{"id":17575,"date":"2023-09-27T12:18:00","date_gmt":"2023-09-27T11:18:00","guid":{"rendered":"https:\/\/lindstromgroup.com\/sk\/?p=17575"},"modified":"2025-05-27T11:53:16","modified_gmt":"2025-05-27T10:53:16","slug":"branding-a-image-firmy-podnikanie-zapamatatelnym","status":"publish","type":"post","link":"https:\/\/lindstromgroup.com\/sk\/article\/branding-a-image-firmy-podnikanie-zapamatatelnym\/","title":{"rendered":"Branding a image firmy – ako urobi\u0165 va\u0161e podnikanie zapam\u00e4tate\u013en\u00fdm"},"content":{"rendered":"\n

Branding v\u00e4\u010d\u0161iny dne\u0161n\u00fdch \u00faspe\u0161n\u00fdch zna\u010diek je zalo\u017een\u00fd na silnom emocion\u00e1lnom z\u00e1klade. Ide o v\u0161etky aktivity, ktor\u00fdch cie\u013eom je vytvori\u0165 pozit\u00edvny pocit v mysliach z\u00e1kazn\u00edkov a \u0161\u00edri\u0165 povedomie o zna\u010dke. Bez z\u00e1kazn\u00edkov prakticky \u017eiadna zna\u010dka neexistuje. Jedn\u00fdm zo sp\u00f4sobov, ako mo\u017eno definova\u0165 zna\u010dku, je „pr\u00eds\u013eub“, ktor\u00fd firma d\u00e1va svojmu klientovi.<\/strong><\/p>\n\n\n\n

\u010co je to image firmy<\/h2>\n\n\n\n

Firemn\u00fd image<\/a> ovplyv\u0148uje \u00faspech a ob\u013e\u00fabenos\u0165 spolo\u010dnosti u z\u00e1kazn\u00edkov a spotrebite\u013eov. Je to jeden z najd\u00f4le\u017eitej\u0161\u00edch faktorov<\/strong>, ktor\u00e9 s\u00fa z\u00e1kladom n\u00e1kupn\u00e9ho spr\u00e1vania z\u00e1kazn\u00edkov. Image firmy je s\u00fabor asoci\u00e1ci\u00ed, ktor\u00e9 si \u013eudia sp\u00e1jaj\u00fa s danou firmou.<\/p>\n\n\n\n

Kvalitn\u00e1 firemn\u00e1 identita<\/strong> by mala odr\u00e1\u017ea\u0165 sk\u00fasenosti a znalosti spolo\u010dnosti v danom odvetv\u00ed, va\u0161e hodnoty a to, \u010d\u00edm sa odli\u0161ujete od konkurencie<\/strong>. Mala by by\u0165 prisp\u00f4soben\u00e1 cie\u013eovej skupine, potenci\u00e1lni z\u00e1kazn\u00edci by mali vedie\u0165, kto ste, pre\u010do a ako podnik\u00e1te, a mali by sa s vami vedie\u0165 identifikova\u0165.<\/p>\n\n\n\n

Firemn\u00fd dizajn<\/strong> ovplyv\u0148uje prv\u00fd dojem z\u00e1kazn\u00edka a posil\u0148uje zapam\u00e4tate\u013enos\u0165 va\u0161ej zna\u010dky. Preto by ste sa mali sna\u017ei\u0165, aby bol v\u0161ade jednotn\u00fd<\/strong> a \u013eahko rozpoznate\u013en\u00fd, aby si ho z\u00e1kazn\u00edk dok\u00e1zal jednoducho spoji\u0165 s va\u0161ou spolo\u010dnos\u0165ou. Nemus\u00edte nutne utr\u00e1ca\u0165 ve\u013ea pe\u0148az\u00ed, zvy\u010dajne sta\u010d\u00ed stavi\u0165 na najd\u00f4le\u017eitej\u0161ie \u010dasti firemnej identity – jasn\u00e9 logo, firemn\u00e9 farby, slogan, jednotn\u00e9 pracovn\u00e9 oble\u010denie<\/a> a zapam\u00e4tate\u013en\u00e9 ozna\u010denie kancel\u00e1rie alebo predajne.<\/p>\n\n\n\n

Konkr\u00e9tne vyu\u017eitie brandingu vo firemnej komunik\u00e1cii<\/h2>\n\n\n\n

Vizu\u00e1lna identita<\/a><\/strong> je najjednoduch\u0161ia. Definujte farby svojej zna\u010dky a dr\u017ete sa ich. Farby va\u0161ej zna\u010dky<\/strong> predstavuj\u00fa postoj, ktor\u00fd va\u0161a firma vyjadruje, a tie\u017e odr\u00e1\u017eaj\u00fa va\u0161u firemn\u00fa osobnos\u0165.<\/p>\n\n\n\n

Jedin\u00fd sp\u00f4sob, ako zabezpe\u010di\u0165, aby bola va\u0161a zna\u010dka konzistentn\u00e1 a \u013eahko rozpoznate\u013en\u00e1, je d\u00f4sledne pou\u017e\u00edva\u0165 firemn\u00fa vizu\u00e1lnu identitu. Kde v\u0161ade m\u00f4\u017eete pou\u017e\u00edva\u0165 svoje farby a logo? Na webov\u00fdch str\u00e1nkach, vizitk\u00e1ch, let\u00e1koch, bro\u017e\u00farach, ale aj na jednotnom pracovnom oble\u010den\u00ed (pracovn\u00e9 tri\u010dk\u00e1, bundy, z\u00e1stery), vstupn\u00fdch roho\u017eiach, vratn\u00fdch ta\u0161k\u00e1ch at\u010f.<\/p>\n\n\n\n

Employee branding<\/strong> je o firemnej kult\u00fare. Zamestnanci by mali by\u0165 stoto\u017enen\u00ed s v\u00edziou spolo\u010dnosti a veri\u0165 v jej pr\u00ednos. V ide\u00e1lnom pr\u00edpade by mal zamestn\u00e1vate\u013e pristupova\u0165 k svojim zamestnancom ako k v\u00e1\u017een\u00fdm z\u00e1kazn\u00edkom. T\u00ed potom \u0161\u00edria hodnoty firmy<\/strong> do svojho okolia a buduj\u00fa lep\u0161ie povedomie o danej spolo\u010dnosti.<\/p>\n\n\n\n

Branding zamestn\u00e1vate\u013ea<\/strong> je proces identifik\u00e1cie potenci\u00e1lneho zamestnanca s kvalitami spolo\u010dnosti. Cie\u013eom je uk\u00e1za\u0165 uch\u00e1dza\u010dom o zamestnanie, ako spolo\u010dnos\u0165 funguje, ak\u00e9 nad\u0161tandardn\u00e9 benefity pon\u00faka a pre\u010do by mal uch\u00e1dza\u010d uprednostni\u0165 t\u00fato spolo\u010dnos\u0165 pred jej konkurenciou. Budovanie zna\u010dky zamestn\u00e1vate\u013ea<\/a> zah\u0155\u0148a v\u0161etko od prezent\u00e1cie kval\u00edt a benefitov firmy (napr. na n\u00e1borov\u00fdch webov\u00fdch str\u00e1nkach a v tla\u010denej i online reklame) a\u017e po zlep\u0161enie samotn\u00e9ho n\u00e1borov\u00e9ho procesu.<\/p>\n\n\n\n

Pren\u00e1jom reklamn\u00fdch roho\u017e\u00ed na posilnenie firemnej identity<\/h2>\n\n\n\n

Vstupn\u00e9 roho\u017ee<\/a> a \u010distiace z\u00f3ny maj\u00fa predov\u0161etk\u00fdm praktick\u00fd \u00fa\u010del a b\u00fdvaj\u00fa be\u017enou s\u00fa\u010das\u0165ou priestoru. Ich \u00fa\u010delom je udr\u017eiava\u0165 poriadok a \u010distotu, najm\u00e4 pri nepriaznivom po\u010das\u00ed. Okrem toho s\u00fa ide\u00e1lnym prostriedkom na posilnenie firemnej ident<\/strong><\/p>\n\n\n\n

Na designov\u00e9 roho\u017ee Lindstr\u00f6m<\/a> m\u00f4\u017eete umiestni\u0165 svoje logo, necha\u0165 si ich vyrobi\u0165 vo firemn\u00fdch farb\u00e1ch, vybavi\u0165 ich grafick\u00fdmi prvkami va\u0161ej spolo\u010dnosti alebo dokonca sloganom, \u010d\u00edm jednoducho spoj\u00edte dve d\u00f4le\u017eit\u00e9 funkcie – priestory bud\u00fa chr\u00e1nen\u00e9 pred zne\u010disten\u00edm<\/strong> a z\u00e1rove\u0148 posiln\u00edte zapam\u00e4tate\u013enos\u0165 va\u0161ej zna\u010dky.<\/p>\n\n\n\n

\"\"
Obr\u00e1zok: Pri vchode v\u00edta klienta roho\u017e vo farb\u00e1ch spolo\u010dnosti<\/em><\/figcaption><\/figure>\n\n\n\n

Navrhovanie a pren\u00e1jom reprezentat\u00edvneho pracovn\u00e9ho oble\u010denia<\/h2>\n\n\n\n

Pracovn\u00e9 uniformy<\/strong> vo firemn\u00fdch farb\u00e1ch, s logom a v\u017edy hygienicky \u010dist\u00e9 s\u00fa \u010fal\u0161\u00edm sp\u00f4sobom, ako m\u00f4\u017eete zv\u00fd\u0161i\u0165 prest\u00ed\u017e svojej firmy, odl\u00ed\u0161i\u0165 sa od konkurencie a pril\u00e1ka\u0165 viac z\u00e1kazn\u00edkov.<\/p>\n\n\n\n

V\u00fdber pracovn\u00fdch odevov<\/strong> ve\u013emi \u010dasto prebieha v \u0161ir\u0161om t\u00edme, a to ako z na\u0161ej strany, tak aj zo strany z\u00e1kazn\u00edka. Zo strany Lindstr\u00f6m je to zvy\u010dajne t\u00edm dizajn\u00e9rov, zatia\u013e \u010do na strane z\u00e1kazn\u00edka sa do procesu v\u00fdberu zap\u00e1ja mana\u017e\u00e9r, ktor\u00fd sa star\u00e1 o bezpe\u010dnos\u0165 pr\u00e1ce a dodr\u017eiavanie hygienick\u00fdch \u0161tandardov. Niekedy je do procesu v\u00fdberu zapojen\u00e9 aj marketingov\u00e9 oddelenie z\u00e1kazn\u00edka, ktor\u00e9 db\u00e1 na to, aby boli splnen\u00e9 po\u017eiadavky brand designu<\/strong>.<\/p>\n\n\n\n

Nav\u0161t\u00edvime priestory z\u00e1kazn\u00edka, aby sme zistili, v akom prostred\u00ed sa bud\u00fa odevy pou\u017e\u00edva\u0165. Pred kone\u010dn\u00fdm zaveden\u00edm novej kolekcie pracovn\u00fdch odevov vykon\u00e1vame testovanie v prev\u00e1dzke, aby sme sa uistili, \u017ee nov\u00e9 pracovn\u00e9 odevy sp\u013a\u0148aj\u00fa o\u010dak\u00e1vania z\u00e1kazn\u00edkov a pou\u017e\u00edvate\u013eov<\/strong>.<\/p>\n\n\n\n

Napr\u00edklad pre zamestnancov siete lek\u00e1rn\u00ed Dr. Max<\/a> sme v spolupr\u00e1ci s poprednou \u010deskou n\u00e1vrh\u00e1rkou Beatou Rajskou vytvorili kolekciu pracovn\u00fdch odevov<\/strong> \u0161pecifick\u00fa pre zna\u010dku Dr. Max.<\/p>\n\n\n\n

\"\"
Obr\u00e1zok: Typick\u00e9 strihy pre zamestnancov lek\u00e1rn\u00ed Dr. Max<\/em><\/figcaption><\/figure>\n\n\n\n

Jednotn\u00e9 pracovn\u00e9 oble\u010denie vyzer\u00e1 na prv\u00fd poh\u013ead profesion\u00e1lne<\/strong>. Osved\u010dilo sa n\u00e1m to u na\u0161ich klientov v obchodoch s potravinami, lek\u00e1r\u0148ach, u v\u0161eobecn\u00fdch lek\u00e1rov, v kaviar\u0148ach, hoteloch a inde. Pracovn\u00fd odev je vizitkou<\/strong> nielen jednotliv\u00fdch pracovn\u00edkov, ale aj spolo\u010dnosti, preto je d\u00f4le\u017eit\u00e9, aby sa \u010dasto menil a bol v\u017edy hygienicky \u010dist\u00fd<\/a>.<\/p>\n\n\n\n

Pren\u00e1jom pracovn\u00fdch odevov<\/a> so slu\u017ebou \u00fadr\u017eby znamen\u00e1, \u017ee si vyberiete potrebn\u00e9 pracovn\u00e9 odevy<\/strong> z na\u0161ej ponuky alebo v\u00e1m ich navrhneme na mieru<\/a>. My ich pre v\u00e1s nak\u00fapime alebo vyrob\u00edme, budeme ich ma\u0165 na sklade v mno\u017estve, ktor\u00e9 potrebujete, a postar\u00e1me sa o ich pravideln\u00e9 pranie a \u010distenie. Takto nemus\u00edte investova\u0165<\/strong> do skladov\u00fdch z\u00e1sob ani rie\u0161i\u0165 pranie a \u00fadr\u017ebu odevov.<\/p>\n\n\n\n

\n
\n
\"\"<\/figure>\n<\/div>\n\n\n\n
\n

Pracovn\u00e9 odevy pre v\u00e1\u0161 branding<\/strong><\/h2>\n\n\n\n

Navrhneme pracovn\u00e9 odevy na mieru pre v\u0161etk\u00fdch zamestnancov vo va\u0161ich firemn\u00fdch farb\u00e1ch alebo s logom, aby ka\u017ed\u00fd zamestnanec reprezentoval va\u0161u zna\u010dku.<\/p>\n\n\n\n

\n
\n


<\/p>\n<\/div>\n

\n
\n \n Vyberte si kolekciu pracovn\u00fdch odevov
\n arrow_right_alt<\/span>\n <\/div>\n <\/a>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n\n

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

Na\u0161a firma je spo\u013eahliv\u00fdm a dlhodob\u00fdm partnerom<\/strong> BENU<\/a> s viac ako 340 lek\u00e1r\u0148ami po celej \u010ceskej republike. Pre tieto lek\u00e1rne sme vytvorili \u0161peci\u00e1lnu kolekciu pohodln\u00e9ho a slu\u0161iv\u00e9ho pracovn\u00e9ho oble\u010denia, ktor\u00e9 sp\u013a\u0148a pr\u00edsne hygienick\u00e9 normy a reprezentuje zna\u010dku BENU.<\/p>\n\n\n\n

Ing. Michal Jur\u010da, prev\u00e1dzkov\u00fd riadite\u013e BENU \u010cesk\u00e1 republika, s.r.o., hovor\u00ed: „V BENU sa riadime heslom: Berieme si va\u0161e zdravie na staros\u0165. Je to zav\u00e4zuj\u00face tvrdenie, a preto sa sna\u017e\u00edme na\u0161im z\u00e1kazn\u00edkom pon\u00faknu\u0165 v\u017edy nie\u010do navy\u0161e. \u010ci u\u017e s\u00fa to poradensk\u00e9 miesta, alebo v\u00fdroba liekov na mieru pod\u013ea dan\u00e9ho receptu. Ve\u013emi n\u00e1m z\u00e1le\u017e\u00ed na tom, aby sa v na\u0161ich lek\u00e1r\u0148ach ka\u017ed\u00fd c\u00edtil pr\u00edjemne. Elegantn\u00e9 pracovn\u00e9 oble\u010denie je pre ka\u017ed\u00e9ho ve\u013emi d\u00f4le\u017eit\u00e9. Dokonal\u00fd vzh\u013ead zvy\u0161uje autoritu a d\u00f4veryhodnos\u0165 na\u0161ich farmaceutick\u00fdch asistentov a lek\u00e1rnikov. Na\u0161i pozorn\u00ed z\u00e1kazn\u00edci zas oce\u0148uj\u00fa jeho dokonal\u00fa \u010distotu. S Lindstr\u00f6m sa m\u00f4\u017eem spo\u013eahn\u00fa\u0165, \u017ee n\u00e1ro\u010dn\u00e9 po\u017eiadavky na vzh\u013ead, pohodlie a predov\u0161etk\u00fdm hygienick\u00fa \u010distotu bud\u00fa bez probl\u00e9mov splnen\u00e9.“<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Branding v\u00e4\u010d\u0161iny dne\u0161n\u00fdch \u00faspe\u0161n\u00fdch zna\u010diek je zalo\u017een\u00fd na silnom emocion\u00e1lnom z\u00e1klade. Ide o v\u0161etky aktivity, ktor\u00fdch cie\u013eom je vytvori\u0165 pozit\u00edvny pocit v mysliach z\u00e1kazn\u00edkov a…<\/p>\n","protected":false},"author":14,"featured_media":17576,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_eb_attr":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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