Ngabe Sisadinga Izinhlobo?

Ukufaka uphawu

Abathengi bavimba izikhangiso, inani lomkhiqizo liyawa, futhi iningi labantu belingenandaba uma ama-74% wemikhiqizo enyamalala ngokuphelele. Ubufakazi busikisela ukuthi abantu baphelelwe uthando ngophawu lwemikhiqizo.

Ngakho-ke kungani kunjalo futhi kusho ukuthi ama-brand kufanele ayeke ukubeka phambili isithombe sawo?

Umthengi Onikwe Amandla

Isizathu esilula esenza ukuthi ama-brand akhishwe esikhundleni sabo samandla kungenxa yokuthi umthengi akakaze anikezwe amandla kakhulu kunanamuhla.

Ukulwela ukwethembeka komkhiqizo bekulokhu kunzima kodwa manje kuyimpi eshubile; ukwanda kwemali esikhangiso sedijithali kusho ukuthi umkhiqizo olandelayo omuhle kakhulu, nentengo, kumane nje kukuchofoze. A Ucwaningo lweMedia Dynamics ekuvezweni kwezikhangiso kuveze ukuthi abathengi babona isilinganiso sezikhangiso ezingama-5000 nokuvezwa komkhiqizo ngosuku

Kunezindlela eziningi kakhulu ezingasetshenziswa kumakhasimende okuthi umkhiqizo owathengisayo ngezinye izikhathi ubonakala ungabalulekile, kuningi ngenkonzo lo mkhiqizo oyinikezayo noma intengo abathengisa ngayo imikhiqizo eyenza inkampani eyodwa yehluke kwezinye. Ngeza kulokho iqiniso lokuthi abathengi manje baxhumana nemikhiqizo kuziteshi eziningi, kuya ngokuya kuba nzima kubakhangisi nabakhangisi ukuthi banakwe.

Ukuzijabulisa Ngokudluliswa Kwezikhalazo Ngokomzwelo

Lezi zimo zisho ukuthi izinsiza ezinikezwa namuhla zidinga ukuba ezamakhasimende kuqala. Izinkampani eziphumelele kakhulu zibeka phambili ulwazi lomsebenzisi ngaphezu kwenzuzo engokomzwelo kanye nokuqamba okusha okusheshayo kumama wesikhathi eside. Bheka nje i-Uber iphazamisa imboni yokuqasha yangasese noma i-Airbnb ishintsha isimo sezohambo. I-Spotify iyisibonelo senkampani ebalule ukufinyelela okokuqala kubunikazi okokuqala.

Abathengi ngokuya bancamela imikhiqizo nezinsizakalo ezinikezela ngokufunwa, okuhlangenwe nakho komsebenzisi osezingeni eliphakeme kunesikhalazo esingokomzwelo nemibono emikhulu. I-Uber, i-Airbnb neSpotify zibone impumelelo enkulu ngoba zikwazile ukuhlinzeka ngolwazi olunamandla lwamakhasimende oluxazulula izinkinga izinkampani ezikhona ezingakabi nazo.

Ngenxa yalokhu kulindela okukhulayo, izinkampani nezimboni zihlala zibhekana nokuphazamiseka. Kuhlala kunenkampani ekhulayo enganikeza insizakalo kangcono kunesidlali esivele sisunguliwe. Lokhu-ke kuphoqa wonke umkhiqizo ukuthi aqhubeke nokukhulisa umdlalo wawo maqondana nesipiliyoni samakhasimende, futhi abathengi bayazuza emncintiswaneni oshisayo.

I-Brand Image vs. Isipiliyoni SeKhasimende

Ekugcineni, imikhiqizo ephumelelayo namuhla ayixhomeki kakhulu kusithombe sayo somkhiqizo yodwa futhi ngokuningi kulwazi oluqondile lomthengi lomkhiqizo noma insizakalo yabo. Ngakho-ke ngenkathi inani lemikhiqizo lingahle lehle, inani lobudlelwano bamakhasimende liyakhuphuka.

Njengoba uScott Cook ake asho, "Umkhiqizo awuseyona le nto esitshela umthengi ukuthi uyikho, uyilokho abathengi abatshelana ukuthi uyikho." Ukuhlinzeka ngesipiliyoni samakhasimende esehlukile ngakho-ke kubaluleke kakhulu kumikhiqizo ukusiza ukwethembeka komkhiqizo nokuqinisekisa ukuthi abathengi babelana ngomuzwa omuhle womkhiqizo.

Imikhiqizo emele okuthile

Isithombe somkhiqizo sizohlala sibalulekile kepha sigqoke ukucasha okusha. Abathengi bebelokhu befuna ukuhlanganiswa nemikhiqizo emele izinto ezifanayo njengoba yenziwa ngawodwana, kepha manje imikhiqizo kulindeleke ukuthi isebenze kulezo zithembiso. Badinga ukwenza lokho abathi uphawu lwabo lumele ngoba ukufaka uphawu kumkhakha wokuziphendulela. Abathengi abasebasha bafuna ama-brand aphila indaba abayitshelayo.

UTony's Chocolonely uyisibonelo esithandekayo esivela eNetherlands; umkhiqizo usemishini yokuthola ushokoledi ongenazo izigqila ongu-100%. Ngo-2002 umsunguli wenkampani wathola ukuthi izinkampani zikashokoledi ezinkulu kunazo zonke emhlabeni zazithenga ushokoledi emasimini e-cocoa asebenzisa ubugqila bezingane, yize basayina isivumelwano samazwe omhlaba sokulwa nobugqila bezingane.

Ukulwa nale nkinga, umsunguli waziphendulela 'isigebengu soshokholethi' ngokudla ushokoledi ongekho emthethweni nokuziyisa enkantolo. Le nkampani yaqina ngamandla kwathi ngo-2013 yathengisa ibha yoshokholethi yayo yokuqala 'iBean to Bar' ngenxa yoxhaso eyayiluthole esifundweni sayo. Amakhasimende awathengi nje ushokoledi kepha imbangela yomkhiqizo eyenzelwe ukuxazululwa.

Ukuzulazula Izinselelo Zokukhiqiza Zekhulu lama-21

Sizohlala sidinga ama-brand, kepha ukuze uphawu luthandwe izigxobo ziphakeme namuhla. Akusekho ngokwakha isithombe somkhiqizo kepha ukufaka lowo brand kuzo zonke izici zebhizinisi nokumaketha. Imikhiqizo manje yenziwa ngokuhlangenwe nakho abakunikeza amakhasimende abo.

Ngakho-ke ekugcineni, ukufaka uphawu lokubeka uphawu kubaluleke kakhulu kunakuqala - kumane nje kuguqulwe. Imikhiqizo kumele ifunde ukubhekelela umthengi omusha, onikwe amandla ofuna uphawu olumele okuthile. Lesi sakhiwo esisha futhi esincintisanayo sedijithali siyinselele kepha futhi sizonikeza namathuba okuphumelela kule nkathi entsha sha.

'Ukuphumelela esikhathini esisha sha' bekuyisihloko salo nyaka engqungqutheleni yaminyaka yonke ka-Bynder ye-OnBrand lapho izikhulumi ezivela emikhiqizweni efana ne-Uber, Linkedin, Twitter kanye neHubSpot zabelane ngezindaba zazo zokwakha umkhiqizo ophumelelayo ngekhulu lama-21.

Bhalisela izindaba zakamuva mayelana ne-OnBrand '17

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