Riba:
- Ƙarfin bambance-bambancen ra'ayoyin taken, tagline da murya mai alama da amfani da hankali na wucin gadi don samar da adadi mai yawa na 'yan takarar taken da kuma kawar da su bisa ga sautin.
- Ability to turn the brand voice guide into a system instruction and keep AI outputs in a consistent tone
- Fahimtar cewa ya rage na mutane su tabbatar da ƴan takarar taken game da abin tunawa, bin doka da rikici ta alama.
Yawancin mutane suna tunawa da alama tare da jumla ɗaya. "Ayi Kawai", "Garina daban", "Rayuwa tana da kyau idan aka raba". Waɗannan gajerun jimlolin ana kiran su taken ko taglines a talla: kalmomin da ke taƙaita alamar ko yaƙin neman zaɓe, suna da kama da ɗaukar alƙawarin alamar. Taken shine karkatar da ra'ayin yakin neman zabe. Kyakkyawan taken gajere ne, mai sauƙin faɗi, keɓance ga alamar, kuma yana isar da motsin rai ko alkawari. Mummunan taken ko dai gabaɗaya ne (kowa zai iya faɗin shi), mai rikitarwa (ba abin tunawa ba), ko kuma yana ɗaukar da'awar da ba za a iya tabbatar da ita ba (haɗarin doka).
Har ila yau, akwai ra'ayi na sautin alamar: daidaitaccen sauti da hali wanda alamar ke magana a ko'ina. Taken jumla guda ce; Muryar alama ita ce halin da ake ji a duk rubutun wannan alamar. Wani alama yana magana "na yau da kullun da ƙarfafawa" yayin da wata alama tana magana "mai ban dariya da abokantaka." Taken shine mafi tsananin magana da wannan murya. A cikin wannan rukunin, za mu ga yadda ake amfani da AI don samar da ɗimbin ɗimbin ƴan takarar taken da kiyaye muryar alamar ku.
Translating brand voice into a system instruction
Babban raunin AI shine cewa yana rubutawa a cikin sautin "matsakaici" sai dai in an fada. Tun da kowane alama yana da muryarsa ta musamman, yana da mahimmanci don bayyana wannan muryar a sarari ga AI. The most effective way to do this is to translate the brand voice into a system instruction (permanent rules that the model will follow with every response). A girke-girke na mai kyau iri murya ya hada da: sauti sifa (misali dumi, sauki, m), kalmomi zabi (kalmomin da za a yi amfani da da kalmomi don kauce wa), jimla tsarin (gajere ko dogo), haramun jimloli, biyu ko uku misali jimloli.
Tukwici: Ƙirƙirar muryar alamar ku tare da dabarar "shafukan layi uku + kalmomin da aka haramta uku + misalai biyu." Ko da wannan yana kawo sautin fitowar AI a hankali kusa da alamar.
Tebur mai zuwa yana nuna yadda aka kwatanta muryoyin alamar iri biyu:
abu
Brand A (amintaccen banki)
Brand B (abin sha mai kuzari)
sautin magana
Natsuwa, bayyananne, abin dogaro
Jarumi, mai sauri, wayo
tsarin jumla
Gajere, bayyananne, rashin fa'ida
Short, rhythmic, mai ban mamaki
Don kaucewa
Slang, karin gishiri, tarin kirari
Harshe na yau da kullun, dogon bayanin
samfurin sautin
"Kudinku lafiya, muna nan."
"Tashi, tsalle, kama."
da'awar da aka haramta
"tabbas riba", "ba tare da hadari"
"Amfanin ban al'ajabi ga lafiya"
Mataki-mataki: ƙaddamar da taken taken da kawarwa
Mataki 1 - Bayyana manufar da alkawari. Menene taken zai taƙaita? Sanya manufar yaƙin neman zaɓe da wa'adin jumla ɗaya a gabanka.
Step 2 — Make the brand voice system instruction. Ƙayyade sauti da hani tare da dabarar da ke sama.
Mataki 3 - Samar da yawa. Tambayi AI don 'yan takara 20-30. Ƙididdiga yana da mahimmanci saboda kyakkyawan taken yana fitowa daga ɗimbin matsakaitan ƴan takara.
Mataki na 4 - Auna da ma'auni. 'Yan takarar allo bisa sharuɗɗa huɗu: abin tunawa, ƙayyadaddun alama, sauƙin ambato, bin doka/da'a.
Mataki na 5 - Gyarawa da tabbatarwa. Sake aiki da 3-4 mafi ƙarfi 'yan takara, wasa a kan kalmomi; sannan tabbatar da rikicin alamar (shin yana amfani da wata alama) da haɗarin da'awar (akwai fifikon da ba a tabbatar ba).
uku mini lokuta
Case 1 - Abubuwan da ke fitowa daga taron jama'a. Don alamar sabulun hannu, ƙungiyar ba ta iya samun taken kwanaki ba. They made the brand voice (natural, simple, sincere; forbidden: unproven claims such as "miracle", "chemical-free") as a system instruction and asked for 30 candidates from AI. 25 daga cikin 'yan takara 30 sun kasance talakawa, amma dan takarar "Sauƙaƙan da ke da kyau ga fata" ya dakatar da tawagar. Ya zama taken tare da ƙaramin gyara. AI ya ninka 30, ɗan adam ya zaɓi 1 kuma ya tace shi.
Case na 2 - Farashin alamar motsin murya. Alamar inshorar kamfani ta nemi AI don taken ba tare da bayyana muryar alamar sa ba. Fitowar ta kasance cike da tsawa, kalamai masu kama da "taron almara"; Ya bambanta sosai da ainihin alama kuma amintacce. Matsalar ba AI ba ce, sautin da ba a bayyana ba ne. When the brand voice system instruction was added, the output aligned.
Hali na 3 - Haɗarin da'awar da ba a tabbatar ba. YZ ya ba da shawarar taken "100 bisa dari yana kare hakora" don man goge baki. Ya yi kama da ƙarfi, amma ba a iya tabbatar da shi ba kuma ya faɗi ƙarƙashin tallan yaudara. Ƙungiyar ta gane wannan kuma ta canza shi zuwa wani abu da aka auna kuma mai karewa, kamar "Tare da ku don kariya ta yau da kullum." Darasi: Babban da'awar da AI ta gabatar ba zai iya zama taken ba tare da ƙetare binciken doka ba.
Samfura huɗu masu kwafi
1) Brand voice system instruction:
Rike da wannan alamar muryar a cikin duk abin da kuka fitar nan gaba:Sauti: [Siffa 3, misali. dumi, mai sauki, amana]. Tsarin jumla: [misali. gajere da bayyane]. Kalmomi don amfani: [...]. Kalmomi don guje wa: [...]
2) Yawan taken taken:
Alkawarin yaƙin neman zaɓe: "[alƙawarin jimla ɗaya]". Aiki: Ƙirƙirar ƴan takarar taken guda 25 waɗanda ke ɗaukar wannan alkawari. Babu fiye da kalmomi 6 kowanne; Ci gaba da faɗin sauƙi. Rura shi cikin sautuna daban-daban 5: motsin rai, ban dariya, kai tsaye, kwatanci, m. Kada ku yi da'awar fifiko ba tare da shaida ba kuma kada ku yi amfani da clichés (kamar "canza rayuwar ku").
3) Mai kawar da taken:
Da ke ƙasa akwai 'yan takarar taken 25: [jerin liƙa] .Aiki: Saka kowane ɗan takara a kan sikelin 1-5 tare da ma'auni 4: abin tunawa, ƙayyadaddun alamar alama, sauƙin faɗi, haɗarin doka (ƙananan ya fi kyau) .Rank na 5 tare da mafi girman jimlar ƙima. Zama shine shawara; Zan yi zabi na karshe. Rubuta dalilan a takaice.
4) Bakin ciki da duban haɗari:
Taken taken guda 3 da na zaba su ne: [list]. Aiki: (1) Ƙirƙirar bambance-bambancen kalmomi guda 2 na kowane (don kari/fasa). (2) Nuna haɗarin haɗari ga kowane: da'awar da ba ta da tabbas, haɗin gwiwa tare da wata alama, ma'ana biyu, ɓarnatar al'adu. Ba za ku iya sanin tabbas game da zoba; Faɗa mini abin da ya kamata in nema.
Rauni mai ƙarfi / Ƙarfi mai ƙarfi
Rawanin faɗakarwa:
Rubuta taken jan hankali don alamar shayi.
Babu sauti, babu alkawura, babu hani; fitowar ta zama cliché (kamar "Farin Ciki a cikin kowane SIP").
Ƙarfi mai ƙarfi:
Muryar alama: dumi, gargajiya amma na zamani, abokantaka. Guji: wuce gona da iri, da'awar da ba ta da tushe. Alamar: alamar baƙar fata mai shayi wanda ke haifar da teburin iyali. Alkawari: "Lokaci mai zafi lokacin da aka raba." Aiki: Ƙirƙirar ƴan takarar taken guda 20 (mafi girman kalmomi 5) waɗanda ke isar da wannan alkawari, cikin rukuni biyu: na zuciya da kai tsaye. Kada ku yi amfani da kalmomin cliché; kada ku yi wani da'awar fifiko da ke buƙatar shaida.
Sautin na biyu yana ba da sauti da kamewa; Kuna sake dubawa kuma ku tabbatar da fitarwa.
Kuskuren gama gari
- Neman taken ba tare da ayyana muryar alamar ba. Fitowa yana fitowa a cikin matsakaicin sautin, yana karya daga alamar.
- Neman 'yan takara kaɗan da yanke shawara da wuri. Kyakkyawan taken yana fitowa daga taron jama'a; 'Yan takara 5 ba su isa ba.
- Yin taken ba tare da tabbatar da da'awar da ya dace ba. Kalmomi kamar "mafi kyau" da "100 bisa dari" suna haifar da haɗarin yaudarar talla.
- Ketare rikici iri. Tabbatar da binciken ɗan adam cewa wani alama ba ya amfani da taken.
- Yin watsi da wahalar faɗin. Taken da yake da kyau idan an rubuta shi amma yana da wahalar faɗi ba za a tuna da shi ba; Karanta shi da ƙarfi.
Hankali: Taken yana kama da alkawarin doka na alamar. Duk wani da'awar fifiko da aka yi a cikin talla yana haifar da nauyin hujja; Kada ku ce komai a cikin taken da ba za ku iya tabbatarwa ba.
A takaice
Taken shine taƙaitaccen jumla ɗaya mai ɗaukar hankali game da manufar yaƙin neman zaɓe; Muryar alama ita ce daidaitaccen sautin da alamar ke magana a ko'ina. Artificial intelligence can produce large numbers of slogan candidates in minutes, but with two conditions: if you translate the brand voice into a system instruction, the output becomes closer to the brand, and if you produce a multitude and eliminate it with human judgment, the gem emerges. Zaɓi, gyare-gyare, haɗewar alamar kasuwanci, da tabbatar da da'awar mutane ne. Kyakkyawan taken yakamata ya zama gajere, takamaiman, mai sauƙin faɗi, kuma abin karewa bisa doka.
Aikin aikace-aikace
Zaɓi alama. (1) Complete the “Brand voice system instruction” template with three adjectives, three prohibited words and two example sentences. (2) Rubuta wa'adin jumla ɗaya kuma samar da 'yan takara 25 tare da "yawan taken." (3) Saka shi tare da "mai kawar da taken" kuma sami 5 mafi ƙarfi; sannan ka rage shi zuwa 3 da yardarka. (4) Karanta ɗaya daga cikin waɗannan taken guda 3 da babbar murya; Shin yana da sauƙi a faɗi? (5) Ga kowane, amsa tambayar "zan iya tabbatar da wannan da'awar / shin yana iya amfani da wata alama?" kuma lura da dacewarsa don bugawa.
jerin abubuwan dubawa
- [ ] I converted the brand sound into system instructions.
- [ ] Na samar da isassun ɗimbin ƴan takara (20+).
- [ ] Na kawar da 'yan takara bisa ga abin tunawa, asali, sauƙi na faɗi, da hadarin shari'a.
- [ ] Na gwada sauƙin karatu da faɗin taken da na zaɓa da babbar murya.
- [ ] Na kawar da da'awar fifikon da ba za a iya tabbatarwa ba.
- [ ] Na bincika yiwuwar rikici ta alama ta hanyar binciken ɗan adam.