Iyini Idizayini Yebhizinisi Futhi Uyikhetha Kanjani Eyodwa Yebhizinisi Lakho?

Kuyini ukuklama kwebhizinisi? Lokhu ukwethulwa kwenkampani emphakathini. Ngokwesiko, trademarks and branding have been the most obvious examples of corporate design, kodwa umklamo womkhiqizo, ukukhangisa, kanye nobudlelwano bomphakathi yizo zonke izici zokwakheka kwebhizinisi. Ngakho-ke uyini ukwakheka kwebhizinisi futhi ungayikhetha kanjani eyodwa yebhizinisi lakho? Kulesi sihloko, uzofunda ngezinye zezinto eziyisisekelo zokuklama kwebhizinisi nokuthi ungayisebenzisa kanjani ngokugcwele ilogo yakho. Uzothola nokuthi ungasebenzisa kanjani lezi zici ezine ukuze ukhulise ukuqashelwa komkhiqizo.

Ubunikazi obubonakalayo

A visual identity has many benefits. Imikhiqizo enobunikazi obuqinile obubonakalayo kungenzeka ukuthi ithengise imikhiqizo yayo, njengoba zakha umuzwa onamandla wokuhlonza, ukwethemba, nokungokwakho. Ubunikazi obuhle obubonakalayo bungasiza futhi ukukhiqiza ukwethembeka kwamakhasimende, futhi kungenza ukuziguqulela kumakhasimende kube lula. Nazi ezinye zezinzuzo zokubonakala okuqinile. Qhubeka ufunde ukuze ufunde kabanzi ngokubaluleka kobunikazi obubonakalayo nokuthi bungasiza kanjani ibhizinisi lakho. Futhi khumbula ukulandela njalo isu lomkhiqizo wakho!

Amabhrendi avame ukudala impendulo engokomzwelo kulogo yawo, ubunikazi obubonakalayo, kanye nephimbo. Ukudala isithombe somkhiqizo esingaguquki kwakha ukwethenjwa kubathengi futhi kusiza ekugcineni ukwethembeka komkhiqizo. Iphinde ivimbele ukudideka komkhiqizo futhi yenza ukukhula. Ekugcineni, umgomo wokwenza uphawu olubonakalayo wukwenza isithombe abathengi abangasibona njengomkhiqizo. Futhi njengoba sikhumbula kuphela lokho esichayeka kukho nsuku zonke, umklamo udinga ukukhuluma naleyo mpendulo engokomzwelo.

Ukuze uthole ukuqashelwa komkhiqizo, umkhiqizo udinga ukuthuthukisa ubuwena obubonakalayo obuqinile obungagqama kwabaqhudelana nabo. Phakathi nale nqubo, umcabango ocophelele kufanele ungene ekukhetheni ilogo efanele, imibala, nezinye izakhi. Paul Rand, umqondisi wezobuciko odumile nomklami wezithombe, wake wathi umklamo uyinxusa elithule lomkhiqizo. Ukufaka lesi simiso, abaklami kufanele bacabangele zonke izici zomsebenzi wabo, kusukela kulogo nephalethi yombala kuya kumlayezo webhrendi uwonke. Okubhalwe ngezansi ezinye zezinto ezibalulekile ezingena kubunikazi obubonakalayo benkampani.

Ukubhrenda

Branding in corporate design is a process of establishing a visual bond between a business and its consumers. Noma ngabe ngamalogo, imibala, amafonti, noma izithombe, ukufaka uphawu kubalulekile ekusunguleni umbono omuhle ezingqondweni zamakhasimende. Ezweni ledijithali eligcwele abantu abaningi lapho izinhlobo eziningi zinemikhiqizo namasevisi afanayo, ukufaka uphawu kungumehluko obalulekile. Lapho isetshenziswa ngendlela efanele, kungasiza ibhizinisi ukuthi ligqame futhi lihambisane nezithameli eliqondiwe kulo.

Ukumaketha ekwakhiweni kwebhizinisi kubhekisela kubunikazi obubonakalayo benkampani, okuhlanganisa nelogo, igama, isiqubulo, kanye nomhlahlandlela wesitayela. Ezinye izakhi zihlanganisa amakhadi ebhizinisi, umfaniswano, kanye nemiklamo yokwakha. Idizayini yobunikazi bebhizinisi iyinqubo eqhubekayo, futhi kufanele isekelwe imizamo yokuxhumana yangaphakathi okuhloswe ngayo ukukhuthaza isithombe esihle phakathi kwababambe iqhaza. Imanuwali yomhlahlandlela womkhiqizo iyithuluzi eliwusizo lokugcina ubunikazi benkampani kanye nempahla yomkhiqizo ingeyamanje. Futhi, ngaphezu kokuklama nokugcinwa, ukufaka uphawu ekwakhiweni kwebhizinisi kuyithuluzi elibalulekile ebudlelwaneni bomphakathi, ukuphathwa kwesithunzi, kanye nokuxhumana kwangaphakathi.

Communication

A corporate communication strategy involves the use of a wide range of media and tools to promote the company. Lawa mathuluzi kufanele ahlanganiswe, futhi idizayini yebhizinisi imvamisa iyinsika yolimi lwebhizinisi nobuwena. Idizayini yebhizinisi ihlanganisa izici ezithile ezivamile ezidingekayo kukho konke ukuxhumana okubhaliwe, kuhlanganise nelogo yenkampani. Umklamo uyaqhubeka ekwethulweni komkhiqizo wenkampani futhi uvame ukufana. Isikimu saso sombala ngokuvamile silungiswa futhi. Umlayezo ophelele wenkampani udluliswa ngemidiya ehlukahlukene, okuhlanganisa izinto zokuphrinta nedijithali.

Recognition

When designing a corporate recognition program, cabanga ukuthi abasebenzi bazosebenzisana kanjani nayo. Iyiphi iphuzu eliyinhloko lokuxhumana? Ingabe ufuna ukusebenzisa uhlelo oluqashelwa umphakathi noma oluyimfihlo? Isiphi isitayela sokuqashelwa esizosebenza kangcono eqenjini lakho? Ungaqinisekisa kanjani ukuthi abasebenzi bazizwa behlonishwa? Uhlelo oluklanywe kahle luvumela ukuguquguquka. Uhlu ngezansi amanye amathiphu okudala uhlelo lokuqashelwa kwebhizinisi. Uma ungathanda ulwazi olwengeziwe, xhumana nethimba lethu lochwepheshe bakwa-HR namuhla.

Okokuqala, qiniseka ukuthi uhlelo lwakho lokuqaphela luyakala futhi luyafinyeleleka. Ngokuvamile, izinhlelo zokuqashelwa zingcono kakhulu uma kulula ukuthi abasebenzi bazifinyelele futhi bazisebenzise. Nokho, uma uhlelo lwakho luyinkimbinkimbi futhi lunezingqimba, ungagcina ulahlekelwe abasebenzi. Kufanele futhi ukhethe inkundla eyakhelwe isikali somhlaba. Lokhu kuzoqinisekisa ukuthi akudingeki ukuthi utshale imali ezinkundleni zokuqashelwa ezimbalwa futhi ukwazi ukusingatha izidingo zokuqashelwa komhlaba wonke kusuka kumthombo owodwa..

Okwesibili, khumbula ukuthi ukuqaphela abasebenzi kudinga ukuthi abaphathi bazane nabasebenzi babo. Lokhu kubalulekile ekwakheni ubuhlobo nabo futhi uthuthukise ukwethembana. Kubalulekile futhi ukuhlela ukuqashelwa kwesenzo esithile esinconyiwe. Lapho evuma abasebenzi, qiniseka ukuthi uyachaza ukubaluleka kweminikelo yabo. Uma ungakwazi ukwenza lokhu kuxhumana, ungasebenzisi ukuqashelwa njengethuluzi lokugqugquzela. Isisebenzi sizozizwa singanelisekile futhi sithukuthele.

Art

Art for corporate design requires more than just beautiful images. Kufanele futhi idlulisele ubunikazi bomkhiqizo, ubuntu, kanye nokwethembeka. Ubuciko bomkhiqizo kufanele budlulisele ubunikazi bawo emphakathini oluwusebenzelayo, inselele okungaba inselele ukuyifeza. I-Great American ikuhlomele kahle ukuhlangabezana nale nselele. Izixazululo zayo zezinkampani zihlanganisa ubuciko obunegama, umklamo wobuciko obusekelwe ebufakazini, izingcezu ngokwezifiso, kanye nokuphathwa kwezinketho ezigunyaziwe. Futhi, ezinkampanini ezifuna ukuthatha uhlelo lwazo lobuciko bebhizinisi endlini, I-Great American ingasiza.

Isitayela se-Corporate Memphis siyindlela ethandwa kakhulu, efana nobuciko bezinkampani ezincane eziqalayo kanye nezinkampani zobuchwepheshe ngokufanayo. Ifaka abalingisi abafana nekhathuni, izindawo ezicwebezelayo, kanye nokuhlanekezelwa okucashile kwezilinganiso. Lesi sitayela kulula ukusikhipha, ngezimpande zayo ekwakhiweni kwesibonisi somsebenzisi kanye nokumaketha kwezobuchwepheshe. Kodwa futhi isiqalile ukudla umhlaba obonakalayo, ukuthola ukugxekwa okukhulu okuvela emphakathini wokuklama. Ithrendi iveze izitayela eziningi zemifanekiso nezinhlobo ezincane.

Amabhrendi asebenzisa ubuciko obubonakalayo ngokuvamile adinga amandla kanye nokuqanjwa okusha. Abaphathi bemikhiqizo bangasebenzisa izindlela zobuciko obubonakalayo ukuze bakhe imibono yemikhiqizo evamile. Esikhathini sanamuhla sokuqukethwe okukhiqizwa umsebenzisi kanye nenkundla yezokuxhumana, izindlela zobuciko obubonakalayo ziya ngokuya zihambisana nabaphathi bomkhiqizo. Futhi zingasebenza ngempumelelo kakhulu. Eminyakeni embalwa ezayo, ikusasa lobuciko bomklamo wenkampani liqhakazile. Ngokukhula kwezinkundla zokuxhumana kanye nokuqukethwe okukhiqizwa ngabasebenzisi, amabhrendi kufanele afaneleke kakhulu futhi ajabulise kunangaphambili.

Strategic thinking

The penultimate step in strategic design involves establishing common ground and gaining the buy-in of stakeholders. Izinqubo zokuklama zamasu eziphumelelayo zidinga ukuhlanganyela njalo kanye nokuxhumana okusebenzayo. Babala izikhundla zababambe iqhaza futhi bahlonze noma yiziphi izithakazelo ezingafaneleki. Abaqambi bamasu kumele bamukele ukufunda okuqhubekayo. Kufanele bakhuthaze isiko lokubuza futhi bafunde ukwehluleka kwangaphambili ukuze bathuthukise inqubo yabo yokuklama. Uhlu olungezansi yizinyathelo ezenza ukucabanga kwamasu ekwakhiweni kwebhizinisi kube yimpumelelo.

Okokuqala, chaza inani lezinkanyezi bese uqala ngokukhuluma nabo. Leli qoqo lezinkanyezi lenani linikeza imininingwane ebalulekile mayelana namathrendi embonini kanye nezidingo zamakhasimende. Khona-ke, inqubo yesu ingaqala. Uma inani lezinkanyezi selikhonjiwe, sekuyisikhathi sokukhuluma nabaphathi bezinga eliphezulu. Umgomo uwukusungula uhlelo nokuthuthukisa isu elibhekana nalesi sidingo. Inqubo yesu ingase iqale ngesiphakamiso senani, njengesevisi noma umkhiqizo.

Isinyathelo esilandelayo ukuthuthukisa ulwazimagama olusiza abaklami baqonde ukubaluleka kokucabanga kwamasu enqubweni yokuklama.. Isilulumagama sesu lokuklama akuyona a “Igxathu emvakwe gxathu” umhlahlandlela. Kuyindlela ephakamisa umkhakha wokuklama ngokugxila ekuchazeni inkinga, ecacisa udaba, kanye nokukhanyisa izixazululo ezingaba khona. Kubalulekile ukukhumbula ukuthi ukucabanga kwamasu ekwakhiweni kwebhizinisi kuyinqubo ebandakanya kokubili ukuklama kanye namaqembu ebhizinisi..