{"id":255,"date":"2016-12-22T09:42:43","date_gmt":"2016-12-22T08:42:43","guid":{"rendered":"https:\/\/slovaksuperbrands.com\/blog\/?p=255"},"modified":"2016-12-22T09:46:09","modified_gmt":"2016-12-22T08:46:09","slug":"serial-staviame-uspesnu-znacku-na-fasade-si-dajte-zalezat-vysiela-dolezite-signaly","status":"publish","type":"post","link":"https:\/\/slovaksuperbrands.com\/blog\/serial-staviame-uspesnu-znacku-na-fasade-si-dajte-zalezat-vysiela-dolezite-signaly\/","title":{"rendered":"SERI\u00c1L Staviame \u00faspe\u0161n\u00fa zna\u010dku. Na fas\u00e1de si dajte z\u00e1le\u017ea\u0165, vysiela d\u00f4le\u017eit\u00e9 sign\u00e1ly!"},"content":{"rendered":"<p>Pokra\u010dujem v\u00a0hre na architekta druh\u00fdm dielom tril\u00f3gie. Dnes v\u00e1m vykresl\u00edm, \u010do tvor\u00ed vonkaj\u0161iu \u010das\u0165 ka\u017edej zna\u010dky a\u00a0ako to m\u00f4\u017eete vytvori\u0165 pre t\u00fa va\u0161u.<\/p>\n<p>V\u00a0prvom \u010dl\u00e1nku som v\u00e1m vysvetlil, na ak\u00fdch pilieroch mus\u00ed zna\u010dka st\u00e1\u0165, aby ste ju mohli \u00fa\u010dinne komunikova\u0165. Tieto piliere s\u00fa pevn\u00e9 a\u00a0vydr\u017eia opakovan\u00e9 n\u00e1jazdy konkurentov. Ich probl\u00e9m je, \u017ee nevyzeraj\u00fa pr\u00edvetivo a\u00a0m\u00e1lokto si pod nimi dok\u00e1\u017ee predstavi\u0165 cel\u00fa kr\u00e1su stavby.<\/p>\n<p>Aby ste svoju cie\u013eov\u00fa skupinu zaujali, zna\u010dka potrebuje dosta\u0165 farby a\u00a0tvary. Hudbu, piktogramy, ment\u00e1lne spojky. <strong>Vytvorte pre \u0148u vlastn\u00fd svet<\/strong> s\u00a0vlastn\u00fdmi pravidlami a t\u00e9mami. Ke\u010f do\u0148 budete l\u00e1ka\u0165 potenci\u00e1lnych z\u00e1kazn\u00edkov, oslov\u00edte ich tak na vedomej aj podvedomej \u00farovni.<\/p>\n<p>Prec\u00edzne pripraven\u00e1 <strong>fas\u00e1da zna\u010dky vysiela jedine\u010dn\u00e9 sign\u00e1ly<\/strong>, ktor\u00e9 sa nedaj\u00fa poplies\u0165. Je prepracovan\u00e1 do detailov, tak\u017ee v\u0161etky jej s\u00fa\u010dasti navz\u00e1jom n\u00e1dherne ladia.<\/p>\n<h2>Svet zna\u010dky<\/h2>\n<p>Pre\u010do jazd\u00edte v Audi namiesto v Peugeote? Pre\u010do si ob\u00favate rad\u0161ej Lacoste ako Vansy? Va\u0161e ka\u017edodenn\u00e9 probl\u00e9my rie\u0161i v\u017edy len jedna zna\u010dka, ktorej ste vern\u00ed. Nie je to preto, \u017ee by bola racion\u00e1lne vhodnej\u0161ia.<\/p>\n<p>Je to preto, \u017ee v\u00e1m rozumie. C\u00edtite sa by\u0165 s\u00fa\u010das\u0165ou komunity, ktor\u00e1 ju pou\u017e\u00edva. <strong>Aj zna\u010dka je s\u00fa\u010das\u0165ou svojej komunity. <\/strong>Preto ste s\u00a0\u0148ou na jednej vlne.<\/p>\n<p>Svet zna\u010dky je s\u00fabor prvkov, ktor\u00e9 tvoria spodn\u00fa vrstvu fas\u00e1dy. Hovoria k\u00a0svojmu publiku na podvedomej \u00farovni:<\/p>\n<ul>\n<li><strong>T\u00e9my, ktor\u00e9 s\u00a0\u0148ou s\u00favisia<\/strong><\/li>\n<\/ul>\n<p>Microsoft odk\u00fapil LinkedIn. Firma, ktor\u00e1 pri\u0161la s\u00a0po\u010d\u00edta\u010dmi, opera\u010dn\u00fdm syst\u00e9mom, kancel\u00e1rskymi n\u00e1strojmi, hernou konzolou a odk\u00fapila zna\u010dku mobilov,\u00a0teraz pre\u0161la na trh soci\u00e1lnych siet\u00ed.<\/p>\n<p>Na prv\u00fd poh\u013ead to mo\u017eno vyzer\u00e1 ako nes\u00farod\u00e1 zmes, ale vezmite si tie t\u00e9my \u2013 <strong>profesion\u00e1lny \u017eivot, pr\u00e1ca, kancel\u00e1rie, biznis<\/strong>. Jednoducho si ich neviete predstavi\u0165 oddelene.<\/p>\n<ul>\n<li><strong>Situ\u00e1cie, v\u00a0ktor\u00fdch je s\u00a0\u0148ou z\u00e1kazn\u00edk v\u00a0kontakte<\/strong><\/li>\n<\/ul>\n<p>Predstavte si pivo. Vychladen\u00e9, svie\u017ee s\u00a0dobrou penou. Va\u0161u ob\u013e\u00faben\u00fa zna\u010dku. Kde sa nach\u00e1dzate vo svojej predstave? Vo \u201eva\u0161om\u201c bare, kam chod\u00edte s\u00a0kamo\u0161mi sledova\u0165 hokejov\u00e9 z\u00e1pasy. Na trib\u00fane ihriska, kde ste v\u0161etci jedna ve\u013ek\u00e1 partia. Na z\u00e1hrade pri rozp\u00e1lenom grile a\u00a0s\u00a0celou rodinou.<\/p>\n<p><strong>Rovnak\u00e9 situ\u00e1cie by neboli rovnak\u00e9, keby ste ich nepre\u017e\u00edvali so svojou zna\u010dkou<\/strong>. A\u00a0to nie, \u017ee viem ja. To vie ka\u017ed\u00fd.<\/p>\n<ul>\n<li><strong>Funkcie, ktor\u00e9 zohr\u00e1va v\u00a0\u017eivote z\u00e1kazn\u00edka<\/strong><\/li>\n<\/ul>\n<p>Moment\u00e1lne st\u00e1le expanduj\u00faci trh s\u00a0teniskami n\u00e1m ukazuje, ak\u00e9 d\u00f4le\u017eit\u00e9 s\u00fa funkcie vo svete zna\u010dky.<\/p>\n<p>Obu\u0165 si Adidas Yeezy znamen\u00e1 by\u0165 v\u00fdnimo\u010dn\u00fd, preto\u017ee m\u00e1te na sebe len jeden zo \u0161iestich kusov v\u00a0\u010cesku a\u00a0Slovensku. Tie\u017e je to vyjadrenie v\u00e1\u0161ho m\u00f3dneho vkusu, s\u00fa\u010das\u0165 outfitu. S\u00fa z\u00e1rukou pohodlia pri ch\u00f4dzi a ochranou pred da\u017e\u010fom, vetrom \u010di chladom. Zaru\u010dene bud\u00fa aj predmetom spolo\u010denskej diskusie. Jedna zna\u010dka, p\u00e4\u0165 funkci\u00ed, jeden svet.<\/p>\n<p><strong>Ako na to:<\/strong><\/p>\n<p><strong>Svet zna\u010dky budujte okolo produktu.<\/strong> Na ka\u017ed\u00fa jeho racion\u00e1lnu funkciu napasujte em\u00f3ciu a vyberte tie najsilnej\u0161ie. S\u00a0ka\u017edou takou silnou funkciou sa sp\u00e1ja situ\u00e1cia a\u00a0v ka\u017edej situ\u00e1cii dominuje ur\u010dit\u00e1 t\u00e9ma.<\/p>\n<p>P\u00e1r hod\u00edn kvalitn\u00e9ho brainstormingu podlo\u017ete aspo\u0148 kr\u00e1tkym prieskumom, tieto insighty mus\u00edte trafi\u0165 presne.<\/p>\n<h2>Sign\u00e1ly zna\u010dky<\/h2>\n<p>Vedom\u00e1 vrstva fas\u00e1dy zah\u0155\u0148a v\u0161etko, \u010do je vidite\u013en\u00e9 vo\u013en\u00fdm okom, ale aj\u00a0po\u010dute\u013en\u00e9 vo\u013en\u00fdch uchom. V\u0161etko s\u00fa to <strong>dlhodob\u00e9 vlastnosti zna\u010dky<\/strong>, ktor\u00e9 s\u00fa nemenn\u00e9 aj nieko\u013eko rokov.<\/p>\n<p>Najv\u00e4\u010d\u0161ou mno\u017einou t\u00fdchto sign\u00e1lov je <strong>Corporate Identity<\/strong> alebo firemn\u00e1 identita. Tvoria ju <strong>farby, tvary, logo, typografia<\/strong>, web alebo \u0161peci\u00e1lne znaky. \u010casto sa stret\u00e1vame tie\u017e so zvukov\u00fdmi sign\u00e1lmi <strong>\u2013 jingel, zvu\u010dka, piese\u0148 <\/strong>alebo s\u00a0audiovizu\u00e1lnou kombin\u00e1ciou, napr\u00edklad <strong>intro pred videami<\/strong> na YouTube.<\/p>\n<p><strong>Ke\u010f si budujete awareness, v\u00a0skuto\u010dnosti vytv\u00e1rate asoci\u00e1cie v\u00a0hlav\u00e1ch cie\u013eovej skupiny <\/strong>medzi farbou \u2013 spolo\u010dnos\u0165ou, logom \u2013 spolo\u010dnos\u0165ou alebo ur\u010dit\u00fdm zvukom \u2013 spolo\u010dnos\u0165ou.<\/p>\n<p>Zaru\u010dene budete vedie\u0165, ak\u00fd jingel maj\u00fa na konci v\u0161etky reklamy Telekomu. Hne\u010f si vybav\u00edte farbu aj logo a\u00a0viete, ak\u00fd pon\u00faka produkt. To je k\u00fazlo brand sign\u00e1lov.<\/p>\n<p><strong>Ako na to:<\/strong><\/p>\n<p>Pripravte <strong>Design manu\u00e1l<\/strong>, ktor\u00fd bude udr\u017eiava\u0165 v\u0161etky vizu\u00e1lne prvky v\u00a0jednotnej forme. Napr\u00edklad ADMA pou\u017e\u00edva v\u017edy tieto \u0161tyri farby \u2013 \u010diernu, tmav\u00fa \u0161ed\u00fa, bled\u00fa \u0161ed\u00fa a\u00a0\u017elt\u00fa. V\u00a0ka\u017edom komunik\u00e1te pou\u017e\u00edva jednotn\u00fd font Helvetica a\u00a0dve verzie loga \u2013 \u0161tvorcov\u00e9 a\u00a0obd\u013a\u017enikov\u00e9.<\/p>\n<p>Myslite na vyu\u017eite\u013enos\u0165 v\u00a0modernej dobe a\u00a0na dlh\u00e9 obdobie. Berte jednoduch\u00e9 webov\u00e9 fonty, ktor\u00e9 sa spr\u00e1vne zobrazia na v\u0161etk\u00fdch zariadeniach a\u00a0vo\u013ete \u013eahko zapam\u00e4tate\u013en\u00e9 farby, ktor\u00e9 pre\u017eij\u00fa nieko\u013eko m\u00f3dnych v\u013an.<\/p>\n<p>Nabud\u00face u\u017e p\u00f4jdeme do fin\u00e1le a\u00a0vysvetl\u00edm v\u00e1m, ako sa buduje posledn\u00e1 \u010das\u0165 zna\u010dky \u2013 komunik\u00e1cia s\u00a0verejnos\u0165ou.<\/p>\n<p><em>Pavol Kub\u00e1n, CEO SCR, prezident ADMA<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pokra\u010dujem v\u00a0hre na architekta druh\u00fdm dielom tril\u00f3gie. Dnes v\u00e1m vykresl\u00edm, \u010do tvor\u00ed vonkaj\u0161iu \u010das\u0165 ka\u017edej zna\u010dky a\u00a0ako to m\u00f4\u017eete vytvori\u0165 pre t\u00fa va\u0161u. V\u00a0prvom \u010dl\u00e1nku som v\u00e1m vysvetlil, na ak\u00fdch pilieroch mus\u00ed zna\u010dka st\u00e1\u0165, aby ste ju mohli \u00fa\u010dinne komunikova\u0165. Tieto piliere s\u00fa pevn\u00e9 a\u00a0vydr\u017eia opakovan\u00e9 n\u00e1jazdy konkurentov. Ich probl\u00e9m je, \u017ee nevyzeraj\u00fa pr\u00edvetivo a\u00a0m\u00e1lokto si pod nimi dok\u00e1\u017ee predstavi\u0165 cel\u00fa kr\u00e1su stavby. Aby ste svoju cie\u013eov\u00fa skupinu zaujali, zna\u010dka potrebuje dosta\u0165 farby a\u00a0tvary. Hudbu, &hellip; <\/p>\n<div><a href=\"https:\/\/slovaksuperbrands.com\/blog\/serial-staviame-uspesnu-znacku-na-fasade-si-dajte-zalezat-vysiela-dolezite-signaly\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;SERI\u00c1L Staviame \u00faspe\u0161n\u00fa zna\u010dku. Na fas\u00e1de si dajte z\u00e1le\u017ea\u0165, vysiela d\u00f4le\u017eit\u00e9 sign\u00e1ly!&#8221;<\/span><\/a><\/div>\n","protected":false},"author":24,"featured_media":256,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[22],"tags":[37,40,53,54,4,38],"_links":{"self":[{"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/posts\/255"}],"collection":[{"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/users\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/comments?post=255"}],"version-history":[{"count":1,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/posts\/255\/revisions"}],"predecessor-version":[{"id":257,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/posts\/255\/revisions\/257"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/media\/256"}],"wp:attachment":[{"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/media?parent=255"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/categories?post=255"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/tags?post=255"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}