{"id":17235,"date":"2023-09-27T16:01:00","date_gmt":"2023-09-27T15:01:00","guid":{"rendered":"https:\/\/lindstromgroup.com\/cz\/?p=17235"},"modified":"2025-05-26T13:14:32","modified_gmt":"2025-05-26T12:14:32","slug":"branding-a-image-firmy","status":"publish","type":"post","link":"https:\/\/lindstromgroup.com\/cz\/article\/branding-a-image-firmy\/","title":{"rendered":"Branding a image firmy \u2013 jak ud\u011blat va\u0161e podnik\u00e1n\u00ed zapamatovateln\u00fdm"},"content":{"rendered":"\n

Branding u v\u011bt\u0161iny sou\u010dasn\u00fdch \u00fasp\u011b\u0161n\u00fdch zna\u010dek stoj\u00ed na siln\u00e9m emo\u010dn\u00edm z\u00e1kladu. Jsou to ve\u0161ker\u00e9 aktivity, jejich\u017e c\u00edlem je vytvo\u0159it u z\u00e1kazn\u00edk\u016f pozitivn\u00ed pocit a roz\u0161i\u0159ovat pov\u011bdom\u00ed o zna\u010dce. Bez z\u00e1kazn\u00edk\u016f prakticky \u017e\u00e1dn\u00fd brand neexistuje. Jedn\u00edm ze zp\u016fsob\u016f, jak se d\u00e1 brand definovat, je \u201cp\u0159\u00edslib\u201d, kter\u00fd firma d\u00e1v\u00e1 sv\u00e9mu klientovi.<\/strong><\/p>\n\n\n\n

Co je to image firmy<\/h2>\n\n\n\n

Firemn\u00ed image ovliv\u0148uje \u00fasp\u011b\u0161nost a oblibu firmy u z\u00e1kazn\u00edk\u016f a spot\u0159ebitel\u016f. \u0158ad\u00edme ji mezi nejd\u016fle\u017eit\u011bj\u0161\u00ed faktory<\/strong>, na jejich\u017e z\u00e1klad\u011b stoj\u00ed z\u00e1kazn\u00edkovo n\u00e1kupn\u00ed chov\u00e1n\u00ed. Image firmy p\u0159edstavuje soubor asociac\u00ed, kter\u00e9 si lid\u00e9 s danou firmou spojuj\u00ed.<\/p>\n\n\n\n

Kvalitn\u00ed firemn\u00ed identita<\/strong> by m\u011bla odr\u00e1\u017eet zku\u0161enosti a znalosti firmy v dan\u00e9m oboru, va\u0161e hodnoty, \u010d\u00edm se li\u0161\u00edte od konkurence<\/strong>. M\u011bla by b\u00fdt p\u0159izp\u016fsobena c\u00edlov\u00e9 skupin\u011b, potenci\u00e1ln\u00ed z\u00e1kazn\u00edci by m\u011bli v\u011bd\u011bt, kdo jste, pro\u010d a jak byznys d\u011bl\u00e1te a m\u011bli by m\u00edt mo\u017enost se s v\u00e1mi ztoto\u017enit. V dne\u0161n\u00ed digit\u00e1ln\u00ed \u00e9\u0159e je stabiln\u00ed a rychl\u00fd internet<\/a> kl\u00ed\u010dov\u00fdm prvkem \u00fasp\u011bchu, kter\u00fd nejen zaji\u0161\u0165uje bezprobl\u00e9mov\u00fd chod ka\u017edodenn\u00edch operac\u00ed, ale tak\u00e9 podporuje profesion\u00e1ln\u00ed image va\u0161\u00ed firmy v o\u010d\u00edch z\u00e1kazn\u00edk\u016f a partner\u016f.<\/p>\n\n\n\n

Firemn\u00ed design<\/strong> ovliv\u0148uje prvn\u00ed dojem z\u00e1kazn\u00edka a posiluje zapamatovatelnost va\u0161\u00ed zna\u010dky. M\u011bli byste se proto sna\u017eit, aby byl v\u0161ude jednotn\u00fd<\/strong> a snadno rozeznateln\u00fd, aby si jej klient dok\u00e1zal jednodu\u0161e spojit s va\u0161\u00ed firmou. Nemus\u00edte nutn\u011b utr\u00e1cet velk\u00e9 pen\u00edze, obvykle sta\u010d\u00ed vsadit na ty nejd\u016fle\u017eit\u011bj\u0161\u00ed sou\u010d\u00e1sti firemn\u00ed identity \u2013 jasn\u00e9 logo, firemn\u00ed barvy, slogan, jednotn\u00e9 pracovn\u00ed od\u011bvy<\/a> a zapamatovateln\u00e9 ozna\u010den\u00ed kancel\u00e1\u0159e nebo prodejny.<\/p>\n\n\n\n

Konkr\u00e9tn\u00ed pou\u017eit\u00ed brandingu ve firemn\u00ed komunikaci<\/h2>\n\n\n\n

Nejsnadn\u011bj\u0161\u00ed je vizu\u00e1ln\u00ed identita<\/strong>. Definujte barvy sv\u00e9 zna\u010dky a dr\u017ete se jich. Barvy va\u0161\u00ed zna\u010dky<\/strong> p\u0159edstavuj\u00ed postoj, kter\u00fd va\u0161e firma vyjad\u0159uje, a tak\u00e9 odr\u00e1\u017e\u00ed firemn\u00ed osobnost.<\/p>\n\n\n\n

Jedin\u00fd zp\u016fsob, jak zajistit, aby byla va\u0161e zna\u010dka konzistentn\u00ed a snadno rozpoznateln\u00e1, je pou\u017e\u00edvat firemn\u00ed vizu\u00e1ln\u00ed identitu d\u016fsledn\u011b. Kde v\u0161ude m\u016f\u017eete barvy a logo pou\u017e\u00edt? Na internetov\u00fdch str\u00e1nk\u00e1ch, vizitk\u00e1ch, let\u00e1c\u00edch, bro\u017eur\u00e1ch, ale tak\u00e9 na jednotn\u00e9m pracovn\u00edm oble\u010den\u00ed (pracovn\u00edch tri\u010dk\u00e1ch, bund\u00e1ch, z\u00e1st\u011br\u00e1ch), na vstupn\u00edch roho\u017e\u00edch, vratn\u00fdch ta\u0161k\u00e1ch apod.<\/p>\n\n\n\n

Employee branding<\/strong> se t\u00fdk\u00e1 firemn\u00ed kultury. Zam\u011bstnanci by m\u011bli souzn\u00edt s viz\u00ed firmy a v\u011b\u0159it v jej\u00ed p\u0159\u00ednos. Ide\u00e1ln\u00ed je, kdy\u017e se zam\u011bstnavatel ke sv\u00fdm zam\u011bstnanc\u016fm chov\u00e1 jako k v\u00e1\u017een\u00fdm z\u00e1kazn\u00edk\u016fm. Ti pak hodnoty firmy<\/strong> sami \u0161\u00ed\u0159\u00ed do sv\u00e9ho okol\u00ed a buduj\u00ed lep\u0161\u00ed pov\u011bdom\u00ed o dan\u00e9 spole\u010dnosti.<\/p>\n\n\n\n

Branding zam\u011bstnavatele<\/strong> je proces identifikace potenci\u00e1ln\u00edho zam\u011bstnance s kvalitami spole\u010dnosti. C\u00edlem je uchaze\u010d\u016fm o zam\u011bstn\u00e1n\u00ed uk\u00e1zat, jak to ve firm\u011b chod\u00ed, jak\u00e9 nadstandardn\u00ed benefity jim nab\u00edz\u00ed a pro\u010d by m\u011bl d\u00e1t uchaze\u010d p\u0159ednost t\u00e9to firm\u011b p\u0159ed konkurenc\u00ed. S budov\u00e1n\u00edm zna\u010dky zam\u011bstnavatele souvis\u00ed v\u0161echno od prezentace kvalit a benefit\u016f firmy (nap\u0159. na n\u00e1borov\u00fdch webech a v ti\u0161t\u011bn\u00e9 i online reklam\u011b) a\u017e po zdokonalov\u00e1n\u00ed samotn\u00e9ho n\u00e1borov\u00e9ho procesu.<\/p>\n\n\n\n

Pron\u00e1jem reklamn\u00edch roho\u017e\u00ed pro pos\u00edlen\u00ed firemn\u00ed identity<\/h2>\n\n\n\n

Vstupn\u00ed roho\u017ee<\/a> a \u010dist\u00edc\u00ed z\u00f3ny maj\u00ed prim\u00e1rn\u011b praktick\u00fd \u00fa\u010del a b\u00fdvaj\u00ed obvyklou sou\u010d\u00e1st\u00ed prostoru. Jejich \u00fa\u010delem je udr\u017eet po\u0159\u00e1dek a \u010distotu hlavn\u011b v nep\u0159\u00edzniv\u00e9m po\u010das\u00ed. Nav\u00edc jsou ide\u00e1ln\u00edm prost\u0159edkem pro pos\u00edlen\u00ed firemn\u00ed identity<\/strong>.<\/p>\n\n\n\n

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\"\"<\/figure>\n<\/div>\n\n\n\n
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Vstupn\u00ed roho\u017ee na m\u00edru<\/strong><\/h2>\n\n\n\n

Vyu\u017eije n\u00e1\u0161 e-shop a objednejte si vstupn\u00ed roho\u017e<\/strong> se servisn\u00ed slu\u017ebou<\/strong> jej\u00edho pran\u00ed a \u010dist\u011bn\u00ed je\u0161t\u011b dnes<\/strong>!<\/p>\n\n\n\n

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Objednat vstupn\u00ed roho\u017e se servisn\u00ed slu\u017ebou <\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

Na designov\u00e9 roho\u017ee Lindstr\u00f6m<\/a> toti\u017e m\u016f\u017eete um\u00edstit sv\u00e9 logo, nechat je vyrobit ve firemn\u00edch barv\u00e1ch, opat\u0159it grafick\u00fdmi prvky va\u0161\u00ed spole\u010dnosti, p\u0159\u00edpadn\u011b i sloganem, \u010d\u00edm\u017e jednodu\u0161e spoj\u00edte dv\u011b d\u016fle\u017eit\u00e9 funkce \u2013 prostory budou chr\u00e1n\u011bny <\/strong>p\u0159ed rozn\u00e1\u0161en\u00edm ne\u010distot a z\u00e1rove\u0148 pos\u00edl\u00edte zapamatovatelnost va\u0161\u00ed zna\u010dky.<\/p>\n\n\n\n

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Obr\u00e1zek: U\u017e u vstupu v\u00edt\u00e1 klienta roho\u017e ve firemn\u00edch barv\u00e1ch<\/em><\/figcaption><\/figure>\n\n\n\n

Navrhov\u00e1n\u00ed a pron\u00e1jem reprezentativn\u00edho pracovn\u00edho oble\u010den\u00ed<\/h2>\n\n\n\n

Pracovn\u00ed uniformy<\/strong> ve firemn\u00edch barv\u00e1ch, s logem a v\u017edy hygienicky \u010dist\u00e9 jsou dal\u0161\u00ed mo\u017enost\u00ed, jak m\u016f\u017eete zv\u00fd\u0161it presti\u017e sv\u00e9 firmy, odli\u0161it se od konkurence a nal\u00e1kat v\u00edce z\u00e1kazn\u00edk\u016f.<\/p>\n\n\n\n

V\u00fdb\u011br pracovn\u00edch od\u011bv\u016f<\/strong> velmi \u010dasto prob\u00edh\u00e1 v \u0161ir\u0161\u00edm t\u00fdmu, jak z na\u0161\u00ed strany, tak ze strany z\u00e1kazn\u00edka. Za Lindstr\u00f6m se v\u011bt\u0161inou jedn\u00e1 o t\u00fdm design\u00e9r\u016f, za z\u00e1kazn\u00edka se v\u00fdb\u011bru z\u00fa\u010dastn\u00ed manager, kter\u00fd se star\u00e1 o bezpe\u010dnost pr\u00e1ce a dodr\u017eov\u00e1n\u00ed hygienick\u00fdch standard\u016f. Do v\u00fdb\u011bru vstupuje n\u011bkdy tak\u00e9 marketingov\u00e9 odd\u011blen\u00ed z\u00e1kazn\u00edka, kter\u00e9 hl\u00edd\u00e1, aby byly zaji\u0161t\u011bny po\u017eadavky brand designu<\/strong>.<\/p>\n\n\n\n

Nav\u0161t\u011bvujeme provozovny z\u00e1kazn\u00edka, kde zji\u0161\u0165ujeme, v jak\u00e9m prost\u0159ed\u00ed budou od\u011bvy pou\u017e\u00edv\u00e1ny. P\u0159ed fin\u00e1ln\u00edm zaveden\u00edm nov\u00e9 kolekce pracovn\u00edch od\u011bv\u016f prov\u00e1d\u00edme testov\u00e1n\u00ed v provozu, aby se zajistilo, \u017ee nov\u00e9 pracovn\u00ed od\u011bvy budou spl\u0148ovat o\u010dek\u00e1v\u00e1n\u00ed z\u00e1kazn\u00edka a u\u017eivatel\u016f<\/strong>.<\/p>\n\n\n\n

Nap\u0159\u00edklad pro zam\u011bstnance \u0159et\u011bzce l\u00e9k\u00e1ren Dr. Max<\/a> jsme vytvo\u0159ili ve spolupr\u00e1ci s p\u0159edn\u00ed \u010deskou n\u00e1vrh\u00e1\u0159kou Beatou Rajskou kolekci pracovn\u00edch od\u011bv\u016f<\/strong>, kter\u00e1 je specifick\u00e1 pr\u00e1v\u011b pro zna\u010dku Dr. Max.<\/p>\n\n\n\n

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Obr\u00e1zek: Typick\u00e9 st\u0159ihy pro pracovn\u00edky l\u00e9k\u00e1ren Dr. Max<\/em><\/figcaption><\/figure>\n\n\n\n

Jednotn\u00fd pracovn\u00ed od\u011bv vypad\u00e1 na prvn\u00ed pohled profesion\u00e1ln\u011b<\/strong>. M\u00e1me to ov\u011b\u0159eno u na\u0161ich klient\u016f v obchodech s potravin\u00e1\u0159sk\u00fdm zbo\u017e\u00edm, v l\u00e9k\u00e1rn\u00e1ch, u praktick\u00fdch l\u00e9ka\u0159\u016f, v kav\u00e1rn\u00e1ch \u010di hotelech i jinde. Pracovn\u00ed od\u011bv je vizitkou<\/strong> nejen konkr\u00e9tn\u00edho pracovn\u00edka, ale i cel\u00e9 firmy, proto je d\u016fle\u017eit\u00e9, aby se pracovn\u00ed oble\u010den\u00ed \u010dasto m\u011bnilo a bylo v\u017edy hygienicky \u010dist\u00e9<\/a>.<\/p>\n\n\n\n

Pron\u00e1jem pracovn\u00edch od\u011bv\u016f<\/a> se slu\u017ebou jejich \u00fadr\u017eby spo\u010d\u00edv\u00e1 v tom, \u017ee pot\u0159ebn\u00e9 pracovn\u00ed od\u011bvy<\/strong> si vyberete z na\u0161\u00ed nab\u00eddky nebo je pro v\u00e1s navrhneme na m\u00edru. Zakoup\u00edme je nebo vyrob\u00edme, m\u00e1me je pro v\u00e1s v pot\u0159ebn\u00e9m mno\u017estv\u00ed skladem a star\u00e1me se o jejich pravideln\u00e9 pran\u00ed a \u010di\u0161t\u011bn\u00ed. Nemus\u00edte tak investovat<\/strong> do skladov\u00fdch z\u00e1sob ani \u0159e\u0161it pran\u00ed a \u00fadr\u017ebu od\u011bv\u016f.<\/p>\n\n\n\n

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\"\"<\/figure>\n<\/div>\n\n\n\n
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Pracovn\u00ed od\u011bvy pro v\u00e1\u0161 branding<\/strong><\/h2>\n\n\n\n

Pracovn\u00ed od\u011bvy navrhneme na m\u00edru v\u0161em pracovn\u00edk\u016fm, ve va\u0161ich firemn\u00edch barv\u00e1ch nebo t\u0159eba s logem, aby ka\u017ed\u00fd zam\u011bstnanec reprezentoval va\u0161i zna\u010dku.<\/p>\n\n\n\n

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Kolekce pracovn\u00edch od\u011bv\u016f<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

Na\u0161e reference<\/h2>\n\n\n\n

Na\u0161e firma je spolehliv\u00fdm a dlouhodob\u00fdm partnerem<\/strong> nap\u0159\u00edklad spole\u010dnosti BENU<\/a> s v\u00edce ne\u017e 340 l\u00e9k\u00e1rnami v cel\u00e9 \u010cesk\u00e9 republice. Pro tyto l\u00e9k\u00e1rny jsme vytvo\u0159ili speci\u00e1ln\u00ed kolekci pohodln\u00fdch a slu\u0161iv\u00fdch pracovn\u00edch od\u011bv\u016f, kter\u00e9 spl\u0148uj\u00ed p\u0159\u00edsn\u00e9 hygienick\u00e9 normy a reprezentuj\u00ed zna\u010dku BENU.<\/p>\n\n\n\n

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