{"id":54785,"date":"2019-03-06T08:55:02","date_gmt":"2019-03-06T08:55:02","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=54785"},"modified":"2019-06-26T08:31:49","modified_gmt":"2019-06-26T07:31:49","slug":"jak-przeprowadzic-rebranding-firmy","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/pl\/business-marketing\/how-to-rebrand-your-business\/","title":{"rendered":"Jak zmieni\u0107 mark\u0119 swojej firmy"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div>\r\n<p>Rebranding firmy to co\u015b wi\u0119cej ni\u017c napisanie nowej misji. To przeprojektowanie logo, zmiana kolor\u00f3w, wyb\u00f3r innej czcionki i odzwierciedlenie tego w materia\u0142ach promocyjnych.<\/p>\r\n\r\n\r\n\r\n<p>Po\u0142\u0105czyli\u015bmy si\u0142y z dwoma ekspertami w dziedzinie brandingu, aby zapewni\u0107 Ci praktyczne kroki do stworzenia nowej identyfikacji wizualnej dla Twojej firmy.<\/p>\r\n\r\n\r\n\r\n<p><strong><a href=\"https:\/\/www.brandnu.co.uk\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Radim Malinic (otwiera si\u0119 w nowej karcie)\">Radim Malinic<\/a><\/strong> jest wielokrotnie nagradzanym niezale\u017cnym dyrektorem kreatywnym i grafikiem z siedzib\u0105 w Londynie. B\u0119dzie oferowa\u0142 wskaz\u00f3wki wraz z <strong><a href=\"http:\/\/adri.mdx.ac.uk.contentcurator.net\/phil-cleaver\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Phil Cleaver, (otwiera si\u0119 w nowej zak\u0142adce)\">Phil Cleaver<\/a><\/strong>profesor przemys\u0142\u00f3w kreatywnych w Szkole Sztuki i Projektowania na Uniwersytecie Middlesex.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>Kim jeste\u015b?<\/strong><\/h2>\r\n\r\n\r\n\r\n<p>Zanim cokolwiek zrobisz, zdefiniuj, kim jeste\u015b jako firma. Ma to zasadnicze znaczenie dla procesu rebrandingu, poniewa\u017c informuje o wizerunku, kt\u00f3ry chcesz przekaza\u0107 swoim klientom.<\/p>\r\n\r\n\r\n\r\n<p>Wszystkie firmy koncentruj\u0105 si\u0119 na kliencie, d\u0105\u017c\u0105c do zapewnienia warto\u015bci za pieni\u0105dze i dostarczenia u\u017cytecznego produktu lub us\u0142ugi. Aby jednak rebranding by\u0142 indywidualny dla Twojej firmy, zadaj sobie kilka pyta\u0144:<\/p>\r\n\r\n\r\n\r\n<p><strong>Kim s\u0105 Twoi odbiorcy?<\/strong><\/p>\r\n\r\n\r\n\r\n<p>Twoja baza klient\u00f3w i docelowi odbiorcy s\u0105 si\u0142\u0105 nap\u0119dow\u0105 Twojej firmy. Warto o nich pami\u0119ta\u0107 podczas rebrandingu, poniewa\u017c to oni s\u0105 g\u0142\u00f3wnym powodem, dla kt\u00f3rego to robisz.<\/p>\r\n\r\n\r\n\r\n<p>Zadaj sobie pytanie, na co byliby najbardziej otwarci i co doceniliby w zwi\u0105zku z reorganizacj\u0105 Twojej marki.<\/p>\r\n\r\n\r\n\r\n<p>Phil uwa\u017ca, \u017ce elementy takie jak logo maj\u0105 kluczowe znaczenie dla skuteczno\u015bci brandingu firmy: \"Symbol musi z powodzeniem odnosi\u0107 si\u0119 do zestawu wymienionych cech, aby zyska\u0107 odbiorc\u00f3w, kt\u00f3rych potrzebuj\u0105\" - m\u00f3wi. <\/p>\r\n\r\n\r\n\r\n<p><strong>Jaka jest Twoja bran\u017ca?<\/strong><\/p>\r\n\r\n\r\n\r\n<p>Pewne elementy brandingu pasuj\u0105 do pewnych bran\u017c. Aby odr\u00f3\u017cni\u0107 si\u0119 od innych operator\u00f3w na swoim rynku, najpierw sprawd\u017a, co robi\u0105 ze swoim brandingiem.<\/p>\r\n\r\n\r\n\r\n<p>Radim wyja\u015bnia: \"Co tydzie\u0144 pojawiaj\u0105 si\u0119 informacje o od\u015bwie\u017caniu marek przez czo\u0142owe firmy, poniewa\u017c robi\u0105 one wszystko, co w ich mocy, aby pozosta\u0107 na czasie\".<\/p>\r\n\r\n\r\n\r\n<p>B\u0105d\u017a \u015bwiadomy bran\u017cowych standard\u00f3w brandingu i staraj si\u0119 kultywowa\u0107 w\u0142asn\u0105 osobowo\u015b\u0107, aby si\u0119 wyr\u00f3\u017cni\u0107.<\/p>\r\n\r\n\r\n\r\n<p><strong>Jak ma by\u0107 przedstawiana Twoja marka?<\/strong><\/p>\r\n\r\n\r\n\r\n<p>Zastan\u00f3w si\u0119, jak chcesz, aby wygl\u0105da\u0142a Twoja marka. Jakie emocje chcesz, aby ludzie odczuwali, gdy si\u0119 z Tob\u0105 anga\u017cuj\u0105: Zaufanie? Niezawodno\u015b\u0107? Innowacyjno\u015b\u0107?<\/p>\r\n\r\n\r\n\r\n<p>Rebranding powinien odzwierciedla\u0107 najg\u0142\u0119bsze idea\u0142y i przekonania organizacji. Phil podaje przyk\u0142ad, kiedy <a href=\"https:\/\/www.solopress.com\/blog\/pl\/politics-rebranded\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"rebranding partii politycznych (otwiera si\u0119 w nowej karcie)\">rebranding partii politycznych<\/a> \u00a0w celu zmiany postrzegania ich przez ludzi. Sugeruje on: \"Inwestowanie w projekt, kt\u00f3ry mo\u017ce przetrwa\u0107 wiele lat, jest przede wszystkim prawdziwym wizualnym wyrazem ich pomys\u0142\u00f3w i przekona\u0144\".<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>Co oferujesz?<\/strong><\/h2>\r\n\r\n\r\n\r\n<p>Zidentyfikuj i przeanalizuj swoje USP i wykorzystaj sw\u00f3j branding, aby pokaza\u0107, co wyr\u00f3\u017cnia Ci\u0119 na tle konkurencji. Phil wyja\u015bnia: \"Na zat\u0142oczonym rynku marek ludzie przywi\u0105zuj\u0105 du\u017c\u0105 wag\u0119 do postrzeganej autentyczno\u015bci\". \"Projektowanie marki to przemy\u015blany proces, kt\u00f3ry powinien prezentowa\u0107 projektowane cechy w przyst\u0119pnej formie wizualnej\".<\/p>\r\n\r\n\r\n\r\n<p><strong>W czym jeste\u015b dobry?<\/strong><\/p>\r\n\r\n\r\n\r\n<p>Czy obs\u0142uga klienta nie ma sobie r\u00f3wnych? A co z produktami? Czy za ka\u017cdym razem spe\u0142niasz potrzeby swoich klient\u00f3w?<\/p>\r\n\r\n\r\n\r\n<p>Przedstawianie swoich mocnych stron w brandingu wzmacnia pozytywne atrybuty w umys\u0142ach klient\u00f3w. Radim zach\u0119ca do wzi\u0119cia przyk\u0142adu z nowo powstaj\u0105cych firm: \"Wiele nowych, odnosz\u0105cych sukcesy startup\u00f3w kieruje si\u0119 designem - wszystkie pokazuj\u0105 swoje DNA\" - wyja\u015bnia.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>Zastosowanie w praktyce<\/strong><\/h2>\r\n\r\n\r\n\r\n<p>Phil i Radim oferuj\u0105 fachowe doradztwo w konkretnych obszarach rebrandingu: logo, kolory marki i typografia.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><strong>Logo<\/strong><\/h3>\r\n\r\n\r\n\r\n<p style=\"text-align: left;\">\"Nic nie jest tak wyraziste jak dobrze zaprojektowany symbol i wiele marek zdaje sobie z tego spraw\u0119\" - m\u00f3wi Phil. <\/p>\r\n\r\n\r\n\r\n<p>Prostota jest cz\u0119sto kluczowa. Doskona\u0142ym przyk\u0142adem jest niedawny rebranding Mastercard. Firma usun\u0119\u0142a wszystkie s\u0142owa ze swojego logo, pozostawiaj\u0105c dwa przecinaj\u0105ce si\u0119 okr\u0119gi.<\/p>\r\n\r\n\r\n\r\n<p>\"Kiedy marka ma znak, kt\u00f3ry tak skutecznie j\u0105 reprezentuje... nie jest potrzebny \u017caden dodatkowy kontekst\".<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><strong>Kolory marki<\/strong><\/h3>\r\n\r\n\r\n\r\n<p>\"Wprowadzenie harmonii kolor\u00f3w i zwi\u0119kszenie ich \u017cywo\u015bci oznacza wzrost energii i atrakcyjno\u015bci\" - m\u00f3wi Radim.<\/p>\r\n\r\n\r\n\r\n<p>Rebranding biznesowy polega na o\u017cywieniu firmy i przywr\u00f3ceniu zainteresowania ni\u0105. Wyb\u00f3r odpowiednich kolor\u00f3w mo\u017ce w tym pom\u00f3c.<\/p>\r\n\r\n\r\n\r\n<p>\"B\u0105d\u017a odwa\u017cny, jasny, bezpo\u015bredni, przyjazny i anga\u017cuj\u0105cy\" - dodaje Radim.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><strong>Typografia<\/strong><\/h3>\r\n\r\n\r\n\r\n<p>\"Podobnie jak symbol, kr\u00f3j pisma powinien by\u0107... oceniany pod k\u0105tem przewidywanych cech marki\".<\/p>\r\n\r\n\r\n\r\n<p>Phil sugeruje, aby podczas rebrandingu wybra\u0107 typografi\u0119 zgodnie z tym, jak ma by\u0107 odzwierciedlony wizerunek firmy.<\/p>\r\n\r\n\r\n\r\n<p>\"Identyfikacje wizualne w ostatnich latach w du\u017cej mierze opiera\u0142y si\u0119 na typografii, aby nie\u015b\u0107 swoj\u0105 mark\u0119\" - dodaje Phil. <\/p>\r\n\r\n\r\n\r\n<p>Gdy rebranding jest ju\u017c w toku, Solopress mo\u017ce pom\u00f3c w przygotowaniu potrzebnych materia\u0142\u00f3w wizualnych - od wizyt\u00f3wek po papier firmowy.<\/p>","protected":false},"excerpt":{"rendered":"<p>Rebranding your business is about more than writing a new mission statement. It\u2019s redesigning your logo, changing your colours, picking a different font and reflecting this in your promotional assets. We\u2019ve teamed up with two branding experts to provide you with the actionable steps to create a new visual identity for your company. Radim Malinic [&hellip;]<\/p>\n","protected":false},"author":23,"featured_media":54788,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[547],"tags":[890],"class_list":{"0":"post-54785","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business-marketing","8":"tag-branding"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How To Rebrand Your Business | Solopress<\/title>\n<meta name=\"description\" content=\"From logos to fonts, colours and graphics \u2013 redefine your company image and transform your promotional output with our guide to rebranding.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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