{"id":73369,"date":"2023-03-17T11:19:32","date_gmt":"2023-03-17T11:19:32","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=73369"},"modified":"2023-11-14T14:27:04","modified_gmt":"2023-11-14T14:27:04","slug":"wybor-nazw-marek-i-sloganow","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/pl\/entrepreneurs\/choosing-brand-names-and-taglines\/","title":{"rendered":"Wyb\u00f3r nazwy marki i sloganu dla pocz\u0105tkuj\u0105cej firmy"},"content":{"rendered":"
<\/div>

Ekscytuj\u0105c\u0105 cz\u0119\u015bci\u0105 uruchamiania ka\u017cdej firmy jest ustalenie tonu g\u0142osu i osobowo\u015bci marki. Nasi do\u015bwiadczeni przedsi\u0119biorcy mieli czas, aby dopracowa\u0107 t\u0119 osobowo\u015b\u0107, wykorzysta\u0107 j\u0105 na r\u00f3\u017cne sposoby i przetestowa\u0107 granice jej to\u017csamo\u015bci.<\/span><\/p>\n

Spotkali\u015bmy si\u0119 z Lorn\u0105 Minter, Mattem Davisem i Christine Wyatt, aby ponownie prze\u017cy\u0107 te podr\u00f3\u017ce i porozmawia\u0107 o powodach ich decyzji, je\u015bli chodzi o nazw\u0119 marki i slogan.<\/span><\/p>\n

Wyrobi\u0107 sobie mark\u0119<\/b><\/h2>\n

Nazwa to cz\u0119sto pierwsza decyzja dotycz\u0105ca marki i pierwsze wra\u017cenie, jakie wywierasz na odbiorcach. To wyzwanie, aby podsumowa\u0107 sw\u00f3j produkt, us\u0142ug\u0119 i etos w prostym, zwi\u0119z\u0142ym uchwycie. Nasze trzy firmy obra\u0142y r\u00f3\u017cne drogi, aby uzyska\u0107 nazwy swoich marek, od precyzyjnych, przez osobiste, po praktyczne.<\/span><\/p>\n

Ciasteczka i szyszki<\/b><\/h3>\n

Naszym najbardziej \"oczywistym\" przyk\u0142adem jest z pewno\u015bci\u0105 Cookies & Cones. Nazwa nie pozostawia w\u0105tpliwo\u015bci co do tego, co znajduje si\u0119 w sklepie. To \u015bwietny przyk\u0142ad j\u0119zyka o niskim kontek\u015bcie, kt\u00f3ry omawiamy w naszym artykule <\/span>blog o sloganach<\/span><\/a>. Jednak z biegiem czasu Matt stwierdzi\u0142, \u017ce nazwa ta sta\u0142a si\u0119 zbyt w\u0105skim okre\u015bleniem ich oferty:<\/span><\/p>\n

B\u0119d\u0105c brutalnie szczerym, nasza nazwa prawdopodobnie nie jest najlepszym pomys\u0142em, na jaki kiedykolwiek wpadli\u015bmy. Mo\u017ce by\u0107 do\u015b\u0107 ograniczaj\u0105ca, zw\u0142aszcza gdy pr\u00f3bujemy sprzedawa\u0107 ludziom kaw\u0119 i zim\u0105, kiedy ludzie niekoniecznie maj\u0105 ochot\u0119 na lody.<\/span><\/i><\/p>\n

\"\"<\/a><\/span><\/i>
\n<\/span><\/i>Jednak wraz z up\u0142ywem czasu i wzrostem \u015bwiadomo\u015bci marki mog\u0105 sta\u0107 si\u0119 czym\u015b wi\u0119cej ni\u017c tylko sum\u0105 swoich cz\u0119\u015bci. Nazwa Cookies and Cones ju\u017c teraz oznacza co\u015b wi\u0119cej ni\u017c tylko ciastka i lody.<\/span><\/p>\n

Latham Street<\/b><\/h3>\n

I odwrotnie, <\/span>Latham Street<\/span><\/a> to przyk\u0142ad j\u0119zyka o wysokim kontek\u015bcie. Aby doceni\u0107 t\u0119 nazw\u0119, trzeba pozna\u0107 troch\u0119 historii. Latham Street wzi\u0119\u0142a swoj\u0105 nazw\u0119 od ulicy w Preston, gdzie za\u0142o\u017cycielka Lorna Minter mieszka\u0142a jako studentka.\u00a0<\/span><\/p>\n

Dom przy Latham Street sta\u0142 si\u0119 centrum dla innych mi\u0142o\u015bnik\u00f3w kwitn\u0105cej sceny rave. To w\u0142a\u015bnie wspomnienia z tamtych czas\u00f3w zainspirowa\u0142y g\u0142\u00f3wn\u0105 ofert\u0119 obecnego biznesu Lorny: odzie\u017c, kt\u00f3ra stanowi uk\u0142on w stron\u0119 kultury tanecznej lat 90-tych, Y2K i p\u00f3\u017aniejszych.\u00a0<\/span><\/p>\n

\"\"<\/a><\/p>\n

Nazwa odnios\u0142a sukces pomimo potrzeby kontekstu, poniewa\u017c jest wyj\u0105tkowa, wzbudza ciekawo\u015b\u0107 i jest osobista i znacz\u0105ca dla Lorny.<\/span><\/p>\n

Utw\u00f3rz 98<\/b><\/h3>\n

Utw\u00f3rz 98<\/span><\/a>Podej\u015bcie Christine do brandingu jest nieco inne, poniewa\u017c wszystko wynika z samej lokalizacji. Christine kupi\u0142a 98 The Broadway Leigh-on-Sea z my\u015bl\u0105 o rozpocz\u0119ciu dzia\u0142alno\u015bci artystycznej, a aspekty istniej\u0105cej nieruchomo\u015bci - 98 z adresu, ods\u0142oni\u0119ta ceglana \u015bciana - zosta\u0142y w\u0142\u0105czone do marki. Ostatecznie Create 98 to marka, kt\u00f3ra skupi\u0142a si\u0119 wok\u00f3\u0142 cegie\u0142 i zaprawy, gdzie dzieje si\u0119 magia.<\/span><\/p>\n

\"\"<\/a><\/p>\n

Dla Christine wa\u017cne by\u0142o r\u00f3wnie\u017c, aby nazwa podsumowywa\u0142a aktywno\u015b\u0107 i kreatywno\u015b\u0107. Pierwotnie zamierza\u0142a nazwa\u0107 firm\u0119 \"Make 98\", ale odkry\u0142a, \u017ce inna lokalna firma u\u017cywa podobnej nazwy. Zmuszenie do powrotu do deski kre\u015blarskiej okaza\u0142o si\u0119 b\u0142ogos\u0142awie\u0144stwem, poniewa\u017c \"Create 98\" z wewn\u0119trznym rymem to doskonale chwytliwa nazwa marki, kt\u00f3ra przypomina r\u00f3wnie\u017c, gdzie j\u0105 znale\u017a\u0107.<\/span><\/p>\n

Wymy\u015blanie sloganu<\/b><\/h2>\n

Firmy cz\u0119sto u\u017cywaj\u0105 kr\u00f3tkiej linii, aby podsumowa\u0107 to, co maj\u0105 do zaoferowania. Nasz Blog o sloganach i has\u0142ach reklamowych<\/span><\/a> oferuje kilka porad na temat tego, co sprawia, \u017ce linia jest \u015bwietna, wraz z przyk\u0142adami marek, kt\u00f3re wykorzysta\u0142y r\u00f3\u017cne podej\u015bcia, aby stworzy\u0107 co\u015b niezapomnianego. Podej\u015bcia naszych trzech firm s\u0105 zupe\u0142nie inne, ale ka\u017cda z nich z powodzeniem osi\u0105ga swoje indywidualne cele.<\/p>\n

\"Reused. Usuni\u0119ty. Reloved.\"\u00a0<\/b><\/h3>\n

Slogan Latham Street \"Reused, remade, reloved\" naprawd\u0119 zawiera w sobie wszystko. Po pierwsze, to prawda. Firma rzeczywi\u015bcie ponownie wykorzystuje tekstylia, kt\u00f3re przerabia na nowe ubrania, gotowe do ponownego pokochania przez nowego w\u0142a\u015bciciela. Kluczowe jest jednak s\u0142owo \"reloved\". Nie znajdziesz go w s\u0142owniku, ale dok\u0142adnie wiemy, co oznacza w tym kontek\u015bcie. <\/span><\/p>\n

\"\"<\/a><\/p>\n

Ubrania Latham Street s\u0105 tworzone z my\u015bl\u0105 o tym, by je piel\u0119gnowa\u0107 i ceni\u0107 za ich wyj\u0105tkowo\u015b\u0107 - to przeciwie\u0144stwo jednorazowej, szybkiej mody. Chwytliwa asonansowo\u015b\u0107, kt\u00f3ra \u0142\u0105czy te trzy s\u0142owa, jest wisienk\u0105 na torcie.<\/span><\/p>\n

\u00a0\"\u017byj bardziej kreatywnie\"<\/b><\/h3>\n

Na pierwszy rzut oka slogan Create 98 zach\u0119ca odbiorc\u00f3w do rozwa\u017cenia w\u0142\u0105czenia kreatywno\u015bci do swojej rutyny. Jednak powodem, dla kt\u00f3rego ta linia rezonuje g\u0142\u0119biej, jest sugestia, \u017ce kultywowanie kreatywnego uj\u015bcia mo\u017ce r\u00f3wnie\u017c mie\u0107 moc przenikania, ulepszania i nadawania znaczenia ka\u017cdemu aspektowi naszego \u017cycia. Christine powiedzia\u0142a nam:<\/span><\/p>\n

Kiedy wyja\u015bniali\u015bmy aspiracje naszej marki naszym projektantom, powiedzieli\u015bmy \"chcemy ekscytowa\u0107 ludzi, aby \u017cyli bardziej kreatywnie\", wi\u0119c \"\u017cyj bardziej kreatywnie\" sta\u0142o si\u0119 naszym has\u0142em. Mamy to na \u015bcianie, mamy to w deklaracji misji, kt\u00f3r\u0105 czytasz, gdy schodzisz po schodach i zawsze zaczynamy nasze newslettery od tego przes\u0142ania.<\/span><\/i>\"\"<\/a><\/p>\n

<\/h3>\n

<\/h3>\n

<\/h3>\n

<\/h3>\n

<\/h3>\n

R\u00f3\u017cne, w tym \"Najfajniejsze miejsce w mie\u015bcie\"<\/b><\/h3>\n

Cookies and Cones nie ma oficjalnego sloganu, wol\u0105c go zmienia\u0107, u\u017cywaj\u0105c r\u00f3\u017cnych slogan\u00f3w w r\u00f3\u017cnych kana\u0142ach. W odniesieniu do swoich punkt\u00f3w sprzeda\u017cy, fraza \"najfajniejsze miejsce w mie\u015bcie\" pojawia si\u0119 na stronie <\/span>Strona internetowa Cookies and Cones<\/span><\/a>W ten spos\u00f3b firma Cookies and Cones informuje nas o swojej popularno\u015bci, jednocze\u015bnie sugeruj\u0105c, jakie mro\u017cone przysmaki na nas czekaj\u0105. Ich samochody dostawcze s\u0105 ozdobione napisem \"Here it crumbs!\", bo kto nie kocha kalambur\u00f3w?\u00a0<\/span><\/p>\n

\"\"<\/a><\/p>\n

Innym razem firma u\u017cywa\u0142a has\u0142a \"It's cookie time all the time\". Kiedy zapytali\u015bmy Matta Davisa, czy czuje, \u017ce ustali slogan, powiedzia\u0142 nam:<\/span>
\n<\/span>
\n<\/span>My\u015bl\u0119, \u017ce zawsze b\u0119dzie to ruchomy pomys\u0142, aby unikn\u0105\u0107 zbyt restrykcyjnego podej\u015bcia, gdy si\u0119 rozwijamy.<\/span><\/i><\/p>\n

Dodawanie obraz\u00f3w do s\u0142\u00f3w<\/strong><\/h2>\n

Maj\u0105c ju\u017c nazw\u0119 i slogan, marki potrzebuj\u0105 identyfikacji wizualnej, aby zaprezentowa\u0107 si\u0119 \u015bwiatu. W naszej kolejnej ods\u0142onie \"Grow with the Pro's\" przyjrzymy si\u0119, jak powsta\u0142y logotypy i kolory marek trzech firm.<\/span><\/p>","protected":false},"excerpt":{"rendered":"

An exciting part of launching any business is establishing the tone of voice and personality of the brand. Having gone a way down the track, our experienced entrepreneurs have had time to refine that personality, put it to use in different ways and to test the limits of its identity. We caught up with Lorna […]<\/p>\n","protected":false},"author":134,"featured_media":73565,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[955],"tags":[],"class_list":{"0":"post-73369","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-entrepreneurs"},"acf":[],"yoast_head":"\nChoosing A Brand Name & Tagline For A Start-up Business - Solopress UK<\/title>\n<meta name=\"description\" content=\"This blog looks at the origins of the brand names and taglines used by three businesses to help start-ups with the process.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.solopress.com\/blog\/pl\/przedsiebiorcy\/wybor-nazw-marek-i-sloganow\/\" \/>\n<meta property=\"og:locale\" content=\"pl_PL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Choosing A Brand Name & Tagline For A Start-up Business - 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