Yog tias koj puas tau nres koj lub tsheb kas fes ib sab ntawm lwm tus thiab xav tsis thoobvim li cas lawv txoj kab ntev dua koj li, kab lus no yog rau koj.
Vim hais tias ntawm no yog qhov tseeb tsis xis nyob feem ntau cov neeg yuav tsis hais nrov nrov:
Hauv Australia,kas fes zoo tau txais koj hauv qhov kev ua si - branding yeej koj cov neeg siv khoom.
Kuv tau ua haujlwm nrog ntau tus tswv tsheb kas fes thoob plaws NSW, VIC, QLD, thiab WA dhau losZZKNOWN, thiab kuv tau pom tus qauv no rov ua dua thiab dua. Ob lub tsheb thauj khoom. Cov tshuab zoo sib xws. Tib taum. Tib tus nqi. Cov txiaj ntsig sib txawv kiag li.
Qhov txawv?
Branding.
Tsis yog "cov tuam txhab lag luam loj." Tsis kim cov koom haum. Tab sisclear, nco, human brandinguas ua rau tib neeg nres, luag nyav, thiab rov qab los tag kis.
Phau ntawv qhia no yog sau raws li kuv yuav piav qhia rau ib tug phooj ywg uas tab tom yuav siv nyiaj tiag tiag ntawm lub tsheb kas fes thiab tsis xav nkim nws. Peb yuav hais txog qhov ua haujlwm tiag tiag hauv Australian lag luam, dab tsi tsis yog, thiab yuav ua li cas rau npe koj lub tsheb kas fes hauv txoj hauv kev uas nyiam cov neeg siv khoom ntau yam tsis xav tias cuav lossis sim ua.
Lo lus nug: Puas yog lub npe tsis yog lub logo thiab xim?
Tsis txawm nyob ze.
Kojkas fes tsheb brandingyog cov lej ntawm txhua yam uas tus neeg siv khoom tau ntsib ua ntej, thaum, thiab tom qab lawv yuav kas fes los ntawm koj.
Qhov ntawd suav nrog:
Yuav ua li cas koj lub tsheb saib ntawm 20 meters deb
Nws yooj yim npaum li cas kom nkag siab qhov koj muag
Koj tham li cas rau cov neeg siv khoom
Koj lub khob zoo li cas hauv lawv txhais tes
Lawv piav qhia koj li cas rau ib tug phooj ywg tom qab
Hauv Australia tshwj xeeb, tib neeg tsis yog yuav kas fes xwb.
Lawv yuavvibe, ntseeg, thiab paub.
Lo lus nug: Cas tsis zoo kas fes hais lus rau nws tus kheej?
Hauv kev xav, yog. Hauv kev xyaum, tsis muaj.
Australia muaj:
Cov qauv kas fes thoob ntiaj teb
Cov neeg tau txais kev kawm
Lub tsheb kas fes yuav luag txhua lub ces kaum ntawm kev lag luam thiab cov xwm txheej
Raws li IBISWorld, Australian kas fes thiab khoom noj txom ncauj khw ua lag luam tsim duaAUD 12 billion ib xyoos twg, nrog kev sib tw khaus ntawm cov theem hauv zos. Cov neeg ua haujlwm txawb xav tias qhov kev nyuaj siab tshaj plaws.
Branding yog li cov neeg siv khoom txiav txim siableej twg sim ua ntejthaum:
Lawv nyob rau hauv ib tug maj
Lawv tsis paub koj
Lawv pom peb lub tsheb muag kas fes
Yog tias koj tsis saib meej thiab ntseeg siab, cov neeg ua txhaum rau lub tsheb uas ua.
Lo lus nug: Ib tug neeg yuav tsum paub dab tsi hauv 3 vib nas this ntawm pom kuv lub tsheb?
Hauvpeb vib nas this, tus neeg txawv txawv yuav tsum paub:
Koj muag kas fes
Koj muaj kev paub kas fes zoo li cas
Seb koj xav tias "lawv hom"
Qhov no tsis yog lub sijhawm rau kev ntse.
Abstract npe
Minimalist tsim uas zais cov ntawv qhia zaub mov
Tsis pom hom dab neeg
Yog neeg yuav tsumtwv, koj twb poob lawm.
Lo lus nug: Kuv lub npe kas fes yuav tsum ntse lossis piav qhia?
Cov npe zoo tshaj plaws feem ntau uaob leeg, tab sis yog tias koj yuav tsum xaiv - piav qhia.
Yooj yim hais
Yooj yim rau nco
Suab zoo, tsis koom nrog
Xav tias hauv zos, tsis yog generic
“Morning Crew Coffee”
“Wattle Brew”
"Ob tug txhaj tshuaj Mobile Coffee"
"Early Riser Espresso"
Dab tsi ua haujlwm ntawm no:
Kas fes siv
Tib neeg los yog lus raws li niaj hnub
Tsis muaj kev sau ntawv gymnastics
Lo lus nug: Kuv puas yuav tsum xav txog kev tsim ntau npaum li ntawd?
Yog - tab sis tsis yog raws li Instagram qhia koj.
Lub tsheb thauj khoom Instagrammable uas tsis sib txuas lus meej yog feem ntautsis muaj txiaj ntsig, tsis ntau.
| Element | Vim Li Cas Nws Tseem Ceeb |
|---|---|
| Clear logo tso | Pom ntawm qhov deb |
| High contrast xim | Nyeem tau hauv tshav ntuj |
| Ntawv qhia zaub mov pom | Kev txiav txim siab sai dua |
| Ntxuav layout | Tsim kev ntseeg siab |
| Teeb pom kev zoo | Thaum sawv ntxov & yav tsaus ntuj |
Peb tau pom cov tswv siv AUD 5,000+ ntawm cov ntaub qhwv uas zoo li hauv online - tab sis tsis meej pem cov neeg siv khoom hauv lub neej tiag tiag.
Lo lus nug: Cov xim puas cuam tshuam rau kev muag khoom?
Lawv tsis ua kas fes phem muag - tab sis lawvuacuam tshuam thawj impressions.
Lub ntiaj teb tones (xim av, beige, txiv ntseej)
Matte dub nrog sov accents
Cream + ntoo textures
Mos pastel (rau hom kev ua neej tsom kwm)
Neon xim (tuaj yeem xav tias pheej yig)
Xim ntau dhau
Cov ntawv nyeem qis
Australian cov neeg muas zaub nyiam koom nrog:
Cov xim sov, ntuj ximnrog zoo
Huv siplicitynrog kev ntseeg
Lo lus nug: Kuv puas yuav tau nqis peev rau hauv lub logo kev tshaj lij?
Yog—tab sis qhov tseeb tseem ceeb tshaj qhov muaj tswv yim.
Lub logo zoo kas fes tsheb yuav tsum:
Nyeem tau los ntawm 10-15 meters
Ua haujlwm dub & dawb
Saib zoo ntawm khob, khaub ncaws, thiab kev tshaj xov xwm
Yog tias nws tsuas zoo nkaus li zoo ntawm lub vev xaib mockup, nws tsis ua nws txoj haujlwm.
Lo lus nug: Cov ntawv qhia zaub mov puas cuam tshuam rau kev muag khoom?
Ntau tshaj li cov neeg feem coob paub.
Daim ntawv qhia meej:
Ceev ceev kev pabcuam
Txo cov neeg siv khoom ntxhov siab
Nce ntxiv kev muag khoom
Txwv kev xaiv (tsis txhob sau txhua yam)
Qhia cov muag khoom zoo tshaj plaws
Siv cov lus yooj yooj yim
Qhia tus nqi kom meej
Hauv kev lag luam Australian tsis khoom, cov neeg siv khoom txaus siabkev txiav txim siab.
Lo lus nug: Cov khob muaj npe puas tsim nyog tus nqi?
kiag li.
Xav txog nws:
Cov neeg siv khoom tuav koj lub khob rau 5-15 feeb
Lwm tus neeg pom nws
Cov duab tau txais
Koj lub logo
Koj lub npe (paub meej)
Yeem: Instagram kov
Qhov no yog ib qho ntawm ROI siab tshaj plaws kev nqis peev rau cov tsheb kas fes.
Lo lus nug: Tsis yog branding tsuas yog pom?
Tsis nyob hauv kas fes.
Hauv Australia,ua li caskoj ua hauj lwm tseem ceeb yuav luag ntau npaum lidab tsikoj ua haujlwm.
Brand signals muaj xws li:
Nyob zoo style
Lub suab nrov
Ceev
Kev sib raug zoo
Ib tug phooj ywg "Muaj! Kuv tuaj yeem tau koj li cas?" mus deb heev.
Lo lus nug: Puas muaj leej twg xav tau vim li cas kuv pib kuv lub tsheb kas fes?
Yog - yog tias koj khaws nws tib neeg.
Tsis yog:
"Peb lub luag haujlwm yog txhawm rau txheeb xyuas cov kev paub kas fes mobile."
Tab sis:
"Kuv pib lub tsheb no vim kuv xav tau kas fes zoo dua nyob ze kuv qhov chaw ua haujlwm."
Qhov ntawd muaj feem cuam tshuam. Nov yog Australian.
Perth – Industrial Area Coffee Truck
Lub npe yooj yim
Dub trailer
Clear "Zoo Coffee. Tsis muaj fuss." kev xa xov
Tus phooj ywg, kev pabcuam ceev ceev
Qhov tshwm sim:
Tsis tu ncua hnub ua neeg coob coob
Muaj zog hais lus ntawm qhov ncauj
Kev lag luam tsawg tsawg
Vim li cas nws ua haujlwm:
Lub hom phiaj sib txawv raws li cov neeg siv khoom xav tau.
NWS – Over-Styled Concept
Trendy npe
Yooj yim nyeem font
Tsis pom zaub mov
Lub suab tsis sib xws
Qhov tshwm sim:
Cov neeg qhuas qhov zoo
Tsawg tus neeg siv khoom rov qab
Zaj Lus Qhia:
Cov khoom lag luam zoo li zoo tab sis tsis sib txuas lus meej tsis hloov pauv.
NtawmZZKNOWN, peb tsis yog tsim kas fes trailers-peb pab tswv yim los ntawm:
Kev ua haujlwm thiab kev sib koom ua ke
Qhov twg logos tau pom
Yuav ua li cas tsim txhawb kev ceev thiab nyiaj tau los
Vim hais tias branding tsis yog kho kom zoo nkauj.
Nws yog ib feem ntawm kev lag luam system.
Ua ntej koj ua tiav koj qhov kev teeb tsa, nug koj tus kheej:
Cov neeg tuaj yeem qhia tam sim kuv muag kas fes?
Kuv lub npe puas yooj yim hais?
Puas yog kuv cov ntawv qhia nyeem tau nyob rau hauv tshav ntuj?
Kuv lub tsheb puas zoo huv si thiab ntseeg tau?
Puas yuav muaj ib tug nco kuv tag kis?
Yog tias koj teb "tsis yog" rau ib qho ntawm cov no - kho qhov ua ntej.
Kuv puas xav tau lub npe tshwj xeeb kom ua tiav?
Koj xav tau ibmeejbrand ntau tshaj ib tug tshwj xeeb.
Puas yog minimalist branding zoo dua?
Tsuas yog nws tseem nyeem tau thiab meej.
Kuv puas yuav tau luam cov tsheb kas fes ua tiav?
Kawm lawv, yog. Copy blindly, tsis muaj.
Kuv yuav siv nyiaj ntau npaum li cas rau kev tsim khoom lag luam?
Feem ntau 5-10% ntawm koj cov peev nyiaj teeb tsa tag nrho.
Kuv puas tuaj yeem hloov pauv tom qab?
Yog - tab sis nws pheej yig dua kom tau sai sai.
Ntawm no yog qhov ncaj ncees takeaway:
Cov neeg Australian tsis xaiv lub tsheb thauj kasfes kom raug.
Lawv xaiv tus uasxav tias yog lawm.
Branding yog li cas qhov kev xav tau tsim - ua ntej thawj zaug.
Yog tias koj kho cov khoom lag luam raws li cov cuab yeej ua lag luam, tsis yog kho kom zoo nkauj xwb, nws yuav them rov qab rau koj txhua hnub ua lag luam.
