe kutsvagisa kwesainzi yemagariro.
•Statista:Yemahara uye yakabhadharwa kuwana inodarika miriyoni chokwadi uye manhamba nezvevatengi uye misika yedhijitari kutenderera pasirese.
•Machati ekutengesa: Ese marudzi e data rekushambadzira, ongororo, uye mifananidzo. Vanopa magirafu emahara uye mishumo yakabhadharwa.
Gadzira Inoshamisa Brand Identity
Munguva yako yekutsvagisa chikamu, hazvigoneke kuti usafemerwa nemazano ekuzivikanwa kwerudzi rwako. Ndosaka tichikurudzira kunyudza zvigunwe zvako mumusika usati waita chero sarudzo dzekupedzisira pamusoro pekuzivikanwa kwako uye kunaka.
Heino rondedzero yezvakakosha brand identity zvinhu:
Logo uye sirogani:Shopify's Hatchful inogona kukubatsira iwe kugadzira inotonhorera, crisp logo mune snap - hapana hunyanzvi hwekugadzira hunodiwa.
Ruvara palette: Sarudza mavara matatu kusvika mashanu, uye anamira paari kune ese emhando yako yekushambadzira uye yekushambadzira zvinhu. Izvi zvichabatsira kusimbisa kuzivikanwa kwemhando. O, uye usakanganwa nezve colour psychology kugadzirisa mamiriro.
Mafonti: Kufanana nependi yako yeruvara, tora asingapfuure mafonti matatu, uye namatira kune ayo ari pane zvese zvekushandisa zvako. Canva ine gwara rakakura pane font pairing.
Mifananidzo uye art: Munyika yekutenga online, zviono zvemhondi ndizvo zvakakosha. Kana iwe uri dropshipping, tora anotyisa akanakisa chigadzirwa mafoto. Seta nhanho ine mwenje, mifananidzo, modhi, uye zvishongedzo, uye wotakura iwo madingindira mukati mese.
Inzwi nenzwi: Hupenzi, kutaura, kukurudzira, zvinoshamisa ... nzira yaunotumira nayo mameseji inogona kuve yakakosha semameseji pachawo.
Kutaura nyaya: Manzwiro anoenda kure. Gadzira chisungo nevatengi vako nekuvapa backstory yako. Iyo brand yakatanga sei? Ndezvipi zvaunokoshesa uye chinangwa chako? Zviroto zvako nezvivimbiso? Wana wega.
Webhusaiti yakanaka: Ndokumbira usatumire vanhu kune webhusaiti ine glitchy, inononoka, kana sketchy. Izvi zvakanyanya kukosha kune ecommerce bhizinesi, uko saiti yako ndiyo musana wako. Imwe ongororo yakaratidza kuti 94 muzana yevakapindura vakaramba kana kusavimba nesaiti zvichibva pawebhu dhizaini chete ... usave iyo saiti.
Kuti uwane zvimwe nezve brand identity, tarisa izvi zviwanikwa:
•Kuzivisa Kwemhando:5 Mazano ekugadzira ine simba Brand Identity
•Maitirwo eChitoro Chako Chekudonhedza - Nhanho Nenhanho Gaidhi neMienzaniso
Gadzira Chirongwa cheKushambadzira chinoitwa
Kungova nemhando inotapira hazvikwani. Inofanirwa kusimbiswa nekukurukurirana nguva dzose kune akasiyana mapuratifomu.
Pamusoro pezvo, kana wawana kuvimba kwavo, unofanirwa kuzvichengeta nekugadzira hukama hwakasimba navo uye nekukunda kuvimbika kwavo.
Mune mamwe mazwi, iwe unofanirwa kuenderera kune iyo nguva yekuvapo kwechiratidzo chako.
Hatina kuti zviri nyore.
Heano mamwe ekufunga nezve chikamu chekushambadzira cheurongwa hwechirongwa chako chemhando:
Sales funnel:Kunyanya kune ecommerce saiti, furani yekutengesa inogona kutungamirira vashanyi vako kuti vave vatengi, uye vatengi kuti vadzoke kune zvimwe.
Social media marketing: Nyika - nevatengi vayo vepamhepo - vari pamunwe wako nemapuratifomu akaita se Instagram, Facebook, Snapchat, YouTube, nezvimwe. Pamusoro pekutumira organic, edza akabhadhara matekiniki senge influencer kushambadzira uye social media ads.
Content marketing: Ichi chinhu chikuru. Nehunyanzvi, vhidhiyo yega yega yechigadzirwa yaunogadzira, pasocial media post yaunogadzira, email yaunotumira, kana blog post yaunoburitsa kushambadzira zvemukati. Paunoshandisa kushambadzira zvemukati maitiro akanakisa kudhonza vatengi kuburikidza neako ekutengesa funnel, zvinogona kuita zvakanyanya.
Email marketing: Kushambadzira email ndicho chimwe chishandiso chinoshanda chekutengesa kwako funnel. Imwe ongororo yakawana kuti email inoshanda zvakapetwa makumi mana pakubatsira makambani kuwana vatengi vatsva pane Twitter kana Facebook. Zviro zvine simba.
Heano zvimwe zvekutengesa zviwanikwa:
Iva Akavimbika uye Akavimbika
Kuenderana kwakakosha. Regedza kuchinja kubva kumhando yepamusoro kuenda kune zvitaera zvakajairika, kana kubva pamameseji emanzwiro kuenda kune zvinosetsa nekunyomba. Chinangwa chikuru chechirongwa chemhando ndechekumisa mufananidzo wakajeka, wakasarudzika wekambani yako uye kunamatira pairi mune yega yega mashandiro ako. Funga kana yako yekutengesa, yekumaka uye yekushambadzira sarudzo inoenderana neiyo brand yako zano uye inopa kune iyo rondedzero. Kana pfungwa itsva yakatombodzima zvishoma, irase wofunga zvakare. Pamusoro pekuchengetedza kuenderana kwema brand uye kutumira mameseji, zvakakosha kuzadzisa zvivimbiso zvaunoita. Kana iwe ukavimbisa kutumira kwevhiki imwe, ita shuwa kuti package yako inosvika mukati menguva iyoyo. Kurasikirwa nevatengi vako kuvimba ndiyo inokurumidza nzira yekukuvadza zita rako uye kurasikirwa nevatengi.
Tevera, Ongorora, uye Shandura Pazvinenge Zvadiwa
Evolution inodiwa kuti tirarame pane ino inoyangarara nzvimbo orb - nei paine kusarudzika kune yako brand?
Tsvagiridzo yaive nhanho yekutanga mukuita uku. Asi chokwadi ndechekuti, maitiro anofanirwa kunge ari mune yakasununguka isingaperi loop. Iwe unofanirwa kugara uchinyura muGoogle Analytics, Facebook Analytics, Twitter Analytics, uye mamwe mapuratifomu kuti uone kuti mishandirapamwe yako yese uye kuedza kuri kuita sei.
Google Analytics inofarira iwe pachako, sezvo ichikupa hupfumi hweruzivo rwakadzama nezve vashanyi vewebhusaiti yako uye izvo chaizvo zvavanoita pane yako saiti - kusvika pakupedzisira kubaya. Kana iwe usina Google Analytics account, gadzira imwe izvozvi.
Gara uchitsvaga nzira dzekuvandudza. Uye gamuchira kuti dzimwe nguva kuvandudzwa kunoda kuitika kubva pasi zvichikwira, kutanga nezvinhu zvakakosha zvebhizimusi rako rekuisa senge toni yako, nzira dzekushambadzira, kana kunyangwe zita rako.
Kurondedzera kwemhando: Tropical Sun
Tropical Sun inotengesa zvigadzirwa zveCaribbean-zvakafuridzirwa muUK. Varidzi vanoroverera nyaya yenyaya sezvavanotsanangura matangiro akaderera erudzi.
Inobatanidza "nharaunda dzeUK dziri kubudirira" kudzokera kutsika yavo uye inovaunza pamwechete. Kuita kuti mhando yerudzi rwemunhu kune simba zvakanyanya kupfuura chero generic runyorwa rwehutano mabhenefiti kana mhando yechigadzirwa.
Uyezve, iyo mepu yenyika yakangwara yakagadzirwa nezvinonhuhwirira inotungamira kumba pfungwa yekuunza vanhu pamwechete.
Mufananidzo wega unowana A +.
Kushambadzira kwakabatana: Harper Wilde
Harper Wilde ibhuraki yebhureki ine inonakidza, cheeky maitiro. Asi zvinopfuura izvozvo chete – zvinokunda nekupa vakadzi simba mumagariro nezvematongerwo enyika.
Iyi ndiyo mhando yemhando yemhando inobatanidza zvakadzama nezvishuwo uye kuzivikanwa kwevatengi vayo.
Kubva ipapo, unogona kuona kuti Harper Wilde anopa chikamu chepurofiti kuThe Girl Project, chirongwa chinoisa vasikana muchikoro chepuraimari. Varidzi vanoshandawo nemugadziri anoyedza kupa simba vakadzi veSri Lankan.
Uye ivo vanozviita zvese nema puns, hashtag, uye dzimwe nguva mufananidzo wehupenzi.
"Pamwechete tichasimudza madzimai enyu nemadzimai anotungamira mangwana."
Zvitore?
Ivo vanoshandisa yavo yakanzi hashtag #LiftUpTheLadies pawebhusaiti yavo uye nesocial media kugadzira brand kubatana pakati pezviteshi.
Iyo kambani Instagram inotakura pfungwa idzi, ichichinja zvakanaka pakati pemashoko ezvematongerwo enyika, majee, uye mafoto echigadzirwa.
Pakazere, ibasa rehunyanzvi rekuvandudza mhando yemhando iyo inowanikwa mukuedza kwese kwekambani kushambadzira.
Kupedzisa
Kana ikagadzirwa zvinobudirira, yako brand zano ichapa nhungamiro inodiwa uye rutsigiro rwebhizinesi rako. Inotsanangura chinzvimbo chekambani yako muindastiri kana ichienzaniswa nevakwikwidzi uye inosimbisa hunhu hwayo hwakasiyana. Nekunyatsosarudza hunhu, mavara, izwi, uye maitiro ane chekuita nemhando yako, unogona kusimudzira kukwezva kwayo kune vashandi uye vangangove vatengi.