Indlela Yokwakha Ibhrendi Eyiqiniso

Indlela Yokwakha Ibhrendi Eyiqiniso

Izingqwele ezihamba phambili zezentengiso emhlabeni zikuveza ngezindlela ezihlukene, kodwa bonke bayavuma ukuthi imakethe yamanje isivuthwe ngemibono, izehlakalo, nezindaba zempumelelo ezigxile kumikhiqizo yabantu. Amagama abalulekile ngaphakathi kwale makethe ekhulayo yilawa ukumaketha okuyiqiniso futhi uphawu lomuntus.

Izizukulwane Ezihlukene: Izwi Lilodwa

UPhilip Kotler, omunye wamadoda amadala amakhulu kwezokukhangisa, ubiza le nto Ukukhangisa kwe-3.0Encwadini yakhe enegama elifanayo, ubhekisela kubaphathi bezentengiso nabaxhumani “abanekhono lokuzwa izinkathazo nezifiso zomuntu.”

Izwi lesizukulwane esisha liyiguru lezokuxhumana Seth Godin, othi “Asisafuni ukuthunyelwa ugaxekile ngolwazi olumayelana nomkhiqizo noma isevisi. Sifuna ukuzwa ukuxhumana nayo. Ukuba ngumuntu ukuphela kwendlela yokuwina.” Kumodeli yakhe edumile yesiyingi segolide kanye ne-TED Talks, USimon Sinek ikhombisa ukuthi kungani lapho inkampani isungulwe khona kufanele ibe namandla kakhulu, kangangokuthi inkampani ingathengisa noma yiluphi uhlobo lomkhiqizo kule nkundla.

Naphezu kwezizukulwane ezihlukene kanye namaphuzu okuqala, laba basebenzi bokuthengisa abanesiphiwo bonke bakhuluma ngento efanayo: Izinhlobo Zabantu.

Akukho okusha okusengozini. Akukusha ukuthi izinkampani zifune ubuqiniso - futhi akukusha ngezinkampani ukugxila ekulaleleni abamukeli bazo nokuvuma amaphutha abo kunokuba zichithe sonke isikhathi sazo zizama ukukholisa nokuyenga amakhasimende azo.

Ukushintsha kwepharadigm kungabonakala ocwaningweni olufana I-Lippincott-LinkedIn Brand Power Score, okufakazela ukuthi indlela yomuntu siqu, esengozini, kanye neyomuntu kwezokuxhumana kanye nokwenza uphawu kwamukeleka kahle kumakhasimende. Ucwaningo selukhombisile ukuthi abathengi badlule ekuqaguleni okubekwe ongoti, okwenza ukumaketha kwabantu kube yindlela ebheke phambili engenakuphikwa.

Umbuzo uthi: Ingabe umkhiqizo wakho ungaqhubeka?

Igama Lomuntu

Ukumaketha okuyiqiniso akuvelanga nje ngaphandle emoyeni. Ukunyakaza okuhlukahlukene kanye nokuthambekela kuye kwakukhuthaza phakathi neminyaka, njengokubonakala kwe-hyper, ukudala ngokubambisana, umthombo ovulekile, ukuqoqa abantu abaningi, uhlobo lokufunda, ukulwa nomkhiqizo, njll.

Kodwa izinto ezimbili zibangele ukushintsha kwepharadigm yokuthengisa ngasikhathi sinye:

1. Ukuthengisa okuyiqiniso kuwukubonakaliswa kokunyakaza - hhayi amabhrendi

Lo mkhuba ugxile ezinkampanini, ngokusebenza ngokuqaphela nokungashintshi kubuntu bazo kanye nokusabela kwazo, zibe umnyakazo omuhle kunokuba zibe amabhrendi ayisicaba.

Ilogo ye-PepsiCo Toddy Brand

Thatha UPepsi waseBrazil Toddy umkhankaso njengesibonelo: 

EBrazil, ukuthengiswa kwe Toddy isiphuzo sikashokholethi sase siqalile ukuncipha futhi imakethe yaqala ukufuna okuthile okusha. U-Pepsi wayesene-mascot, ethandwa ngokukhululekile ngezinga elikha phezulu, ikakhulukazi abathengi abancane. Babemthatha emuhle futhi ejabulisa, okuyindlela esivame ukubona ngayo ama-mascots omkhiqizo.

U-Pepsi waphuma ngesitho futhi wenza i-mascot yabo isikhulumeli sokunyakaza kwangaphandle. UPepsi ukhombe umnyakazo onamandla ezinkundleni zokuxhumana. Uhlu lwezinhlangano nabantu ngabanye beluqhubekisela phambili lo mnyakazo, lugxile ekusakazweni kwezitatimende ezingenasenzo. Lo mbutho ubugxile esizweni esibonakala ngenkohlakalo kanjalo nezethembiso ezephulayo neziyize.

U-Pepsi uphakamise ukuthi izizukulwane ezincane zisebenzise izinhlelo zezingxoxo ze-inthanethi ukwenza isitatimende nge-mascot's moo njalo uma kuzwakala isithembiso esingenalutho - futhi umkhankaso waba yimpumelelo.

Ngokuphazima kweso, moo ngoba kufana ne nqamula insangu. Izizukulwane ezincane zisebenzisa i moo-umlayezo ezingxoxweni zabo, kokubili ku-inthanethi nokungaxhunyiwe ku-inthanethi. Ngokuphazima kweso, u-Toddy wayeseyingxenye yomkhuba. Ukuthengiswa komkhiqizo kwanda kakhulu futhi i-Pepsi yashintsha uhlobo lwabo lwaba umnyakazo.

2. Ushintsho ukusuka kukhasimende ukuya ekugxilweni komuntu

Kunokuba ugxile ezindleleni zokuqinisekisa abamukeli, njengemikhankaso, amasu, ama-spins, njll., ukumaketha kancane kancane kuzoqala ukugxila kakhulu ekutholeni ukuthi kungani abantu bethenga. Ngokuzayo, lokhu kuzoba yisiqalo sokuthuthukiswa komkhiqizo.

Lokhu kuyingxenye yesizathu sokuthi kungani ukumaketha okuyiqiniso kumayelana nabantu (hhayi amakhasimende) kanye nezidingo zethu ezibaluleke kakhulu. Lezi zidingo zihlanganisa:

  • Ukulalelwa
  • Ukuzwa ukuqonda
  • Ukuthola incazelo
  • Ukubonisa ubuntu

Isibonelo salesi sici sesibili soguquko lwepharadigm singabonakala kuchungechunge lweDominos yaseMelika.

Ekuqaleni kwama-noughties, i-Dominos yayivutha bhe ngenxa yekhwalithi yokudla, ukwaneliseka kwabasebenzi, kanye nokuzijabulisa kwabasebenzi. Kunokuba izivikele futhi yethule imikhankaso yokukholisa amakhasimende ngokuphambene, i-Dominos yakhetha ukusebenzisa isu lenhlekelele elithobekile neliphendulayo. I-Dominos ihlomise amabhokisi awo e-pizza amaningana ngamakhodi e-QR, ecela amakhasimende ukuthi askene ikhodi futhi ayiyise ku-Twitter ukuze aveze imibono yawo.

Leli bekuyisu eliyimpumelelo, njengoba bonke abantu bezwa isidingo sokulalelwa nokuzizwa beqondwa.  

Isu liholele ekuqoqweni kwedatha enkulu inkampani eyisebenzise kahle ngezindlela ezahlukene ezahlukene:

I-Dominos e-Times Square
Imithombo: fast Company

  • Njengengxenye yokumaketha kwabo kwangaphakathi nokunakekela abasebenzi, i-Dominos yamisa izikrini zekhompyutha ezindaweni lapho ama-pizza ayekhiqizwa khona ukuze anikeze ababhaki impendulo yesikhathi sangempela. Lokhu kwavala ngempumelelo igebe phakathi kwabasebenzi namakhasimende.

Lo mkhankaso ubangele ukwanda kwabalandeli be-Twitter abangu-80,000 esikhathini esingaphansi kwenyanga. Eminye imiphumela ihlanganisa ukukhuphuka kokunaka kwe-PR, ukwanda kokwaneliseka kwabasebenzi, ukuthuthuka okuzungezile kwesithunzi somkhiqizo, kanye nokwanda kobuntu. Lokhu ukumaketha okuyiqiniso ngesikhathi esihle kakhulu!

Ukuthengisa Okuthembisa Kwanele

Kunezibonelo eziningi ezinhle zezinkampani ezivula amehlo azo ezinzuzo zokumaketha okuyiqiniso. Umphumela uba izindaba zempumelelo ezilethwa imikhankaso eyingqayizivele ehlala kahle namakhasimende.

Enkampanini yami ye-MarTech I-JumpStory sikhethekile ekukhetheni izithombe zesitoko zangempela namavidiyo, ngakho-ke akudingekile ukuthi usebenzise zonke ezibukeka zishizi ezikhona. Sisebenzisa i-AI ukususa konke okuqukethwe okungelona iqiniso, futhi sigxila kumagama angukhiye amabili aphinde abe wumongo wokumaketha okuyiqiniso: ubuntu nobuntu.

Lezi zimo zihloselwe ukukukhuthaza ukuthi wenze ushintsho lube uhlobo olusabelayo nolungabantu - futhi ngalolu shintsho, uzuze izinzuzo zezomnotho njengoba uqhubeka.

Ubuntu

Iketanga elilodwa lezitolo laseMelika belivutha amalangabi ngenxa yokuphelelwa yimikhiqizo yalo edume kakhulu. Ukuphendula lokhu kugxekwa, inkampani yethula isiqubulo esisha - futhi ngaso, umqondo omusha: Uma isesitokweni, sinayo. Lokhu kuzihlekisa okuqinile kube nomthelela omuhle kukho kokubili ukuthengisa nesithunzi somkhiqizo.

Ezweni likaNkulunkulu uqobo, ungathola indawo yokudlela yaseShayina ekhangisa ngaphansi kwesiqubulo Ukudla kwangempela. IsiNgisi esibi. Ngaphandle kwalokhu kuhlekisa nokuzihlekisa, i-punch line iveza inkinga yakudala ngaphakathi kwemboni yezokudlela. Ekhasimendeni elifuna ubuqiniso, enye yezinto ezimbi kakhulu ezingenzeka ukuya endaweni yokudlela yase-Italy kuphela ezonikezwa iseva ye-Danish ngokugcwele. Esikufunayo ubuhle obucwebezelayo ukuze sinikeze ama-pizza ethu ngothando.

Ngakolunye uhlangothi, sifuna ukukwazi ukuqonda wonke amagama akumenyu futhi sixhumane kahle nabasebenzi. Lokhu ngezinye izikhathi kubonakala kunzima uma ubuqiniso buyinto eza kuqala kithi. Iketanga lamaShayina liyichaza kahle le nkinga futhi lithatha ukuma kule ndaba.

Zombili lezi zimo ziyizibonelo zesenzo sokuthi Ukukhishwa kwe-Trendwatching dub nasici. Leli gama liyi-portmanteau yamagama awesome futhi iphutha. Ngendlela efanayo nemikhankaso ye-Dove's Real Beauty, lezi zimo ezimbili zaseMelika zibonisa ukuthi ungakwazi ukuhlola ubuntu bakho futhi ngesikhathi esifanayo ubeke umkhawulo wezithembiso zakho kulezo ezingafezeka ngempela. Eqinisweni, la maketango cishe athembisa okuncane kunalokho akunikezayo.

Ubuntu

Ngokombono, wonke ama-brand anobuntu obuhlukile, ngendlela efanayo njengoba kwenza abantu. Iqiniso liwukuthi abanye abantu bakhanga kakhulu kunabanye. Abanye bagqama ngendlela eyakhayo, eqinile. Kwezinye izimo, singakhomba isizathu esiqondile futhi kwezinye, kubonakala sengathi amanga angaphezu kwamandla ethu.

Ezweni lokumaketha, kunezibonelo ezimbalwa eziphawulekayo zalesi simo. I-Miracle Whip igqama nayo Asiyena Wonke Umuntu indaba; Iziphuzo Ezingenacala zidume ngokuncokola nokukhuluma ngokungagwegwesi. Isibonelo salobu buntu umbhalo ongatholakala phansi kweningi lamabhokisi ejusi, ofundeka kanje: Yeka ukubheka ezansi kwami.

E-USA, abantu abaningi bayazi ngendaba yeSouthwest Airlines. Inkampani yamukele inqubomgomo ethi, azikho izimemezelo zokuphepha okufanele zifane. Yiya ku-YouTube futhi ubone isibonelo somuntu osemusha osebenza endizeni elandela izinqubo zokuphepha endizeni. Phawula indlela le ndlela ehlangatshezwana ngayo ngokuphakamisa izandla.

Ukuthuthukisa Nokulinganisa Ubuntu

Ubuntu bungenye yezici ezimbalwa ezinamandla okuhambisa amakhasimende, imikhiqizo, nozwelo. Ikhokha ngempela kuwo wonke amapharamitha alungile.

Ukuze isintu sikhokhe, kufanele sisetshenziswe ngendlela ehlelekile futhi egxile emigomweni. Lokhu kusiza ukukhomba izindawo lapho ushintsho ludingeka khona futhi kusinikeze umfutho wokugcina wokuqala inqubo.

Enye yezindlela ezinhle kakhulu zokusheshisa lo msebenzi yile mibuzo emine:

  • Singalalela kanjani ngokuzwakalayo?
  • Kungani brand yethu ikhona?
  • Yini eyenza umkhiqizo wethu ube ngumuntu?
  • Ingabe uhlobo lwethu lunesimilo?

Ngokusekelwe ekuzicabangeni nasezingxoxweni ezigxile kule mibuzo, ungangena phakathi kwemingcele nezinqubo zempendulo ezakha isu lomuntu, inkundla, nokuxhumana. Inhlanhla futhi ukhumbule ukuzijabulisa endleleni. 

UCABANGANI?

Le sayithi isebenzisa i-Akismet ukunciphisa ugaxekile. Funda ukuthi idatha yakho yokuphawula isetshenziswa kanjani.