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Dobry branding nie jest jedyną receptą na sukces. Firmy z kiepskim brandingiem też go mogą osiągać. Przychodzi jednak moment, gdy jego słabość stanowi barierę dla dalszego rozwoju. Vet Expert to szanowany w środowisku weterynarzy i hodowców producent suplementów diety. Ma świetną nazwę, znakomite hasło marki i cenione produkty. Wszystko to jednak nie tworzyło marki.

\n

Logo było amatorskie, a system opakowań nijaki i niekonsekwentny. Dwuletni proces zmian przeniósł Vet Expert w miejsce, na które zasługiwał od dawna – tam, gdzie wizerunkowo konkuruje ze światowymi gigantami branży. Zmianom uległy: system graficzny opakowań, architektura informacji, logo, język komunikacji i stylistyka wszystkich materiałów komunikacji. Dziś nie trzeba już przekonywać, że produkty Vet Expert są wysokiej jakości, bo marka w każdym swoim aspekcie emanuje profesjonalizmem.

","htmlAst":{"type":"root","children":[{"type":"element","tagName":"p","properties":{},"children":[{"type":"text","value":"Dobry branding nie jest jedyną receptą na sukces. Firmy z kiepskim brandingiem też go mogą osiągać. Przychodzi jednak moment, gdy jego słabość stanowi barierę dla dalszego rozwoju. Vet Expert to szanowany w środowisku weterynarzy i hodowców producent suplementów diety. Ma świetną nazwę, znakomite hasło marki i cenione produkty. Wszystko to jednak nie tworzyło marki. "}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"text","value":"Logo było amatorskie, a system opakowań nijaki i niekonsekwentny. Dwuletni proces zmian przeniósł Vet Expert w miejsce, na które zasługiwał od dawna – tam, gdzie wizerunkowo konkuruje ze światowymi gigantami branży. Zmianom uległy: system graficzny opakowań, architektura informacji, logo, język komunikacji i stylistyka wszystkich materiałów komunikacji. Dziś nie trzeba już przekonywać, że produkty Vet Expert są wysokiej jakości, bo marka w każdym swoim aspekcie emanuje profesjonalizmem."}]}],"data":{"quirksMode":false}},"frontmatter":{"slug":"vet_expert","producer":"Vet Expert","product":"Vet Expert","heading":"Branding wyróżnia. Dobry branding sprzedaje.","occurrence":["full-image","text","text","image","image","image","text"],"categories":["brand.logo","packaging","promo.materials","marketing.communication"],"order":6,"thumbnail":{"childImageSharp":{"original":{"src":"/static/Vet-Expert-Thumb-7f283c25504ec4523b0929717572579e.jpg"}}}}},"locales":{"edges":[{"node":{"ns":"about_us","data":"{\"mainHeading\":\"Brandwell to agencja brandingowa. Od 12 lat tworzymy lub odświeżamy marki, projektujemy identyfikacje i opakowania.\",\"heading1\":\"Co robimy?\",\"what_we_do.block1.1\":\"Strategia marki\",\"what_we_do.block1.2\":\"Audyt portfolio marki\",\"what_we_do.block1.3\":\"Architektura marki\",\"what_we_do.block1.4\":\"Pozycjonowanie marki\",\"what_we_do.block2.1\":\"Projektowanie marki\",\"what_we_do.block2.2\":\"Projektowanie logo\",\"what_we_do.block2.3\":\"Identyfikacja Wizualna\",\"what_we_do.block3.1\":\"Projektowanie opakowań\",\"what_we_do.block3.2\":\"Kreacja nazw\",\"what_we_do.block3.3\":\"Projektowanie opakowań\",\"what_we_do.block3.4\":\"DTP. Przygotowanie do druku\",\"what_we_do.block4.1\":\"Projektowanie strukturalne\",\"what_we_do.block4.2\":\"Projektowanie kształtów opakowań\",\"what_we_do.block4.3\":\"Opracowanie dokumentacji produkcyjnej\",\"heading2\":\"Jak to robimy?\",\"how_we_do.paragraph1\":\"Ściśle współpracujemy z naszymi klientami. Uważamy, że partnerstwo i wzajemne zaufanie jest fundamentem w budowaniu prawdziwych wartości. Klienci przekazują nam wiedzę o swojej branży, specyfice swoich klientów i kluczowych parametrach jakimi kierują się w procesie wyboru. My wskazujemy jak do nich dotrzeć.\",\"how_we_do.paragraph2\":\"Projektujemy marki ze świadomością celu – tak, by komunikowały się ze swoimi odbiorcami w adekwatny i atrakcyjny dla nich sposób. Nie tworzymy jedynie kolorowych obrazków. Nasze projekty to przemyślane narzędzia do skutecznej rywalizacji o klienta.\",\"heading3\":\"Proces\",\"process.paragraph1\":\"Rozpoczynamy od prac strategicznych. Zaczynamy od zdefiniowania miejsca w którym znajduje się marka. Określamy jej grupę kluczowych odbiorców. Odtwarzamy ich świat, by łatwiej zrozumieć ich prawdziwe potrzeby. Szukamy unikalnych cech marki, by zbudować w jej oparciu przewagę rynkową.\",\"process.paragraph2\":\"Dzięki poprzedzeniu prac kreatywnych analizami strategicznymi tworzymy świadomie. Jesteśmy artystami, ale nie oderwanymi od biznesowej rzeczywistości. Według nas projekty mają odzwierciedlać zawarte w strategii cele i być dopasowane dla grupy docelowej.\",\"process.paragraph3\":\"Realizacja. Łączymy kompetencje wielu osób, tak by uzyskać jak najlepszy efekt. Organizujemy sesje fotograficzne, zatrudniamy najlepszych ilustratorów, zdolnych copywriterów, art directorów i typografów. Finalnie przygotowujemy prace do druku.\",\"heading4\":\"Czego nie robimy?\",\"what_we_dont.bold\":\"Nie bierzemy udziału w bezpłatnych przetargach.\",\"what_we_dont.paragraph1\":\"Nie stronimy od udziału w konkursach, ale bierzemy w nich udział pod warunkiem, że nasza praca zostanie opłacona.\"}","language":"pl"}},{"node":{"ns":"other","data":"{\"write_to_us\":\"Napisz do nas\",\"or_call\":\"albo zadzwoń\",\"scope_of_work\":\"Zakres prac\",\"cookies\":\"Używamy plików cookies\"}","language":"pl"}},{"node":{"ns":"pizza_dough","data":"{\"pizza.mainHeading\":\"Przepis na ciasto na pizzę.\",\"pizza.paragraph1\":\"Chcesz wiedzieć jak przygotować znakomite ciasto na pizze? Oto przepis jaki znajdziesz na mące Młynu Grodziec typu 750. To przepis na 4 pizze.\",\"pizza.paragraph2\":\"Czego potrzebujesz?\",\"pizza.ingredient1\":\"600 g mąki 750\",\"pizza.ingredient2\":\"360 g wody\",\"pizza.ingredient3\":\"25 g drożdży świeżych albo 8 g suchych\",\"pizza.ingredient4\":\"1 płaska łyżeczka cukru\",\"pizza.ingredient5\":\"1 łyżeczka soli\",\"pizza.ingredient6\":\"2 łyżki oliwy\",\"pizza.paragraph3\":\"Trzy kroki do znakomitego ciasta.\",\"pizza.block1\":\"1) Nalej wodę do głębokiej misy, dodaj drożdże, cukier i 50g mąki. Przykryj miskę wilgotną ścierką i odstaw w ciepłe miejsce na kwadrans. Po kwadransie zobaczysz spieniony zaczyn. Dodaj sól, pozostałą mąkę i oliwę.\",\"pizza.block2\":\"2) Wymieszaj zgrubnie (jeszcze nie musisz łączyć składników na gładką masę). Ponownie przykryj misę wilgotną ściereczką i odstaw w ciepłe miejsce na godzinę.\",\"pizza.block3\":\"3) wyrób ciasto do postaci gładkiej masy i pozostaw do dalszego wyrastania. Pamiętaj o przykryciu misy wilgotną ściereczką albo folią spożywczą. Odstaw do wyrastania na conajmniej kolejną godzinę i... zrobione!\",\"pizza.block4\":\"Spody pizzy wyrabiaj na blacie posypanym mąką. Traktuj ciasto delikatnie - rozciągaj je, formuj delikatnie, by uwięzione w nim pęcherzyki powietrza pozostały na miejscu. Pizza z takim ciastem będzie pyszna, chrupka i prawdziwie włoska. Buon Appetito!\"}","language":"pl"}},{"node":{"ns":"strategy","data":"{\"strategy.mainHeading\":\"Strategia. Kluczowy etap świadomego projektowania.\",\"strategy.paragraph1\":\"Przeglądając projekty łatwo je sprowadzić do prostej oceny: ładne - nieładne. Dla nas to za mało. My analizujemy je pod wieloma kątami: zasadne czy niezasadne, dla kogoś czy dla nikogo, spójne czy chaotyczne, o czymś czy o niczym. To, że projekty muszą być warsztatowo dobre jest warunkiem koniecznym, ale nie wystarczającym.\",\"strategy.paragraph2\":\"Projekty, według nas, powinny być wynikiem świadomego planu, docierać do konkretnych odbiorców, spełniać konkretne potrzeby konsumenckie i realizować cele biznesowe. Właśnie dlatego prace strategiczne są kluczowe w procsie tworzenia marki. To one definiują kierunki w których rozwinie się proces projektowy.\",\"strategy.block1.heading\":\"Proces\",\"strategy.block1.body1\":\"Nie ma jednego scenariusza, bo klienci są różni i ich potrzeby też. Często jednak wygląda to tak… Klient przesyła do nas zapytanie, załącza brief będący zestawem wytycznych i opisem tego co chciałby osiągnąć. My uważnie go czytamy, przyglądamy się komunikacji i projektom jego opakowań oraz analizujemy całą kategorię. Jeśli uznamy, że ilość informacji o marce jest niewystarczająca sugrujemy przeprowadzenie warsztatów strategicznych. Ich wynikiem jest pozycjonowanie i dokument wyznaczający zredefioniowane zadania.\",\"strategy.block1.body2\":\"Wiedząc o czym i dla kogo jest marka możemy rozpocząć projektowanie. Wtedy jednak jest to projekowanie świadome, celowe i nieprzypadkowe. Wtedy już nie chodzi tylko o to czy jest ładnie, ale czy również z sensem.\",\"strategy.block2.heading\":\"Architektura marki\",\"strategy.block2.body\":\"Istotą audytu architektury marki jest analiza i rekomendacja zależności jakie mają panować w ramach portfolio produktów oferowanych przez klienta. Siłą analizy przeprowadzonej przez konsultanta zewnętrznego jest niezależność oceny, umiejętność przyjmowania perspektywy klienta marki i doświadczenie w przeprowadzaniu takich „porządkowań”. Efektem procesu jest zrozumiały podział oferty na jej część flagową, linie premium, economy, submarki albo wręcz wydzielenie zupełnie nowej marki. Czasami efekt jest odwrotny - zalecana jest unifikacja i likwidacja zbędnych nic nie wnoszących podziałów. Każdy przypadek jest inny. Sensowna architektura pomaga odbiorcom rozumieć markę i uniknąć dysonansów poznawczych. Analiza architektury marki stanowi ważny wstęp do określenia pozycjonowania komunikacyjnego.\",\"strategy.heading2\":\"Metoda Tripod™\",\"strategy.paragraph3\":\"W naszej autorskiej metodzie pozycjonowania analizujemy trzy filary, które wiodą do esencji marki: koncept biznesowy - to na ile jest innowacyjny w metodzie, w produkcie, dostarczaniu rozwiązań; odbiorca marki - jego świat, potrzeby i przekonania o kategorii; sama marka - jakie odbicie ma kształtować u odbiorcy, jaki jest jej styl, język, wartości i historia jaką opowiada. Jaki archetyp bohatera ozwierciedla markę. Warsztaty strategiczne stanowią podstawę opracowania pozycjonowania. Ono zaś wytycza ramy komunikacji - jej język i styl.\"}","language":"pl"}},{"node":{"ns":"translation","data":"{\"sample\":2,\"test\":\"polish test\",\"brand.book\":\"księga marki\",\"brand.strategy\":\"strategia marki\",\"brand.name\":\"nazwa marki\",\"brand.logo\":\"logo marki\",\"brand.copy\":\"hasło marki\",\"logo.design\":\"projekt logo\",\"logo.anniversary\":\"Logo okolicznościowe\",\"branding\":\"branding\",\"redesign.logo\":\"redesign logo\",\"lifting.logo\":\"lifting logo marki\",\"packaging\":\"projekty opakowań\",\"communication\":\"komunikacja\",\"communication.strategy\":\"strategia komunikacji\",\"marketing.communication\":\"komunikacja marketingowa\",\"promo.materials\":\"materiały promocyjne marki\",\"support.materials\":\"materiały wsparcia\",\"printed.materials\":\"materiały drukowane\",\"marketing.materials\":\"projekty materiałów marketingowych\",\"rebranding\":\"rebranding\",\"tv.graphics\":\"opracowanie graficzne kanału TV\",\"portfolio\":\"portfolio\",\"strategia\":\"strategia\",\"o_nas\":\"o nas\",\"kontakt\":\"kontakt\"}","language":"pl"}}]},"desktopImages":{"edges":[{"node":{"id":"d1339e92-86a9-5845-9558-6dffb4b21eae","relativeDirectory":"projects/29_VET_EXPERT/images","childImageSharp":{"id":"0cbac630-26dd-5425-ab72-d6c7002a7c38","gatsbyImageData":{"layout":"constrained","placeholder":{"fallback":"data:image/jpeg;base64,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"},"images":{"fallback":{"src":"/static/5adadf590f0db7de7aee51304a01ae65/cbefb/2.jpg","srcSet":"/static/5adadf590f0db7de7aee51304a01ae65/3a8a8/2.jpg 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