{"componentChunkName":"component---src-containers-blog-post-js","path":"/blog/tone-of-voice-brenda-chto-eto-i-kak-razrabotat-s-primerami/","result":{"data":{"page":{"body":"var _excluded = [\"components\"];\nfunction _extends() { return _extends = Object.assign ? Object.assign.bind() : function (n) { for (var e = 1; e < arguments.length; e++) { var t = arguments[e]; for (var r in t) ({}).hasOwnProperty.call(t, r) && (n[r] = t[r]); } return n; }, _extends.apply(null, arguments); }\nfunction _objectWithoutProperties(e, t) { if (null == e) return {}; var o, r, i = _objectWithoutPropertiesLoose(e, t); if (Object.getOwnPropertySymbols) { var n = Object.getOwnPropertySymbols(e); for (r = 0; r < n.length; r++) o = n[r], -1 === t.indexOf(o) && {}.propertyIsEnumerable.call(e, o) && (i[o] = e[o]); } return i; }\nfunction _objectWithoutPropertiesLoose(r, e) { if (null == r) return {}; var t = {}; for (var n in r) if ({}.hasOwnProperty.call(r, n)) { if (-1 !== e.indexOf(n)) continue; t[n] = r[n]; } return t; }\n/* @jsxRuntime classic */\n/* @jsx mdx */\n\nvar _frontmatter = {\n  \"title\": \"Tone of voice бренда: что это и как его разработать с примерами\",\n  \"seo_title\": \"Tone of voice бренда: что это и как его разработать\",\n  \"description\": \"Что такое tone of voice простыми словами, из чего он состоит, какой бывает и как его разработать по шагам: примеры брендов и шаблон гайда.\",\n  \"date\": \"2026-10-28\",\n  \"slug\": \"tone-of-voice-brenda-chto-eto-i-kak-razrabotat-s-primerami\",\n  \"cover_image\": \"/images/blog/cover-tone-of-voice-brenda-chto-eto-i-kak-razrabotat-s-primerami.webp\",\n  \"author\": \"pasha-konyukov\",\n  \"tags\": \"брендинг, стратегия\",\n  \"read_time\": 18,\n  \"collection\": \"kak-sdelat\",\n  \"faq\": [{\n    \"question\": \"Tone of voice: что это простыми словами?\",\n    \"answer\": \"Tone of voice называют манеру разговора бренда с людьми. У неё три признака: выбор слов, интонация и обращение на «ты» или на «вы». Условный пример: один магазин сообщает «Здравствуйте, ваш заказ готов к выдаче», а другой пишет «Привет, заказ уже ждёт тебя».\"\n  }, {\n    \"question\": \"Что такое ToV (TOV) бренда?\",\n    \"answer\": \"ToV, TOV и «тон оф войс» происходят от одного термина: tone of voice, в дословном переводе «тон голоса». Правила ToV записывают в гайд или в редполитику, чтобы все авторы бренда писали одинаково.\"\n  }, {\n    \"question\": \"Какие бывают виды tone of voice?\",\n    \"answer\": \"Nielsen Norman Group описывает тон четырьмя шкалами: формальность, юмор, уважительность и энтузиазм. Бренд выбирает положение на каждой шкале и закрепляет его несколькими словами-характеристиками.\"\n  }, {\n    \"question\": \"Какие есть примеры tone of voice брендов?\",\n    \"answer\": \"Mailchimp пишет простым языком с сухим юмором, Sber Developers говорит серьёзно и обращается к клиентам на «вы», Авиасейлс шутит уже на главной странице. Из нашей практики можно привести DRON.digital: его tone of voice описан как дружелюбный, а образ бренда назван «твой друг Андроид».\"\n  }, {\n    \"question\": \"Как разработать tone of voice?\",\n    \"answer\": \"Разработка состоит из семи шагов: взять ценности и позиционирование, описать аудиторию, разобрать свои тексты и тексты конкурентов, выбрать положение на шкалах, описать принципы, лексику и запреты, проверить на текстах бренда и оформить гайд.\"\n  }]\n};\nvar layoutProps = {\n  _frontmatter: _frontmatter\n};\nvar MDXLayout = \"wrapper\";\nreturn function MDXContent(_ref) {\n  var components = _ref.components,\n    props = _objectWithoutProperties(_ref, _excluded);\n  return mdx(MDXLayout, _extends({}, layoutProps, props, {\n    components: components,\n    mdxType: \"MDXLayout\"\n  }), mdx(\"p\", null, \"Tone of voice \\u0431\\u0440\\u0435\\u043D\\u0434\\u0430 (ToV, TOV, \\u043F\\u043E-\\u0440\\u0443\\u0441\\u0441\\u043A\\u0438 \\xAB\\u0442\\u043E\\u043D \\u043E\\u0444 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\\u043E\\u0431\\u0440\\u0430\\u0449\\u0435\\u043D\\u0438\\u0435 \\u043D\\u0430 \\xAB\\u0442\\u044B\\xBB \\u0438\\u043B\\u0438 \\u043D\\u0430 \\xAB\\u0432\\u044B\\xBB \\u0438 \\u043E\\u0442\\u043D\\u043E\\u0448\\u0435\\u043D\\u0438\\u0435 \\u043A \\u0448\\u0443\\u0442\\u043A\\u0430\\u043C \\u0438 \\u044D\\u043C\\u043E\\u0434\\u0437\\u0438 (\\u0437\\u043D\\u0430\\u0447\\u043A\\u0430\\u043C-\\u043A\\u0430\\u0440\\u0442\\u0438\\u043D\\u043A\\u0430\\u043C \\u0432 \\u0442\\u0435\\u043A\\u0441\\u0442\\u0435). \\u0421\\u043F\\u0435\\u0446\\u0438\\u0430\\u043B\\u0438\\u0441\\u0442\\u044B Nielsen Norman Group (NN/g), \\u0438\\u0441\\u0441\\u043B\\u0435\\u0434\\u043E\\u0432\\u0430\\u0442\\u0435\\u043B\\u044C\\u0441\\u043A\\u043E\\u0439 \\u043A\\u043E\\u043C\\u043F\\u0430\\u043D\\u0438\\u0438 \\u043F\\u043E \\u0443\\u0434\\u043E\\u0431\\u0441\\u0442\\u0432\\u0443 \\u0446\\u0438\\u0444\\u0440\\u043E\\u0432\\u044B\\u0445 \\u043F\\u0440\\u043E\\u0434\\u0443\\u043A\\u0442\\u043E\\u0432, 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\\u0441\\u0442\\u0438\\u043B\\u044E \\u043D\\u0430 \\u0434\\u0432\\u0430 \\u0441\\u043B\\u043E\\u044F: \\u0433\\u043E\\u043B\\u043E\\u0441 \\u0438 \\u0442\\u043E\\u043D. \\u0413\\u043E\\u043B\\u043E\\u0441\\u043E\\u043C \\u043D\\u0430\\u0437\\u044B\\u0432\\u0430\\u044E\\u0442 \\u043F\\u043E\\u0441\\u0442\\u043E\\u044F\\u043D\\u043D\\u044B\\u0435 \\u0447\\u0435\\u0440\\u0442\\u044B \\u0431\\u0440\\u0435\\u043D\\u0434\\u0430, \\u0430 \\u0442\\u043E\\u043D\\u043E\\u043C \\u043D\\u0430\\u0441\\u0442\\u0440\\u043E\\u0435\\u043D\\u0438\\u0435 \\u043A\\u043E\\u043D\\u043A\\u0440\\u0435\\u0442\\u043D\\u043E\\u0433\\u043E \\u0441\\u043E\\u043E\\u0431\\u0449\\u0435\\u043D\\u0438\\u044F. \\u0422\\u043E\\u043D \\u043C\\u0435\\u043D\\u044F\\u0435\\u0442\\u0441\\u044F \\u0432\\u043C\\u0435\\u0441\\u0442\\u0435 \\u0441 \\u0441\\u0438\\u0442\\u0443\\u0430\\u0446\\u0438\\u0435\\u0439 \\u0438 \\u0441\\u043E\\u0441\\u0442\\u043E\\u044F\\u043D\\u0438\\u0435\\u043C \\u043A\\u043B\\u0438\\u0435\\u043D\\u0442\\u0430. \\u0420\\u0430\\u0437\\u043D\\u0438\\u0446\\u0443 \\u0440\\u0443\\u043A\\u043E\\u0432\\u043E\\u0434\\u0441\\u0442\\u0432\\u043E \\u043E\\u0431\\u044A\\u044F\\u0441\\u043D\\u044F\\u0435\\u0442 \\u043D\\u0430 \\u0431\\u044B\\u0442\\u043E\\u0432\\u043E\\u043C \\u043F\\u0440\\u0438\\u043C\\u0435\\u0440\\u0435: \\u0447\\u0435\\u043B\\u043E\\u0432\\u0435\\u043A \\u0433\\u043E\\u0432\\u043E\\u0440\\u0438\\u0442 \\u043E\\u0434\\u043D\\u0438\\u043C \\u0433\\u043E\\u043B\\u043E\\u0441\\u043E\\u043C \\u0441 \\u0434\\u0440\\u0443\\u0437\\u044C\\u044F\\u043C\\u0438 \\u0437\\u0430 \\u0443\\u0436\\u0438\\u043D\\u043E\\u043C \\u0438 \\u0441 \\u043D\\u0430\\u0447\\u0430\\u043B\\u044C\\u043D\\u0438\\u043A\\u043E\\u043C \\u043D\\u0430 \\u0441\\u043E\\u0432\\u0435\\u0449\\u0430\\u043D\\u0438\\u0438, \\u043D\\u043E \\u0442\\u043E\\u043D \\u0432 \\u044D\\u0442\\u0438\\u0445 \\u0440\\u0430\\u0437\\u0433\\u043E\\u0432\\u043E\\u0440\\u0430\\u0445 \\u0440\\u0430\\u0437\\u043D\\u044B\\u0439 (\", mdx(\"a\", {\n    parentName: \"p\",\n    \"href\": \"https://styleguide.mailchimp.com/voice-and-tone/\"\n  }, \"Mailchimp Content Style Guide, \\u0432\\u0435\\u0440\\u0441\\u0438\\u044F 2023 \\u0433\\u043E\\u0434\\u0430\"), \"). \\u0421\\u043E\\u043E\\u0431\\u0449\\u0435\\u043D\\u0438\\u0435 \\u043E\\u0431 \\u0443\\u0441\\u043F\\u0435\\u0448\\u043D\\u043E\\u0439 \\u043E\\u043F\\u043B\\u0430\\u0442\\u0435 \\u0438 \\u0441\\u043E\\u043E\\u0431\\u0449\\u0435\\u043D\\u0438\\u0435 \\u043E \\u0441\\u0431\\u043E\\u0435 \\u0432 \\u0441\\u0435\\u0440\\u0432\\u0438\\u0441\\u0435, \\u043D\\u0430\\u043F\\u0440\\u0438\\u043C\\u0435\\u0440, \\u0437\\u0432\\u0443\\u0447\\u0430\\u0442 \\u043F\\u043E-\\u0440\\u0430\\u0437\\u043D\\u043E\\u043C\\u0443, \\u0445\\u043E\\u0442\\u044F \\u043F\\u0438\\u0448\\u0435\\u0442 \\u0438\\u0445 \\u043E\\u0434\\u0438\\u043D \\u0431\\u0440\\u0435\\u043D\\u0434.\"), mdx(\"h3\", null, \"\\u0427\\u0435\\u043C tone of voice \\u043E\\u0442\\u043B\\u0438\\u0447\\u0430\\u0435\\u0442\\u0441\\u044F \\u043E\\u0442 \\u043F\\u043E\\u0437\\u0438\\u0446\\u0438\\u043E\\u043D\\u0438\\u0440\\u043E\\u0432\\u0430\\u043D\\u0438\\u044F \\u0438 \\u0444\\u0438\\u0440\\u043C\\u0435\\u043D\\u043D\\u043E\\u0433\\u043E \\u0441\\u0442\\u0438\\u043B\\u044F\"), mdx(\"p\", null, \"\\u041F\\u043E\\u0437\\u0438\\u0446\\u0438\\u043E\\u043D\\u0438\\u0440\\u043E\\u0432\\u0430\\u043D\\u0438\\u0435\\u043C \\u043D\\u0430\\u0437\\u044B\\u0432\\u0430\\u044E\\u0442 \\u0436\\u0435\\u043B\\u0430\\u0435\\u043C\\u043E\\u0435 \\u043C\\u0435\\u0441\\u0442\\u043E \\u0431\\u0440\\u0435\\u043D\\u0434\\u0430 \\u0432 \\u0441\\u043E\\u0437\\u043D\\u0430\\u043D\\u0438\\u0438 \\u043A\\u043B\\u0438\\u0435\\u043D\\u0442\\u0430, \\u0430 ToV \\u0441\\u0447\\u0438\\u0442\\u0430\\u044E\\u0442 \\u0441\\u043F\\u043E\\u0441\\u043E\\u0431\\u043E\\u043C \\u0433\\u043E\\u0432\\u043E\\u0440\\u0438\\u0442\\u044C \\u043E\\u0431 \\u044D\\u0442\\u043E\\u043C \\u043C\\u0435\\u0441\\u0442\\u0435 (\", mdx(\"a\", {\n    parentName: \"p\",\n    \"href\": \"https://secrets.tbank.ru/glossarij/chto-takoe-tov-brenda/\"\n  }, \"\\u0422-\\u0411\\u0430\\u043D\\u043A \\u0411\\u0438\\u0437\\u043D\\u0435\\u0441 \\u0441\\u0435\\u043A\\u0440\\u0435\\u0442\\u044B, 2026\"), \"). \\u0415\\u0441\\u043B\\u0438 \\u043F\\u043E\\u0437\\u0438\\u0446\\u0438\\u043E\\u043D\\u0438\\u0440\\u043E\\u0432\\u0430\\u043D\\u0438\\u0435 \\u0441\\u0444\\u043E\\u0440\\u043C\\u0443\\u043B\\u0438\\u0440\\u043E\\u0432\\u0430\\u043D\\u043E \\u043A\\u0430\\u043A \\xAB\\u0434\\u043E\\u0440\\u043E\\u0433\\u043E\\u0439 \\u0431\\u0443\\u043D\\u0442\\u0430\\u0440\\u0441\\u043A\\u0438\\u0439 \\u0431\\u0440\\u0435\\u043D\\u0434 \\u043A\\u043E\\u0441\\u043C\\u0435\\u0442\\u0438\\u043A\\u0438\\xBB, \\u0442\\u043E ToV \\u043F\\u043E\\u043B\\u0443\\u0447\\u0430\\u0435\\u0442\\u0441\\u044F \\u0434\\u0435\\u0440\\u0437\\u043A\\u0438\\u043C \\u0438 \\u043D\\u0435\\u0444\\u043E\\u0440\\u043C\\u0430\\u043B\\u044C\\u043D\\u044B\\u043C, \\u0431\\u0435\\u0437 \\u043A\\u0430\\u043D\\u0446\\u0435\\u043B\\u044F\\u0440\\u0438\\u0442\\u0430. \\u041C\\u044B \\u0444\\u043E\\u0440\\u043C\\u0443\\u043B\\u0438\\u0440\\u0443\\u0435\\u043C \\u043F\\u043E\\u0437\\u0438\\u0446\\u0438\\u043E\\u043D\\u0438\\u0440\\u043E\\u0432\\u0430\\u043D\\u0438\\u0435, \\u0445\\u0430\\u0440\\u0430\\u043A\\u0442\\u0435\\u0440 \\u0431\\u0440\\u0435\\u043D\\u0434\\u0430 \\u0438 ToV \\u043F\\u0440\\u0438 \\u0440\\u0430\\u0431\\u043E\\u0442\\u0435 \\u043D\\u0430\\u0434 \", mdx(\"a\", {\n    parentName: \"p\",\n    \"href\": \"/brand-platform/\"\n  }, \"\\u0431\\u0440\\u0435\\u043D\\u0434-\\u043F\\u043B\\u0430\\u0442\\u0444\\u043E\\u0440\\u043C\\u043E\\u0439\"), \".\"), mdx(\"p\", null, \"\\u0424\\u0438\\u0440\\u043C\\u0435\\u043D\\u043D\\u044B\\u043C \\u0441\\u0442\\u0438\\u043B\\u0435\\u043C \\u043D\\u0430\\u0437\\u044B\\u0432\\u0430\\u044E\\u0442 \\u0432\\u0438\\u0437\\u0443\\u0430\\u043B\\u044C\\u043D\\u0443\\u044E \\u0447\\u0430\\u0441\\u0442\\u044C \\u0431\\u0440\\u0435\\u043D\\u0434\\u0430: \\u043B\\u043E\\u0433\\u043E\\u0442\\u0438\\u043F, \\u0446\\u0432\\u0435\\u0442\\u0430 \\u0438 \\u0448\\u0440\\u0438\\u0444\\u0442\\u044B. \\u0412\\u0438\\u0437\\u0443\\u0430\\u043B\\u044C\\u043D\\u044B\\u0435 \\u043F\\u0440\\u0430\\u0432\\u0438\\u043B\\u0430 \\u0437\\u0430\\u043F\\u0438\\u0441\\u044B\\u0432\\u0430\\u044E\\u0442 \\u043E\\u0442\\u0434\\u0435\\u043B\\u044C\\u043D\\u043E, \\u0430 ToV \\u043E\\u0442\\u043D\\u043E\\u0441\\u0438\\u0442\\u0441\\u044F \\u043A \\u0441\\u043B\\u043E\\u0432\\u0430\\u043C.\"), mdx(\"h2\", null, \"\\u0417\\u0430\\u0447\\u0435\\u043C \\u0431\\u0438\\u0437\\u043D\\u0435\\u0441\\u0443 tone of voice\"), mdx(\"p\", null, \"\\u0415\\u0434\\u0438\\u043D\\u044B\\u0439 ToV \\u043D\\u0443\\u0436\\u0435\\u043D, \\u0447\\u0442\\u043E\\u0431\\u044B \\u043A\\u043B\\u0438\\u0435\\u043D\\u0442\\u044B \\u0443\\u0437\\u043D\\u0430\\u0432\\u0430\\u043B\\u0438 \\u043A\\u043E\\u043C\\u043F\\u0430\\u043D\\u0438\\u044E \\u043F\\u043E \\u0442\\u0435\\u043A\\u0441\\u0442\\u0443, \\u0430 \\u0430\\u0432\\u0442\\u043E\\u0440\\u044B \\u043D\\u0435 \\u0440\\u0435\\u0448\\u0430\\u043B\\u0438 \\u0437\\u0430\\u043D\\u043E\\u0432\\u043E, \\u043A\\u0430\\u043A \\u0437\\u0432\\u0443\\u0447\\u0430\\u0442\\u044C \\u0432 \\u043A\\u0430\\u0436\\u0434\\u043E\\u043C \\u0441\\u043E\\u043E\\u0431\\u0449\\u0435\\u043D\\u0438\\u0438. \\u0422-\\u0411\\u0430\\u043D\\u043A \\u0411\\u0438\\u0437\\u043D\\u0435\\u0441 \\u0441\\u0435\\u043A\\u0440\\u0435\\u0442\\u044B (2026) \\u043D\\u0430\\u0437\\u044B\\u0432\\u0430\\u0435\\u0442 \\u0442\\u0440\\u0438 \\u0437\\u0430\\u0434\\u0430\\u0447\\u0438, \\u0430 \\u0447\\u0435\\u0442\\u0432\\u0451\\u0440\\u0442\\u0443\\u044E \\u0434\\u043E\\u0431\\u0430\\u0432\\u043B\\u044F\\u0435\\u0442 Sber Developers, \\u0440\\u0430\\u0437\\u0434\\u0435\\u043B \\u0421\\u0431\\u0435\\u0440\\u0430 \\u0434\\u043B\\u044F \\u0440\\u0430\\u0437\\u0440\\u0430\\u0431\\u043E\\u0442\\u0447\\u0438\\u043A\\u043E\\u0432 (\\u0441\\u043F\\u0440\\u0430\\u0432\\u043A\\u0430 2024 \\u0433\\u043E\\u0434\\u0430, \\u043E\\u0431\\u043D\\u043E\\u0432\\u043B\\u0435\\u043D\\u0430 \\u0432 2025):\"), mdx(\"ol\", null, mdx(\"li\", {\n    parentName: \"ol\"\n  }, mdx(\"strong\", {\n    parentName: \"li\"\n  }, \"\\u041F\\u043E\\u0441\\u043B\\u0435\\u0434\\u043E\\u0432\\u0430\\u0442\\u0435\\u043B\\u044C\\u043D\\u043E\\u0441\\u0442\\u044C \\u0438 \\u0434\\u043E\\u0432\\u0435\\u0440\\u0438\\u0435.\"), \" \\u041A\\u043B\\u0438\\u0435\\u043D\\u0442, \\u043F\\u0440\\u0438\\u0432\\u044B\\u043A\\u0448\\u0438\\u0439 \\u043A \\u0441\\u0442\\u0440\\u043E\\u0433\\u043E\\u043C\\u0443 \\u0434\\u0435\\u043B\\u043E\\u0432\\u043E\\u043C\\u0443 \\u0441\\u0442\\u0438\\u043B\\u044E, \\u043D\\u0435 \\u0436\\u0434\\u0451\\u0442 \\u0448\\u0443\\u0442\\u043E\\u043A \\u0438 \\u043C\\u0435\\u043C\\u043E\\u0432 \\u043D\\u0438 \\u0432 \\u043E\\u0434\\u043D\\u043E\\u043C \\u043A\\u0430\\u043D\\u0430\\u043B\\u0435. \\u041F\\u043E \\u043E\\u043F\\u0438\\u0441\\u0430\\u043D\\u0438\\u044E \\u0438\\u0437\\u0434\\u0430\\u043D\\u0438\\u044F, \\u043B\\u044E\\u0434\\u0438 \\u043E\\u0445\\u043E\\u0442\\u043D\\u0435\\u0435 \\u0432\\u0437\\u0430\\u0438\\u043C\\u043E\\u0434\\u0435\\u0439\\u0441\\u0442\\u0432\\u0443\\u044E\\u0442 \\u0441 \\u043A\\u043E\\u043C\\u043F\\u0430\\u043D\\u0438\\u0435\\u0439, \\u043A\\u043E\\u0433\\u0434\\u0430 \\u043F\\u043E\\u043D\\u0438\\u043C\\u0430\\u044E\\u0442, \\u0447\\u0435\\u0433\\u043E \\u043E\\u0442 \\u043D\\u0435\\u0451 \\u043E\\u0436\\u0438\\u0434\\u0430\\u0442\\u044C.\"), mdx(\"li\", {\n    parentName: \"ol\"\n  }, mdx(\"strong\", {\n    parentName: \"li\"\n  }, \"\\u041E\\u0442\\u043B\\u0438\\u0447\\u0438\\u0435 \\u043E\\u0442 \\u043A\\u043E\\u043D\\u043A\\u0443\\u0440\\u0435\\u043D\\u0442\\u043E\\u0432.\"), \" \\u0411\\u0440\\u0435\\u043D\\u0434 \\u0437\\u0430\\u043F\\u043E\\u043C\\u0438\\u043D\\u0430\\u0435\\u0442\\u0441\\u044F \\u0431\\u043B\\u0430\\u0433\\u043E\\u0434\\u0430\\u0440\\u044F \\u0443\\u0437\\u043D\\u0430\\u0432\\u0430\\u0435\\u043C\\u043E\\u0439 \\u043C\\u0430\\u043D\\u0435\\u0440\\u0435: \\u043F\\u043E \\u043C\\u043D\\u0435\\u043D\\u0438\\u044E \\u0438\\u0437\\u0434\\u0430\\u043D\\u0438\\u044F, \\u043A\\u043B\\u0438\\u0435\\u043D\\u0442\\u044B \\u0441\\u0432\\u044F\\u0437\\u044B\\u0432\\u0430\\u044E\\u0442 \\u0435\\u0451 \\u0441 \\u043E\\u043F\\u0440\\u0435\\u0434\\u0435\\u043B\\u0451\\u043D\\u043D\\u044B\\u043C\\u0438 \\u044D\\u043C\\u043E\\u0446\\u0438\\u044F\\u043C\\u0438 \\u0438 \\u0446\\u0435\\u043D\\u043D\\u043E\\u0441\\u0442\\u044F\\u043C\\u0438 \\u043A\\u043E\\u043C\\u043F\\u0430\\u043D\\u0438\\u0438.\"), mdx(\"li\", {\n    parentName: \"ol\"\n  }, mdx(\"strong\", {\n    parentName: \"li\"\n  }, \"\\u0421\\u043A\\u043E\\u0440\\u043E\\u0441\\u0442\\u044C \\u0440\\u0430\\u0431\\u043E\\u0442\\u044B \\u043A\\u043E\\u043C\\u0430\\u043D\\u0434\\u044B.\"), \" \\u041A\\u043E\\u043F\\u0438\\u0440\\u0430\\u0439\\u0442\\u0435\\u0440\\u044B, \\u043C\\u0430\\u0440\\u043A\\u0435\\u0442\\u043E\\u043B\\u043E\\u0433\\u0438 \\u0438 \\u0441\\u043E\\u0442\\u0440\\u0443\\u0434\\u043D\\u0438\\u043A\\u0438 \\u043F\\u043E\\u0434\\u0434\\u0435\\u0440\\u0436\\u043A\\u0438 \\u0442\\u0440\\u0430\\u0442\\u044F\\u0442 \\u043C\\u0435\\u043D\\u044C\\u0448\\u0435 \\u0432\\u0440\\u0435\\u043C\\u0435\\u043D\\u0438 \\u043D\\u0430 \\u043F\\u043E\\u0434\\u0431\\u043E\\u0440 \\u0444\\u043E\\u0440\\u043C\\u0443\\u043B\\u0438\\u0440\\u043E\\u0432\\u043E\\u043A, \\u043A\\u043E\\u0433\\u0434\\u0430 \\u0437\\u043D\\u0430\\u044E\\u0442, \\u043A\\u0430\\u043A \\u0437\\u0432\\u0443\\u0447\\u0438\\u0442 \\u0431\\u0440\\u0435\\u043D\\u0434.\"), mdx(\"li\", {\n    parentName: \"ol\"\n  }, mdx(\"strong\", {\n    parentName: \"li\"\n  }, \"\\u041E\\u0442\\u0431\\u043E\\u0440 \\u0441\\u0432\\u043E\\u0435\\u0439 \\u0430\\u0443\\u0434\\u0438\\u0442\\u043E\\u0440\\u0438\\u0438.\"), \" \\u041F\\u043E \\u0444\\u043E\\u0440\\u043C\\u0443\\u043B\\u0438\\u0440\\u043E\\u0432\\u043A\\u0430\\u043C \\u043A\\u043B\\u0438\\u0435\\u043D\\u0442 \\u043F\\u043E\\u043D\\u0438\\u043C\\u0430\\u0435\\u0442, \\u043A\\u0430\\u043A\\u043E\\u0439 \\u043F\\u0435\\u0440\\u0435\\u0434 \\u043D\\u0438\\u043C \\u0431\\u0440\\u0435\\u043D\\u0434 (\\u0441\\u0435\\u043C\\u0435\\u0439\\u043D\\u044B\\u0439, \\u043F\\u0440\\u0435\\u043C\\u0438\\u0430\\u043B\\u044C\\u043D\\u044B\\u0439 \\u0438\\u043B\\u0438 \\u043C\\u043E\\u0434\\u043D\\u044B\\u0439), \\u0430 \\u0442\\u0435\\u043C, \\u043A\\u043E\\u043C\\u0443 \\u043C\\u0430\\u043D\\u0435\\u0440\\u0430 \\u043D\\u0435 \\u043D\\u0440\\u0430\\u0432\\u0438\\u0442\\u0441\\u044F, \\u043E\\u0441\\u0442\\u0430\\u0451\\u0442\\u0441\\u044F \\u0443\\u0439\\u0442\\u0438 (\\u0442\\u0430\\u043A \\u043E\\u043F\\u0438\\u0441\\u044B\\u0432\\u0430\\u0435\\u0442 Sber Developers).\")), mdx(\"p\", null, \"\\u0427\\u0438\\u0441\\u043B\\u043E\\u0432\\u044B\\u0445 \\u0434\\u043E\\u043A\\u0430\\u0437\\u0430\\u0442\\u0435\\u043B\\u044C\\u0441\\u0442\\u0432 \\u0443 \\u044D\\u0442\\u0438\\u0445 \\u0432\\u044B\\u0433\\u043E\\u0434 \\u043C\\u0430\\u043B\\u043E. \\u041C\\u044B \\u043D\\u0435 \\u043D\\u0430\\u0448\\u043B\\u0438 \\u043E\\u0442\\u043A\\u0440\\u044B\\u0442\\u044B\\u0445 \\u0438\\u0441\\u0441\\u043B\\u0435\\u0434\\u043E\\u0432\\u0430\\u043D\\u0438\\u0439 \\u0441 \\u0446\\u0438\\u0444\\u0440\\u0430\\u043C\\u0438 \\u043E \\u0432\\u043B\\u0438\\u044F\\u043D\\u0438\\u0438 ToV \\u043D\\u0430 \\u043A\\u043E\\u043D\\u0432\\u0435\\u0440\\u0441\\u0438\\u044E \\u0438\\u043B\\u0438 \\u0432\\u044B\\u0440\\u0443\\u0447\\u043A\\u0443, \\u043F\\u043E\\u044D\\u0442\\u043E\\u043C\\u0443 \\u043D\\u0430\\u0437\\u0432\\u0430\\u0442\\u044C \\u043F\\u0440\\u043E\\u0446\\u0435\\u043D\\u0442 \\u0440\\u043E\\u0441\\u0442\\u0430 \\u043F\\u0440\\u043E\\u0434\\u0430\\u0436 \\u043D\\u0435\\u043B\\u044C\\u0437\\u044F. \\u041F\\u0440\\u043E\\u0432\\u0435\\u0440\\u0435\\u043D\\u043D\\u044B\\u0435 \\u0434\\u0430\\u043D\\u043D\\u044B\\u0435 \\u0435\\u0441\\u0442\\u044C \\u0442\\u043E\\u043B\\u044C\\u043A\\u043E \\u043E \\u0432\\u043E\\u0441\\u043F\\u0440\\u0438\\u044F\\u0442\\u0438\\u0438: \\u043B\\u044E\\u0434\\u0438 \\u0437\\u0430\\u043C\\u0435\\u0447\\u0430\\u044E\\u0442 \\u0440\\u0430\\u0437\\u043D\\u0438\\u0446\\u0443 \\u0432 \\u0442\\u043E\\u043D\\u0435. ToV \\u0432\\u0445\\u043E\\u0434\\u0438\\u0442 \\u0432 \", mdx(\"a\", {\n    parentName: \"p\",\n    \"href\": \"/blog/kommunikatsionnaya-strategiya-brenda-chto-v-nee-vhodit-i-kak-ee-sobrat/\"\n  }, \"\\u043A\\u043E\\u043C\\u043C\\u0443\\u043D\\u0438\\u043A\\u0430\\u0446\\u0438\\u043E\\u043D\\u043D\\u0443\\u044E \\u0441\\u0442\\u0440\\u0430\\u0442\\u0435\\u0433\\u0438\\u044E \\u0431\\u0440\\u0435\\u043D\\u0434\\u0430\"), \" \\u043D\\u0430\\u0440\\u044F\\u0434\\u0443 \\u0441 \\u043F\\u043E\\u0437\\u0438\\u0446\\u0438\\u043E\\u043D\\u0438\\u0440\\u043E\\u0432\\u0430\\u043D\\u0438\\u0435\\u043C \\u0438 \\u0432\\u044B\\u0431\\u043E\\u0440\\u043E\\u043C \\u043A\\u0430\\u043D\\u0430\\u043B\\u043E\\u0432.\"), mdx(\"h2\", null, \"\\u0418\\u0437 \\u0447\\u0435\\u0433\\u043E \\u0441\\u043E\\u0441\\u0442\\u043E\\u0438\\u0442 tone of voice\"), mdx(\"p\", null, \"ToV \\u0441\\u043A\\u043B\\u0430\\u0434\\u044B\\u0432\\u0430\\u0435\\u0442\\u0441\\u044F \\u0438\\u0437 \\u0445\\u0430\\u0440\\u0430\\u043A\\u0442\\u0435\\u0440\\u0430 \\u0431\\u0440\\u0435\\u043D\\u0434\\u0430, \\u043F\\u0440\\u0438\\u043D\\u0446\\u0438\\u043F\\u043E\\u0432, \\u043F\\u0440\\u0430\\u0432\\u0438\\u043B \\u044F\\u0437\\u044B\\u043A\\u0430 \\u0438 \\u0441\\u043F\\u0438\\u0441\\u043A\\u0430 \\u0437\\u0430\\u043F\\u0440\\u0435\\u0442\\u043E\\u0432, \\u0430 \\u0442\\u043E\\u043D \\u0434\\u043B\\u044F \\u0440\\u0430\\u0437\\u043D\\u044B\\u0445 \\u0441\\u0438\\u0442\\u0443\\u0430\\u0446\\u0438\\u0439 \\u0434\\u043E\\u0431\\u0430\\u0432\\u043B\\u044F\\u044E\\u0442 \\u043E\\u0442\\u0434\\u0435\\u043B\\u044C\\u043D\\u044B\\u043C \\u0441\\u043B\\u043E\\u0435\\u043C. \\u0422\\u0435 \\u0436\\u0435 \\u044D\\u043B\\u0435\\u043C\\u0435\\u043D\\u0442\\u044B \\u0432\\u044B\\u0434\\u0435\\u043B\\u044F\\u0435\\u0442 \\u0422-\\u0411\\u0430\\u043D\\u043A \\u0411\\u0438\\u0437\\u043D\\u0435\\u0441 \\u0441\\u0435\\u043A\\u0440\\u0435\\u0442\\u044B (2026): \\u0445\\u0430\\u0440\\u0430\\u043A\\u0442\\u0435\\u0440, \\u0442\\u043E\\u043D\\u0430\\u043B\\u044C\\u043D\\u043E\\u0441\\u0442\\u044C \\u0441\\u043E\\u043E\\u0431\\u0449\\u0435\\u043D\\u0438\\u0439, \\u0441\\u0442\\u0438\\u043B\\u044C \\u0438 \\u044F\\u0437\\u044B\\u043A, \\u0437\\u0430\\u043F\\u0440\\u0435\\u0449\\u0451\\u043D\\u043D\\u044B\\u0435 \\u044D\\u043B\\u0435\\u043C\\u0435\\u043D\\u0442\\u044B. \\u041F\\u0440\\u0438\\u043C\\u0435\\u0440\\u044B \\u0444\\u043E\\u0440\\u043C\\u0443\\u043B\\u0438\\u0440\\u043E\\u0432\\u043E\\u043A \\u0432 \\u0442\\u0430\\u0431\\u043B\\u0438\\u0446\\u0435 \\u043F\\u0440\\u0438\\u0434\\u0443\\u043C\\u0430\\u043D\\u044B \\u0434\\u043B\\u044F \\u0438\\u043B\\u043B\\u044E\\u0441\\u0442\\u0440\\u0430\\u0446\\u0438\\u0438.\"), mdx(\"p\", null, mdx(\"strong\", {\n    parentName: \"p\"\n  }, \"\\u0421\\u043E\\u0441\\u0442\\u0430\\u0432 tone of voice\")), mdx(\"table\", null, mdx(\"thead\", {\n    parentName: \"table\"\n  }, mdx(\"tr\", {\n    parentName: \"thead\"\n  }, mdx(\"th\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u041A\\u043E\\u043C\\u043F\\u043E\\u043D\\u0435\\u043D\\u0442\"), mdx(\"th\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u0427\\u0442\\u043E \\u0444\\u0438\\u043A\\u0441\\u0438\\u0440\\u0443\\u044E\\u0442\"), mdx(\"th\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u041F\\u0440\\u0438\\u043C\\u0435\\u0440 \\u0444\\u043E\\u0440\\u043C\\u0443\\u043B\\u0438\\u0440\\u043E\\u0432\\u043A\\u0438 (\\u0443\\u0441\\u043B\\u043E\\u0432\\u043D\\u044B\\u0439)\"))), mdx(\"tbody\", {\n    parentName: \"table\"\n  }, mdx(\"tr\", {\n    parentName: \"tbody\"\n  }, mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u0425\\u0430\\u0440\\u0430\\u043A\\u0442\\u0435\\u0440 \\u0431\\u0440\\u0435\\u043D\\u0434\\u0430\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u0422\\u0440\\u0438-\\u0447\\u0435\\u0442\\u044B\\u0440\\u0435 \\u0447\\u0435\\u0440\\u0442\\u044B \\u043B\\u0438\\u0447\\u043D\\u043E\\u0441\\u0442\\u0438 \\u043A\\u043E\\u043C\\u043F\\u0430\\u043D\\u0438\\u0438\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u0414\\u0440\\u0443\\u0436\\u0435\\u043B\\u044E\\u0431\\u043D\\u044B\\u0439, \\u0432\\u043D\\u0438\\u043C\\u0430\\u0442\\u0435\\u043B\\u044C\\u043D\\u044B\\u0439, \\u043D\\u0435\\u043C\\u043D\\u043E\\u0433\\u043E\\u0441\\u043B\\u043E\\u0432\\u043D\\u044B\\u0439\")), mdx(\"tr\", {\n    parentName: \"tbody\"\n  }, mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u041F\\u0440\\u0438\\u043D\\u0446\\u0438\\u043F\\u044B\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u041F\\u0440\\u0430\\u0432\\u0438\\u043B\\u0430 \\u043F\\u0438\\u0441\\u044C\\u043C\\u0430 \\u0441 \\u0433\\u0440\\u0430\\u043D\\u0438\\u0446\\u0430\\u043C\\u0438\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u041F\\u0438\\u0448\\u0435\\u043C \\u043F\\u043E\\u043D\\u044F\\u0442\\u043D\\u043E, \\u0442\\u0435\\u0440\\u043C\\u0438\\u043D\\u044B \\u043E\\u0431\\u044A\\u044F\\u0441\\u043D\\u044F\\u0435\\u043C \\u0432 \\u0441\\u043A\\u043E\\u0431\\u043A\\u0430\\u0445\")), mdx(\"tr\", {\n    parentName: \"tbody\"\n  }, mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u042F\\u0437\\u044B\\u043A \\u0438 \\u043B\\u0435\\u043A\\u0441\\u0438\\u043A\\u0430\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u041E\\u0431\\u0440\\u0430\\u0449\\u0435\\u043D\\u0438\\u0435, \\u044D\\u043C\\u043E\\u0434\\u0437\\u0438, \\u043C\\u0435\\u043C\\u044B, \\u043B\\u044E\\u0431\\u0438\\u043C\\u044B\\u0435 \\u0441\\u043B\\u043E\\u0432\\u0430\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u041E\\u0431\\u0440\\u0430\\u0449\\u0430\\u0435\\u043C\\u0441\\u044F \\u043D\\u0430 \\xAB\\u0432\\u044B\\xBB, \\u044D\\u043C\\u043E\\u0434\\u0437\\u0438 \\u0441\\u0442\\u0430\\u0432\\u0438\\u043C \\u043D\\u0435 \\u0431\\u043E\\u043B\\u044C\\u0448\\u0435 \\u043E\\u0434\\u043D\\u043E\\u0433\\u043E \\u043D\\u0430 \\u0441\\u043E\\u043E\\u0431\\u0449\\u0435\\u043D\\u0438\\u0435\")), mdx(\"tr\", {\n    parentName: \"tbody\"\n  }, mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u0417\\u0430\\u043F\\u0440\\u0435\\u0442\\u044B\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u0421\\u043B\\u043E\\u0432\\u0430 \\u0438 \\u043F\\u0440\\u0438\\u0451\\u043C\\u044B, \\u043D\\u0435\\u0443\\u043C\\u0435\\u0441\\u0442\\u043D\\u044B\\u0435 \\u0434\\u043B\\u044F \\u0431\\u0440\\u0435\\u043D\\u0434\\u0430\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u041A\\u0430\\u043D\\u0446\\u0435\\u043B\\u044F\\u0440\\u0438\\u0442, \\u043A\\u0430\\u043F\\u0441\\u043B\\u043E\\u043A (\\u0441\\u043B\\u043E\\u0432\\u0430 \\u0437\\u0430\\u0433\\u043B\\u0430\\u0432\\u043D\\u044B\\u043C\\u0438 \\u0431\\u0443\\u043A\\u0432\\u0430\\u043C\\u0438), \\u0432\\u043E\\u0441\\u043A\\u043B\\u0438\\u0446\\u0430\\u0442\\u0435\\u043B\\u044C\\u043D\\u044B\\u0435 \\u0437\\u043D\\u0430\\u043A\\u0438 \\u0432 \\u0441\\u043E\\u043E\\u0431\\u0449\\u0435\\u043D\\u0438\\u044F\\u0445 \\u043E \\u0437\\u0430\\u0434\\u0435\\u0440\\u0436\\u043A\\u0435\")), mdx(\"tr\", {\n    parentName: \"tbody\"\n  }, mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u0422\\u043E\\u043D \\u043F\\u043E \\u0441\\u0438\\u0442\\u0443\\u0430\\u0446\\u0438\\u044F\\u043C\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u041A\\u0430\\u043A \\u043C\\u0435\\u043D\\u044F\\u0435\\u0442\\u0441\\u044F \\u0438\\u043D\\u0442\\u043E\\u043D\\u0430\\u0446\\u0438\\u044F \\u0432 \\u0440\\u0435\\u043A\\u043B\\u0430\\u043C\\u0435, \\u043F\\u043E\\u0434\\u0434\\u0435\\u0440\\u0436\\u043A\\u0435 \\u0438 \\u043A\\u0440\\u0438\\u0437\\u0438\\u0441\\u0435\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u0412 \\u0441\\u043E\\u043E\\u0431\\u0449\\u0435\\u043D\\u0438\\u0438 \\u043E \\u0441\\u0431\\u043E\\u0435 \\u0441\\u043D\\u0430\\u0447\\u0430\\u043B\\u0430 \\u0438\\u0437\\u0432\\u0438\\u043D\\u0435\\u043D\\u0438\\u0435 \\u0438 \\u0441\\u0440\\u043E\\u043A \\u0440\\u0435\\u0448\\u0435\\u043D\\u0438\\u044F, \\u0448\\u0443\\u0442\\u043A\\u0438 \\u0438\\u0441\\u043A\\u043B\\u044E\\u0447\\u0435\\u043D\\u044B\")))), mdx(\"p\", null, \"\\u0425\\u0430\\u0440\\u0430\\u043A\\u0442\\u0435\\u0440 \\u0431\\u0440\\u0435\\u043D\\u0434\\u0430 \\u0447\\u0430\\u0441\\u0442\\u043E \\u0432\\u044B\\u0432\\u043E\\u0434\\u044F\\u0442 \\u0438\\u0437 \\u043E\\u0431\\u0440\\u0430\\u0437\\u0430 \\u0438\\u043B\\u0438 \\u0430\\u0440\\u0445\\u0435\\u0442\\u0438\\u043F\\u0430, \\u0442\\u043E \\u0435\\u0441\\u0442\\u044C \\u0442\\u0438\\u043F\\u043E\\u0432\\u043E\\u0433\\u043E \\u043F\\u0435\\u0440\\u0441\\u043E\\u043D\\u0430\\u0436\\u0430 (\\u0422-\\u0411\\u0430\\u043D\\u043A \\u0411\\u0438\\u0437\\u043D\\u0435\\u0441 \\u0441\\u0435\\u043A\\u0440\\u0435\\u0442\\u044B, 2026). Sber Developers \\u043F\\u0440\\u0435\\u0434\\u043B\\u0430\\u0433\\u0430\\u0435\\u0442 \\u043F\\u0440\\u0435\\u0434\\u0441\\u0442\\u0430\\u0432\\u0438\\u0442\\u044C \\u0431\\u0440\\u0435\\u043D\\u0434 \\u0447\\u0435\\u043B\\u043E\\u0432\\u0435\\u043A\\u043E\\u043C \\u0438 \\u043E\\u0442\\u0432\\u0435\\u0442\\u0438\\u0442\\u044C \\u043D\\u0430 \\u0432\\u043E\\u043F\\u0440\\u043E\\u0441\\u044B: \\u043A\\u0442\\u043E \\u043E\\u043D (\\u0441\\u0442\\u0438\\u043B\\u044C\\u043D\\u0430\\u044F \\u0434\\u0435\\u0432\\u0443\\u0448\\u043A\\u0430, \\u0443\\u043C\\u043D\\u044B\\u0439 \\u043F\\u0440\\u043E\\u0444\\u0435\\u0441\\u0441\\u043E\\u0440 \\u0438\\u043B\\u0438 \\u0437\\u0430\\u0431\\u043E\\u0442\\u043B\\u0438\\u0432\\u044B\\u0439 \\u043F\\u0430\\u043F\\u0430), \\u043A\\u0430\\u043A \\u043E\\u0431\\u0449\\u0430\\u0435\\u0442\\u0441\\u044F \\u0441 \\u043A\\u043B\\u0438\\u0435\\u043D\\u0442\\u0430\\u043C\\u0438, \\u0438\\u0441\\u043F\\u043E\\u043B\\u044C\\u0437\\u0443\\u0435\\u0442 \\u043B\\u0438 \\u044E\\u043C\\u043E\\u0440 \\u0438 \\u0441\\u043B\\u0435\\u043D\\u0433, \\u0433\\u043E\\u0432\\u043E\\u0440\\u0438\\u0442 \\u0441 \\u0430\\u0443\\u0434\\u0438\\u0442\\u043E\\u0440\\u0438\\u0435\\u0439 \\u043D\\u0430 \\u0440\\u0430\\u0432\\u043D\\u044B\\u0445 \\u0438\\u043B\\u0438 \\u0441 \\u043F\\u043E\\u0437\\u0438\\u0446\\u0438\\u0438 \\u0441\\u0442\\u0430\\u0440\\u0448\\u0435\\u0433\\u043E.\"), mdx(\"p\", null, \"\\u0412\\u0438\\u0437\\u0443\\u0430\\u043B\\u044C\\u043D\\u0443\\u044E \\u0447\\u0430\\u0441\\u0442\\u044C \\u0431\\u0440\\u0435\\u043D\\u0434\\u0430 \\u0444\\u0438\\u043A\\u0441\\u0438\\u0440\\u0443\\u044E\\u0442 \\u043E\\u0442\\u0434\\u0435\\u043B\\u044C\\u043D\\u043E, \\u0432 \", mdx(\"a\", {\n    parentName: \"p\",\n    \"href\": \"/corporate-identity/\"\n  }, \"\\u0444\\u0438\\u0440\\u043C\\u0435\\u043D\\u043D\\u043E\\u043C \\u0441\\u0442\\u0438\\u043B\\u0435\"), \", \\u043D\\u043E \\u0432\\u043F\\u0435\\u0447\\u0430\\u0442\\u043B\\u0435\\u043D\\u0438\\u0435 \\u043E\\u0442 \\u0441\\u043B\\u043E\\u0432 \\u0438 \\u043E\\u0442 \\u043A\\u0430\\u0440\\u0442\\u0438\\u043D\\u043A\\u0438 \\u0434\\u043E\\u043B\\u0436\\u043D\\u043E \\u0441\\u043E\\u0432\\u043F\\u0430\\u0434\\u0430\\u0442\\u044C.\"), mdx(\"h2\", null, \"\\u041A\\u0430\\u043A\\u043E\\u0439 \\u0431\\u044B\\u0432\\u0430\\u0435\\u0442 tone of voice: \\u0447\\u0435\\u0442\\u044B\\u0440\\u0435 \\u0448\\u043A\\u0430\\u043B\\u044B\"), mdx(\"p\", null, \"\\u0422\\u043E\\u043D \\u043B\\u044E\\u0431\\u043E\\u0433\\u043E \\u0442\\u0435\\u043A\\u0441\\u0442\\u0430 \\u043E\\u043F\\u0438\\u0441\\u044B\\u0432\\u0430\\u044E\\u0442 \\u0447\\u0435\\u0442\\u044B\\u0440\\u044C\\u043C\\u044F \\u0448\\u043A\\u0430\\u043B\\u0430\\u043C\\u0438: \\u0444\\u043E\\u0440\\u043C\\u0430\\u043B\\u044C\\u043D\\u043E\\u0441\\u0442\\u044C, \\u044E\\u043C\\u043E\\u0440, \\u0443\\u0432\\u0430\\u0436\\u0438\\u0442\\u0435\\u043B\\u044C\\u043D\\u043E\\u0441\\u0442\\u044C \\u0438 \\u044D\\u043D\\u0442\\u0443\\u0437\\u0438\\u0430\\u0437\\u043C. \\u0422\\u0430\\u043A \\u0434\\u0435\\u043B\\u0438\\u0442 \\u0442\\u043E\\u043D NN/g, \\u0430 \\u0442\\u0435 \\u0436\\u0435 \\u0447\\u0435\\u0442\\u044B\\u0440\\u0435 \\u0445\\u0430\\u0440\\u0430\\u043A\\u0442\\u0435\\u0440\\u0438\\u0441\\u0442\\u0438\\u043A\\u0438 \\u0438\\u0441\\u043F\\u043E\\u043B\\u044C\\u0437\\u0443\\u0435\\u0442 Sber Developers \\u0432 \\u0441\\u043E\\u0431\\u0441\\u0442\\u0432\\u0435\\u043D\\u043D\\u043E\\u0439 \\u0441\\u043F\\u0440\\u0430\\u0432\\u043A\\u0435. \\u041A\\u0430\\u0436\\u0434\\u0430\\u044F \\u0448\\u043A\\u0430\\u043B\\u0430 \\u0438\\u0434\\u0451\\u0442 \\u043E\\u0442 \\u043E\\u0434\\u043D\\u043E\\u0439 \\u043A\\u0440\\u0430\\u0439\\u043D\\u043E\\u0441\\u0442\\u0438 \\u043A \\u0434\\u0440\\u0443\\u0433\\u043E\\u0439, \\u0430 \\u0442\\u0435\\u043A\\u0441\\u0442 \\u0437\\u0430\\u043D\\u0438\\u043C\\u0430\\u0435\\u0442 \\u043D\\u0430 \\u043D\\u0435\\u0439 \\u043A\\u0430\\u043A\\u0443\\u044E-\\u0442\\u043E \\u0442\\u043E\\u0447\\u043A\\u0443.\"), mdx(\"p\", null, mdx(\"strong\", {\n    parentName: \"p\"\n  }, \"\\u0427\\u0435\\u0442\\u044B\\u0440\\u0435 \\u0448\\u043A\\u0430\\u043B\\u044B tone of voice\")), mdx(\"table\", null, mdx(\"thead\", {\n    parentName: \"table\"\n  }, mdx(\"tr\", {\n    parentName: \"thead\"\n  }, mdx(\"th\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u0428\\u043A\\u0430\\u043B\\u0430\"), mdx(\"th\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u041E\\u0434\\u0438\\u043D \\u043A\\u0440\\u0430\\u0439\"), mdx(\"th\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u0414\\u0440\\u0443\\u0433\\u043E\\u0439 \\u043A\\u0440\\u0430\\u0439\"), mdx(\"th\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u0427\\u0442\\u043E \\u043F\\u0440\\u043E\\u0432\\u0435\\u0440\\u0438\\u0442\\u044C \\u0432 \\u0442\\u0435\\u043A\\u0441\\u0442\\u0435\"))), mdx(\"tbody\", {\n    parentName: \"table\"\n  }, mdx(\"tr\", {\n    parentName: \"tbody\"\n  }, mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u0424\\u043E\\u0440\\u043C\\u0430\\u043B\\u044C\\u043D\\u043E\\u0441\\u0442\\u044C\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u0424\\u043E\\u0440\\u043C\\u0430\\u043B\\u044C\\u043D\\u044B\\u0439\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u041D\\u0435\\u0444\\u043E\\u0440\\u043C\\u0430\\u043B\\u044C\\u043D\\u044B\\u0439\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u041E\\u0431\\u0440\\u0430\\u0449\\u0435\\u043D\\u0438\\u0435, \\u0441\\u043E\\u043A\\u0440\\u0430\\u0449\\u0435\\u043D\\u0438\\u044F, \\u0440\\u0430\\u0437\\u0433\\u043E\\u0432\\u043E\\u0440\\u043D\\u044B\\u0435 \\u0441\\u043B\\u043E\\u0432\\u0430\")), mdx(\"tr\", {\n    parentName: \"tbody\"\n  }, mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u042E\\u043C\\u043E\\u0440\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u0421\\u0435\\u0440\\u044C\\u0451\\u0437\\u043D\\u044B\\u0439\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u0428\\u0443\\u0442\\u043B\\u0438\\u0432\\u044B\\u0439\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u0415\\u0441\\u0442\\u044C \\u043B\\u0438 \\u0448\\u0443\\u0442\\u043A\\u0438 \\u0438 \\u0443\\u043C\\u0435\\u0441\\u0442\\u043D\\u044B \\u043B\\u0438 \\u043E\\u043D\\u0438 \\u0442\\u0435\\u043C\\u0435\")), mdx(\"tr\", {\n    parentName: \"tbody\"\n  }, mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u0423\\u0432\\u0430\\u0436\\u0438\\u0442\\u0435\\u043B\\u044C\\u043D\\u043E\\u0441\\u0442\\u044C\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u0423\\u0432\\u0430\\u0436\\u0438\\u0442\\u0435\\u043B\\u044C\\u043D\\u044B\\u0439\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u0414\\u0435\\u0440\\u0437\\u043A\\u0438\\u0439\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u041A\\u0430\\u043A \\u0430\\u0432\\u0442\\u043E\\u0440 \\u043E\\u0431\\u0440\\u0430\\u0449\\u0430\\u0435\\u0442\\u0441\\u044F \\u0441 \\u043F\\u0440\\u0435\\u0434\\u043C\\u0435\\u0442\\u043E\\u043C \\u0440\\u0430\\u0437\\u0433\\u043E\\u0432\\u043E\\u0440\\u0430 \\u0438 \\u0441 \\u043F\\u0440\\u0438\\u043D\\u044F\\u0442\\u044B\\u043C\\u0438 \\u0432 \\u043E\\u0442\\u0440\\u0430\\u0441\\u043B\\u0438 \\u043F\\u0440\\u0430\\u0432\\u0438\\u043B\\u0430\\u043C\\u0438\")), mdx(\"tr\", {\n    parentName: \"tbody\"\n  }, mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u042D\\u043D\\u0442\\u0443\\u0437\\u0438\\u0430\\u0437\\u043C\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u0421\\u0434\\u0435\\u0440\\u0436\\u0430\\u043D\\u043D\\u044B\\u0439\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u0412\\u043E\\u0441\\u0442\\u043E\\u0440\\u0436\\u0435\\u043D\\u043D\\u044B\\u0439\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u0412\\u043E\\u0441\\u043A\\u043B\\u0438\\u0446\\u0430\\u0442\\u0435\\u043B\\u044C\\u043D\\u044B\\u0435 \\u0437\\u043D\\u0430\\u043A\\u0438, \\u044D\\u043C\\u043E\\u0434\\u0437\\u0438, \\u043E\\u0446\\u0435\\u043D\\u043E\\u0447\\u043D\\u044B\\u0435 \\u0441\\u043B\\u043E\\u0432\\u0430\")))), mdx(\"h3\", null, \"\\u0428\\u043A\\u0430\\u043B\\u044B \\u043F\\u043E \\u0438\\u0441\\u0441\\u043B\\u0435\\u0434\\u043E\\u0432\\u0430\\u043D\\u0438\\u044E Nielsen Norman Group\"), mdx(\"p\", null, \"\\u0418\\u0441\\u0441\\u043B\\u0435\\u0434\\u043E\\u0432\\u0430\\u0442\\u0435\\u043B\\u044C\\u043D\\u0438\\u0446\\u0430 NN/g \\u041A\\u0435\\u0439\\u0442 \\u041C\\u043E\\u0440\\u0430\\u043D \\u0441\\u043E\\u0441\\u0442\\u0430\\u0432\\u0438\\u043B\\u0430 \\u043F\\u0430\\u0440\\u044B \\u0442\\u0435\\u043A\\u0441\\u0442\\u043E\\u0432 \\u0434\\u043B\\u044F \\u0432\\u044B\\u043C\\u044B\\u0448\\u043B\\u0435\\u043D\\u043D\\u044B\\u0445 \\u0441\\u0430\\u0439\\u0442\\u043E\\u0432 \\u0438\\u0437 \\u0447\\u0435\\u0442\\u044B\\u0440\\u0451\\u0445 \\u043E\\u0442\\u0440\\u0430\\u0441\\u043B\\u0435\\u0439: \\u0432\\u043D\\u0443\\u0442\\u0440\\u0438 \\u043F\\u0430\\u0440\\u044B \\u043C\\u0435\\u043D\\u044F\\u043B\\u0441\\u044F \\u0442\\u043E\\u043B\\u044C\\u043A\\u043E \\u0442\\u043E\\u043D. \\u0412 \\u043E\\u043D\\u043B\\u0430\\u0439\\u043D-\\u043E\\u043F\\u0440\\u043E\\u0441\\u0435 50 \\u0430\\u043C\\u0435\\u0440\\u0438\\u043A\\u0430\\u043D\\u0441\\u043A\\u0438\\u0445 \\u0440\\u0435\\u0441\\u043F\\u043E\\u043D\\u0434\\u0435\\u043D\\u0442\\u043E\\u0432 \\u043E\\u0446\\u0435\\u043D\\u0438\\u0432\\u0430\\u043B\\u0438 \\u0434\\u0440\\u0443\\u0436\\u0435\\u043B\\u044E\\u0431\\u0438\\u0435 \\u0438 \\u0444\\u043E\\u0440\\u043C\\u0430\\u043B\\u044C\\u043D\\u043E\\u0441\\u0442\\u044C \\u043A\\u0430\\u0436\\u0434\\u043E\\u0433\\u043E \\u0442\\u0435\\u043A\\u0441\\u0442\\u0430 \\u043F\\u043E \\u043F\\u044F\\u0442\\u0438\\u0431\\u0430\\u043B\\u043B\\u044C\\u043D\\u043E\\u0439 \\u0448\\u043A\\u0430\\u043B\\u0435. \\u0420\\u0430\\u0437\\u043B\\u0438\\u0447\\u0438\\u044F \\u0432\\u043D\\u0443\\u0442\\u0440\\u0438 \\u043A\\u0430\\u0436\\u0434\\u043E\\u0439 \\u043F\\u0430\\u0440\\u044B \\u043F\\u0440\\u0438\\u0437\\u043D\\u0430\\u043D\\u044B \\u0441\\u0442\\u0430\\u0442\\u0438\\u0441\\u0442\\u0438\\u0447\\u0435\\u0441\\u043A\\u0438 \\u0437\\u043D\\u0430\\u0447\\u0438\\u043C\\u044B\\u043C\\u0438, \\u0442\\u043E \\u0435\\u0441\\u0442\\u044C \\u0432\\u0440\\u044F\\u0434 \\u043B\\u0438 \\u0441\\u043B\\u0443\\u0447\\u0430\\u0439\\u043D\\u044B\\u043C\\u0438, \\u043D\\u043E \\u043D\\u0435\\u0431\\u043E\\u043B\\u044C\\u0448\\u0438\\u043C\\u0438: \\u043E\\u0442 0,5 \\u0434\\u043E 1 \\u0431\\u0430\\u043B\\u043B\\u0430 \\u0438\\u0437 5 (\", mdx(\"a\", {\n    parentName: \"p\",\n    \"href\": \"https://www.nngroup.com/articles/tone-of-voice-dimensions/\"\n  }, \"Nielsen Norman Group, \\u043E\\u043F\\u0443\\u0431\\u043B\\u0438\\u043A\\u043E\\u0432\\u0430\\u043D\\u043E 17 \\u0438\\u044E\\u043B\\u044F 2016 \\u0433\\u043E\\u0434\\u0430, \\u043F\\u043E\\u0441\\u043B\\u0435\\u0434\\u043D\\u044F\\u044F \\u043F\\u0440\\u043E\\u0432\\u0435\\u0440\\u043A\\u0430 16 \\u0430\\u0432\\u0433\\u0443\\u0441\\u0442\\u0430 2023 \\u0433\\u043E\\u0434\\u0430\"), \").\"), mdx(\"p\", null, \"\\u0418\\u0437 \\u0438\\u0441\\u0441\\u043B\\u0435\\u0434\\u043E\\u0432\\u0430\\u043D\\u0438\\u044F \\u0441\\u043B\\u0435\\u0434\\u0443\\u0435\\u0442 \\u043B\\u0438\\u0448\\u044C \\u043E\\u0434\\u043D\\u043E: \\u043B\\u044E\\u0434\\u0438 \\u0437\\u0430\\u043C\\u0435\\u0447\\u0430\\u044E\\u0442 \\u0440\\u0430\\u0437\\u043D\\u0438\\u0446\\u0443 \\u0432 \\u0442\\u043E\\u043D\\u0435. \\u0412\\u044B\\u0431\\u043E\\u0440\\u043A\\u0430 \\u043D\\u0435\\u0431\\u043E\\u043B\\u044C\\u0448\\u0430\\u044F, \\u0430 \\u0440\\u0435\\u0441\\u043F\\u043E\\u043D\\u0434\\u0435\\u043D\\u0442\\u044B \\u0431\\u044B\\u043B\\u0438 \\u0430\\u043C\\u0435\\u0440\\u0438\\u043A\\u0430\\u043D\\u0446\\u0430\\u043C\\u0438, \\u043F\\u043E\\u044D\\u0442\\u043E\\u043C\\u0443 \\u0434\\u043B\\u044F \\u0440\\u043E\\u0441\\u0441\\u0438\\u0439\\u0441\\u043A\\u043E\\u0439 \\u0430\\u0443\\u0434\\u0438\\u0442\\u043E\\u0440\\u0438\\u0438 \\u0440\\u0435\\u0437\\u0443\\u043B\\u044C\\u0442\\u0430\\u0442\\u044B \\u0433\\u043E\\u0434\\u044F\\u0442\\u0441\\u044F \\u0442\\u043E\\u043B\\u044C\\u043A\\u043E \\u043A\\u0430\\u043A \\u043E\\u0440\\u0438\\u0435\\u043D\\u0442\\u0438\\u0440. \\u0412 \\u043E\\u043F\\u0440\\u043E\\u0441\\u0435 \\u043F\\u0440\\u043E\\u0434\\u0430\\u0436\\u0438 \\u043D\\u0435 \\u0438\\u0437\\u043C\\u0435\\u0440\\u044F\\u043B\\u0438.\"), mdx(\"h3\", null, \"\\u041A\\u0430\\u043A \\u0432\\u044B\\u0431\\u0440\\u0430\\u0442\\u044C \\u043F\\u043E\\u043B\\u043E\\u0436\\u0435\\u043D\\u0438\\u0435 \\u043D\\u0430 \\u0448\\u043A\\u0430\\u043B\\u0430\\u0445\"), mdx(\"p\", null, \"\\u041F\\u043E\\u043B\\u043E\\u0436\\u0435\\u043D\\u0438\\u0435 \\u0432\\u044B\\u0431\\u0438\\u0440\\u0430\\u044E\\u0442 \\u0432 \\u0434\\u0432\\u0430 \\u0448\\u0430\\u0433\\u0430. \\u0421\\u043D\\u0430\\u0447\\u0430\\u043B\\u0430 \\u0440\\u0435\\u0448\\u0430\\u044E\\u0442, \\u043F\\u043E\\u0434\\u043E\\u0439\\u0434\\u0443\\u0442 \\u043B\\u0438 \\u0431\\u0440\\u0435\\u043D\\u0434\\u0443 \\u0438 \\u0435\\u0433\\u043E \\u043A\\u043B\\u0438\\u0435\\u043D\\u0442\\u0430\\u043C \\u043A\\u0440\\u0430\\u0439\\u043D\\u0438\\u0435 \\u0437\\u043D\\u0430\\u0447\\u0435\\u043D\\u0438\\u044F, \\u043D\\u0430\\u043F\\u0440\\u0438\\u043C\\u0435\\u0440 \\u0448\\u0443\\u0442\\u043B\\u0438\\u0432\\u044B\\u0439 \\u0438 \\u043D\\u0435\\u0444\\u043E\\u0440\\u043C\\u0430\\u043B\\u044C\\u043D\\u044B\\u0439 \\u0442\\u043E\\u043D. \\u0417\\u0430\\u0442\\u0435\\u043C \\u0443\\u0442\\u043E\\u0447\\u043D\\u044F\\u044E\\u0442 \\u0440\\u0435\\u0448\\u0435\\u043D\\u0438\\u0435 \\u043D\\u0435\\u0441\\u043A\\u043E\\u043B\\u044C\\u043A\\u0438\\u043C\\u0438 \\u0441\\u043B\\u043E\\u0432\\u0430\\u043C\\u0438-\\u0445\\u0430\\u0440\\u0430\\u043A\\u0442\\u0435\\u0440\\u0438\\u0441\\u0442\\u0438\\u043A\\u0430\\u043C\\u0438, \\u0432\\u0440\\u043E\\u0434\\u0435 \\xAB\\u0438\\u0433\\u0440\\u0438\\u0432\\u044B\\u0439\\xBB \\u0438\\u043B\\u0438 \\xAB\\u0438\\u0440\\u043E\\u043D\\u0438\\u0447\\u043D\\u044B\\u0439\\xBB, \\u0438 \\u0434\\u043E\\u0431\\u0430\\u0432\\u043B\\u044F\\u044E\\u0442 \\u0441\\u043B\\u043E\\u0432\\u0430-\\u043E\\u0433\\u0440\\u0430\\u043D\\u0438\\u0447\\u0438\\u0442\\u0435\\u043B\\u0438, \\u043D\\u0435\\u0436\\u0435\\u043B\\u0430\\u0442\\u0435\\u043B\\u044C\\u043D\\u044B\\u0435 \\u0434\\u043B\\u044F \\u0431\\u0440\\u0435\\u043D\\u0434\\u0430. \\u0412 \\u043F\\u0440\\u0438\\u043C\\u0435\\u0440\\u0435 NN/g \\u0443\\u043D\\u0438\\u0432\\u0435\\u0440\\u0441\\u0438\\u0442\\u0435\\u0442 \\u0445\\u043E\\u0447\\u0435\\u0442 \\u0432\\u044B\\u0433\\u043B\\u044F\\u0434\\u0435\\u0442\\u044C \\u0430\\u0432\\u0442\\u043E\\u0440\\u0438\\u0442\\u0435\\u0442\\u043D\\u044B\\u043C, \\u0430 \\u0441\\u043B\\u043E\\u0432\\u043E \\xAB\\u043F\\u0435\\u0434\\u0430\\u043D\\u0442\\u0438\\u0447\\u043D\\u044B\\u0439\\xBB \\u0432\\u043D\\u043E\\u0441\\u0438\\u0442 \\u0432 \\u0441\\u043F\\u0438\\u0441\\u043E\\u043A \\u043D\\u0435\\u0436\\u0435\\u043B\\u0430\\u0442\\u0435\\u043B\\u044C\\u043D\\u044B\\u0445.\"), mdx(\"p\", null, \"NN/g \\u0441\\u043E\\u0432\\u0435\\u0442\\u0443\\u0435\\u0442 \\u043E\\u0433\\u0440\\u0430\\u043D\\u0438\\u0447\\u0438\\u0442\\u044C\\u0441\\u044F \\u043D\\u0435\\u0431\\u043E\\u043B\\u044C\\u0448\\u0438\\u043C \\u0447\\u0438\\u0441\\u043B\\u043E\\u043C \\u0441\\u043B\\u043E\\u0432, \\u0447\\u0442\\u043E\\u0431\\u044B \\u0433\\u0430\\u0439\\u0434 \\u043E\\u0441\\u0442\\u0430\\u0432\\u0430\\u043B\\u0441\\u044F \\u043F\\u0440\\u043E\\u0441\\u0442\\u044B\\u043C, \\u0438 \\u043E\\u0442\\u043C\\u0435\\u0447\\u0430\\u0435\\u0442, \\u0447\\u0442\\u043E \\u0442\\u0435\\u043A\\u0441\\u0442 \\u043D\\u0430 \\u0441\\u0430\\u043C\\u043E\\u043C \\u043A\\u0440\\u0430\\u044E \\u0448\\u043A\\u0430\\u043B \\u0440\\u0435\\u0434\\u043A\\u043E \\u043F\\u043E\\u0434\\u0445\\u043E\\u0434\\u0438\\u0442 \\u0434\\u043B\\u044F \\u0431\\u0438\\u0437\\u043D\\u0435\\u0441\\u0430. \\u041A\\u043E\\u043C\\u043F\\u0430\\u043D\\u0438\\u0438 \\u0441 \\u043F\\u0440\\u043E\\u0434\\u0430\\u0436\\u0430\\u043C\\u0438 \\u0431\\u0438\\u0437\\u043D\\u0435\\u0441\\u0443 (B2B) \\u0438 \\u0441 \\u043F\\u0440\\u043E\\u0434\\u0430\\u0436\\u0430\\u043C\\u0438 \\u0447\\u0430\\u0441\\u0442\\u043D\\u044B\\u043C \\u043F\\u043E\\u043A\\u0443\\u043F\\u0430\\u0442\\u0435\\u043B\\u044F\\u043C (B2C) \\u043C\\u043E\\u0433\\u0443\\u0442 \\u0432\\u044B\\u0431\\u0438\\u0440\\u0430\\u0442\\u044C \\u043D\\u0430 \\u0448\\u043A\\u0430\\u043B\\u0430\\u0445 \\u0440\\u0430\\u0437\\u043D\\u044B\\u0435 \\u0442\\u043E\\u0447\\u043A\\u0438, \\u0438 \\u043F\\u0440\\u043E\\u0432\\u0435\\u0440\\u044F\\u0442\\u044C \\u0440\\u0435\\u0448\\u0435\\u043D\\u0438\\u0435 \\u0441\\u0442\\u043E\\u0438\\u0442 \\u043D\\u0430 \\u0441\\u0432\\u043E\\u0438\\u0445 \\u043A\\u043B\\u0438\\u0435\\u043D\\u0442\\u0430\\u0445. \\u041F\\u043E\\u043B\\u043E\\u0436\\u0435\\u043D\\u0438\\u0435 \\u0441\\u043E\\u0433\\u043B\\u0430\\u0441\\u0443\\u044E\\u0442 \\u0441 \\u0432\\u044B\\u0431\\u0440\\u0430\\u043D\\u043D\\u043E\\u0439 \", mdx(\"a\", {\n    parentName: \"p\",\n    \"href\": \"/blog/osnovnye-strategii-brendinga-kak-vybrat-podhodyaschuyu-dlya-svoej-kompanii/\"\n  }, \"\\u0441\\u0442\\u0440\\u0430\\u0442\\u0435\\u0433\\u0438\\u0435\\u0439 \\u0431\\u0440\\u0435\\u043D\\u0434\\u0430\"), \".\"), mdx(\"h2\", null, \"\\u041F\\u0440\\u0438\\u043C\\u0435\\u0440\\u044B tone of voice \\u0431\\u0440\\u0435\\u043D\\u0434\\u043E\\u0432\"), mdx(\"p\", null, \"\\u041B\\u0443\\u0447\\u0448\\u0435 \\u0432\\u0441\\u0435\\u0433\\u043E ToV \\u0432\\u0438\\u0434\\u0435\\u043D \\u0443 \\u0431\\u0440\\u0435\\u043D\\u0434\\u043E\\u0432 \\u0441 \\u043E\\u043F\\u0443\\u0431\\u043B\\u0438\\u043A\\u043E\\u0432\\u0430\\u043D\\u043D\\u044B\\u043C\\u0438 \\u0440\\u0443\\u043A\\u043E\\u0432\\u043E\\u0434\\u0441\\u0442\\u0432\\u0430\\u043C\\u0438 \\u0438 \\u0443 \\u0442\\u0435\\u0445, \\u043A\\u0442\\u043E \\u0433\\u043E\\u0432\\u043E\\u0440\\u0438\\u0442 \\u043E\\u0434\\u0438\\u043D\\u0430\\u043A\\u043E\\u0432\\u043E \\u0432\\u043E \\u0432\\u0441\\u0435\\u0445 \\u043A\\u0430\\u043D\\u0430\\u043B\\u0430\\u0445.\"), mdx(\"p\", null, mdx(\"strong\", {\n    parentName: \"p\"\n  }, \"\\u041F\\u0440\\u0438\\u043C\\u0435\\u0440\\u044B tone of voice \\u0431\\u0440\\u0435\\u043D\\u0434\\u043E\\u0432\")), mdx(\"table\", null, mdx(\"thead\", {\n    parentName: \"table\"\n  }, mdx(\"tr\", {\n    parentName: \"thead\"\n  }, mdx(\"th\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u0411\\u0440\\u0435\\u043D\\u0434\"), mdx(\"th\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u041A\\u0430\\u043A \\u0437\\u0432\\u0443\\u0447\\u0438\\u0442\"), mdx(\"th\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u0418\\u0441\\u0442\\u043E\\u0447\\u043D\\u0438\\u043A\"))), mdx(\"tbody\", {\n    parentName: \"table\"\n  }, mdx(\"tr\", {\n    parentName: \"tbody\"\n  }, mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"Mailchimp\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u041F\\u0440\\u043E\\u0441\\u0442\\u043E\\u0439 \\u044F\\u0437\\u044B\\u043A, \\u0442\\u0451\\u043F\\u043B\\u0430\\u044F \\u043C\\u0430\\u043D\\u0435\\u0440\\u0430, \\u0441\\u0443\\u0445\\u043E\\u0439 \\u044E\\u043C\\u043E\\u0440\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, mdx(\"a\", {\n    parentName: \"td\",\n    \"href\": \"https://styleguide.mailchimp.com/voice-and-tone/\"\n  }, \"Mailchimp Content Style Guide, 2023\"))), mdx(\"tr\", {\n    parentName: \"tbody\"\n  }, mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"Sber Developers\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u0421\\u0435\\u0440\\u044C\\u0451\\u0437\\u043D\\u044B\\u0439 \\u044F\\u0437\\u044B\\u043A, \\u043E\\u0431\\u0440\\u0430\\u0449\\u0435\\u043D\\u0438\\u0435 \\u043D\\u0430 \\xAB\\u0432\\u044B\\xBB, \\u0431\\u0435\\u0437 \\u044F\\u0440\\u043A\\u0438\\u0445 \\u044D\\u043C\\u043E\\u0446\\u0438\\u0439\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, mdx(\"a\", {\n    parentName: \"td\",\n    \"href\": \"https://developers.sber.ru/help/salutespeech/tone-of-voice\"\n  }, \"Sber Developers, 2024, \\u043E\\u0431\\u043D\\u043E\\u0432\\u043B\\u0435\\u043D\\u043E \\u0432 2025\"))), mdx(\"tr\", {\n    parentName: \"tbody\"\n  }, mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u0410\\u0432\\u0438\\u0430\\u0441\\u0435\\u0439\\u043B\\u0441\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u041D\\u0435\\u0444\\u043E\\u0440\\u043C\\u0430\\u043B\\u044C\\u043D\\u044B\\u0439 \\u0438 \\u0448\\u0443\\u0442\\u043B\\u0438\\u0432\\u044B\\u0439\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, mdx(\"a\", {\n    parentName: \"td\",\n    \"href\": \"https://www.aviasales.ru/\"\n  }, \"\\u0413\\u043B\\u0430\\u0432\\u043D\\u0430\\u044F \\u0441\\u0442\\u0440\\u0430\\u043D\\u0438\\u0446\\u0430 aviasales.ru, 16 \\u043E\\u043A\\u0442\\u044F\\u0431\\u0440\\u044F 2026\"))), mdx(\"tr\", {\n    parentName: \"tbody\"\n  }, mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u0412\\u043A\\u0443\\u0441\\u0412\\u0438\\u043B\\u043B\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u041A\\u043E\\u0440\\u043E\\u0442\\u043A\\u0438\\u0435 \\u043F\\u0440\\u043E\\u0441\\u0442\\u044B\\u0435 \\u0444\\u0440\\u0430\\u0437\\u044B \\u043E\\u0442 \\u043B\\u0438\\u0446\\u0430 \\xAB\\u043C\\u044B\\xBB\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, mdx(\"a\", {\n    parentName: \"td\",\n    \"href\": \"https://vkusvill.ru/about/\"\n  }, \"\\u0421\\u0442\\u0440\\u0430\\u043D\\u0438\\u0446\\u0430 \\xAB\\u041E \\u043D\\u0430\\u0441\\xBB, vkusvill.ru, 16 \\u043E\\u043A\\u0442\\u044F\\u0431\\u0440\\u044F 2026\"))), mdx(\"tr\", {\n    parentName: \"tbody\"\n  }, mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"Aurus\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u0421\\u0434\\u0435\\u0440\\u0436\\u0430\\u043D\\u043D\\u044B\\u0439, \\u0441\\u0435\\u0440\\u044C\\u0451\\u0437\\u043D\\u044B\\u0439, \\u0443\\u0432\\u0430\\u0436\\u0438\\u0442\\u0435\\u043B\\u044C\\u043D\\u044B\\u0439, \\xAB\\u0412\\u044B\\xBB \\u0441 \\u0437\\u0430\\u0433\\u043B\\u0430\\u0432\\u043D\\u043E\\u0439 \\u0431\\u0443\\u043A\\u0432\\u044B\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, mdx(\"a\", {\n    parentName: \"td\",\n    \"href\": \"https://secrets.tbank.ru/glossarij/chto-takoe-tov-brenda/\"\n  }, \"\\u0422-\\u0411\\u0430\\u043D\\u043A \\u0411\\u0438\\u0437\\u043D\\u0435\\u0441 \\u0441\\u0435\\u043A\\u0440\\u0435\\u0442\\u044B, 2026 (\\u043E\\u043F\\u0438\\u0441\\u0430\\u043D\\u0438\\u0435 \\u0438\\u0437\\u0434\\u0430\\u043D\\u0438\\u044F)\"))), mdx(\"tr\", {\n    parentName: \"tbody\"\n  }, mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u0411\\u0443\\u0440\\u0433\\u0435\\u0440 \\u041A\\u0438\\u043D\\u0433\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u0423\\u0432\\u0435\\u0440\\u0435\\u043D\\u043D\\u044B\\u0439, \\u0434\\u0435\\u0440\\u0437\\u043A\\u0438\\u0439, \\u0441 \\u043C\\u0435\\u043C\\u0430\\u043C\\u0438 \\u0438 \\u0438\\u0433\\u0440\\u043E\\u0439 \\u0441\\u043B\\u043E\\u0432\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, mdx(\"a\", {\n    parentName: \"td\",\n    \"href\": \"https://secrets.tbank.ru/glossarij/chto-takoe-tov-brenda/\"\n  }, \"\\u0422-\\u0411\\u0430\\u043D\\u043A \\u0411\\u0438\\u0437\\u043D\\u0435\\u0441 \\u0441\\u0435\\u043A\\u0440\\u0435\\u0442\\u044B, 2026 (\\u043E\\u043F\\u0438\\u0441\\u0430\\u043D\\u0438\\u0435 \\u0438\\u0437\\u0434\\u0430\\u043D\\u0438\\u044F)\"))), mdx(\"tr\", {\n    parentName: \"tbody\"\n  }, mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"DRON.digital\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u0414\\u0440\\u0443\\u0436\\u0435\\u043B\\u044E\\u0431\\u043D\\u044B\\u0439, \\u043E\\u0431\\u0440\\u0430\\u0437 \\xAB\\u0442\\u0432\\u043E\\u0439 \\u0434\\u0440\\u0443\\u0433 \\u0410\\u043D\\u0434\\u0440\\u043E\\u0438\\u0434\\xBB\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, mdx(\"a\", {\n    parentName: \"td\",\n    \"href\": \"/dron/\"\n  }, \"\\u041A\\u0435\\u0439\\u0441 Nimax\"))), mdx(\"tr\", {\n    parentName: \"tbody\"\n  }, mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u0421\\u0430\\u043C\\u043E\\u043B\\u0451\\u0442\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u0414\\u0435\\u043C\\u043E\\u043A\\u0440\\u0430\\u0442\\u0438\\u0447\\u043D\\u044B\\u0439, \\u0434\\u0440\\u0443\\u0436\\u0435\\u043B\\u044E\\u0431\\u043D\\u044B\\u0439 \\u0438 \\u0431\\u0435\\u0440\\u0435\\u0436\\u043D\\u044B\\u0439\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, mdx(\"a\", {\n    parentName: \"td\",\n    \"href\": \"/samolet/\"\n  }, \"\\u041A\\u0435\\u0439\\u0441 Nimax\"))))), mdx(\"h3\", null, \"Mailchimp\"), mdx(\"p\", null, \"Mailchimp \\u043E\\u043F\\u0438\\u0441\\u044B\\u0432\\u0430\\u0435\\u0442 \\u0441\\u0435\\u0431\\u044F \\u0432 \\u0440\\u0443\\u043A\\u043E\\u0432\\u043E\\u0434\\u0441\\u0442\\u0432\\u0435 \\u043A\\u0430\\u043A \\u043E\\u043F\\u044B\\u0442\\u043D\\u043E\\u0433\\u043E \\u0438 \\u0443\\u0447\\u0430\\u0441\\u0442\\u043B\\u0438\\u0432\\u043E\\u0433\\u043E \\u0434\\u0435\\u043B\\u043E\\u0432\\u043E\\u0433\\u043E \\u043F\\u0430\\u0440\\u0442\\u043D\\u0451\\u0440\\u0430, \\u0441\\u0430\\u043C \\u043F\\u0440\\u043E\\u0448\\u0435\\u0434\\u0448\\u0435\\u0433\\u043E \\u043F\\u0443\\u0442\\u044C \\u043C\\u0430\\u043B\\u043E\\u0433\\u043E \\u0431\\u0438\\u0437\\u043D\\u0435\\u0441\\u0430. \\u041F\\u0440\\u0438\\u043D\\u0446\\u0438\\u043F\\u044B \\u043F\\u0438\\u0441\\u044C\\u043C\\u0430 \\u0442\\u0430\\u043A\\u0438\\u0435: \\u0433\\u043E\\u0432\\u043E\\u0440\\u0438\\u0442\\u044C \\u044F\\u0441\\u043D\\u043E, \\u043E\\u0441\\u0442\\u0430\\u0432\\u0430\\u0442\\u044C\\u0441\\u044F \\u0438\\u0441\\u043A\\u0440\\u0435\\u043D\\u043D\\u0438\\u043C, \\u043E\\u0431\\u044A\\u044F\\u0441\\u043D\\u044F\\u0442\\u044C \\u0441\\u043B\\u043E\\u0436\\u043D\\u043E\\u0435 \\u0438 \\u0448\\u0443\\u0442\\u0438\\u0442\\u044C \\u0441\\u0443\\u0445\\u043E. \\u041E \\u044E\\u043C\\u043E\\u0440\\u0435 \\u0432 \\u0440\\u0443\\u043A\\u043E\\u0432\\u043E\\u0434\\u0441\\u0442\\u0432\\u0435 \\u0441\\u043A\\u0430\\u0437\\u0430\\u043D\\u043E: \\u0435\\u0441\\u043B\\u0438 \\u0430\\u0432\\u0442\\u043E\\u0440 \\u0441\\u043E\\u043C\\u043D\\u0435\\u0432\\u0430\\u0435\\u0442\\u0441\\u044F, \\u043B\\u0443\\u0447\\u0448\\u0435 \\u0441\\u043E\\u0445\\u0440\\u0430\\u043D\\u0438\\u0442\\u044C \\u0441\\u0435\\u0440\\u044C\\u0451\\u0437\\u043D\\u043E\\u0435 \\u043B\\u0438\\u0446\\u043E, \\u043F\\u043E\\u0442\\u043E\\u043C\\u0443 \\u0447\\u0442\\u043E \\u043D\\u0430\\u0442\\u0443\\u0436\\u043D\\u0430\\u044F \\u0448\\u0443\\u0442\\u043A\\u0430 \\u0445\\u0443\\u0436\\u0435 \\u0435\\u0451 \\u043E\\u0442\\u0441\\u0443\\u0442\\u0441\\u0442\\u0432\\u0438\\u044F. \\u0420\\u0443\\u043A\\u043E\\u0432\\u043E\\u0434\\u0441\\u0442\\u0432\\u043E \\u043E\\u043F\\u0443\\u0431\\u043B\\u0438\\u043A\\u043E\\u0432\\u0430\\u043D\\u043E \\u043F\\u043E \\u043B\\u0438\\u0446\\u0435\\u043D\\u0437\\u0438\\u0438 Creative Commons Attribution-NonCommercial 4.0, \\u0430\\u0432\\u0442\\u043E\\u0440\\u0441\\u0442\\u0432\\u043E \\u043F\\u0440\\u0438\\u043D\\u0430\\u0434\\u043B\\u0435\\u0436\\u0438\\u0442 Mailchimp.\"), mdx(\"h3\", null, \"Sber Developers\"), mdx(\"p\", null, \"Sber Developers \\u0440\\u0430\\u0437\\u0431\\u0438\\u0440\\u0430\\u0435\\u0442 \\u0432 \\u0441\\u043F\\u0440\\u0430\\u0432\\u043A\\u0435 \\u0441\\u043E\\u0431\\u0441\\u0442\\u0432\\u0435\\u043D\\u043D\\u044B\\u0439 ToV \\u043F\\u043E \\u0447\\u0435\\u0442\\u044B\\u0440\\u0451\\u043C \\u0445\\u0430\\u0440\\u0430\\u043A\\u0442\\u0435\\u0440\\u0438\\u0441\\u0442\\u0438\\u043A\\u0430\\u043C. \\u042F\\u0437\\u044B\\u043A \\u0441\\u0435\\u0440\\u044C\\u0451\\u0437\\u043D\\u044B\\u0439, \\u043F\\u043E\\u0442\\u043E\\u043C\\u0443 \\u0447\\u0442\\u043E \\u0432\\u043B\\u0430\\u0434\\u0435\\u043B\\u044C\\u0446\\u0430\\u043C \\u0431\\u0438\\u0437\\u043D\\u0435\\u0441\\u0430 \\u043D\\u0443\\u0436\\u043D\\u0430 \\u043F\\u043E\\u043B\\u044C\\u0437\\u0430, \\u0438 \\u0438\\u0437\\u0431\\u044B\\u0442\\u043E\\u043A \\u044E\\u043C\\u043E\\u0440\\u0430 \\u0431\\u044B\\u043B \\u0431\\u044B \\u043D\\u0435\\u0443\\u043C\\u0435\\u0441\\u0442\\u0435\\u043D. \\u0422\\u043E\\u043D \\u043E\\u0444\\u0438\\u0446\\u0438\\u0430\\u043B\\u044C\\u043D\\u044B\\u0439, \\u043D\\u043E \\u0433\\u0440\\u0430\\u043D\\u0438\\u0447\\u0438\\u0442 \\u0441 \\u043D\\u0435\\u0444\\u043E\\u0440\\u043C\\u0430\\u043B\\u044C\\u043D\\u044B\\u043C, \\u0442\\u0430\\u043A \\u043A\\u0430\\u043A \\u043F\\u0440\\u043E\\u0444\\u0435\\u0441\\u0441\\u0438\\u043E\\u043D\\u0430\\u043B\\u044C\\u043D\\u044B\\u0435 \\u0442\\u043E\\u043D\\u043A\\u043E\\u0441\\u0442\\u0438 \\u043E\\u0431\\u044A\\u044F\\u0441\\u043D\\u0435\\u043D\\u044B \\u043F\\u0440\\u043E\\u0441\\u0442\\u043E. \\u041A \\u043A\\u043B\\u0438\\u0435\\u043D\\u0442\\u0443 \\u043E\\u0431\\u0440\\u0430\\u0449\\u0430\\u044E\\u0442\\u0441\\u044F \\u043D\\u0430 \\xAB\\u0432\\u044B\\xBB \\u0431\\u0435\\u0437 \\u0434\\u0435\\u0440\\u0437\\u043A\\u0438\\u0445 \\u0444\\u043E\\u0440\\u043C\\u0443\\u043B\\u0438\\u0440\\u043E\\u0432\\u043E\\u043A, \\u0430 \\u044D\\u043C\\u043E\\u0446\\u0438\\u0438 \\u0432 \\u0442\\u0435\\u043A\\u0441\\u0442\\u0435 \\u0441\\u0434\\u0435\\u0440\\u0436\\u0430\\u043D\\u043D\\u044B\\u0435.\"), mdx(\"h3\", null, \"\\u0410\\u0432\\u0438\\u0430\\u0441\\u0435\\u0439\\u043B\\u0441, \\u0412\\u043A\\u0443\\u0441\\u0412\\u0438\\u043B\\u043B, Aurus \\u0438 \\u0411\\u0443\\u0440\\u0433\\u0435\\u0440 \\u041A\\u0438\\u043D\\u0433\"), mdx(\"p\", null, \"\\u0427\\u0435\\u0442\\u044B\\u0440\\u0435 \\u0431\\u0440\\u0435\\u043D\\u0434\\u0430 \\u0437\\u0430\\u043D\\u0438\\u043C\\u0430\\u044E\\u0442 \\u0440\\u0430\\u0437\\u043D\\u044B\\u0435 \\u0442\\u043E\\u0447\\u043A\\u0438 \\u043D\\u0430 \\u0448\\u043A\\u0430\\u043B\\u0430\\u0445. \\u0410\\u0432\\u0438\\u0430\\u0441\\u0435\\u0439\\u043B\\u0441 \\u0448\\u0443\\u0442\\u0438\\u0442 \\u0443\\u0436\\u0435 \\u043D\\u0430 \\u0433\\u043B\\u0430\\u0432\\u043D\\u043E\\u0439 \\u0441\\u0442\\u0440\\u0430\\u043D\\u0438\\u0446\\u0435: \\u0442\\u0430\\u043C \\u043F\\u043E\\u0432\\u0442\\u043E\\u0440\\u044F\\u0435\\u0442\\u0441\\u044F \\u0444\\u0440\\u0430\\u0437\\u0430 \\xAB\\u0423 \\u043D\\u0430\\u0441 \\u043A\\u043B\\u0430\\u0441\\u0441\\u043D\\u044B\\u0439 \\u0441\\u0430\\u043F\\u043F\\u043E\\u0440\\u0442, \\u043D\\u043E \\u043D\\u0430\\u0434\\u0435\\u0435\\u043C\\u0441\\u044F, \\u0432\\u044B \\u0441 \\u043D\\u0438\\u043C \\u043D\\u0438\\u043A\\u043E\\u0433\\u0434\\u0430 \\u043D\\u0435 \\u0432\\u0441\\u0442\\u0440\\u0435\\u0442\\u0438\\u0442\\u0435\\u0441\\u044C\\xBB, \\u0438 \\u0432 \\u043F\\u0440\\u0438\\u043C\\u0435\\u0440\\u0430\\u0445 \\u043C\\u0430\\u0440\\u0448\\u0440\\u0443\\u0442\\u043E\\u0432 \\u0432\\u043C\\u0435\\u0441\\u0442\\u043E \\u0433\\u043E\\u0440\\u043E\\u0434\\u0430 \\u0441\\u0442\\u043E\\u044F\\u0442 \\u0448\\u0443\\u0442\\u043E\\u0447\\u043D\\u044B\\u0435 \\u0446\\u0435\\u043B\\u0438 \\u043F\\u043E\\u0435\\u0437\\u0434\\u043A\\u0438 (\", mdx(\"a\", {\n    parentName: \"p\",\n    \"href\": \"https://www.aviasales.ru/\"\n  }, \"aviasales.ru, 16 \\u043E\\u043A\\u0442\\u044F\\u0431\\u0440\\u044F 2026 \\u0433\\u043E\\u0434\\u0430\"), \"). \\u0412\\u043A\\u0443\\u0441\\u0412\\u0438\\u043B\\u043B \\u043D\\u0430 \\u0441\\u0442\\u0440\\u0430\\u043D\\u0438\\u0446\\u0435 \\xAB\\u041E \\u043D\\u0430\\u0441\\xBB \\u0437\\u0430\\u043F\\u0438\\u0441\\u044B\\u0432\\u0430\\u0435\\u0442 \\u0446\\u0435\\u043B\\u044C \\u043A\\u043E\\u043C\\u043F\\u0430\\u043D\\u0438\\u0438 \\u0432 \\u043E\\u0434\\u043D\\u043E \\u043F\\u0440\\u0435\\u0434\\u043B\\u043E\\u0436\\u0435\\u043D\\u0438\\u0435 \\u0438 \\u0433\\u043E\\u0432\\u043E\\u0440\\u0438\\u0442 \\u043E\\u0442 \\u043B\\u0438\\u0446\\u0430 \\xAB\\u043C\\u044B\\xBB (\", mdx(\"a\", {\n    parentName: \"p\",\n    \"href\": \"https://vkusvill.ru/about/\"\n  }, \"vkusvill.ru, 16 \\u043E\\u043A\\u0442\\u044F\\u0431\\u0440\\u044F 2026 \\u0433\\u043E\\u0434\\u0430\"), \").\"), mdx(\"p\", null, \"Aurus, \\u043F\\u043E \\u043E\\u043F\\u0438\\u0441\\u0430\\u043D\\u0438\\u044E \\u0422-\\u0411\\u0430\\u043D\\u043A\\u0430 \\u0411\\u0438\\u0437\\u043D\\u0435\\u0441 \\u0441\\u0435\\u043A\\u0440\\u0435\\u0442\\u044B (2026), \\u043E\\u0431\\u0449\\u0430\\u0435\\u0442\\u0441\\u044F \\u043F\\u043E\\u0434\\u0447\\u0451\\u0440\\u043A\\u043D\\u0443\\u0442\\u043E \\u0432\\u0435\\u0436\\u043B\\u0438\\u0432\\u043E \\u0438 \\u043F\\u0438\\u0448\\u0435\\u0442 \\xAB\\u0412\\u044B\\xBB \\u0441 \\u0437\\u0430\\u0433\\u043B\\u0430\\u0432\\u043D\\u043E\\u0439 \\u0431\\u0443\\u043A\\u0432\\u044B, \\u0430 \\u0411\\u0443\\u0440\\u0433\\u0435\\u0440 \\u041A\\u0438\\u043D\\u0433 \\u0438\\u0441\\u043F\\u043E\\u043B\\u044C\\u0437\\u0443\\u0435\\u0442 \\u043C\\u0435\\u043C\\u044B, \\u0441\\u043B\\u0435\\u043D\\u0433 \\u0438 \\u043A\\u043E\\u0440\\u043E\\u0442\\u043A\\u0438\\u0435 \\u0444\\u0440\\u0430\\u0437\\u044B. \\u042D\\u0442\\u0438 \\u0434\\u0432\\u0430 \\u0431\\u0440\\u0435\\u043D\\u0434\\u0430 \\u0441\\u0442\\u043E\\u044F\\u0442 \\u043D\\u0430 \\u043F\\u0440\\u043E\\u0442\\u0438\\u0432\\u043E\\u043F\\u043E\\u043B\\u043E\\u0436\\u043D\\u044B\\u0445 \\u043A\\u0440\\u0430\\u044F\\u0445 \\u0448\\u043A\\u0430\\u043B \\u0444\\u043E\\u0440\\u043C\\u0430\\u043B\\u044C\\u043D\\u043E\\u0441\\u0442\\u0438 \\u0438 \\u0443\\u0432\\u0430\\u0436\\u0438\\u0442\\u0435\\u043B\\u044C\\u043D\\u043E\\u0441\\u0442\\u0438.\"), mdx(\"h3\", null, \"\\u041F\\u0440\\u0438\\u043C\\u0435\\u0440 \\u0438\\u0437 \\u043F\\u0440\\u0430\\u043A\\u0442\\u0438\\u043A\\u0438 Nimax: DRON.digital\"), mdx(\"p\", null, \"\\u0414\\u043B\\u044F DRON.digital, \\u043E\\u043D\\u043B\\u0430\\u0439\\u043D-\\u0441\\u0435\\u0440\\u0432\\u0438\\u0441\\u0430 \\u0441\\u0430\\u043C\\u043E\\u0441\\u0442\\u043E\\u044F\\u0442\\u0435\\u043B\\u044C\\u043D\\u043E\\u0433\\u043E \\u0437\\u0430\\u043F\\u0443\\u0441\\u043A\\u0430 \\u0440\\u0435\\u043A\\u043B\\u0430\\u043C\\u044B \\u043D\\u0430 \\u0433\\u043E\\u0440\\u043E\\u0434\\u0441\\u043A\\u0438\\u0445 \\u0432\\u0438\\u0434\\u0435\\u043E\\u044D\\u043A\\u0440\\u0430\\u043D\\u0430\\u0445, \\u043C\\u044B \\u0440\\u0430\\u0437\\u0440\\u0430\\u0431\\u043E\\u0442\\u0430\\u043B\\u0438 \\u043F\\u043E\\u0437\\u0438\\u0446\\u0438\\u043E\\u043D\\u0438\\u0440\\u043E\\u0432\\u0430\\u043D\\u0438\\u0435, \\u0430\\u0439\\u0434\\u0435\\u043D\\u0442\\u0438\\u043A\\u0443, \\u043A\\u043E\\u043C\\u043C\\u0443\\u043D\\u0438\\u043A\\u0430\\u0446\\u0438\\u043E\\u043D\\u043D\\u0443\\u044E \\u0441\\u0442\\u0440\\u0430\\u0442\\u0435\\u0433\\u0438\\u044E \\u0438 \\u0441\\u0430\\u0439\\u0442 (\", mdx(\"a\", {\n    parentName: \"p\",\n    \"href\": \"/dron/\"\n  }, \"\\u043A\\u0435\\u0439\\u0441 DRON.digital\"), \"). \\u041E\\u0431\\u0440\\u0430\\u0437 \\u0431\\u0440\\u0435\\u043D\\u0434\\u0430 \\u0441\\u0444\\u043E\\u0440\\u043C\\u0443\\u043B\\u0438\\u0440\\u043E\\u0432\\u0430\\u043B\\u0438 \\u043A\\u0430\\u043A \\xAB\\u0442\\u0432\\u043E\\u0439 \\u0434\\u0440\\u0443\\u0433 \\u0410\\u043D\\u0434\\u0440\\u043E\\u0438\\u0434\\xBB: \\u0443\\u043C\\u043D\\u044B\\u0439 \\u0441\\u0435\\u0440\\u0432\\u0438\\u0441, \\u0434\\u0435\\u043B\\u0430\\u044E\\u0449\\u0438\\u0439 \\u043D\\u0430\\u0441\\u0442\\u0440\\u043E\\u0439\\u043A\\u0443 \\u0440\\u0435\\u043A\\u043B\\u0430\\u043C\\u044B \\u043F\\u043E\\u043D\\u044F\\u0442\\u043D\\u043E\\u0439 \\u0434\\u043B\\u044F \\u0432\\u0441\\u0435\\u0445. Tone of voice \\u0431\\u0440\\u0435\\u043D\\u0434\\u0430 \\u043D\\u0430 \\u0441\\u0442\\u0440\\u0430\\u043D\\u0438\\u0446\\u0435 \\u043A\\u0435\\u0439\\u0441\\u0430 \\u043D\\u0430\\u0437\\u0432\\u0430\\u043D \\u0434\\u0440\\u0443\\u0436\\u0435\\u043B\\u044E\\u0431\\u043D\\u044B\\u043C. \\u0412 \\u0440\\u0435\\u0434\\u043F\\u043E\\u043B\\u0438\\u0442\\u0438\\u043A\\u0435, \\u0442\\u043E \\u0435\\u0441\\u0442\\u044C \\u0432 \\u043F\\u0440\\u0430\\u0432\\u0438\\u043B\\u0430\\u0445 \\u0440\\u0430\\u0431\\u043E\\u0442\\u044B \\u0441 \\u0442\\u0435\\u043A\\u0441\\u0442\\u0430\\u043C\\u0438, \\u0437\\u0430\\u0444\\u0438\\u043A\\u0441\\u0438\\u0440\\u043E\\u0432\\u0430\\u043B\\u0438 \\u043F\\u0440\\u0438\\u043D\\u0446\\u0438\\u043F\\u044B \\u043E\\u0431\\u0449\\u0435\\u043D\\u0438\\u044F \\xAB\\u043D\\u0430 \\u0443\\u0440\\u043E\\u0432\\u043D\\u0435 \\u0432\\u0441\\u0435\\u0445 \\u0444\\u0443\\u043D\\u043A\\u0446\\u0438\\u0439: \\u043E\\u0442 \\u0441\\u0430\\u0439\\u0442\\u0430 \\u0438 \\u0441\\u043B\\u0443\\u0436\\u0431\\u044B \\u043F\\u043E\\u0434\\u0434\\u0435\\u0440\\u0436\\u043A\\u0438 \\u0434\\u043E \\u0435\\u043C\\u0435\\u0439\\u043B-\\u0440\\u0430\\u0441\\u0441\\u044B\\u043B\\u043A\\u0438 \\u0438 \\u0441\\u043E\\u0446\\u0441\\u0435\\u0442\\u0435\\u0439\\xBB. \\u041E\\u0431\\u0440\\u0430\\u0437 \\u0432\\u043E\\u043F\\u043B\\u043E\\u0442\\u0438\\u043B\\u0438 \\u0432 \\u043C\\u0430\\u0441\\u043A\\u043E\\u0442\\u0435, \\u0438 \\u043A\\u043E\\u043C\\u0430\\u043D\\u0434\\u0430 DRON \\u043D\\u0430\\u0437\\u044B\\u0432\\u0430\\u0435\\u0442 \\u0435\\u0433\\u043E \\u0414\\u0440\\u043E\\u043D\\u0451\\u043D\\u043A\\u043E\\u043C.\"), mdx(\"p\", null, \"\\u0420\\u0435\\u0437\\u0443\\u043B\\u044C\\u0442\\u0430\\u0442\\u043E\\u0432 tone of voice \\u0432 \\u0446\\u0438\\u0444\\u0440\\u0430\\u0445 \\u043D\\u0430 \\u0441\\u0442\\u0440\\u0430\\u043D\\u0438\\u0446\\u0435 \\u043A\\u0435\\u0439\\u0441\\u0430 \\u043D\\u0435\\u0442, \\u043F\\u043E\\u044D\\u0442\\u043E\\u043C\\u0443 \\u043A\\u0435\\u0439\\u0441 \\u0441\\u0442\\u043E\\u0438\\u0442 \\u0447\\u0438\\u0442\\u0430\\u0442\\u044C \\u043A\\u0430\\u043A \\u0438\\u043B\\u043B\\u044E\\u0441\\u0442\\u0440\\u0430\\u0446\\u0438\\u044E \\u043F\\u043E\\u0434\\u0445\\u043E\\u0434\\u0430.\"), mdx(\"h2\", null, \"\\u041A\\u0430\\u043A \\u0440\\u0430\\u0437\\u0440\\u0430\\u0431\\u043E\\u0442\\u0430\\u0442\\u044C tone of voice: 7 \\u0448\\u0430\\u0433\\u043E\\u0432\"), mdx(\"p\", null, \"Tone of voice \\u0440\\u0430\\u0437\\u0440\\u0430\\u0431\\u0430\\u0442\\u044B\\u0432\\u0430\\u044E\\u0442 \\u0437\\u0430 \\u0441\\u0435\\u043C\\u044C \\u0448\\u0430\\u0433\\u043E\\u0432, \\u043E\\u0442 \\u0446\\u0435\\u043D\\u043D\\u043E\\u0441\\u0442\\u0435\\u0439 \\u0431\\u0440\\u0435\\u043D\\u0434\\u0430 \\u0434\\u043E \\u043E\\u0444\\u043E\\u0440\\u043C\\u043B\\u0435\\u043D\\u043D\\u043E\\u0433\\u043E \\u0433\\u0430\\u0439\\u0434\\u0430.\"), mdx(\"h3\", null, \"\\u0428\\u0430\\u0433 1. \\u0412\\u0437\\u044F\\u0442\\u044C \\u0446\\u0435\\u043D\\u043D\\u043E\\u0441\\u0442\\u0438 \\u0438 \\u043F\\u043E\\u0437\\u0438\\u0446\\u0438\\u043E\\u043D\\u0438\\u0440\\u043E\\u0432\\u0430\\u043D\\u0438\\u0435\"), mdx(\"p\", null, \"\\u041D\\u0430\\u0447\\u0438\\u043D\\u0430\\u044E\\u0442 \\u0441 \\u0442\\u043E\\u0433\\u043E, \\u0437\\u0430\\u0447\\u0435\\u043C \\u0431\\u0440\\u0435\\u043D\\u0434 \\u0441\\u0443\\u0449\\u0435\\u0441\\u0442\\u0432\\u0443\\u0435\\u0442, \\u043A\\u0430\\u043A\\u0438\\u0435 \\u0438\\u0434\\u0435\\u0438 \\u043F\\u0440\\u043E\\u0434\\u0432\\u0438\\u0433\\u0430\\u0435\\u0442 \\u0438 \\u0447\\u0435\\u043C \\u043E\\u0442\\u043B\\u0438\\u0447\\u0430\\u0435\\u0442\\u0441\\u044F \\u043E\\u0442 \\u043A\\u043E\\u043D\\u043A\\u0443\\u0440\\u0435\\u043D\\u0442\\u043E\\u0432. \\u0415\\u0441\\u043B\\u0438 \\u043F\\u043E\\u0437\\u0438\\u0446\\u0438\\u043E\\u043D\\u0438\\u0440\\u043E\\u0432\\u0430\\u043D\\u0438\\u0435 \\u0443\\u0436\\u0435 \\u0435\\u0441\\u0442\\u044C, ToV \\u0441\\u0442\\u0440\\u043E\\u044F\\u0442 \\u043D\\u0430 \\u043D\\u0451\\u043C. \\u0421\\u043F\\u0440\\u0430\\u0432\\u043A\\u0430 Sber Developers \\u0441\\u043E\\u0432\\u0435\\u0442\\u0443\\u0435\\u0442 \\u043E\\u0442\\u0442\\u0430\\u043B\\u043A\\u0438\\u0432\\u0430\\u0442\\u044C\\u0441\\u044F \\u043E\\u0442 \\u0436\\u0435\\u043B\\u0430\\u0435\\u043C\\u043E\\u0439 \\u0441\\u0438\\u0442\\u0443\\u0430\\u0446\\u0438\\u0438: \\u043A\\u043E\\u043C\\u043F\\u0430\\u043D\\u0438\\u044F \\u0441 \\u0440\\u0435\\u043F\\u0443\\u0442\\u0430\\u0446\\u0438\\u0435\\u0439 \\u0441\\u0435\\u0440\\u044C\\u0451\\u0437\\u043D\\u043E\\u0433\\u043E \\u043F\\u0430\\u0440\\u0442\\u043D\\u0451\\u0440\\u0430 \\u0434\\u043B\\u044F \\u0431\\u0438\\u0437\\u043D\\u0435\\u0441\\u0430 \\u043F\\u0440\\u0438 \\u0432\\u044B\\u0445\\u043E\\u0434\\u0435 \\u043D\\u0430 \\u0447\\u0430\\u0441\\u0442\\u043D\\u044B\\u0445 \\u043F\\u043E\\u043A\\u0443\\u043F\\u0430\\u0442\\u0435\\u043B\\u0435\\u0439 \\u043F\\u0435\\u0440\\u0435\\u0441\\u043C\\u0430\\u0442\\u0440\\u0438\\u0432\\u0430\\u0435\\u0442 \\u043C\\u0430\\u043D\\u0435\\u0440\\u0443 \\u0440\\u0435\\u0447\\u0438 \\u043F\\u043E\\u0434 \\u043D\\u043E\\u0432\\u0443\\u044E \\u0430\\u0443\\u0434\\u0438\\u0442\\u043E\\u0440\\u0438\\u044E.\"), mdx(\"h3\", null, \"\\u0428\\u0430\\u0433 2. \\u041E\\u043F\\u0438\\u0441\\u0430\\u0442\\u044C \\u0430\\u0443\\u0434\\u0438\\u0442\\u043E\\u0440\\u0438\\u044E \\u0438 \\u0435\\u0451 \\u044F\\u0437\\u044B\\u043A\"), mdx(\"p\", null, \"\\u0421\\u043E\\u0441\\u0442\\u0430\\u0432\\u043B\\u044F\\u044E\\u0442 \\u043F\\u043E\\u0440\\u0442\\u0440\\u0435\\u0442 \\u043A\\u043B\\u0438\\u0435\\u043D\\u0442\\u043E\\u0432: \\u0432\\u043E\\u0437\\u0440\\u0430\\u0441\\u0442, \\u0438\\u043D\\u0442\\u0435\\u0440\\u0435\\u0441\\u044B, \\u043F\\u043E\\u0442\\u0440\\u0435\\u0431\\u043D\\u043E\\u0441\\u0442\\u0438, \\u043F\\u0440\\u0438\\u0447\\u0438\\u043D\\u044B \\u043F\\u043E\\u043A\\u0443\\u043F\\u043A\\u0438. \\u0418\\u0437 \\u043F\\u043E\\u0440\\u0442\\u0440\\u0435\\u0442\\u0430 \\u0432\\u044B\\u0432\\u043E\\u0434\\u044F\\u0442 \\u043F\\u0440\\u0430\\u043A\\u0442\\u0438\\u0447\\u0435\\u0441\\u043A\\u0438\\u0435 \\u0440\\u0435\\u0448\\u0435\\u043D\\u0438\\u044F: \\u0433\\u043E\\u0432\\u043E\\u0440\\u0438\\u0442\\u044C \\u043D\\u0430 \\xAB\\u0442\\u044B\\xBB \\u0438\\u043B\\u0438 \\u043D\\u0430 \\xAB\\u0432\\u044B\\xBB, \\u043F\\u0438\\u0441\\u0430\\u0442\\u044C \\u043A\\u0430\\u043A \\u044D\\u043A\\u0441\\u043F\\u0435\\u0440\\u0442 \\u0438\\u043B\\u0438 \\u043F\\u043E-\\u0434\\u0440\\u0443\\u0436\\u0435\\u0441\\u043A\\u0438, \\u0434\\u043E\\u043F\\u0443\\u0441\\u043A\\u0430\\u0442\\u044C \\u043B\\u0438 \\u043C\\u0435\\u043C\\u044B \\u0438 \\u0448\\u0443\\u0442\\u043A\\u0438. \\u041F\\u043E\\u043B\\u0435\\u0437\\u043D\\u043E \\u043F\\u0440\\u043E\\u0447\\u0438\\u0442\\u0430\\u0442\\u044C \\u043F\\u0438\\u0441\\u044C\\u043C\\u0430 \\u0432 \\u043F\\u043E\\u0434\\u0434\\u0435\\u0440\\u0436\\u043A\\u0443 \\u0438 \\u043A\\u043E\\u043C\\u043C\\u0435\\u043D\\u0442\\u0430\\u0440\\u0438\\u0438 \\u043A\\u043B\\u0438\\u0435\\u043D\\u0442\\u043E\\u0432, \\u0447\\u0442\\u043E\\u0431\\u044B \\u0443\\u0432\\u0438\\u0434\\u0435\\u0442\\u044C, \\u043A\\u0430\\u043A\\u0438\\u043C\\u0438 \\u0441\\u043B\\u043E\\u0432\\u0430\\u043C\\u0438 \\u043E\\u043D\\u0438 \\u0441\\u0430\\u043C\\u0438 \\u043E\\u043F\\u0438\\u0441\\u044B\\u0432\\u0430\\u044E\\u0442 \\u0441\\u0432\\u043E\\u0438 \\u0437\\u0430\\u0434\\u0430\\u0447\\u0438.\"), mdx(\"h3\", null, \"\\u0428\\u0430\\u0433 3. \\u0420\\u0430\\u0437\\u043E\\u0431\\u0440\\u0430\\u0442\\u044C \\u0441\\u0432\\u043E\\u0438 \\u0442\\u0435\\u043A\\u0441\\u0442\\u044B \\u0438 \\u0442\\u0435\\u043A\\u0441\\u0442\\u044B \\u043A\\u043E\\u043D\\u043A\\u0443\\u0440\\u0435\\u043D\\u0442\\u043E\\u0432\"), mdx(\"p\", null, \"\\u0421\\u043E\\u0431\\u0438\\u0440\\u0430\\u044E\\u0442 \\u043F\\u0440\\u0438\\u043C\\u0435\\u0440\\u044B \\u0438\\u0437 \\u043A\\u0430\\u0436\\u0434\\u043E\\u0433\\u043E \\u043A\\u0430\\u043D\\u0430\\u043B\\u0430: \\u0441\\u0430\\u0439\\u0442, \\u0440\\u0430\\u0441\\u0441\\u044B\\u043B\\u043A\\u0438, \\u0441\\u043E\\u0446\\u0441\\u0435\\u0442\\u0438, \\u043E\\u0442\\u0432\\u0435\\u0442\\u044B \\u043F\\u043E\\u0434\\u0434\\u0435\\u0440\\u0436\\u043A\\u0438. \\u041E\\u0442\\u043C\\u0435\\u0447\\u0430\\u044E\\u0442, \\u043A\\u0430\\u043A\\u0438\\u0435 \\u0442\\u0435\\u043A\\u0441\\u0442\\u044B \\u043F\\u043E\\u0434\\u0445\\u043E\\u0434\\u044F\\u0442 \\u0431\\u0440\\u0435\\u043D\\u0434\\u0443, \\u0430 \\u043A\\u0430\\u043A\\u0438\\u0435 \\u043D\\u0435\\u0442. \\u0417\\u0430\\u0442\\u0435\\u043C \\u0441\\u043C\\u043E\\u0442\\u0440\\u044F\\u0442, \\u043A\\u0430\\u043A \\u0433\\u043E\\u0432\\u043E\\u0440\\u044F\\u0442 \\u043A\\u043E\\u043D\\u043A\\u0443\\u0440\\u0435\\u043D\\u0442\\u044B, \\u0447\\u0442\\u043E\\u0431\\u044B \\u043C\\u0430\\u043D\\u0435\\u0440\\u0430 \\u0431\\u0440\\u0435\\u043D\\u0434\\u0430 \\u043E\\u0442\\u043B\\u0438\\u0447\\u0430\\u043B\\u0430\\u0441\\u044C \\u043E\\u0442 \\u043C\\u0430\\u043D\\u0435\\u0440\\u044B \\u0441\\u043E\\u0441\\u0435\\u0434\\u0435\\u0439 \\u043F\\u043E \\u0440\\u044B\\u043D\\u043A\\u0443.\"), mdx(\"h3\", null, \"\\u0428\\u0430\\u0433 4. \\u0412\\u044B\\u0431\\u0440\\u0430\\u0442\\u044C \\u043F\\u043E\\u043B\\u043E\\u0436\\u0435\\u043D\\u0438\\u0435 \\u043D\\u0430 \\u0448\\u043A\\u0430\\u043B\\u0430\\u0445 \\u0438 \\u0441\\u043B\\u043E\\u0432\\u0430-\\u0445\\u0430\\u0440\\u0430\\u043A\\u0442\\u0435\\u0440\\u0438\\u0441\\u0442\\u0438\\u043A\\u0438\"), mdx(\"p\", null, \"\\u041D\\u0430 \\u043A\\u0430\\u0436\\u0434\\u043E\\u0439 \\u0438\\u0437 \\u0447\\u0435\\u0442\\u044B\\u0440\\u0451\\u0445 \\u0448\\u043A\\u0430\\u043B \\u0432\\u044B\\u0431\\u0438\\u0440\\u0430\\u044E\\u0442 \\u0442\\u043E\\u0447\\u043A\\u0443 \\u0438 \\u043F\\u043E\\u0434\\u0431\\u0438\\u0440\\u0430\\u044E\\u0442 \\u043D\\u0435\\u0441\\u043A\\u043E\\u043B\\u044C\\u043A\\u043E \\u0441\\u043B\\u043E\\u0432-\\u0445\\u0430\\u0440\\u0430\\u043A\\u0442\\u0435\\u0440\\u0438\\u0441\\u0442\\u0438\\u043A, \\u043D\\u0430\\u043F\\u0440\\u0438\\u043C\\u0435\\u0440 \\xAB\\u0437\\u0430\\u0431\\u043E\\u0442\\u043B\\u0438\\u0432\\u044B\\u0439\\xBB \\u0438\\u043B\\u0438 \\xAB\\u0441\\u0434\\u0435\\u0440\\u0436\\u0430\\u043D\\u043D\\u044B\\u0439\\xBB. \\u041A \\u043D\\u0438\\u043C \\u0434\\u043E\\u0431\\u0430\\u0432\\u043B\\u044F\\u044E\\u0442 \\u0441\\u043B\\u043E\\u0432\\u0430-\\u043E\\u0433\\u0440\\u0430\\u043D\\u0438\\u0447\\u0438\\u0442\\u0435\\u043B\\u0438, \\u043D\\u0435\\u0436\\u0435\\u043B\\u0430\\u0442\\u0435\\u043B\\u044C\\u043D\\u044B\\u0435 \\u0434\\u043B\\u044F \\u0431\\u0440\\u0435\\u043D\\u0434\\u0430. \\u041E\\u043F\\u0438\\u0440\\u0430\\u044E\\u0442\\u0441\\u044F \\u043D\\u0430 \\u0446\\u0435\\u043D\\u043D\\u043E\\u0441\\u0442\\u0438 \\u0438 \\u043F\\u043E\\u0440\\u0442\\u0440\\u0435\\u0442 \\u043A\\u043B\\u0438\\u0435\\u043D\\u0442\\u043E\\u0432 \\u0438\\u0437 \\u043F\\u0435\\u0440\\u0432\\u044B\\u0445 \\u0434\\u0432\\u0443\\u0445 \\u0448\\u0430\\u0433\\u043E\\u0432.\"), mdx(\"h3\", null, \"\\u0428\\u0430\\u0433 5. \\u041E\\u043F\\u0438\\u0441\\u0430\\u0442\\u044C \\u043F\\u0440\\u0438\\u043D\\u0446\\u0438\\u043F\\u044B, \\u043B\\u0435\\u043A\\u0441\\u0438\\u043A\\u0443 \\u0438 \\u0437\\u0430\\u043F\\u0440\\u0435\\u0442\\u044B\"), mdx(\"p\", null, \"\\u0424\\u043E\\u0440\\u043C\\u0443\\u043B\\u0438\\u0440\\u0443\\u044E\\u0442 \\u0442\\u0440\\u0438-\\u0447\\u0435\\u0442\\u044B\\u0440\\u0435 \\u043F\\u0440\\u0438\\u043D\\u0446\\u0438\\u043F\\u0430 \\u0438 \\u0434\\u043B\\u044F \\u043A\\u0430\\u0436\\u0434\\u043E\\u0433\\u043E \\u0443\\u043A\\u0430\\u0437\\u044B\\u0432\\u0430\\u044E\\u0442 \\u0433\\u0440\\u0430\\u043D\\u0438\\u0446\\u0443, \\u0442\\u043E \\u0435\\u0441\\u0442\\u044C \\u0441\\u043B\\u0443\\u0447\\u0430\\u0439, \\u0433\\u0434\\u0435 \\u043F\\u0440\\u0438\\u043D\\u0446\\u0438\\u043F \\u043F\\u0435\\u0440\\u0435\\u0441\\u0442\\u0430\\u0451\\u0442 \\u0440\\u0430\\u0431\\u043E\\u0442\\u0430\\u0442\\u044C. \\u0421\\u043E\\u0441\\u0442\\u0430\\u0432\\u043B\\u044F\\u044E\\u0442 \\u0441\\u043B\\u043E\\u0432\\u0430\\u0440\\u044C \\u0438\\u0437 \\u043B\\u044E\\u0431\\u0438\\u043C\\u044B\\u0445 \\u0441\\u043B\\u043E\\u0432 \\u0431\\u0440\\u0435\\u043D\\u0434\\u0430 \\u0438 \\u0441\\u043B\\u043E\\u0432, \\u043D\\u0435\\u0436\\u0435\\u043B\\u0430\\u0442\\u0435\\u043B\\u044C\\u043D\\u044B\\u0445 \\u0434\\u043B\\u044F \\u043D\\u0435\\u0433\\u043E. \\u041E\\u0442\\u0434\\u0435\\u043B\\u044C\\u043D\\u043E \\u0437\\u0430\\u043F\\u0438\\u0441\\u044B\\u0432\\u0430\\u044E\\u0442 \\u043F\\u0440\\u0430\\u0432\\u0438\\u043B\\u0430 \\u0434\\u043B\\u044F \\u044D\\u043C\\u043E\\u0434\\u0437\\u0438, \\u0441\\u043B\\u0435\\u043D\\u0433\\u0430, \\u0430\\u043D\\u0433\\u043B\\u0438\\u0446\\u0438\\u0437\\u043C\\u043E\\u0432 \\u0438 \\u0442\\u0435\\u0440\\u043C\\u0438\\u043D\\u043E\\u0432.\"), mdx(\"h3\", null, \"\\u0428\\u0430\\u0433 6. \\u041F\\u0440\\u043E\\u0432\\u0435\\u0440\\u0438\\u0442\\u044C \\u043D\\u0430 \\u0442\\u0435\\u043A\\u0441\\u0442\\u0430\\u0445 \\u0431\\u0440\\u0435\\u043D\\u0434\\u0430\"), mdx(\"p\", null, \"\\u041F\\u0438\\u0448\\u0443\\u0442 \\u043F\\u043E \\u043D\\u043E\\u0432\\u044B\\u043C \\u043F\\u0440\\u0430\\u0432\\u0438\\u043B\\u0430\\u043C \\u043B\\u0435\\u043D\\u0434\\u0438\\u043D\\u0433 (\\u043F\\u043E\\u0441\\u0430\\u0434\\u043E\\u0447\\u043D\\u0443\\u044E \\u0441\\u0442\\u0440\\u0430\\u043D\\u0438\\u0446\\u0443), \\u043F\\u043E\\u0441\\u0442 \\u0438 \\u043E\\u0442\\u0432\\u0435\\u0442 \\u043D\\u0430 \\u0436\\u0430\\u043B\\u043E\\u0431\\u0443 \\u0438 \\u043F\\u043E\\u043A\\u0430\\u0437\\u044B\\u0432\\u0430\\u044E\\u0442 \\u0438\\u0445 \\u043A\\u043E\\u043B\\u043B\\u0435\\u0433\\u0430\\u043C \\u0438 \\u043A\\u043B\\u0438\\u0435\\u043D\\u0442\\u0430\\u043C. NN/g \\u043F\\u0440\\u0435\\u0434\\u043B\\u0430\\u0433\\u0430\\u0435\\u0442 \\u043F\\u043E\\u043F\\u0440\\u043E\\u0441\\u0438\\u0442\\u044C \\u043A\\u043B\\u0438\\u0435\\u043D\\u0442\\u043E\\u0432 \\u0432\\u044B\\u0431\\u0440\\u0430\\u0442\\u044C \\u0441\\u043B\\u043E\\u0432\\u0430, \\u043E\\u043F\\u0438\\u0441\\u044B\\u0432\\u0430\\u044E\\u0449\\u0438\\u0435 \\u0442\\u0435\\u043A\\u0441\\u0442. \\u0415\\u0441\\u043B\\u0438 \\u0431\\u0440\\u0435\\u043D\\u0434 \\u0445\\u043E\\u0447\\u0435\\u0442 \\u043A\\u0430\\u0437\\u0430\\u0442\\u044C\\u0441\\u044F \\u0448\\u0443\\u0442\\u043B\\u0438\\u0432\\u044B\\u043C, \\u043D\\u043E \\u0443\\u0432\\u0430\\u0436\\u0438\\u0442\\u0435\\u043B\\u044C\\u043D\\u044B\\u043C, \\u043E\\u0442\\u0432\\u0435\\u0442 \\xAB\\u044E\\u043C\\u043E\\u0440\\u0438\\u0441\\u0442\\u0438\\u0447\\u043D\\u044B\\u0439\\xBB \\u0443\\u043A\\u0430\\u0437\\u044B\\u0432\\u0430\\u0435\\u0442 \\u043D\\u0430 \\u043F\\u043E\\u043F\\u0430\\u0434\\u0430\\u043D\\u0438\\u0435 \\u0432 \\u0446\\u0435\\u043B\\u044C, \\u0430 \\u043E\\u0442\\u0432\\u0435\\u0442 \\xAB\\u044F\\u0437\\u0432\\u0438\\u0442\\u0435\\u043B\\u044C\\u043D\\u044B\\u0439\\xBB \\u043E\\u0437\\u043D\\u0430\\u0447\\u0430\\u0435\\u0442, \\u0447\\u0442\\u043E \\u044E\\u043C\\u043E\\u0440 \\u043F\\u043E\\u043B\\u0443\\u0447\\u0438\\u043B\\u0441\\u044F \\u0440\\u0435\\u0437\\u0447\\u0435 \\u0437\\u0430\\u0434\\u0443\\u043C\\u0430\\u043D\\u043D\\u043E\\u0433\\u043E. \\u0420\\u0435\\u0430\\u043A\\u0446\\u0438\\u0438 \\u0441\\u043E\\u0431\\u0438\\u0440\\u0430\\u044E\\u0442 \\u0438 \\u043F\\u043E \\u043D\\u0438\\u043C \\u0443\\u0442\\u043E\\u0447\\u043D\\u044F\\u044E\\u0442 \\u043F\\u0440\\u0430\\u0432\\u0438\\u043B\\u0430.\"), mdx(\"h3\", null, \"\\u0428\\u0430\\u0433 7. \\u041E\\u0444\\u043E\\u0440\\u043C\\u0438\\u0442\\u044C \\u0433\\u0430\\u0439\\u0434 \\u0438 \\u043F\\u0435\\u0440\\u0435\\u0434\\u0430\\u0442\\u044C \\u043A\\u043E\\u043C\\u0430\\u043D\\u0434\\u0435\"), mdx(\"p\", null, \"\\u0413\\u043E\\u0442\\u043E\\u0432\\u044B\\u0435 \\u043F\\u0440\\u0430\\u0432\\u0438\\u043B\\u0430 \\u0441\\u043E\\u0431\\u0438\\u0440\\u0430\\u044E\\u0442 \\u0432 \\u0433\\u0430\\u0439\\u0434 \\u0438 \\u043F\\u043E\\u043A\\u0430\\u0437\\u044B\\u0432\\u0430\\u044E\\u0442 \\u0432\\u0441\\u0435\\u043C, \\u043A\\u0442\\u043E \\u043F\\u0438\\u0448\\u0435\\u0442 \\u043E\\u0442 \\u0438\\u043C\\u0435\\u043D\\u0438 \\u0431\\u0440\\u0435\\u043D\\u0434\\u0430: \\u043C\\u0430\\u0440\\u043A\\u0435\\u0442\\u043E\\u043B\\u043E\\u0433\\u0430\\u043C, \\u043A\\u043E\\u043F\\u0438\\u0440\\u0430\\u0439\\u0442\\u0435\\u0440\\u0430\\u043C, \\u0434\\u0438\\u0437\\u0430\\u0439\\u043D\\u0435\\u0440\\u0430\\u043C, \\u0441\\u043E\\u0442\\u0440\\u0443\\u0434\\u043D\\u0438\\u043A\\u0430\\u043C \\u043F\\u043E\\u0434\\u0434\\u0435\\u0440\\u0436\\u043A\\u0438. Sber Developers \\u0440\\u0435\\u043A\\u043E\\u043C\\u0435\\u043D\\u0434\\u0443\\u0435\\u0442 \\u043F\\u043E\\u0437\\u043D\\u0430\\u043A\\u043E\\u043C\\u0438\\u0442\\u044C \\u043A\\u043E\\u043C\\u0430\\u043D\\u0434\\u0443 \\u0441 \\u043E\\u0431\\u0440\\u0430\\u0437\\u043E\\u043C \\u0431\\u0440\\u0435\\u043D\\u0434\\u0430, \\u0447\\u0442\\u043E\\u0431\\u044B \\u043C\\u0430\\u0442\\u0435\\u0440\\u0438\\u0430\\u043B\\u044B \\u0432\\u044B\\u0445\\u043E\\u0434\\u0438\\u043B\\u0438 \\u0432 \\u0435\\u0434\\u0438\\u043D\\u043E\\u0439 \\u0441\\u0442\\u0438\\u043B\\u0438\\u0441\\u0442\\u0438\\u043A\\u0435.\"), mdx(\"h2\", null, \"\\u041A\\u0430\\u043A \\u043E\\u0444\\u043E\\u0440\\u043C\\u0438\\u0442\\u044C tone of voice \\u0432 \\u0433\\u0430\\u0439\\u0434\"), mdx(\"p\", null, \"\\u0413\\u0430\\u0439\\u0434 \\u043F\\u043E ToV \\u0443\\u043C\\u0435\\u0449\\u0430\\u0435\\u0442\\u0441\\u044F \\u043D\\u0430 \\u043E\\u0434\\u043D\\u0443-\\u0434\\u0432\\u0435 \\u0441\\u0442\\u0440\\u0430\\u043D\\u0438\\u0446\\u044B \\u0438 \\u0441\\u043E\\u0441\\u0442\\u043E\\u0438\\u0442 \\u0438\\u0437 \\u0448\\u0435\\u0441\\u0442\\u0438 \\u0447\\u0430\\u0441\\u0442\\u0435\\u0439.\"), mdx(\"h3\", null, \"\\u0428\\u0430\\u0431\\u043B\\u043E\\u043D \\u0433\\u0430\\u0439\\u0434\\u0430 \\u043D\\u0430 \\u043E\\u0434\\u043D\\u0443 \\u0441\\u0442\\u0440\\u0430\\u043D\\u0438\\u0446\\u0443\"), mdx(\"p\", null, \"\\u0412 \\u0433\\u0430\\u0439\\u0434\\u0435 \\u0437\\u0430\\u043F\\u0438\\u0441\\u044B\\u0432\\u0430\\u044E\\u0442:\"), mdx(\"ul\", null, mdx(\"li\", {\n    parentName: \"ul\"\n  }, \"\\u0446\\u0435\\u043B\\u044C, \\u0442\\u043E \\u0435\\u0441\\u0442\\u044C \\u0437\\u0430\\u0447\\u0435\\u043C \\u0431\\u0440\\u0435\\u043D\\u0434 \\u0433\\u043E\\u0432\\u043E\\u0440\\u0438\\u0442 \\u0438\\u043C\\u0435\\u043D\\u043D\\u043E \\u0442\\u0430\\u043A \\u0438 \\u0441 \\u043A\\u0435\\u043C;\"), mdx(\"li\", {\n    parentName: \"ul\"\n  }, \"\\u0442\\u0440\\u0438-\\u0447\\u0435\\u0442\\u044B\\u0440\\u0435 \\u043F\\u0440\\u0438\\u043D\\u0446\\u0438\\u043F\\u0430, \\u0438 \\u0434\\u043B\\u044F \\u043A\\u0430\\u0436\\u0434\\u043E\\u0433\\u043E \\u0433\\u0440\\u0430\\u043D\\u0438\\u0446\\u0443: \\u0447\\u0442\\u043E \\u043F\\u0440\\u0438\\u043D\\u0446\\u0438\\u043F \\u043E\\u0437\\u043D\\u0430\\u0447\\u0430\\u0435\\u0442 \\u0438 \\u0433\\u0434\\u0435 \\u043F\\u0435\\u0440\\u0435\\u0441\\u0442\\u0430\\u0451\\u0442 \\u0434\\u0435\\u0439\\u0441\\u0442\\u0432\\u043E\\u0432\\u0430\\u0442\\u044C;\"), mdx(\"li\", {\n    parentName: \"ul\"\n  }, \"\\u0441\\u043B\\u043E\\u0432\\u0430\\u0440\\u044C \\u0438\\u0437 \\u0441\\u043B\\u043E\\u0432, \\u043F\\u0440\\u0438\\u043D\\u044F\\u0442\\u044B\\u0445 \\u0432 \\u0431\\u0440\\u0435\\u043D\\u0434\\u0435, \\u0438 \\u0441\\u043B\\u043E\\u0432, \\u043D\\u0435\\u0436\\u0435\\u043B\\u0430\\u0442\\u0435\\u043B\\u044C\\u043D\\u044B\\u0445 \\u0434\\u043B\\u044F \\u043D\\u0435\\u0433\\u043E;\"), mdx(\"li\", {\n    parentName: \"ul\"\n  }, \"\\u043F\\u0440\\u0430\\u0432\\u0438\\u043B\\u0430 \\u043F\\u043E \\u043A\\u0430\\u043D\\u0430\\u043B\\u0430\\u043C: \\u0447\\u0435\\u043C \\u043E\\u0442\\u043B\\u0438\\u0447\\u0430\\u044E\\u0442\\u0441\\u044F \\u0441\\u0430\\u0439\\u0442, \\u0441\\u043E\\u0446\\u0441\\u0435\\u0442\\u0438, \\u0440\\u0430\\u0441\\u0441\\u044B\\u043B\\u043A\\u0438 \\u0438 \\u043F\\u043E\\u0434\\u0434\\u0435\\u0440\\u0436\\u043A\\u0430;\"), mdx(\"li\", {\n    parentName: \"ul\"\n  }, \"\\u0437\\u0430\\u043F\\u0440\\u0435\\u0442\\u044B, \\u0442\\u043E \\u0435\\u0441\\u0442\\u044C \\u043F\\u0440\\u0438\\u0451\\u043C\\u044B, \\u043F\\u0440\\u043E\\u0442\\u0438\\u0432\\u043E\\u0440\\u0435\\u0447\\u0430\\u0449\\u0438\\u0435 \\u043E\\u0431\\u0440\\u0430\\u0437\\u0443 \\u0431\\u0440\\u0435\\u043D\\u0434\\u0430;\"), mdx(\"li\", {\n    parentName: \"ul\"\n  }, \"\\u043F\\u0430\\u0440\\u044B \\xAB\\u0431\\u044B\\u043B\\u043E \\u2192 \\u0441\\u0442\\u0430\\u043B\\u043E\\xBB \\u0441 \\u043A\\u043E\\u0440\\u043E\\u0442\\u043A\\u0438\\u043C\\u0438 \\u043F\\u0440\\u0438\\u043C\\u0435\\u0440\\u0430\\u043C\\u0438 \\u043F\\u0440\\u0430\\u0432\\u043A\\u0438.\")), mdx(\"p\", null, \"ToV \\u0432\\u043A\\u043B\\u044E\\u0447\\u0430\\u044E\\u0442 \\u0432 \", mdx(\"a\", {\n    parentName: \"p\",\n    \"href\": \"/blog/brendbuk-chto-vhodit-i-zachem-nuzhen-biznesu/\"\n  }, \"\\u0431\\u0440\\u0435\\u043D\\u0434\\u0431\\u0443\\u043A\"), \" \\u0438\\u043B\\u0438 \\u043E\\u0444\\u043E\\u0440\\u043C\\u043B\\u044F\\u044E\\u0442 \\u043E\\u0442\\u0434\\u0435\\u043B\\u044C\\u043D\\u044B\\u043C \\u0434\\u043E\\u043A\\u0443\\u043C\\u0435\\u043D\\u0442\\u043E\\u043C. \\u0414\\u043B\\u044F \\u0440\\u0435\\u0431\\u0440\\u0435\\u043D\\u0434\\u0438\\u043D\\u0433\\u0430 \\u0434\\u0435\\u0432\\u0435\\u043B\\u043E\\u043F\\u0435\\u0440\\u0430 UDS (\\u043A\\u043E\\u043C\\u043F\\u0430\\u043D\\u0438\\u0438, \\u0441\\u0442\\u0440\\u043E\\u044F\\u0449\\u0435\\u0439 \\u0438 \\u043F\\u0440\\u043E\\u0434\\u0430\\u044E\\u0449\\u0435\\u0439 \\u043D\\u0435\\u0434\\u0432\\u0438\\u0436\\u0438\\u043C\\u043E\\u0441\\u0442\\u044C) \\u043C\\u044B \\u043F\\u043E\\u0434\\u0433\\u043E\\u0442\\u043E\\u0432\\u0438\\u043B\\u0438 \\u0440\\u0443\\u043A\\u043E\\u0432\\u043E\\u0434\\u0441\\u0442\\u0432\\u043E: \\u0432 \\u043D\\u0451\\u043C \\u043E\\u043F\\u0438\\u0441\\u0430\\u043D\\u044B \\u0442\\u0435\\u0445\\u043D\\u0438\\u0447\\u0435\\u0441\\u043A\\u0438\\u0435 \\u043F\\u0440\\u0430\\u0432\\u0438\\u043B\\u0430 \\u0438\\u0441\\u043F\\u043E\\u043B\\u044C\\u0437\\u043E\\u0432\\u0430\\u043D\\u0438\\u044F \\u0430\\u0439\\u0434\\u0435\\u043D\\u0442\\u0438\\u043A\\u0438, \\u0430 \\u0442\\u0430\\u043A\\u0436\\u0435 tone of voice \\u0438 \\u043F\\u043E\\u0437\\u0438\\u0446\\u0438\\u043E\\u043D\\u0438\\u0440\\u043E\\u0432\\u0430\\u043D\\u0438\\u0435 \\u0431\\u0440\\u0435\\u043D\\u0434\\u0430 (\", mdx(\"a\", {\n    parentName: \"p\",\n    \"href\": \"/uds/\"\n  }, \"\\u043A\\u0435\\u0439\\u0441 UDS\"), \"). \\u041F\\u043E\\u0434\\u0440\\u043E\\u0431\\u043D\\u044B\\u0439 \\u0434\\u043E\\u043A\\u0443\\u043C\\u0435\\u043D\\u0442 \\u0441\\u043E\\u0431\\u0438\\u0440\\u0430\\u043B\\u0438 \\u0434\\u043B\\u044F \\u0441\\u0442\\u0440\\u0430\\u0442\\u0435\\u0433\\u043E\\u0432, \\u0431\\u0440\\u0435\\u043D\\u0434-\\u043C\\u0435\\u043D\\u0435\\u0434\\u0436\\u0435\\u0440\\u043E\\u0432 \\u0438 \\u043A\\u043E\\u043D\\u0442\\u0435\\u043D\\u0442-\\u043C\\u0430\\u0440\\u043A\\u0435\\u0442\\u043E\\u043B\\u043E\\u0433\\u043E\\u0432, \\u0447\\u0442\\u043E\\u0431\\u044B \\u0432\\u0441\\u044F \\u043A\\u043E\\u043C\\u0430\\u043D\\u0434\\u0430 \\u043E\\u043F\\u0438\\u0440\\u0430\\u043B\\u0430\\u0441\\u044C \\u043D\\u0430 \\u043E\\u0434\\u0438\\u043D \\u0438\\u0441\\u0442\\u043E\\u0447\\u043D\\u0438\\u043A.\"), mdx(\"h3\", null, \"\\u041F\\u0430\\u0440\\u044B \\xAB\\u0431\\u044B\\u043B\\u043E \\u2192 \\u0441\\u0442\\u0430\\u043B\\u043E\\xBB\"), mdx(\"p\", null, \"\\u0412 \\u043F\\u0430\\u0440\\u0435 \\u0440\\u044F\\u0434\\u043E\\u043C \\u0441\\u0442\\u0430\\u0432\\u044F\\u0442 \\u043D\\u0435\\u0439\\u0442\\u0440\\u0430\\u043B\\u044C\\u043D\\u0443\\u044E \\u0444\\u043E\\u0440\\u043C\\u0443\\u043B\\u0438\\u0440\\u043E\\u0432\\u043A\\u0443 \\u0438 \\u0444\\u043E\\u0440\\u043C\\u0443\\u043B\\u0438\\u0440\\u043E\\u0432\\u043A\\u0443 \\u0432 \\u0432\\u044B\\u0431\\u0440\\u0430\\u043D\\u043D\\u043E\\u043C ToV, \\u0438 \\u0430\\u0432\\u0442\\u043E\\u0440 \\u0432\\u0438\\u0434\\u0438\\u0442, \\u043A\\u0430\\u043A \\u043F\\u0440\\u0430\\u0432\\u0438\\u0442\\u044C \\u0442\\u0435\\u043A\\u0441\\u0442. \\u0422\\u0435\\u043A\\u0441\\u0442\\u044B \\u0432 \\u0442\\u0430\\u0431\\u043B\\u0438\\u0446\\u0435 \\u043F\\u0440\\u0438\\u0434\\u0443\\u043C\\u0430\\u043D\\u044B \\u0434\\u043B\\u044F \\u0438\\u043B\\u043B\\u044E\\u0441\\u0442\\u0440\\u0430\\u0446\\u0438\\u0438 \\u0438 \\u043D\\u0430\\u043F\\u0438\\u0441\\u0430\\u043D\\u044B \\u0432 \\u0434\\u0440\\u0443\\u0436\\u0435\\u043B\\u044E\\u0431\\u043D\\u043E\\u043C ToV \\u0441 \\u043E\\u0431\\u0440\\u0430\\u0449\\u0435\\u043D\\u0438\\u0435\\u043C \\u043D\\u0430 \\xAB\\u0432\\u044B\\xBB.\"), mdx(\"p\", null, mdx(\"strong\", {\n    parentName: \"p\"\n  }, \"\\u041F\\u0430\\u0440\\u044B \\xAB\\u0431\\u044B\\u043B\\u043E \\u2192 \\u0441\\u0442\\u0430\\u043B\\u043E\\xBB (\\u0443\\u0441\\u043B\\u043E\\u0432\\u043D\\u044B\\u0439 \\u043F\\u0440\\u0438\\u043C\\u0435\\u0440)\")), mdx(\"table\", null, mdx(\"thead\", {\n    parentName: \"table\"\n  }, mdx(\"tr\", {\n    parentName: \"thead\"\n  }, mdx(\"th\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u0421\\u0438\\u0442\\u0443\\u0430\\u0446\\u0438\\u044F\"), mdx(\"th\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u041D\\u0435\\u0439\\u0442\\u0440\\u0430\\u043B\\u044C\\u043D\\u0430\\u044F \\u0444\\u043E\\u0440\\u043C\\u0443\\u043B\\u0438\\u0440\\u043E\\u0432\\u043A\\u0430\"), mdx(\"th\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u0412 \\u0432\\u044B\\u0431\\u0440\\u0430\\u043D\\u043D\\u043E\\u043C ToV\"))), mdx(\"tbody\", {\n    parentName: \"table\"\n  }, mdx(\"tr\", {\n    parentName: \"tbody\"\n  }, mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u041F\\u043E\\u0441\\u0442 \\u043E \\u043D\\u043E\\u0432\\u043E\\u0439 \\u0444\\u0443\\u043D\\u043A\\u0446\\u0438\\u0438\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u041A\\u043E\\u043C\\u043F\\u0430\\u043D\\u0438\\u044F \\u0437\\u0430\\u043F\\u0443\\u0441\\u0442\\u0438\\u043B\\u0430 \\u043D\\u043E\\u0432\\u0443\\u044E \\u0444\\u0443\\u043D\\u043A\\u0446\\u0438\\u044E \\u043B\\u0438\\u0447\\u043D\\u043E\\u0433\\u043E \\u043A\\u0430\\u0431\\u0438\\u043D\\u0435\\u0442\\u0430.\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u0412 \\u043B\\u0438\\u0447\\u043D\\u043E\\u043C \\u043A\\u0430\\u0431\\u0438\\u043D\\u0435\\u0442\\u0435 \\u043F\\u043E\\u044F\\u0432\\u0438\\u043B\\u0430\\u0441\\u044C \\u043D\\u043E\\u0432\\u0430\\u044F \\u0444\\u0443\\u043D\\u043A\\u0446\\u0438\\u044F. \\u041E\\u0442\\u0447\\u0451\\u0442 \\u0442\\u0435\\u043F\\u0435\\u0440\\u044C \\u0441\\u043E\\u0431\\u0438\\u0440\\u0430\\u0435\\u0442\\u0441\\u044F \\u0437\\u0430 \\u043E\\u0434\\u0438\\u043D \\u043A\\u043B\\u0438\\u043A.\")), mdx(\"tr\", {\n    parentName: \"tbody\"\n  }, mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u041E\\u0442\\u0432\\u0435\\u0442 \\u043D\\u0430 \\u0436\\u0430\\u043B\\u043E\\u0431\\u0443\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u041F\\u0440\\u0438\\u043D\\u043E\\u0441\\u0438\\u043C \\u0438\\u0437\\u0432\\u0438\\u043D\\u0435\\u043D\\u0438\\u044F \\u0437\\u0430 \\u0434\\u043E\\u0441\\u0442\\u0430\\u0432\\u043B\\u0435\\u043D\\u043D\\u044B\\u0435 \\u043D\\u0435\\u0443\\u0434\\u043E\\u0431\\u0441\\u0442\\u0432\\u0430. \\u0412\\u0430\\u0448\\u0435 \\u043E\\u0431\\u0440\\u0430\\u0449\\u0435\\u043D\\u0438\\u0435 \\u043F\\u0440\\u0438\\u043D\\u044F\\u0442\\u043E \\u0432 \\u0440\\u0430\\u0431\\u043E\\u0442\\u0443.\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u041F\\u0440\\u043E\\u0441\\u0442\\u0438\\u0442\\u0435, \\u0447\\u0442\\u043E \\u0442\\u0430\\u043A \\u0432\\u044B\\u0448\\u043B\\u043E. \\u041C\\u044B \\u0443\\u0436\\u0435 \\u0440\\u0430\\u0437\\u0431\\u0438\\u0440\\u0430\\u0435\\u043C\\u0441\\u044F \\u0438 \\u0432\\u0435\\u0440\\u043D\\u0451\\u043C\\u0441\\u044F \\u043A \\u0432\\u0430\\u043C \\u0441 \\u043E\\u0442\\u0432\\u0435\\u0442\\u043E\\u043C \\u0441\\u0435\\u0433\\u043E\\u0434\\u043D\\u044F.\")), mdx(\"tr\", {\n    parentName: \"tbody\"\n  }, mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u0421\\u043E\\u043E\\u0431\\u0449\\u0435\\u043D\\u0438\\u0435 \\u043E\\u0431 \\u043E\\u0448\\u0438\\u0431\\u043A\\u0435\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u041F\\u0440\\u043E\\u0438\\u0437\\u043E\\u0448\\u043B\\u0430 \\u043E\\u0448\\u0438\\u0431\\u043A\\u0430. \\u041F\\u043E\\u0432\\u0442\\u043E\\u0440\\u0438\\u0442\\u0435 \\u043F\\u043E\\u043F\\u044B\\u0442\\u043A\\u0443 \\u043F\\u043E\\u0437\\u0436\\u0435.\"), mdx(\"td\", {\n    parentName: \"tr\",\n    \"align\": \"left\"\n  }, \"\\u0414\\u0430\\u043D\\u043D\\u044B\\u0435 \\u0441\\u043E\\u0445\\u0440\\u0430\\u043D\\u0438\\u0442\\u044C \\u043D\\u0435 \\u043F\\u043E\\u043B\\u0443\\u0447\\u0438\\u043B\\u043E\\u0441\\u044C. \\u041F\\u043E\\u043F\\u0440\\u043E\\u0431\\u0443\\u0439\\u0442\\u0435 \\u0435\\u0449\\u0451 \\u0440\\u0430\\u0437 \\u0447\\u0435\\u0440\\u0435\\u0437 \\u043C\\u0438\\u043D\\u0443\\u0442\\u0443, \\u0430 \\u0435\\u0441\\u043B\\u0438 \\u0441\\u043D\\u043E\\u0432\\u0430 \\u043D\\u0435 \\u0432\\u044B\\u0439\\u0434\\u0435\\u0442, \\u043D\\u0430\\u043F\\u0438\\u0448\\u0438\\u0442\\u0435 \\u043D\\u0430\\u043C.\")))), mdx(\"h2\", null, \"\\u041A\\u0430\\u043A \\u0432\\u043D\\u0435\\u0434\\u0440\\u0438\\u0442\\u044C \\u0438 \\u043F\\u0440\\u043E\\u0432\\u0435\\u0440\\u044F\\u0442\\u044C tone of voice\"), mdx(\"p\", null, \"\\u0427\\u0442\\u043E\\u0431\\u044B ToV \\u0440\\u0430\\u0431\\u043E\\u0442\\u0430\\u043B, \\u0433\\u0430\\u0439\\u0434 \\u043F\\u0435\\u0440\\u0435\\u0434\\u0430\\u044E\\u0442 \\u0432\\u0441\\u0435\\u043C, \\u043A\\u0442\\u043E \\u043F\\u0438\\u0448\\u0435\\u0442 \\u043E\\u0442 \\u0438\\u043C\\u0435\\u043D\\u0438 \\u0431\\u0440\\u0435\\u043D\\u0434\\u0430, \\u0440\\u0430\\u0437\\u0431\\u0438\\u0440\\u0430\\u044E\\u0442 \\u043D\\u0430 \\u0442\\u0435\\u043A\\u0441\\u0442\\u0430\\u0445 \\u0431\\u0440\\u0435\\u043D\\u0434\\u0430, \\u0430 \\u043C\\u0430\\u0442\\u0435\\u0440\\u0438\\u0430\\u043B\\u044B \\u0432 \\u043A\\u0430\\u0436\\u0434\\u043E\\u043C \\u043A\\u0430\\u043D\\u0430\\u043B\\u0435 \\u0441\\u0432\\u0435\\u0440\\u044F\\u044E\\u0442 \\u043F\\u043E \\u0447\\u0435\\u043A-\\u043B\\u0438\\u0441\\u0442\\u0443.\"), mdx(\"h3\", null, \"\\u041A\\u0430\\u043D\\u0430\\u043B\\u044B \\u0438 \\u0441\\u0438\\u0442\\u0443\\u0430\\u0446\\u0438\\u0438\"), mdx(\"p\", null, \"\\u041F\\u0440\\u0438\\u043D\\u0446\\u0438\\u043F\\u044B \\u0438 \\u043B\\u0435\\u043A\\u0441\\u0438\\u043A\\u0430 \\u043E\\u0441\\u0442\\u0430\\u044E\\u0442\\u0441\\u044F \\u043E\\u0431\\u0449\\u0438\\u043C\\u0438 \\u0434\\u043B\\u044F \\u0432\\u0441\\u0435\\u0445 \\u043A\\u0430\\u043D\\u0430\\u043B\\u043E\\u0432, \\u0430 \\u0442\\u043E\\u043D \\u043F\\u043E\\u0434\\u0441\\u0442\\u0440\\u0430\\u0438\\u0432\\u0430\\u044E\\u0442 \\u043F\\u043E\\u0434 \\u0441\\u0438\\u0442\\u0443\\u0430\\u0446\\u0438\\u044E. NN/g \\u0441\\u043E\\u0432\\u0435\\u0442\\u0443\\u0435\\u0442 \\u0441\\u043E\\u0445\\u0440\\u0430\\u043D\\u044F\\u0442\\u044C \\u043B\\u0438\\u0447\\u043D\\u043E\\u0441\\u0442\\u044C \\u0431\\u0440\\u0435\\u043D\\u0434\\u0430 \\u043F\\u043E\\u0441\\u0442\\u043E\\u044F\\u043D\\u043D\\u043E\\u0439 \\u0438 \\u043C\\u0435\\u043D\\u044F\\u0442\\u044C \\u0442\\u043E\\u043D \\u043F\\u043E\\u0434 \\u043D\\u0430\\u0441\\u0442\\u0440\\u043E\\u0435\\u043D\\u0438\\u0435 \\u043A\\u043B\\u0438\\u0435\\u043D\\u0442\\u0430 \\u0438 \\u0442\\u0435\\u043C\\u0443. Sber Developers \\u043F\\u0440\\u0438\\u0432\\u043E\\u0434\\u0438\\u0442 \\u043F\\u0440\\u0438\\u043C\\u0435\\u0440: \\u043F\\u043E\\u0441\\u0442 \\u0432 Telegram \\u043C\\u043E\\u0436\\u0435\\u0442 \\u0437\\u0432\\u0443\\u0447\\u0430\\u0442\\u044C \\u0434\\u0435\\u043C\\u043E\\u043A\\u0440\\u0430\\u0442\\u0438\\u0447\\u043D\\u0435\\u0435, \\u0447\\u0435\\u043C \\u0438\\u043D\\u0441\\u0442\\u0440\\u0443\\u043A\\u0446\\u0438\\u044F \\u0432 \\u043F\\u0440\\u0438\\u043B\\u043E\\u0436\\u0435\\u043D\\u0438\\u0438, \\u043D\\u043E \\u0432\\u0441\\u0435 \\u043C\\u0430\\u0442\\u0435\\u0440\\u0438\\u0430\\u043B\\u044B \\u043F\\u043E\\u0434\\u0447\\u0438\\u043D\\u044F\\u044E\\u0442\\u0441\\u044F \\u043E\\u0434\\u043D\\u043E\\u0439 \\u043A\\u043E\\u043D\\u0446\\u0435\\u043F\\u0446\\u0438\\u0438. \\u041E\\u0442\\u0434\\u0435\\u043B\\u044C\\u043D\\u043E Sber Developers \\u0443\\u043F\\u043E\\u043C\\u0438\\u043D\\u0430\\u0435\\u0442 \\u0447\\u0430\\u0442-\\u0431\\u043E\\u0442\\u043E\\u0432: \\u0444\\u043E\\u0440\\u043C\\u0443\\u043B\\u0438\\u0440\\u043E\\u0432\\u043A\\u0438 \\u0438 \\u0440\\u0435\\u0430\\u043A\\u0446\\u0438\\u0438 \\u0431\\u043E\\u0442\\u0430 \\u043F\\u0440\\u043E\\u043F\\u0438\\u0441\\u044B\\u0432\\u0430\\u044E\\u0442 \\u0432 \\u0441\\u0446\\u0435\\u043D\\u0430\\u0440\\u0438\\u0438 \\u043F\\u043E \\u0442\\u043E\\u043C\\u0443 \\u0436\\u0435 ToV, \\u0438 \\u0442\\u043E\\u0433\\u0434\\u0430 \\u0440\\u0430\\u0437\\u0433\\u043E\\u0432\\u043E\\u0440 \\u0441 \\u0430\\u0432\\u0442\\u043E\\u043C\\u0430\\u0442\\u0438\\u0447\\u0435\\u0441\\u043A\\u0438\\u043C \\u043F\\u043E\\u043C\\u043E\\u0449\\u043D\\u0438\\u043A\\u043E\\u043C \\u0432\\u044B\\u0434\\u0435\\u0440\\u0436\\u0430\\u043D \\u0432 \\u0442\\u043E\\u0439 \\u0436\\u0435 \\u043C\\u0430\\u043D\\u0435\\u0440\\u0435, \\u0447\\u0442\\u043E \\u0438 \\u043E\\u0441\\u0442\\u0430\\u043B\\u044C\\u043D\\u044B\\u0435 \\u0442\\u0435\\u043A\\u0441\\u0442\\u044B \\u0431\\u0440\\u0435\\u043D\\u0434\\u0430.\"), mdx(\"p\", null, \"\\u0413\\u043E\\u043B\\u043E\\u0441 \\u0438 \\u0442\\u043E\\u043D \\u0440\\u0430\\u0441\\u043F\\u0440\\u0435\\u0434\\u0435\\u043B\\u044F\\u044E\\u0442\\u0441\\u044F \\u0442\\u0430\\u043A:\"), mdx(\"ul\", null, mdx(\"li\", {\n    parentName: \"ul\"\n  }, \"\\u0413\\u043E\\u043B\\u043E\\u0441: \\u043F\\u0440\\u0438\\u043D\\u0446\\u0438\\u043F\\u044B \\u0438 \\u043B\\u0435\\u043A\\u0441\\u0438\\u043A\\u0430. \\u041E\\u043D\\u0438 \\u043E\\u0431\\u0449\\u0438\\u0435 \\u0434\\u043B\\u044F \\u0432\\u0441\\u0435\\u0445 \\u0441\\u043E\\u043E\\u0431\\u0449\\u0435\\u043D\\u0438\\u0439 \\u0431\\u0440\\u0435\\u043D\\u0434\\u0430.\"), mdx(\"li\", {\n    parentName: \"ul\"\n  }, \"\\u0422\\u043E\\u043D \\u043F\\u043E\\u0434 \\u0441\\u0438\\u0442\\u0443\\u0430\\u0446\\u0438\\u044E \\u0432 \\u0440\\u0435\\u043A\\u043B\\u0430\\u043C\\u0435: \\u0431\\u0440\\u0435\\u043D\\u0434 \\u0433\\u043E\\u0432\\u043E\\u0440\\u0438\\u0442 \\u043E \\u0432\\u044B\\u0433\\u043E\\u0434\\u0435 \\u0438 \\u0441\\u043E\\u0445\\u0440\\u0430\\u043D\\u044F\\u0435\\u0442 \\u0432\\u044B\\u0431\\u0440\\u0430\\u043D\\u043D\\u043E\\u0435 \\u043F\\u043E\\u043B\\u043E\\u0436\\u0435\\u043D\\u0438\\u0435 \\u043D\\u0430 \\u0448\\u043A\\u0430\\u043B\\u0430\\u0445.\"), mdx(\"li\", {\n    parentName: \"ul\"\n  }, \"\\u0422\\u043E\\u043D \\u043F\\u043E\\u0434 \\u0441\\u0438\\u0442\\u0443\\u0430\\u0446\\u0438\\u044E \\u0432 \\u0441\\u043E\\u0446\\u0441\\u0435\\u0442\\u044F\\u0445: \\u0434\\u043E\\u043F\\u0443\\u0441\\u043A\\u0430\\u0435\\u0442\\u0441\\u044F \\u0431\\u043E\\u043B\\u044C\\u0448\\u0435 \\u0440\\u0430\\u0437\\u0433\\u043E\\u0432\\u043E\\u0440\\u043D\\u044B\\u0445 \\u043E\\u0431\\u043E\\u0440\\u043E\\u0442\\u043E\\u0432 \\u0438 \\u0448\\u0443\\u0442\\u043E\\u043A.\"), mdx(\"li\", {\n    parentName: \"ul\"\n  }, \"\\u0422\\u043E\\u043D \\u043F\\u043E\\u0434 \\u0441\\u0438\\u0442\\u0443\\u0430\\u0446\\u0438\\u044E \\u0432 \\u043F\\u043E\\u0434\\u0434\\u0435\\u0440\\u0436\\u043A\\u0435: \\u043E\\u0442\\u0432\\u0435\\u0442 \\u043A\\u043E\\u0440\\u043E\\u0442\\u043A\\u0438\\u0439 \\u0438 \\u0432\\u043D\\u044F\\u0442\\u043D\\u044B\\u0439, \\u0433\\u043B\\u0430\\u0432\\u043D\\u043E\\u0435 \\u0432 \\u043D\\u0451\\u043C \\u0440\\u0435\\u0448\\u0435\\u043D\\u0438\\u0435 \\u043F\\u0440\\u043E\\u0431\\u043B\\u0435\\u043C\\u044B.\"), mdx(\"li\", {\n    parentName: \"ul\"\n  }, \"\\u0422\\u043E\\u043D \\u043F\\u043E\\u0434 \\u0441\\u0438\\u0442\\u0443\\u0430\\u0446\\u0438\\u044E \\u043F\\u0440\\u0438 \\u0436\\u0430\\u043B\\u043E\\u0431\\u0435 \\u0438\\u043B\\u0438 \\u043A\\u0440\\u0438\\u0437\\u0438\\u0441\\u0435: \\u0441\\u043D\\u0430\\u0447\\u0430\\u043B\\u0430 \\u043F\\u0440\\u0438\\u0437\\u043D\\u0430\\u044E\\u0442 \\u043F\\u0440\\u043E\\u0431\\u043B\\u0435\\u043C\\u0443 \\u0438 \\u043D\\u0430\\u0437\\u044B\\u0432\\u0430\\u044E\\u0442 \\u0441\\u0440\\u043E\\u043A \\u0440\\u0435\\u0448\\u0435\\u043D\\u0438\\u044F, \\u0448\\u0443\\u0442\\u043A\\u0438 \\u0438\\u0441\\u043A\\u043B\\u044E\\u0447\\u0435\\u043D\\u044B.\")), mdx(\"p\", null, \"\\u0414\\u043B\\u044F \\u0441\\u043E\\u0446\\u0441\\u0435\\u0442\\u0435\\u0439 \\u043C\\u044B \\u0432 \\u0440\\u0430\\u043C\\u043A\\u0430\\u0445 \", mdx(\"a\", {\n    parentName: \"p\",\n    \"href\": \"/smm/\"\n  }, \"SMM-\\u043F\\u0440\\u043E\\u0434\\u0432\\u0438\\u0436\\u0435\\u043D\\u0438\\u044F\"), \" (SMM, social media marketing, \\u0442\\u043E \\u0435\\u0441\\u0442\\u044C \\u043F\\u0440\\u043E\\u0434\\u0432\\u0438\\u0436\\u0435\\u043D\\u0438\\u0435 \\u0432 \\u0441\\u043E\\u0446\\u0438\\u0430\\u043B\\u044C\\u043D\\u044B\\u0445 \\u0441\\u0435\\u0442\\u044F\\u0445) \\u0433\\u043E\\u0442\\u043E\\u0432\\u0438\\u043C \\u0434\\u043E\\u043A\\u0443\\u043C\\u0435\\u043D\\u0442 \\u043E ToV, \\u0440\\u0443\\u0431\\u0440\\u0438\\u043A\\u0430\\u0442\\u043E\\u0440, \\u043A\\u043B\\u044E\\u0447\\u0435\\u0432\\u044B\\u0435 \\u0441\\u043E\\u043E\\u0431\\u0449\\u0435\\u043D\\u0438\\u044F \\u0438 \\u0434\\u0438\\u0437\\u0430\\u0439\\u043D-\\u043A\\u043E\\u043D\\u0446\\u0435\\u043F\\u0446\\u0438\\u044E.\"), mdx(\"p\", null, \"\\u0414\\u043B\\u044F \\u043B\\u0438\\u0447\\u043D\\u043E\\u0433\\u043E \\u043A\\u0430\\u0431\\u0438\\u043D\\u0435\\u0442\\u0430 \\u0441\\u043E\\u0438\\u0441\\u043A\\u0430\\u0442\\u0435\\u043B\\u044F \\u043D\\u0430 HR-\\u0441\\u0430\\u0439\\u0442\\u0435 \\u0433\\u0440\\u0443\\u043F\\u043F\\u044B \\u043A\\u043E\\u043C\\u043F\\u0430\\u043D\\u0438\\u0439 \\xAB\\u0421\\u0430\\u043C\\u043E\\u043B\\u0451\\u0442\\xBB (HR, \\u043E\\u0442 \\u0430\\u043D\\u0433\\u043B\\u0438\\u0439\\u0441\\u043A\\u043E\\u0433\\u043E human resources, \\u0442\\u043E \\u0435\\u0441\\u0442\\u044C \\u0440\\u0430\\u0431\\u043E\\u0442\\u0430 \\u0441 \\u043F\\u0435\\u0440\\u0441\\u043E\\u043D\\u0430\\u043B\\u043E\\u043C) \\u043C\\u044B \\u043F\\u0440\\u043E\\u0440\\u0430\\u0431\\u043E\\u0442\\u0430\\u043B\\u0438 \\u0442\\u0435\\u043A\\u0441\\u0442\\u044B \\u0441\\u0442\\u0430\\u0442\\u0443\\u0441\\u043E\\u0432, \\u0443\\u0432\\u0435\\u0434\\u043E\\u043C\\u043B\\u0435\\u043D\\u0438\\u0439, \\u043F\\u0440\\u0435\\u0434\\u043B\\u043E\\u0436\\u0435\\u043D\\u0438\\u0439 \\u0438 \\u043F\\u0440\\u0435\\u0434\\u0443\\u043F\\u0440\\u0435\\u0436\\u0434\\u0435\\u043D\\u0438\\u0439 \\u0438 \\u0441\\u0434\\u0435\\u043B\\u0430\\u043B\\u0438 \\u0438\\u0445 \\u043E\\u0434\\u0438\\u043D\\u0430\\u043A\\u043E\\u0432\\u044B\\u043C\\u0438 \\u043F\\u043E \\u0444\\u043E\\u0440\\u043C\\u0435 \\u0438 \\u043E\\u0431\\u044A\\u0451\\u043C\\u0443. \\u0414\\u0435\\u043C\\u043E\\u043A\\u0440\\u0430\\u0442\\u0438\\u0447\\u043D\\u044B\\u0439 tone of voice HR-\\u0431\\u0440\\u0435\\u043D\\u0434\\u0430 \\u043C\\u044B \\u0430\\u0434\\u0430\\u043F\\u0442\\u0438\\u0440\\u043E\\u0432\\u0430\\u043B\\u0438, \\u0441\\u0434\\u0435\\u043B\\u0430\\u0432 \\u0435\\u0433\\u043E \\u0431\\u043E\\u043B\\u0435\\u0435 \\u0434\\u0440\\u0443\\u0436\\u0435\\u043B\\u044E\\u0431\\u043D\\u044B\\u043C \\u0438 \\u0431\\u0435\\u0440\\u0435\\u0436\\u043D\\u044B\\u043C \\u043A \\u043F\\u043E\\u043B\\u044C\\u0437\\u043E\\u0432\\u0430\\u0442\\u0435\\u043B\\u044E. \\u0420\\u0430\\u0431\\u043E\\u0442\\u0430 \\u0437\\u0430\\u043D\\u044F\\u043B\\u0430 \\u0434\\u0432\\u0430 \\u043C\\u0435\\u0441\\u044F\\u0446\\u0430 (\", mdx(\"a\", {\n    parentName: \"p\",\n    \"href\": \"/samolet/\"\n  }, \"\\u043A\\u0435\\u0439\\u0441 \\xAB\\u0421\\u0430\\u043C\\u043E\\u043B\\u0451\\u0442\\xBB\"), \").\"), mdx(\"p\", null, \"\\u041A\\u043E\\u0433\\u0434\\u0430 \\u043A\\u043E\\u043C\\u043F\\u0430\\u043D\\u0438\\u044F \\u043C\\u0435\\u043D\\u044F\\u0435\\u0442 \\u043F\\u043E\\u0437\\u0438\\u0446\\u0438\\u043E\\u043D\\u0438\\u0440\\u043E\\u0432\\u0430\\u043D\\u0438\\u0435, ToV \\u043F\\u0440\\u0438\\u0445\\u043E\\u0434\\u0438\\u0442\\u0441\\u044F \\u043F\\u0435\\u0440\\u0435\\u0441\\u043C\\u0430\\u0442\\u0440\\u0438\\u0432\\u0430\\u0442\\u044C \\u0432\\u043C\\u0435\\u0441\\u0442\\u0435 \\u0441 \\u043D\\u0438\\u043C, \\u0438 \\u0442\\u043E\\u0433\\u0434\\u0430 \\u043E\\u043D \\u0432\\u0445\\u043E\\u0434\\u0438\\u0442 \\u0432 \", mdx(\"a\", {\n    parentName: \"p\",\n    \"href\": \"/blog/rebrending-kompanii-chto-eto-kogda-on-nuzhen-i-kak-ego-provesti/\"\n  }, \"\\u0440\\u0435\\u0431\\u0440\\u0435\\u043D\\u0434\\u0438\\u043D\\u0433 \\u043A\\u043E\\u043C\\u043F\\u0430\\u043D\\u0438\\u0438\"), \".\"), mdx(\"h3\", null, \"\\u0427\\u0435\\u043A-\\u043B\\u0438\\u0441\\u0442 \\u043F\\u0440\\u043E\\u0432\\u0435\\u0440\\u043A\\u0438 \\u0442\\u0435\\u043A\\u0441\\u0442\\u0430\"), mdx(\"p\", null, \"\\u041F\\u0435\\u0440\\u0435\\u0434 \\u043F\\u0443\\u0431\\u043B\\u0438\\u043A\\u0430\\u0446\\u0438\\u0435\\u0439 \\u0440\\u0435\\u0434\\u0430\\u043A\\u0442\\u043E\\u0440 \\u0438\\u043B\\u0438 \\u0441\\u0430\\u043C \\u0430\\u0432\\u0442\\u043E\\u0440 \\u0437\\u0430\\u0434\\u0430\\u0451\\u0442 \\u0442\\u0435\\u043A\\u0441\\u0442\\u0443 \\u0448\\u0435\\u0441\\u0442\\u044C \\u0432\\u043E\\u043F\\u0440\\u043E\\u0441\\u043E\\u0432:\"), mdx(\"ol\", null, mdx(\"li\", {\n    parentName: \"ol\"\n  }, \"\\u0421\\u043E\\u0432\\u043F\\u0430\\u0434\\u0430\\u0435\\u0442 \\u043B\\u0438 \\u043E\\u0431\\u0440\\u0430\\u0449\\u0435\\u043D\\u0438\\u0435, \\xAB\\u0442\\u044B\\xBB \\u0438\\u043B\\u0438 \\xAB\\u0432\\u044B\\xBB, \\u0441 \\u0433\\u0430\\u0439\\u0434\\u043E\\u043C?\"), mdx(\"li\", {\n    parentName: \"ol\"\n  }, \"\\u041E\\u0441\\u0442\\u0430\\u043B\\u0438\\u0441\\u044C \\u043B\\u0438 \\u0432 \\u0442\\u0435\\u043A\\u0441\\u0442\\u0435 \\u0441\\u043B\\u043E\\u0432\\u0430 \\u0438\\u0437 \\u0441\\u043F\\u0438\\u0441\\u043A\\u0430 \\u0437\\u0430\\u043F\\u0440\\u0435\\u0442\\u043E\\u0432?\"), mdx(\"li\", {\n    parentName: \"ol\"\n  }, \"\\u0421\\u0442\\u043E\\u0438\\u0442 \\u043B\\u0438 \\u0442\\u0435\\u043A\\u0441\\u0442 \\u043D\\u0430 \\u0447\\u0435\\u0442\\u044B\\u0440\\u0451\\u0445 \\u0448\\u043A\\u0430\\u043B\\u0430\\u0445 \\u0442\\u0430\\u043C, \\u0433\\u0434\\u0435 \\u0437\\u0430\\u043F\\u0438\\u0441\\u0430\\u043D\\u043E \\u0432 \\u0433\\u0430\\u0439\\u0434\\u0435?\"), mdx(\"li\", {\n    parentName: \"ol\"\n  }, \"\\u041F\\u043E\\u0439\\u043C\\u0451\\u0442 \\u043B\\u0438 \\u043A\\u043B\\u0438\\u0435\\u043D\\u0442, \\u043D\\u0435 \\u0437\\u043D\\u0430\\u044E\\u0449\\u0438\\u0439 \\u043E\\u0442\\u0440\\u0430\\u0441\\u043B\\u0438, \\u044D\\u0442\\u043E\\u0442 \\u0442\\u0435\\u043A\\u0441\\u0442?\"), mdx(\"li\", {\n    parentName: \"ol\"\n  }, \"\\u041F\\u043E\\u0434\\u0445\\u043E\\u0434\\u0438\\u0442 \\u043B\\u0438 \\u0442\\u043E\\u043D \\u043A \\u0441\\u0438\\u0442\\u0443\\u0430\\u0446\\u0438\\u0438, \\u0431\\u0443\\u0434\\u044C \\u0442\\u043E \\u0436\\u0430\\u043B\\u043E\\u0431\\u0430, \\u0441\\u0431\\u043E\\u0439 \\u0438\\u043B\\u0438 \\u0430\\u043A\\u0446\\u0438\\u044F?\"), mdx(\"li\", {\n    parentName: \"ol\"\n  }, \"\\u0417\\u0432\\u0443\\u0447\\u0438\\u0442 \\u043B\\u0438 \\u0442\\u0435\\u043A\\u0441\\u0442 \\u0442\\u0430\\u043A \\u0436\\u0435, \\u043A\\u0430\\u043A \\u0441\\u043E\\u0441\\u0435\\u0434\\u043D\\u0438\\u0435 \\u043C\\u0430\\u0442\\u0435\\u0440\\u0438\\u0430\\u043B\\u044B \\u0432 \\u0434\\u0440\\u0443\\u0433\\u0438\\u0445 \\u043A\\u0430\\u043D\\u0430\\u043B\\u0430\\u0445?\")), mdx(\"p\", null, \"\\u0420\\u0430\\u0437 \\u0432 \\u043A\\u0432\\u0430\\u0440\\u0442\\u0430\\u043B \\u043A\\u043E\\u043C\\u0430\\u043D\\u0434\\u0435 \\u043F\\u043E\\u043B\\u0435\\u0437\\u043D\\u043E \\u0441\\u043E\\u0431\\u0440\\u0430\\u0442\\u044C \\u043F\\u043E \\u043D\\u0435\\u0441\\u043A\\u043E\\u043B\\u044C\\u043A\\u043E \\u0442\\u0435\\u043A\\u0441\\u0442\\u043E\\u0432 \\u0438\\u0437 \\u043A\\u0430\\u0436\\u0434\\u043E\\u0433\\u043E \\u043A\\u0430\\u043D\\u0430\\u043B\\u0430 \\u0438 \\u0441\\u0440\\u0430\\u0432\\u043D\\u0438\\u0442\\u044C \\u0438\\u0445 \\u0434\\u0440\\u0443\\u0433 \\u0441 \\u0434\\u0440\\u0443\\u0433\\u043E\\u043C. \\u041F\\u043E \\u0440\\u0430\\u0441\\u0445\\u043E\\u0436\\u0434\\u0435\\u043D\\u0438\\u044F\\u043C \\u0432\\u0438\\u0434\\u043D\\u043E, \\u0433\\u0434\\u0435 \\u0433\\u0430\\u0439\\u0434 \\u043D\\u0435 \\u0434\\u043E\\u0448\\u0451\\u043B \\u0434\\u043E \\u0430\\u0432\\u0442\\u043E\\u0440\\u043E\\u0432.\"), mdx(\"h2\", null, \"\\u0427\\u0430\\u0441\\u0442\\u044B\\u0435 \\u043E\\u0448\\u0438\\u0431\\u043A\\u0438 \\u043F\\u0440\\u0438 \\u0440\\u0430\\u0431\\u043E\\u0442\\u0435 \\u0441 tone of voice\"), mdx(\"p\", null, \"\\u0427\\u0430\\u0449\\u0435 \\u0432\\u0441\\u0435\\u0433\\u043E \\u0432 \\u0440\\u0430\\u0431\\u043E\\u0442\\u0435 \\u0441 ToV \\u0432\\u0441\\u0442\\u0440\\u0435\\u0447\\u0430\\u044E\\u0442\\u0441\\u044F \\u043F\\u044F\\u0442\\u044C \\u043E\\u0448\\u0438\\u0431\\u043E\\u043A:\"), mdx(\"ol\", null, mdx(\"li\", {\n    parentName: \"ol\"\n  }, \"\\u041C\\u0430\\u043D\\u0435\\u0440\\u0430 \\u0431\\u0440\\u0435\\u043D\\u0434\\u0430 \\u043D\\u0435 \\u0441\\u043E\\u0432\\u043F\\u0430\\u0434\\u0430\\u0435\\u0442 \\u0441 \\u0430\\u0443\\u0434\\u0438\\u0442\\u043E\\u0440\\u0438\\u0435\\u0439: \\u043C\\u043E\\u043B\\u043E\\u0434\\u0451\\u0436\\u043D\\u044B\\u0439 \\u0441\\u043B\\u0435\\u043D\\u0433 \\u0432 \\u0440\\u0430\\u0441\\u0441\\u044B\\u043B\\u043A\\u0435 \\u0434\\u043B\\u044F \\u0444\\u0438\\u043D\\u0430\\u043D\\u0441\\u043E\\u0432\\u044B\\u0445 \\u0434\\u0438\\u0440\\u0435\\u043A\\u0442\\u043E\\u0440\\u043E\\u0432 \\u0432\\u044B\\u0437\\u043E\\u0432\\u0435\\u0442 \\u043D\\u0435\\u0434\\u043E\\u0443\\u043C\\u0435\\u043D\\u0438\\u0435, \\u0430 \\u0441\\u0443\\u0445\\u043E\\u0439 \\u043A\\u0430\\u043D\\u0446\\u0435\\u043B\\u044F\\u0440\\u0438\\u0442 \\u0432 \\u0441\\u043E\\u043E\\u0431\\u0449\\u0435\\u0441\\u0442\\u0432\\u0435 \\u0441\\u0442\\u0443\\u0434\\u0435\\u043D\\u0442\\u043E\\u0432 \\u043E\\u0442\\u0442\\u043E\\u043B\\u043A\\u043D\\u0451\\u0442.\"), mdx(\"li\", {\n    parentName: \"ol\"\n  }, \"\\u041A\\u0430\\u043D\\u0430\\u043B\\u044B \\u0437\\u0432\\u0443\\u0447\\u0430\\u0442 \\u043F\\u043E-\\u0440\\u0430\\u0437\\u043D\\u043E\\u043C\\u0443: \\u0441\\u0430\\u0439\\u0442 \\u043D\\u0430\\u043F\\u0438\\u0441\\u0430\\u043D \\u0444\\u043E\\u0440\\u043C\\u0430\\u043B\\u044C\\u043D\\u043E, \\u0432 \\u0441\\u043E\\u0446\\u0441\\u0435\\u0442\\u044F\\u0445 \\u0448\\u0443\\u0442\\u044F\\u0442, \\u0430 \\u043F\\u043E\\u0434\\u0434\\u0435\\u0440\\u0436\\u043A\\u0430 \\u043E\\u0442\\u0432\\u0435\\u0447\\u0430\\u0435\\u0442 \\u0448\\u0430\\u0431\\u043B\\u043E\\u043D\\u0430\\u043C\\u0438, \\u0438 \\u043A\\u043B\\u0438\\u0435\\u043D\\u0442 \\u043D\\u0435 \\u0443\\u0437\\u043D\\u0430\\u0451\\u0442 \\u0431\\u0440\\u0435\\u043D\\u0434.\"), mdx(\"li\", {\n    parentName: \"ol\"\n  }, \"\\u0413\\u0430\\u0439\\u0434 \\u043B\\u0435\\u0436\\u0438\\u0442 \\u0431\\u0435\\u0437 \\u043F\\u0440\\u0438\\u043C\\u0435\\u043D\\u0435\\u043D\\u0438\\u044F, \\u043F\\u043E\\u0442\\u043E\\u043C\\u0443 \\u0447\\u0442\\u043E \\u0430\\u0432\\u0442\\u043E\\u0440\\u0430\\u043C \\u0435\\u0433\\u043E \\u043D\\u0435 \\u043F\\u043E\\u043A\\u0430\\u0437\\u0430\\u043B\\u0438 \\u0438 \\u0442\\u0435\\u043A\\u0441\\u0442\\u044B \\u043F\\u043E \\u043D\\u0435\\u043C\\u0443 \\u043D\\u0435 \\u043F\\u0440\\u043E\\u0432\\u0435\\u0440\\u044F\\u044E\\u0442.\"), mdx(\"li\", {\n    parentName: \"ol\"\n  }, \"\\u0428\\u0443\\u0442\\u043A\\u0438 \\u0437\\u0432\\u0443\\u0447\\u0430\\u0442 \\u0432 \\u043D\\u0435\\u043F\\u043E\\u0434\\u0445\\u043E\\u0434\\u044F\\u0449\\u0435\\u0439 \\u0441\\u0438\\u0442\\u0443\\u0430\\u0446\\u0438\\u0438. NN/g \\u043F\\u0440\\u0435\\u0434\\u0443\\u043F\\u0440\\u0435\\u0436\\u0434\\u0430\\u0435\\u0442, \\u0447\\u0442\\u043E \\u044E\\u043C\\u043E\\u0440 \\u0441\\u043F\\u043E\\u0441\\u043E\\u0431\\u0435\\u043D \\u0440\\u0430\\u0437\\u0434\\u0440\\u0430\\u0436\\u0430\\u0442\\u044C \\u043A\\u043B\\u0438\\u0435\\u043D\\u0442\\u043E\\u0432, \\u0438 \\u0431\\u0435\\u0437 \\u0442\\u043E\\u0433\\u043E \\u0440\\u0430\\u0441\\u0441\\u0442\\u0440\\u043E\\u0435\\u043D\\u043D\\u044B\\u0445.\"), mdx(\"li\", {\n    parentName: \"ol\"\n  }, \"\\u0411\\u0440\\u0435\\u043D\\u0434 \\u043A\\u043E\\u043F\\u0438\\u0440\\u0443\\u0435\\u0442 \\u0447\\u0443\\u0436\\u0443\\u044E \\u043C\\u0430\\u043D\\u0435\\u0440\\u0443, \\u0445\\u043E\\u0442\\u044F \\u043E\\u043D\\u0430 \\u043D\\u0435 \\u0441\\u0432\\u044F\\u0437\\u0430\\u043D\\u0430 \\u0441 \\u0446\\u0435\\u043D\\u043D\\u043E\\u0441\\u0442\\u044F\\u043C\\u0438 \\u0438 \\u0430\\u0443\\u0434\\u0438\\u0442\\u043E\\u0440\\u0438\\u0435\\u0439 \\u043A\\u043E\\u043C\\u043F\\u0430\\u043D\\u0438\\u0438, \\u0438 \\u0440\\u0435\\u0437\\u0443\\u043B\\u044C\\u0442\\u0430\\u0442 \\u0437\\u0432\\u0443\\u0447\\u0438\\u0442 \\u043D\\u0435\\u0443\\u0431\\u0435\\u0434\\u0438\\u0442\\u0435\\u043B\\u044C\\u043D\\u043E.\")), mdx(\"h2\", null, \"\\u0421 \\u0447\\u0435\\u0433\\u043E \\u043D\\u0430\\u0447\\u0430\\u0442\\u044C: \\u0431\\u0440\\u0435\\u043D\\u0434-\\u043F\\u043B\\u0430\\u0442\\u0444\\u043E\\u0440\\u043C\\u0430 \\u0438 \\u0440\\u0435\\u0434\\u043F\\u043E\\u043B\\u0438\\u0442\\u0438\\u043A\\u0430\"), mdx(\"p\", null, \"\\u0421\\u0432\\u043E\\u0439 ToV \\u043D\\u0430\\u0447\\u0438\\u043D\\u0430\\u044E\\u0442 \\u0441 \\u0442\\u043E\\u0433\\u043E, \\u0447\\u0442\\u043E \\u0444\\u0438\\u043A\\u0441\\u0438\\u0440\\u0443\\u044E\\u0442 \\u043F\\u043E\\u0437\\u0438\\u0446\\u0438\\u043E\\u043D\\u0438\\u0440\\u043E\\u0432\\u0430\\u043D\\u0438\\u0435 \\u0438 \\u0445\\u0430\\u0440\\u0430\\u043A\\u0442\\u0435\\u0440 \\u0431\\u0440\\u0435\\u043D\\u0434\\u0430. \\u041F\\u043E\\u0441\\u043B\\u0435 \\u044D\\u0442\\u043E\\u0433\\u043E \\u0433\\u043E\\u043B\\u043E\\u0441 \\u0438 \\u0442\\u043E\\u043D \\u043E\\u043F\\u0438\\u0441\\u044B\\u0432\\u0430\\u044E\\u0442 \\u0432 \\u0433\\u0430\\u0439\\u0434\\u0435 \\u0438 \\u0437\\u0430\\u043A\\u0440\\u0435\\u043F\\u043B\\u044F\\u044E\\u0442 \\u0432 \\u0440\\u0435\\u0434\\u043F\\u043E\\u043B\\u0438\\u0442\\u0438\\u043A\\u0435, \\u0442\\u043E \\u0435\\u0441\\u0442\\u044C \\u0432 \\u043F\\u0440\\u0430\\u0432\\u0438\\u043B\\u0430\\u0445 \\u043E \\u0442\\u043E\\u043C, \\u043A\\u0442\\u043E \\u043F\\u0438\\u0448\\u0435\\u0442 \\u0442\\u0435\\u043A\\u0441\\u0442\\u044B, \\u043A\\u0442\\u043E \\u0438\\u0445 \\u043F\\u0440\\u043E\\u0432\\u0435\\u0440\\u044F\\u0435\\u0442 \\u0438 \\u043A\\u0430\\u043A \\u0438\\u0445 \\u0441\\u043E\\u0433\\u043B\\u0430\\u0441\\u0443\\u044E\\u0442. \\u041C\\u044B \\u0444\\u043E\\u0440\\u043C\\u0443\\u043B\\u0438\\u0440\\u0443\\u0435\\u043C \\u043F\\u043E\\u0437\\u0438\\u0446\\u0438\\u043E\\u043D\\u0438\\u0440\\u043E\\u0432\\u0430\\u043D\\u0438\\u0435, \\u0445\\u0430\\u0440\\u0430\\u043A\\u0442\\u0435\\u0440 \\u0438 ToV \\u043F\\u0440\\u0438 \\u0440\\u0430\\u0437\\u0440\\u0430\\u0431\\u043E\\u0442\\u043A\\u0435 \", mdx(\"a\", {\n    parentName: \"p\",\n    \"href\": \"/brand-platform/\"\n  }, \"\\u0431\\u0440\\u0435\\u043D\\u0434-\\u043F\\u043B\\u0430\\u0442\\u0444\\u043E\\u0440\\u043C\\u044B\"), \". \\u0415\\u0441\\u043B\\u0438 \\u043A\\u043E\\u043C\\u043F\\u0430\\u043D\\u0438\\u044F \\u0435\\u0449\\u0451 \\u0432\\u044B\\u0431\\u0438\\u0440\\u0430\\u0435\\u0442 \\u043D\\u0430\\u043F\\u0440\\u0430\\u0432\\u043B\\u0435\\u043D\\u0438\\u0435, \\u043D\\u0430\\u0447\\u0430\\u0442\\u044C \\u043C\\u043E\\u0436\\u043D\\u043E \\u0441 \", mdx(\"a\", {\n    parentName: \"p\",\n    \"href\": \"/brands/\"\n  }, \"\\u0440\\u0430\\u0437\\u0440\\u0430\\u0431\\u043E\\u0442\\u043A\\u0438 \\u0431\\u0440\\u0435\\u043D\\u0434\\u0430\"), \": \\u0440\\u0430\\u0441\\u0441\\u043A\\u0430\\u0436\\u0438\\u0442\\u0435 \\u043D\\u0430\\u043C \\u043E \\u0441\\u0438\\u0442\\u0443\\u0430\\u0446\\u0438\\u0438, \\u0438 \\u043C\\u044B \\u043F\\u0440\\u0435\\u0434\\u043B\\u043E\\u0436\\u0438\\u043C \\u043F\\u043B\\u0430\\u043D \\u0440\\u0430\\u0431\\u043E\\u0442.\"), mdx(\"h2\", null, \"\\u0427\\u0430\\u0441\\u0442\\u044B\\u0435 \\u0432\\u043E\\u043F\\u0440\\u043E\\u0441\\u044B\"), mdx(\"h4\", null, \"Tone of voice: \\u0447\\u0442\\u043E \\u044D\\u0442\\u043E \\u043F\\u0440\\u043E\\u0441\\u0442\\u044B\\u043C\\u0438 \\u0441\\u043B\\u043E\\u0432\\u0430\\u043C\\u0438?\"), mdx(\"p\", null, \"Tone of voice \\u043D\\u0430\\u0437\\u044B\\u0432\\u0430\\u044E\\u0442 \\u043C\\u0430\\u043D\\u0435\\u0440\\u0443 \\u0440\\u0430\\u0437\\u0433\\u043E\\u0432\\u043E\\u0440\\u0430 \\u0431\\u0440\\u0435\\u043D\\u0434\\u0430 \\u0441 \\u043B\\u044E\\u0434\\u044C\\u043C\\u0438. \\u0423 \\u043D\\u0435\\u0451 \\u0442\\u0440\\u0438 \\u043F\\u0440\\u0438\\u0437\\u043D\\u0430\\u043A\\u0430: \\u0432\\u044B\\u0431\\u043E\\u0440 \\u0441\\u043B\\u043E\\u0432, \\u0438\\u043D\\u0442\\u043E\\u043D\\u0430\\u0446\\u0438\\u044F \\u0438 \\u043E\\u0431\\u0440\\u0430\\u0449\\u0435\\u043D\\u0438\\u0435 \\u043D\\u0430 \\xAB\\u0442\\u044B\\xBB \\u0438\\u043B\\u0438 \\u043D\\u0430 \\xAB\\u0432\\u044B\\xBB. \\u0423\\u0441\\u043B\\u043E\\u0432\\u043D\\u044B\\u0439 \\u043F\\u0440\\u0438\\u043C\\u0435\\u0440: \\u043E\\u0434\\u0438\\u043D \\u043C\\u0430\\u0433\\u0430\\u0437\\u0438\\u043D \\u0441\\u043E\\u043E\\u0431\\u0449\\u0430\\u0435\\u0442 \\xAB\\u0417\\u0434\\u0440\\u0430\\u0432\\u0441\\u0442\\u0432\\u0443\\u0439\\u0442\\u0435, \\u0432\\u0430\\u0448 \\u0437\\u0430\\u043A\\u0430\\u0437 \\u0433\\u043E\\u0442\\u043E\\u0432 \\u043A \\u0432\\u044B\\u0434\\u0430\\u0447\\u0435\\xBB, \\u0430 \\u0434\\u0440\\u0443\\u0433\\u043E\\u0439 \\u043F\\u0438\\u0448\\u0435\\u0442 \\xAB\\u041F\\u0440\\u0438\\u0432\\u0435\\u0442, \\u0437\\u0430\\u043A\\u0430\\u0437 \\u0443\\u0436\\u0435 \\u0436\\u0434\\u0451\\u0442 \\u0442\\u0435\\u0431\\u044F\\xBB.\"), mdx(\"h4\", null, \"\\u0427\\u0442\\u043E \\u0442\\u0430\\u043A\\u043E\\u0435 ToV (TOV) \\u0431\\u0440\\u0435\\u043D\\u0434\\u0430?\"), mdx(\"p\", null, \"ToV, TOV \\u0438 \\xAB\\u0442\\u043E\\u043D \\u043E\\u0444 \\u0432\\u043E\\u0439\\u0441\\xBB \\u043F\\u0440\\u043E\\u0438\\u0441\\u0445\\u043E\\u0434\\u044F\\u0442 \\u043E\\u0442 \\u043E\\u0434\\u043D\\u043E\\u0433\\u043E \\u0442\\u0435\\u0440\\u043C\\u0438\\u043D\\u0430: tone of voice, \\u0432 \\u0434\\u043E\\u0441\\u043B\\u043E\\u0432\\u043D\\u043E\\u043C \\u043F\\u0435\\u0440\\u0435\\u0432\\u043E\\u0434\\u0435 \\xAB\\u0442\\u043E\\u043D \\u0433\\u043E\\u043B\\u043E\\u0441\\u0430\\xBB. \\u041F\\u0440\\u0430\\u0432\\u0438\\u043B\\u0430 ToV \\u0437\\u0430\\u043F\\u0438\\u0441\\u044B\\u0432\\u0430\\u044E\\u0442 \\u0432 \\u0433\\u0430\\u0439\\u0434 \\u0438\\u043B\\u0438 \\u0432 \\u0440\\u0435\\u0434\\u043F\\u043E\\u043B\\u0438\\u0442\\u0438\\u043A\\u0443, \\u0447\\u0442\\u043E\\u0431\\u044B \\u0432\\u0441\\u0435 \\u0430\\u0432\\u0442\\u043E\\u0440\\u044B \\u0431\\u0440\\u0435\\u043D\\u0434\\u0430 \\u043F\\u0438\\u0441\\u0430\\u043B\\u0438 \\u043E\\u0434\\u0438\\u043D\\u0430\\u043A\\u043E\\u0432\\u043E.\"), mdx(\"h4\", null, \"\\u041A\\u0430\\u043A\\u0438\\u0435 \\u0431\\u044B\\u0432\\u0430\\u044E\\u0442 \\u0432\\u0438\\u0434\\u044B tone of voice?\"), mdx(\"p\", null, \"Nielsen Norman Group \\u043E\\u043F\\u0438\\u0441\\u044B\\u0432\\u0430\\u0435\\u0442 \\u0442\\u043E\\u043D \\u0447\\u0435\\u0442\\u044B\\u0440\\u044C\\u043C\\u044F \\u0448\\u043A\\u0430\\u043B\\u0430\\u043C\\u0438: \\u0444\\u043E\\u0440\\u043C\\u0430\\u043B\\u044C\\u043D\\u043E\\u0441\\u0442\\u044C, \\u044E\\u043C\\u043E\\u0440, \\u0443\\u0432\\u0430\\u0436\\u0438\\u0442\\u0435\\u043B\\u044C\\u043D\\u043E\\u0441\\u0442\\u044C \\u0438 \\u044D\\u043D\\u0442\\u0443\\u0437\\u0438\\u0430\\u0437\\u043C. \\u0411\\u0440\\u0435\\u043D\\u0434 \\u0432\\u044B\\u0431\\u0438\\u0440\\u0430\\u0435\\u0442 \\u043F\\u043E\\u043B\\u043E\\u0436\\u0435\\u043D\\u0438\\u0435 \\u043D\\u0430 \\u043A\\u0430\\u0436\\u0434\\u043E\\u0439 \\u0448\\u043A\\u0430\\u043B\\u0435 \\u0438 \\u0437\\u0430\\u043A\\u0440\\u0435\\u043F\\u043B\\u044F\\u0435\\u0442 \\u0435\\u0433\\u043E \\u043D\\u0435\\u0441\\u043A\\u043E\\u043B\\u044C\\u043A\\u0438\\u043C\\u0438 \\u0441\\u043B\\u043E\\u0432\\u0430\\u043C\\u0438-\\u0445\\u0430\\u0440\\u0430\\u043A\\u0442\\u0435\\u0440\\u0438\\u0441\\u0442\\u0438\\u043A\\u0430\\u043C\\u0438.\"), mdx(\"h4\", null, \"\\u041A\\u0430\\u043A\\u0438\\u0435 \\u0435\\u0441\\u0442\\u044C \\u043F\\u0440\\u0438\\u043C\\u0435\\u0440\\u044B tone of voice \\u0431\\u0440\\u0435\\u043D\\u0434\\u043E\\u0432?\"), mdx(\"p\", null, \"Mailchimp \\u043F\\u0438\\u0448\\u0435\\u0442 \\u043F\\u0440\\u043E\\u0441\\u0442\\u044B\\u043C \\u044F\\u0437\\u044B\\u043A\\u043E\\u043C \\u0441 \\u0441\\u0443\\u0445\\u0438\\u043C \\u044E\\u043C\\u043E\\u0440\\u043E\\u043C, Sber Developers \\u0433\\u043E\\u0432\\u043E\\u0440\\u0438\\u0442 \\u0441\\u0435\\u0440\\u044C\\u0451\\u0437\\u043D\\u043E \\u0438 \\u043E\\u0431\\u0440\\u0430\\u0449\\u0430\\u0435\\u0442\\u0441\\u044F \\u043A \\u043A\\u043B\\u0438\\u0435\\u043D\\u0442\\u0430\\u043C \\u043D\\u0430 \\xAB\\u0432\\u044B\\xBB, \\u0410\\u0432\\u0438\\u0430\\u0441\\u0435\\u0439\\u043B\\u0441 \\u0448\\u0443\\u0442\\u0438\\u0442 \\u0443\\u0436\\u0435 \\u043D\\u0430 \\u0433\\u043B\\u0430\\u0432\\u043D\\u043E\\u0439 \\u0441\\u0442\\u0440\\u0430\\u043D\\u0438\\u0446\\u0435. \\u0418\\u0437 \\u043D\\u0430\\u0448\\u0435\\u0439 \\u043F\\u0440\\u0430\\u043A\\u0442\\u0438\\u043A\\u0438 \\u043C\\u043E\\u0436\\u043D\\u043E \\u043F\\u0440\\u0438\\u0432\\u0435\\u0441\\u0442\\u0438 DRON.digital: \\u0435\\u0433\\u043E tone of voice \\u043E\\u043F\\u0438\\u0441\\u0430\\u043D \\u043A\\u0430\\u043A 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позиционирования и фирменного стиля","depth":3},{"value":"Зачем бизнесу tone of voice","depth":2},{"value":"Из чего состоит tone of voice","depth":2},{"value":"Какой бывает tone of voice: четыре шкалы","depth":2},{"value":"Шкалы по исследованию Nielsen Norman Group","depth":3},{"value":"Как выбрать положение на шкалах","depth":3},{"value":"Примеры tone of voice брендов","depth":2},{"value":"Mailchimp","depth":3},{"value":"Sber Developers","depth":3},{"value":"Авиасейлс, ВкусВилл, Aurus и Бургер Кинг","depth":3},{"value":"Пример из практики Nimax: DRON.digital","depth":3},{"value":"Как разработать tone of voice: 7 шагов","depth":2},{"value":"Шаг 1. Взять ценности и позиционирование","depth":3},{"value":"Шаг 2. Описать аудиторию и её язык","depth":3},{"value":"Шаг 3. Разобрать свои тексты и тексты конкурентов","depth":3},{"value":"Шаг 4. Выбрать положение на шкалах и слова-характеристики","depth":3},{"value":"Шаг 5. Описать принципы, лексику и запреты","depth":3},{"value":"Шаг 6. Проверить на текстах бренда","depth":3},{"value":"Шаг 7. Оформить гайд и передать команде","depth":3},{"value":"Как оформить tone of voice в гайд","depth":2},{"value":"Шаблон гайда на одну страницу","depth":3},{"value":"Пары «было → стало»","depth":3},{"value":"Как внедрить и проверять tone of voice","depth":2},{"value":"Каналы и ситуации","depth":3},{"value":"Чек-лист проверки текста","depth":3},{"value":"Частые ошибки при работе с tone of voice","depth":2},{"value":"С чего начать: бренд-платформа и редполитика","depth":2},{"value":"Частые вопросы","depth":2},{"value":"Tone of voice: что это простыми словами?","depth":4},{"value":"Что такое ToV (TOV) бренда?","depth":4},{"value":"Какие бывают виды tone of voice?","depth":4},{"value":"Какие есть примеры tone of voice брендов?","depth":4},{"value":"Как разработать tone of voice?","depth":4},{"value":"Похожие статьи","depth":2}],"frontmatter":{"title":"Tone of voice бренда: что это и как его разработать с примерами","seo_title":"Tone of voice бренда: что это и как его разработать","description":"Что такое tone of voice простыми словами, из чего он состоит, какой бывает и как его разработать по шагам: примеры брендов и шаблон гайда.","cover_image":"/images/blog/cover-tone-of-voice-brenda-chto-eto-i-kak-razrabotat-s-primerami.webp","author":"pasha-konyukov","tags":"брендинг, стратегия","read_time":18,"collection":"kak-sdelat","is_material":null,"download_url":null,"date":"2026-10-28","faq":[{"question":"Tone of voice: что это простыми словами?","answer":"Tone of voice называют манеру разговора бренда с людьми. У неё три признака: выбор слов, интонация и обращение на «ты» или на «вы». Условный пример: один магазин сообщает «Здравствуйте, ваш заказ готов к выдаче», а другой пишет «Привет, заказ уже ждёт тебя»."},{"question":"Что такое ToV (TOV) бренда?","answer":"ToV, TOV и «тон оф войс» происходят от одного термина: tone of voice, в дословном переводе «тон голоса». Правила ToV записывают в гайд или в редполитику, чтобы все авторы бренда писали одинаково."},{"question":"Какие бывают виды tone of voice?","answer":"Nielsen Norman Group описывает тон четырьмя шкалами: формальность, юмор, уважительность и энтузиазм. Бренд выбирает положение на каждой шкале и закрепляет его несколькими словами-характеристиками."},{"question":"Какие есть примеры tone of voice брендов?","answer":"Mailchimp пишет простым языком с сухим юмором, Sber Developers говорит серьёзно и обращается к клиентам на «вы», Авиасейлс шутит уже на главной странице. Из нашей практики можно привести DRON.digital: его tone of voice описан как дружелюбный, а образ бренда назван «твой друг Андроид»."},{"question":"Как разработать tone of voice?","answer":"Разработка состоит из семи шагов: взять ценности и позиционирование, описать аудиторию, разобрать свои тексты и тексты конкурентов, выбрать положение на шкалах, описать принципы, лексику и запреты, проверить на текстах бренда и оформить гайд."}]},"fields":{"slug":"tone-of-voice-brenda-chto-eto-i-kak-razrabotat-s-primerami","uri":"/blog/tone-of-voice-brenda-chto-eto-i-kak-razrabotat-s-primerami/"}},"allMdx":{"edges":[{"node":{"frontmatter":{"title":"Digital: что это такое простыми словами и какие каналы входят в диджитал-маркетинг","description":"Что такое диджитал и digital-маркетинг простыми словами. Какие каналы входят: SEO, GEO, контекст, таргет, SMM, email, аналитика. 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