Emkhakheni wokumaketha, ubunikazi obubonakalayo budlala indima ebalulekile ekudaleni nasekuqashelweni kwemikhiqizo. Ngokusho kukachwepheshe u-Eros Gomes, "ubunikazi obubonakalayo wukumelwa kwenkampani, okubonakala ngezinto ezihlukahlukene njengemibala, ithoni yezwi, i-typography, namalogo, adlulisela ingqikithi namagugu omkhiqizo emphakathini."
Ubunikazi obubonakalayo obuhlelwe kahle bungaba nomthelela ezinqumweni zokuthenga futhi budale ukuxhumana okungokomzwelo nabathengi. I-Nike, isibonelo, yaziwa emhlabeni wonke nge-"swoosh" yayo edumile. U-Gomes uyagcizelela: "Lolu hlobo lokuqashelwa ngokushesha luwumphumela wobunikazi obubonakalayo obuhlangene futhi obuthuthukiswe ngamasu."
Ukwakha ubuwena obubonakalayo obuqinile nakho kuhlukanisa inkampani kwabaqhudelana nayo. Emakethe yokuncintisana, ukuphuma kubalulekile. Ubunikazi obuhlukile obubonakalayo busiza inkampani ukuthi ikhunjulwe futhi yakhe isithombe esihle. Lokhu kungabonakala ezinkampanini ezifana ne-Apple, i-apula layo elilunyiwe elihlotshaniswa nokuqamba, ukucabanga okuphazamisayo, kanye ne-archetype yeqhawe.
Ngale kwemibala namalogo, ukuthayipha nesiqubulo kuyizici ezibalulekile zobunikazi obubonakalayo. Ukukhetha ngokucophelela lezi zakhi kungaveza kahle ubuntu bomkhiqizo. "I-Typography kanye nesiqubulo kuyizandiso zomkhiqizo, okuqinisa umlayezo namagugu. Cabanga nge-Nike ethi 'Just do it' - ilula, kodwa inomthelela omkhulu," kuchaza uGomes. "Kusho ukuthi: vele ukwenze. Usuvele ungumdlali, akukho okunye okudingayo. Lokhu kunamandla ngoba kuxhumanisa ngokomzwelo nababukeli abahlosiwe."
Ubunikazi obubonakalayo kumele buguquke ngokuhamba kwesikhathi, buhambisane nezinguquko ezimakethe kanye nokuthandwa ngabalaleli. Izinkampani ezifana ne-Globo ne-Nubank zibuyekeze ubunikazi bazo obubonakalayo ukuze zibonise ukuma okusha nokuheha izethameli ezihlukene. Ukuvela kobunikazi obubonakalayo kumele kuhlelwe ngokucophelela ukuze ingqikithi yomkhiqizo ihlale injalo ngenkathi ijwayelana namaqiniso amasha.
Kafushane, ubunikazi obubonakalayo buyisisekelo sempumelelo yemikhiqizo. Ayihlinzeki nje ngokuqashelwa nokuhlukaniswa emakethe, kodwa futhi isungula ukuxhumana ngokomzwelo nomphakathi. Njengoba u-Eros Gomes ebonisa, "ubunikazi obubonakalayo obuthuthukiswe kahle buwutshalomali olubalulekile olungathinta ngokuqondile umbono nempumelelo yenkampani."
