{"id":9745,"date":"2023-01-09T12:06:28","date_gmt":"2023-01-09T12:06:28","guid":{"rendered":"https:\/\/promoguy.nl\/brand-guidelines-how-to-create-a-unique-voice\/"},"modified":"2024-09-25T20:25:17","modified_gmt":"2024-09-25T20:25:17","slug":"brand-guidelines-how-to-create-a-unique-voice","status":"publish","type":"post","link":"https:\/\/promoguy.nl\/lt\/blog\/2023\/01\/09\/brand-guidelines-how-to-create-a-unique-voice\/","title":{"rendered":"Prek\u0117s \u017eenklo gair\u0117s: Kaip sukurti unikal\u0173 bals\u0105"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Prek\u0117s \u017eenklo gair\u0117s yra esminis vadovas, padedantis i\u0161reik\u0161ti \u012fmon\u0117s <a class=\"wl-entity-page-link\"  href=\"https:\/\/promoguy.nl\/lt\/blog\/vocabulary\/identity\/\" data-id=\"https:\/\/data.wordlift.io\/wl1503668\/entity\/identity\" >tapatyb\u0117<\/a>. Pagrindinis j\u0173 privalumas - nuoseklus balsas, tonas, vaizdai ir dar daugiau. Be to, jie suteikia profesionalumo visiems i\u0161oriniams ir vidiniams ry\u0161iams ir tampa savito prek\u0117s \u017eenklo i\u0161vaizdos ir poj\u016b\u010dio pavyzd\u017eiu.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">\u0160iame straipsnyje bus aptarti praktiniai b\u016bdai, kaip sukurti unikal\u0173 bals\u0105 ir ikonografij\u0105 (pasitelkiant \u017einomus pavyzd\u017eius).<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Autenti\u0161ko prek\u0117s \u017eenklo balso k\u016brimas<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Norint sukurti visi\u0161kai nauj\u0105 \u012fmon\u0117s prek\u0117s \u017eenklo identitet\u0105, reikia surinkti nema\u017eai element\u0173. \u0160tai keletas viet\u0173, nuo kuri\u0173 galite prad\u0117ti:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Misijos parei\u0161kimas<\/strong><\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Remkit\u0117s savo pagrindine tapatybe ir vertyb\u0117mis. Remdamiesi misijos teiginiu, taip pat galite kurti savo \u012fmon\u0117s istorij\u0105 ir susijusias metaforas. Daugiau informacijos apie tai, kaip kurti <a href=\"https:\/\/promoguy.nl\/lt\/blog\/brand-strategy-communicating-brand-story\/\" target=\"_blank\" rel=\"noreferrer noopener\">prek\u0117s \u017eenklo istorijos ir \u017einut\u0117s apie prek\u0117s \u017eenkl\u0105 strategija<\/a>perskaitykite \u0161\u012f m\u016bs\u0173 para\u0161yt\u0105 straipsn\u012f.<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Sukurti <a class=\"wl-entity-page-link\"  href=\"https:\/\/promoguy.nl\/lt\/blog\/vocabulary\/audience\/\" data-id=\"https:\/\/data.wordlift.io\/wl1503668\/entity\/audience\" >Auditorija<\/a> \u017dinios<\/strong><\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Tai galima padaryti dviem b\u016bdais: pritaikyti savo prek\u0117s \u017eenklo stili\u0173 prie esamos auditorijos arba surasti did\u017eiausi\u0105 galim\u0105 tikslin\u0119 auditorij\u0105, kuri atitikt\u0173 j\u016bs\u0173 prek\u0117s \u017eenklo bals\u0105. Bet kuriuo atveju tur\u0117site i\u0161tirti savo auditorij\u0105 ir suformuluoti <a href=\"https:\/\/promoguy.nl\/lt\/blog\/buyer-persona-customer-outreach-tips-for-businesses\/\" target=\"_blank\" rel=\"noreferrer noopener\">pirk\u0117jo persona<\/a>.<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Esamo turinio auditas<\/strong><\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Bet kokio stiliaus turinys sulaukia daugiausia per\u017ei\u016br\u0173 i\u0161 j\u016bs\u0173 katalogo, vadinasi, ka\u017ek\u0105 darote teisingai. Sekite auditorijos statistik\u0105.<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Kurti \"Dos\" ir \"Don'ts<\/strong><\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Galb\u016bt \u017einote, kas yra j\u016bs\u0173 prek\u0117s \u017eenklas, ta\u010diau taip pat turite nustatyti ribas, kas tai n\u0117ra. Sukurkite i\u0161sam\u0173 geriausios praktikos ir dalyk\u0173, kuri\u0173 reikia vengti, s\u0105ra\u0161\u0105. \u0160tai pavyzdys i\u0161 \"Adidas\" prek\u0117s \u017eenklo gairi\u0173 d\u0117l j\u0173 logotipo pateikimo:<\/p>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" class=\"wp-image-9753\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-27-at-12.40.33-700x423.png\" alt=\"&quot;Adidas&quot; prek\u0117s \u017eenklo gairi\u0173 logotipas\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Komunikacijos dokumento ra\u0161ymas<\/strong><\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Dabar metas visk\u0105 sud\u0117ti \u012f vien\u0105 dokument\u0105 ir sukurti vientis\u0105 prek\u0117s \u017eenklo kalb\u0117sen\u0105. Taip pat galite dirbti naudodamiesi prek\u0117s \u017eenklo balso darbalapiu. \u010cia pateikiamas puikus b\u016bdas u\u017era\u0161yti savo prek\u0117s \u017eenklo bals\u0105:<\/p>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" class=\"wp-image-9758\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/12\/Brand-Guidelines-Voice-Chart.png\" alt=\"Prek\u0117s \u017eenklo gair\u0117s Prek\u0117s \u017eenklo balso diagrama\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Pana\u0161iai galite naudoti \u0161i\u0105 Venno diagram\u0105, kad nuspr\u0119stum\u0117te d\u0117l konkre\u010di\u0173 balso element\u0173:<\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"wp-image-9782\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/12\/Brand-Voice-Elements-1.png\" alt=\"Prek\u0117s \u017eenklo balso elementai Venno diagrama\" \/><\/figure>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Prek\u0117s \u017eenklo archetip\u0173 ratas<\/h2>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" class=\"wp-image-9784\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/12\/Graphic_Sales-funnel-700x782.png\" alt=\"\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Naudodamiesi \u0161iuo ratu galite nustatyti, kuris archetipas geriausiai tinka j\u016bs\u0173 \u012fmonei. Nors \u0161is \u012frankis da\u017eniausiai yra linksmas ir k\u016brybi\u0161kas, jis taip pat gali pad\u0117ti i\u0161laikyti veiklos nuoseklum\u0105. Tokios vieningos asmenyb\u0117s naudojimas gali pad\u0117ti palaikyti tvark\u0105 veiklos metu.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Kitas b\u016bdas nustatyti savo viet\u0105 rate yra <a href=\"https:\/\/www.archetypesc.com\/12-brand-archetypes-quiz\/\" target=\"_blank\" rel=\"noreferrer noopener\">prek\u0117s \u017eenklo archetip\u0173 viktorina<\/a>. Tai paprastas b\u016bdas nustatyti, kur j\u016bs\u0173 \u012fmon\u0117s \u012fvaizdis geriausiai tinka \u0161iame panteone, ir gali b\u016bti naudingas tiek i\u0161oriniam, tiek vidiniam prek\u0117s \u017eenklo k\u016brimui. Be to, tai tarsi \"Buzzfeed\" asmenyb\u0117s viktorina: ne\u017ei\u016br\u0117kite \u012f j\u0105 pernelyg rimtai, bet naudokit\u0117s ja, nor\u0117dami geriau pa\u017einti savo \u012fmon\u0117s savybes.<\/p>\r\n<p><iframe title=\"1000 prek\u0117s \u017eenklo gairi\u0173\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/RsFZ3qV2c9A?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Skaitmeninio prek\u0117s \u017eenklo gairi\u0173 elementai<\/h2>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">Prek\u0117s \u017eenklo fotografijos gair\u0117s<\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Savitas, atpa\u017e\u012fstamas fotografijos ir kinematografijos stilius skland\u017eiai suderina vaizdin\u012f turin\u012f. Tai ypa\u010d svarbu, jei nuotraukose ir vaizdo \u012fra\u0161uose yra bendra tema. Spalvos ir kadrai yra tokia pati kalba kaip ir bet kuri kita, o jos naudojimas daug pasako apie j\u016bs\u0173 prek\u0117s \u017eenkl\u0105 ir jo bals\u0105.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">\u0160tai keli dalykai, kuriuos reik\u0117t\u0173 tur\u0117ti omenyje priimant sprendim\u0105 d\u0117l savo fotografijos prek\u0117s \u017eenklo balso:<\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"wp-image-9768\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-28-at-14.35.33.png\" alt=\"\" \/><\/figure>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Turinys ir tema<\/strong><\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Nuspr\u0119skite, k\u0105 leisite ir ko neleisite nuotraukose, kaip parodyta pirmiau arba ankstesniame \"Adidas\" pavyzdyje.<\/p>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" class=\"wp-image-9775\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-28-at-15.27.43-1.png\" alt=\"&quot;Porsche&quot; prek\u0117s \u017eenklo gair\u0117s Fotografija\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Sud\u0117tis<\/strong><\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Taip komponuojate kadr\u0105 ir vaizduojate jame esan\u010dius elementus. Galite visk\u0105 padaryti paprastai ir koncentruotai arba sud\u0117tingai ir vizualiai triuk\u0161mingai, priklausomai nuo to, kas tinka j\u016bs\u0173 \u012fmon\u0117s misijai arba kaip ji tvarko i\u0161orin\u0119 med\u017eiag\u0105.<\/p>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" class=\"wp-image-9773\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-28-at-14.51.07-1.png\" alt=\"&quot;Apple&quot; prek\u0117s \u017eenklo fotografavimo gair\u0117s\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Tonas ir palet\u0117<\/strong><\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Nuotaikai sukurti galite naudoti ry\u0161kius kontrastus, \u017eemi\u0161kas spalvas arba paprastas paletes. Kompanija \"Apple\", kaip parodyta pirmiau pateiktame paveiksl\u0117lyje, naudoja ma\u017eo spalvingumo ir didelio kontrasto fonus, kad jos gaminiai b\u016bt\u0173 ry\u0161kesni ir atrodyt\u0173 futuristi\u0161kesni.<\/p>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" class=\"wp-image-9770\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-28-at-14.38.37-1-700x249.png\" alt=\"&quot;Nike&quot; fotografavimo gair\u0117s\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>\u017dmogi\u0161kieji elementai<\/strong><\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Kaip j\u016bs\u0173 prek\u0117s \u017eenklas vaizduoja \u017emones? Kokias emocijas ir jausmus norite sukelti savo auditorijai ir kaip juos naudojate? Ar \u017emon\u0117s j\u016bs\u0173 nuotraukose atrodo stipr\u016bs, ar pa\u017eeid\u017eiami pagal tai, k\u0105 jiems \u017eada j\u016bs\u0173 produktai?<\/p>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" class=\"wp-image-9771\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-28-at-14.42.56-700x245.png\" alt=\"Fotografijos vadovas\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Vertyb\u0117s ir istorij\u0173 pasakojimas<\/strong><\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Fotografija taip pat gali \u012fk\u016bnyti j\u016bs\u0173 \u012fmon\u0117s istorij\u0105. Ji gali reik\u0161ti ir iliustruoti j\u016bs\u0173 vertybes vaizduojan\u010di\u0105 istorij\u0105. Galite b\u016bti futuristiniai arba klasikiniai, galingi arba kukl\u016bs - visa tai galima pasiekti tinkamai derinant elementus.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">Ikonografijos gair\u0117s<\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">J\u016bs\u0173 prek\u0117s \u017eenklo stiliaus vadove labai svarbios piktogramos ir logotipai. Paprastai jie pateikiami tame pa\u010diame \"dos &amp; don'ts\" naudojimo vadove, kad b\u016bt\u0173 ai\u0161kiau juos \u012fgyvendinti. Veiksmingo pavyzd\u017eio ie\u0161kokite \"Nike\" prek\u0117s \u017eenklo gair\u0117se:<\/p>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" class=\"wp-image-9762\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/12\/Nike-Brand-Guidelines-1.png\" alt=\"&quot;Nike&quot; logotipo prek\u0117s \u017eenklo gair\u0117s\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Pana\u0161iai galima rodyti ir logotipo variantus. Tai padeda j\u012f naudoti \u012fvairiomis aplinkyb\u0117mis, nes gali tekti j\u012f naudoti su skirtingais fonais ir spalvomis. Jos naudojamos abi versijos, priklausomai nuo to, kokio tipo yra fonas arba ar reikia teksto.<\/p>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" class=\"wp-image-9763\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/12\/Nike-Logo-700x180.png\" alt=\"&quot;Nike&quot; logotipo variantai\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<h3 class=\"wp-block-heading\">Subbranduo\u010di\u0173 gair\u0117s<\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Subbrend\u0173 balsas gali \u0161iek tiek skirtis, nes jie turi unikali\u0173 motyv\u0173, palyginti su pagrindine \u012fmone. Vienas i\u0161 b\u016bd\u0173 tai nuspr\u0119sti - i\u0161pl\u0117sti pagrindines vertybes, kurios reprezentuoja \u0161alutin\u0119 \u012fmon\u0119, palyginti su pagrindine \u012fmone. Kai kuri\u0173 stilius yra labai glaud\u017eiai susij\u0119s, pavyzd\u017eiui, HBO ir \"HBO Max\", o kiti gali gana smarkiai skirtis.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Kalbant apie dukterini\u0173 \u012fmoni\u0173 statybos gaires ir balsus, galite nuspr\u0119sti remdamiesi keliais klausimais:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Ar tikslin\u0117 grup\u0117 skiriasi?<\/li>\r\n\r\n\r\n\r\n<li>Ar skiriasi gaminio paskirtis?<\/li>\r\n\r\n\r\n\r\n<li>Kaip jis skiriasi nuo pagrindin\u0117s produkt\u0173 linijos?<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">\u0160tai pavyzdys: Pavyzd\u017eiui, palyginkite, kaip buvo suma\u017einti NBC originalaus logotipo elementai, skirti dukterinei transliavimo \u012fmonei \"Peacock\".<\/p>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" class=\"wp-image-9767\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-28-at-14.14.33-700x225.png\" alt=\"&quot;Peacock NBC&quot; prek\u0117s \u017eenklo dalis\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Tipografija yra paprasta ir pana\u0161i \u012f daugelio nauj\u0173 transliacijos paslaug\u0173 tipografij\u0105 (paprastas tekstas paprastu \u0161riftu, kaip ir \"Netflix\" logotipo tekstas), taip pat simbolis, kuris supaprastina pagrindin\u0117s bendrov\u0117s ikonografijos variant\u0105. Kadangi dukterin\u0117s \u012fmon\u0117s paskirtis yra suderinta, bet atskira, ji rei\u0161kia dalin\u012f nukrypim\u0105 nuo pirminio prek\u0117s \u017eenklo knygos, kartu kurdama savo i\u0161vaizd\u0105.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><em>Jei ie\u0161kote prek\u0117s \u017eenklo strategijos paslaug\u0173 arba prek\u0117s \u017eenklo k\u016brimo paslaug\u0173, \"Promoguy\" gali jums pad\u0117ti. Per\u017ei\u016br\u0117kite m\u016bs\u0173 paslaugas ir su\u017einokite daugiau.<\/em><\/p>\r\n<p><iframe title=\"Kaip g\u0117rim\u0173 \u012fmon\u0117s parduoda vizualin\u012f identitet\u0105\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/MyYnANtzsPQ?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>","protected":false},"excerpt":{"rendered":"<p>Prek\u0117s \u017eenklo gair\u0117s yra esminis \u012fmon\u0117s tapatyb\u0117s i\u0161rai\u0161kos vadovas. Aptariame prek\u0117s \u017eenklo gairi\u0173 k\u016brimo proces\u0105, fotografijos gaires ir prek\u0117s \u017eenklo ikonografijos naudojim\u0105.<\/p>","protected":false},"author":1,"featured_media":12782,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wl_entities_gutenberg":"","footnotes":""},"categories":[13,10],"tags":[187,189,188],"wl_entity_type":[47],"class_list":["post-9745","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-online-marketing-en","category-online-presence","tag-brand-guidelines","tag-brand-voice","tag-branding","wl_entity_type-article"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.8 (Yoast SEO v27.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Brand Guidelines: How to Create a Unique Voice - Promoguy Digital Marketing Agency<\/title>\n<meta name=\"description\" content=\"Every company needs its own visual identity and story. 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