{"id":3655,"date":"2019-04-10T08:53:00","date_gmt":"2019-04-10T08:53:00","guid":{"rendered":"http:\/\/the-codest.localhost\/blog\/used-mvp-approach-to-successfully-rebrand-the-codest\/"},"modified":"2026-04-27T09:51:46","modified_gmt":"2026-04-27T09:51:46","slug":"proces-rebrandingu-codests-jak-jsme-vytvorili-novou-znacku-na-zaklade-pristupu-mvp","status":"publish","type":"post","link":"https:\/\/thecodest.co\/cs\/blog\/the-codests-rebranding-process-how-did-we-deliver-a-new-brand-following-an-mvp-approach\/","title":{"rendered":"Pou\u017eit\u00ed p\u0159\u00edstupu MVP k \u00fasp\u011b\u0161n\u00e9 zm\u011bn\u011b zna\u010dky The Codest"},"content":{"rendered":"<p>V tomto kr\u00e1tk\u00e9m p\u0159\u00edsp\u011bvku p\u0159edstavujeme postupn\u011b pr\u016fb\u011bh \u010dinnost\u00ed, kter\u00e9 umo\u017enily <a href=\"https:\/\/thecodest.co\/cs\/blog\/why-us-companies-are-opting-for-polish-developers\/\">n\u00e1s<\/a> vytvo\u0159it zcela nov\u00e9 webov\u00e9 str\u00e1nky a komunikaci zna\u010dky. <strong><a href=\"https:\/\/thecodest.co\">Nazvali jsme ho vlastn\u00edm MVP<\/a>.<\/strong><\/p>\n<h2><strong>1. f\u00e1ze rebrandingu: Vize a hodnoty spole\u010dnosti The Codest<\/strong><\/h2>\n<p>Proces rebrandingu jsme zah\u00e1jili definov\u00e1n\u00edm na\u0161\u00ed intern\u00ed vize, tj. stanoven\u00edm, jakou spole\u010dnost chceme m\u00edt. <a href=\"https:\/\/thecodest.co\/cs\/blog\/vibrant-upturn-charting-the-resolute-rise-of-swedish-firms\/\">The Codest<\/a> st\u00e1t se. Za t\u00edmto \u00fa\u010delem jsme museli specifikovat hodnoty, s nimi\u017e se ztoto\u017e\u0148ujeme, ujasnit si vizi a stanovit c\u00edle.<\/p>\n<p>Anal\u00fdza konkurence a benchmarking n\u00e1m v tomto procesu nepochybn\u011b pomohly. <strong><a href=\"https:\/\/thecodest.co\/careers\">Vize The Codest<\/a><\/strong> rychle vyjasnila v na\u0161ich mysl\u00edch, p\u0159i\u010dem\u017e jej\u00ed hlavn\u00ed hodnotou je p\u00e9\u010de o vysoce kvalitn\u00ed. <a href=\"https:\/\/thecodest.co\/cs\/dictionary\/what-is-code-refactoring\/\">k\u00f3d<\/a>. Je to n\u00e1\u0161 zp\u016fsob, jak se odli\u0161it od ostatn\u00edch softwarov\u00fdch firem. P\u0159em\u00fd\u0161leli jsme, jak zabr\u00e1nit tomu, aby na\u0161i klienti vn\u00edmali tato slova jako pouh\u00e9 slogany, a dos\u00e1hnout opaku - <strong><a href=\"https:\/\/thecodest.co\/our-code\">aby poc\u00edtili skute\u010dnou hodnotu a kvalitu, kterou m\u016f\u017ee t\u00fdm The Codest p\u0159in\u00e9st do ka\u017ed\u00e9ho projektu.<\/a><\/strong>.<\/p>\n<p>Dob\u0159e, jak jsme tedy vytvo\u0159ili vizi rebrandingu? P\u0159ed n\u011bkolika m\u011bs\u00edci jsme shrom\u00e1\u017edili v\u0161echny kl\u00ed\u010dov\u00e9 zam\u011bstnance na\u0161\u00ed spole\u010dnosti u jednoho stolu (C-levels, v\u00fdvoj\u00e1\u0159i, PM, design\u00e9\u0159i, obchodn\u00edci). Cht\u011bli jsme si spole\u010dn\u011b promluvit o na\u0161\u00ed budoucnosti. Ka\u017ed\u00fd se mohl vyj\u00e1d\u0159it a \u0159\u00edct \"ne\", pokud se mu n\u011bjak\u00fd n\u00e1pad nel\u00edbil. Sna\u017eili jsme se, aby cel\u00fd proces rebrandingu byl od za\u010d\u00e1tku do konce transparentn\u00ed a v souladu s na\u0161imi firemn\u00edmi n\u00e1zory a hodnotami. Byla to d\u016fle\u017eit\u00e1 f\u00e1ze, proto\u017ee jsme si v\u0161imli, \u017ee p\u0159edt\u00edm ka\u017ed\u00fd \u010dlov\u011bk vn\u00edmal na\u0161i zna\u010dku jinak. Bylo to nekonzistentn\u00ed, tak\u017ee jsme museli vytvo\u0159it tento koncept procesu rebrandingu.<\/p>\n<p>Po\u010d\u00e1te\u010dn\u00ed pr\u00e1ce byla provedena metodou workshopu. Pou\u017eili jsme typick\u00fd <a href=\"https:\/\/thecodest.co\/cs\/blog\/enhance-your-application-with-professional-ux-auditing\/\">UX<\/a> p\u0159\u00edstup, p\u0159i kter\u00e9m jsme z\u00edsk\u00e1vali informace prost\u0159ednictv\u00edm workshop\u016f a moderovan\u00fdch diskus\u00ed. Sna\u017eili jsme se pochopit, jak na\u0161i zna\u010dku vn\u00edmaj\u00ed c\u00edlov\u00e9 skupiny. D\u00edky anal\u00fdze konkurence jsme vytvo\u0159ili hodnoty, kter\u00e9 jsou v souladu s na\u0161\u00edm p\u0159esv\u011bd\u010den\u00edm a mohou na\u0161i zna\u010dku prezentovat atraktivn\u00edm zp\u016fsobem.<\/p>\n<p><strong><a href=\"https:\/\/clutch.co\/profile\/codest\">N\u00e1zory z\u00e1kazn\u00edk\u016f<\/a><\/strong> byly nepochybn\u011b d\u016fle\u017eit\u00fdm bodem t\u011bchto anal\u00fdz. Zeptali jsme se na\u0161ich partner\u016f, jak hodnot\u00ed na\u0161i spole\u010dnost a co vn\u00edmaj\u00ed jako na\u0161e siln\u00e9 a slab\u00e9 str\u00e1nky. Jejich zp\u011btn\u00e1 vazba byla opravdu zaj\u00edmav\u00e1! Z\u00e1v\u011bry n\u00e1s v jist\u00e9m smyslu utvrdily v p\u0159esv\u011bd\u010den\u00ed, \u017ee klienti velmi oce\u0148uj\u00ed na\u0161e nasazen\u00ed p\u0159i realizaci projekt\u016f, odborn\u00e9 znalosti a v\u011bdomosti, stejn\u011b jako <a href=\"https:\/\/thecodest.co\/cs\/blog\/how-to-implement-agile-methodology\/\">Agiln\u00ed<\/a> p\u0159\u00edstup. Na\u0161i respondenti tak\u00e9 zd\u016fraz\u0148ovali v\u00fdznam zku\u0161enost\u00ed v konkr\u00e9tn\u00edch oblastech. <a href=\"https:\/\/thecodest.co\/cs\/dictionary\/what-is-the-size-of-your-potential-reachable-market\/\">trh<\/a> segment\u016f - nap\u0159\u00edklad p\u0159i v\u00fdvoji softwarov\u00fdch produkt\u016f pro <a href=\"https:\/\/thecodest.co\/cs\/blog\/banks-go-high-tech-unravel-fraud-with-machine-learning\/\">fintech<\/a>, <a href=\"https:\/\/thecodest.co\/cs\/blog\/top-programming-languages-to-build-e-commerce\/\">e-commerce<\/a>, nebo <a href=\"https:\/\/thecodest.co\/cs\/blog\/designing-a-scalable-saas-platform-for-future-growth\/\">SaaS<\/a> spole\u010dnosti.<\/p>\n<p>Kone\u010dn\u00fdm v\u00fdsledkem na\u0161eho v\u00fdzkumu, diskus\u00ed, anal\u00fdz a srovn\u00e1vac\u00edch test\u016f bylo dosa\u017een\u00ed jednotn\u00e9 vize The Codest, se kterou se ka\u017ed\u00fd z n\u00e1s m\u016f\u017ee ztoto\u017enit. Cel\u00fd proces jsme konzultovali s <a href=\"https:\/\/identitydesigned.com\/ibra\/\">IBRA Branding Institute<\/a>. V p\u0159\u00edpad\u011b designu a volby jazyka vizu\u00e1ln\u00ed komunikace na\u0161e p\u0159\u00e1telsk\u00e9 designov\u00e9 studio - <a href=\"https:\/\/lenivastudio.com\/\">Leniva<\/a> - n\u00e1m pomohl. Poj\u010fme si o tom promluvit hned te\u010f!<\/p>\n<h2>2. f\u00e1ze rebrandingu: Design a kl\u00ed\u010dov\u00e9 vizu\u00e1ly<\/h2>\n<p>V t\u00e9to f\u00e1zi je na\u0161e <a href=\"https:\/\/thecodest.co\/cs\/dictionary\/how-to-make-product\/\">produkt<\/a> n\u00e1vrh\u00e1\u0159i <a href=\"https:\/\/thecodest.co\/cs\/blog\/how-to-hire-the-best-outsourced-development-team-for-a-scaleup\/\">t\u00fdm<\/a> vstoupili na sc\u00e9nu, proto\u017ee jejich \u00fakolem bylo vytvo\u0159it kl\u00ed\u010dov\u00e9 vizu\u00e1ly, kter\u00e9 tvo\u0159ily z\u00e1klad pro design na\u0161ich webov\u00fdch str\u00e1nek. Za\u010dalo to anal\u00fdzou jazyka vizu\u00e1ln\u00ed komunikace na\u0161\u00ed konkurence - od barevn\u00fdch palet, p\u0159es tvary a\u017e po pou\u017e\u00edvan\u00fd slovn\u00edk.\u00a0<\/p>\n<p>Sna\u017eili jsme se vypozorovat zaj\u00edmav\u00e9 triky, kter\u00e9 n\u00e1m pomohly vyrovnat hodnoty, s nimi\u017e se The Codest l\u00e9pe ztoto\u017e\u0148uje. Hledali jsme n\u011bco, \u010d\u00edm bychom se mohli odli\u0161it. Zna\u010dka p\u0159ece mus\u00ed m\u00edt sv\u016fj vlastn\u00ed punc, ne?<\/p>\n<p>N\u00e1\u0161 kl\u00ed\u010dov\u00fd vizu\u00e1l byl iterativn\u00ed. Zaj\u00edmav\u00e9 je, \u017ee pouze sedm\u00fd prezentovan\u00fd <a href=\"https:\/\/thecodest.co\/cs\/dictionary\/why-do-projects-fail\/\">projekt<\/a> byl ten spr\u00e1vn\u00fd. Mezit\u00edm se objevily r\u016fzn\u00e9 n\u00e1pady, kter\u00e9 jsme bu\u010f zavrhli, nebo ov\u011b\u0159ili, abychom dos\u00e1hli po\u017eadovan\u00e9ho efektu.<\/p>\n<p>V r\u00e1mci druh\u00e9 f\u00e1ze jsme tak\u00e9 ur\u010dili tok na\u0161ich webov\u00fdch str\u00e1nek z hlediska konverzn\u00ed cesty a informa\u010dn\u00ed architektury, kterou jsme cht\u011bli zprost\u0159edkovat. Tak se mimo jin\u00e9 zrodil koncept vytvo\u0159en\u00ed dvou playbook\u016f. Cht\u011bli jsme spole\u010dnost The Codest p\u0159edstavit formou, kter\u00e1 je p\u0159\u00edstupn\u00e1 c\u00edlov\u00fdm skupin\u00e1m - klient\u016fm a potenci\u00e1ln\u00edm spolupracovn\u00edk\u016fm - proto vznikly obchodn\u00ed a technick\u00e9 playbooky.<\/p>\n<p>Definovali jsme tak\u00e9 konkr\u00e9tn\u00ed konverzn\u00ed cesty, na kter\u00fdch je v sou\u010dasn\u00e9 dob\u011b zalo\u017een tok webov\u00fdch str\u00e1nek. Samoz\u0159ejm\u011b bylo nutn\u00e9, aby design\u00e9\u0159i spolupracovali s copywritery a vytvo\u0159ili obsah, kter\u00fd je v souladu s identitou na\u0161\u00ed nov\u00e9 zna\u010dky.<\/p>\n<p>Druh\u00e1 etapa skon\u010dila dokon\u010den\u00edm n\u00e1vrhu webov\u00fdch str\u00e1nek. Mus\u00edm p\u0159iznat, \u017ee jsme s v\u00fdsledkem velmi spokojeni. Str\u00e1vili jsme nad t\u00edm mnoho hodin, ale st\u00e1lo to za to!<\/p>\n<p><a href=\"https:\/\/thecodest.co\/contact\"><img decoding=\"async\" src=\"\/app\/uploads\/2024\/05\/cta_2.jpeg\" alt=\"Poradenstv\u00ed v oblasti v\u00fdvoje digit\u00e1ln\u00edch produkt\u016f\" \/><\/a><\/p>\n<h2>3. f\u00e1ze rebrandingu: Realizace\u00a0<\/h2>\n<p>Vybrali jsme si technologick\u00fd stack, na kter\u00e9m jsme zalo\u017eili stavbu na\u0161ich webov\u00fdch str\u00e1nek. Rozhodli jsme se, \u017ee na\u0161im pot\u0159eb\u00e1m bude nejl\u00e9pe vyhovovat kombinace syst\u00e9m\u016f Nuxt a Netlify. Samoz\u0159ejm\u011b jsme se museli postarat o <a href=\"https:\/\/thecodest.co\/cs\/blog\/app-data-collection-security-risks-value-and-types-explored\/\">data<\/a> migrace, p\u0159esm\u011brov\u00e1n\u00ed a SEO.\u00a0<\/p>\n<p>Cel\u00fd proces prob\u00edhal v souladu s agiln\u00edm p\u0159\u00edstupem. Nov\u00fd web jsme realizovali v n\u011bkolika etap\u00e1ch. Zde je t\u0159eba dodat, \u017ee rebranding webov\u00fdch str\u00e1nek je pouze sou\u010d\u00e1st\u00ed implementa\u010dn\u00ed f\u00e1ze.\u00a0<\/p>\n<p>P\u0159ipravovali jsme se tak\u00e9 z hlediska komunikace, abychom obnovili na\u0161e profily v soci\u00e1ln\u00edch m\u00e9di\u00edch, roz\u0161\u00ed\u0159ili na\u0161i identifikaci v r\u00e1mci nov\u00fdch m\u00e9di\u00ed a vytvo\u0159ili vhodn\u00e9 materi\u00e1ly. Intenzivn\u011b jsme pracovali na vytvo\u0159en\u00ed propaga\u010dn\u00edho videa, kter\u00e9 je na\u0161\u00ed v\u00fdkladn\u00ed sk\u0159\u00edn\u00ed. Jeho efekty si m\u016f\u017eete prohl\u00e9dnout zde. Douf\u00e1me, \u017ee se v\u00e1m bude l\u00edbit! \ud83d\ude42<\/p>\n<h2>Tohle je teprve za\u010d\u00e1tek cesty!<\/h2>\n<p>D\u00edky mnoha t\u00fddn\u016fm tvrd\u00e9 pr\u00e1ce jsme \u00fasp\u011b\u0161n\u011b dokon\u010dili proces rebrandingu. \u0158\u00edk\u00e1me tomu n\u00e1\u0161 mal\u00fd <a href=\"https:\/\/thecodest.co\/cs\/dictionary\/how-to-build-an-mvp\/\">MVP<\/a> \ud83d\ude42\u00a0<\/p>\n<p>Nyn\u00ed n\u00e1s v\u0161ak \u010dekaj\u00ed dal\u0161\u00ed v\u00fdzvy! M\u00e1me v \u00famyslu rozv\u00edjet na\u0161i zna\u010dku ve v\u0161ech oblastech - od webov\u00fdch str\u00e1nek p\u0159es lep\u0161\u00ed prezentaci na\u0161ich hodnot a\u017e po uzn\u00e1n\u00ed zna\u010dky The Codest. V\u0161e m\u00e1me napl\u00e1nov\u00e1no a n\u00e1\u0161 t\u00fdm je p\u0159ipraven!\u00a0<\/p>\n<p>Nen\u00ed pochyb o tom, \u017ee cel\u00fd proces rebrandingu n\u00e1m p\u0159inesl velk\u00e9 uspokojen\u00ed. Projekt jsme dovedli do fin\u00e1ln\u00ed f\u00e1ze, ale st\u00e1le jej rozv\u00edj\u00edme, aby byl je\u0161t\u011b lep\u0161\u00ed.<\/p>\n<p><strong>P\u0159e\u010dt\u011bte si v\u00edce:<\/strong><\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:6739527618900611072\"><img decoding=\"async\" src=\"\/app\/uploads\/2024\/05\/the-codest-promo.png\" alt=\"The Codest promo\" title=\"The Codest promo\" \/><\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>P\u0159ed \u010dasem jsme se pochlubili nov\u00fdm otev\u0159en\u00edm The Codest. Provedli jsme intenzivn\u00ed rebranding a p\u0159ed n\u011bkolika dny jsme jej p\u0159edstavili sv\u011btu. Bylo to ru\u0161n\u00e9 obdob\u00ed pln\u00e9 v\u00fdzev a n\u00e1ro\u010dn\u00e9 pr\u00e1ce cel\u00e9ho na\u0161eho t\u00fdmu. Ale poda\u0159ilo se n\u00e1m to! Nyn\u00ed bychom se s v\u00e1mi r\u00e1di pod\u011blili o podrobnosti cel\u00e9ho procesu.<\/p>","protected":false},"author":2,"featured_media":3656,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[9],"tags":[],"class_list":["post-3655","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-the-codest"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Used MVP approach to successfully rebrand The Codest - The Codest<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thecodest.co\/cs\/blog\/proces-rebrandingu-codests-jak-jsme-vytvorili-novou-znacku-na-zaklade-pristupu-mvp\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Used MVP approach to successfully rebrand The Codest\" \/>\n<meta property=\"og:description\" content=\"Some time ago, we boasted about the new opening for The Codest. 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