Services provided within the scope of "Brand Creation, Management and Image";

1- Marketing;
a) Marketing, market, target audience and image analysis,
b) Establishing a marketing system,
c) Establishing a franchising / dealership organization system,
d) Domestic / international market development,
e) Establishing a Sales Management System,
f) Establishing a CRM (Customer Relationship Management) System,
g) Digital Marketing (SEO, Digital Advertising, Digital PR, Social Media Management etc.),

2- Image;
a) Visual Identity (creating corporate / brand image),

b) Advertising;
1- Newspapers, magazines, radio, TV, Internet,
2- Graphic design (catalog, brochure, packaging, poster etc.)
3- Indoor, outdoor works,
4- Photo, Video,
5- Architectural works, decoration,

c) PR (Public Relations);
1- Press Relations (Media Communication),
2- Event and organization management,
3- Public Relations, Corporate Communication ...

Brand Creation, Management and Image

Text: Mehmet Ak

"Brand"; It is a concept, a value that differentiates a product from others in many aspects against its target audience, gives them the urge to buy, creates positive effects on those who buy that product, and leaves them satisfied (ultimate customer happiness).

First of all, let's state; Products, services, business, people, ideas, cities and countries can be branded. In this article, we will focus only on this issue, since it is the most intense and widespread branding of products.

Now let's look at the steps of creating a brand...

Strong product

The first and most important step in creating a brand; It is a qualified and high-quality product that is strong in many aspects. First of all, you must have a product that is strong, does a job for people, makes their lives easier, and offers them a benefit. People are more attracted to unusual and unusual things. For this reason, your product should be different and remarkable with its design (outer appearance) and functionality as well as its quality.

Good name

The brand you will create should have a name that is unique, suitable for registration, and suitable for obtaining domains with "com" and "com.tr" extensions, depending on your national or international goals. Starting your suitability research for the name you have found with the Turkish Patent Institute and finding out how frequently this name and its relatives are used in Google searches will help you make a right start in this regard.

Strong image

"Creating a brand" is an intense process of creating an image. Brand image is formed by combining visible things (physical appearance) with emotional things (emotional values) in harmony. When people perceive brands' images, they first attach importance to physical appearance (outward appearance) and then to the emotions it gives. In other words, when creating brand value, you will need to focus first on the physical characteristics of the product you are producing and trying to market (outer appearance, design, ease of use, etc.), and then on the emotional effects it has on the people who buy and use it.

Brand; It means "image". "Image"; It is the effect a product has on people through the senses. Image is the task of delivering planned messages to targeted audiences within the framework of a determined strategy and concept, and this task is very important in creating a brand image. Image; with various messages and firstly the design of your product, then its packaging, your business card, bags, brochures / catalogs, website, vehicles, building / store exterior, interior decorations, that is, the "Visual Identity" of your brand. After that, your ads (how your ads are) and your PR (Public Relations) work (how you are and are perceived in the Press, Internet and Social Media environment)... Success in this business means delivering the right and "EFFECTIVE" messages to the right target audience. It is directly proportional to how it is conveyed and perceived as desired. In brand building, creating a strong and "EFFECTIVE" brand image should always be among the top priorities, and this should always be measured and evaluated from various angles and intervals. Now let's briefly explain the elements that make up the brand image, one by one;

Visual Identity

"Visual Identity" is the basis of creating a brand image. Without this, there is no brand image, it cannot be created, it cannot be formed. After finding the name, which is the first step in creating a brand, the "Visual Identity" needs to be designed. A system similar to the star system found in hotels (such as 2 star, 3 star, 4 star hotels) is also found in brands. Which target audience group (A1, A2, B1, B2, C1, C2) is your product aimed at? If your product is "how many stars", you should choose your target audience group accordingly (both must be in the same segment). In short, this is the job of "positioning the brand". Brand image is and should be created according to this positioning. In other words, "Visual Identity" is made (designed) according to this positioning. So, for example, in socio-economic terms, the image of a brand in the "C1" segment (low socio-economic level target audience group) and the image of a brand in the "A2" segment (high target audience group) cannot and cannot be the same; Just like a 2 star hotel and a 5 star hotel will not be the same. In terms of "Visual Identity", for example, the "Visual Identity" of a 2 star product/brand cannot be (designed) 5 stars. However, as far as we can see, most of the "Visual Identity" designs are designed without taking this into consideration, which is an important first step that makes it difficult to become a brand. When this is noticed and the "Visual Identity" is tried to be changed during the development process of the brand, the brand loses its level in such a situation. "Visual Identity" should be designed correctly and "EFFECTIVE" in the first step and should not be changed again. For this reason, the person or company that will do this should be chosen correctly (an explanation on this subject will be made below), and this job should not be done cheaply.

When we say "brand", most people think of a name or logo, but this is not the case. If this were so, he could create a strong brand by finding a good name for every product / service he produces and designing a good emblem / logo, and achieve great success. As can be understood from here, creating a brand is a value created as a result of many planned and implemented studies rather than a name. In other words, a brand is not just a name and logo.

"Visual Identity"; Starting from the emblem / logo of a brand, product packaging, business cards, bags, brochures / catalogues, websites, vehicles, building / store exteriors, interior decorations, etc. By paying attention to the details we have explained above (especially and primarily by paying attention to the "star" on which the brand will be positioned), all the parts must be designed in harmony with each other and collected in a file (All design work is carried out with millimetric measurements, usage Prints with specified locations and shapes are taken and placed in a file. This is also called "Visual Identity Guide"). When "Visual Identity" designs are reflected in Advertising and PR works, integrated and used in effective harmony (when they become visible, heard and perceived by the targeted audiences), a "Brand Image" is formed. When "Brand Image" is "EFFECTIVE" (created), it differentiates the product / brand, attracts the attention of the targeted audiences, creates excitement and demand (according to the degree of IMPACT) and affects sales according to the strength of this effect. "Visual Identity" is especially applicable to Advertising. It provides a strong foundation, great support and driving force. This power can even get ahead of advertisements in some brands, and sometimes even has an advertising effect on its own, which significantly reduces the advertising expenses of the company / brand. When this is well thought out, organized and implemented, the company / It provides great savings to the brand in Communication / Promotion issues (e.g. BP, Shell, Coca Cola, Burger King, Milka).

The most important issue in "Visual Identity" design is who will design it. "Brand Creation and Management"; Covers Marketing, Advertising, PR and Graphic Arts. It is like being an ear, nose and throat doctor. To create and manage a brand, it is necessary to have knowledge (university level education) and work experience in these 4 subjects. It is very difficult to gather expertise in these 4 subjects (university level education + work experience) in one person. Brands are often created in advertising agencies; It is the job of advertising agencies. Recommended to create an assertive, accurate, strong "EFFECTIVE" brand; In advertising agencies that provide this service, at least 1 university-educated Marketing expert, 1 Advertising expert and 1 Graphic Arts expert (Creative Director or Art Director) must work in an integrated manner, and 1 PR expert from the company from which PR service will be provided must be included in this integration from time to time and ideas are provided. It would be the best ideal way to take it.

Nowadays, every subject requires high expertise. Being an expert in a subject means being educated at university level in that subject and having at least 10 years of work experience in that field. Since the specialization subjects we wrote about above in "Brand Creation and Management" are subjects that do not require a university degree, such as Medicine, Law, Engineering, non-specialists mostly work in this sector. Just as someone who has worked in a hospital for 40 years cannot become a doctor, it is not possible to become an expert in the areas of expertise mentioned above by working in that sector for many years. Especially in "Visual Identity" design, someone who has not studied Graphic Arts at a very good university and does not have at least 10 years of work experience should design a "Visual Identity" according to the desired (should be) segment; It is not possible to design an "EFFECTIVE" "Visual Identity", especially for those above 4 stars (in the 4, 5 and 6 star segments). This is like, for example, someone with no architectural education designing a 5-star hotel. It is recommended to pay particular attention to this issue in the "brand creation" process.

Another important issue is the competence of the owners and managers of brand-owning companies in brand creation, especially in subjects that require intense art and aesthetic culture, such as image. Since every work is carried out with the approval of these people as a result of their taste, understanding, approach and perception of art and aesthetics, an average of 50% of the success in the brand creation process belongs to the people and companies that do these works and provide services, while an average of 50% belongs to those who commission these works. (The owners and managers of the companies that own the created brand). Creating a brand for people who do not have sufficient infrastructure, vision and culture, especially in art and aesthetics, is possible only by chance and coincidences. For example, it is not possible for a businessman with a socio-economic level of C1 (2 stars) to create an A2 (5 stars) brand.

Advert

Brand; is to be different. The brand must have an unusual, extraordinary Communication / Promotion style; In this regard, the locomotive role lies mainly in advertising. In fact, the most important element that makes a brand a brand is Advertising, right after "Visual Identity". Advertisement is as important as the product to be branded.
Advertising as mentioned above; It is created by integrating Marketing, Advertising, PR and Graphic Arts. In other words, advertisers can make successful (EFFECTIVE) advertisements in proportion to their knowledge and work experience on these 4 subjects. The important issue here is; This is the difficulty of gathering the expertise of four close but different subjects in a single person. As we mentioned above, assertive, accurate, strong "EFFECTIVE"; In short, in order to make successful advertisements, advertising agencies must have at least 1 Marketing expert, 1 Advertising expert and 1 Graphic Arts expert (Creative Director or Art Director) who is a university graduate and they should work in an integrated manner. It is essential that people who have received PR training) be included in this integration from time to time.
We would like to touch upon an important issue that we touched upon above in the "Visual Identity" section; In advertisements, approximately 50% of the success belongs to the party making the advertisement and 50% belongs to the party who made the advertisement. For this reason, there is a saying: "Behind a good advertisement, there is always a good advertiser." In other words, no matter how good the advertiser is, if the company/brand owner who makes the advertisement does not have a strong vision and culture, especially in art and aesthetics, a successful advertisement will not and cannot be created.

Regarding "Image" above; We said, "Image is the effect a product leaves on people through the senses. Image is the act of giving planned messages to targeted audiences within the framework of a determined strategy and concept." The analysis of messages created in Communication and Promotion issues, including Advertising and PR, is done through "Perception". Perception is the decoding of the encoded message. Analysis occurs through emotion, knowledge and intelligence. The duration of this depends on the clarity of the message.
"Interpretation"; Depending on the lifestyle, culture, male or female, age, profession, etc. of the people receiving the message. may vary depending on The success of the message is as much about how you are perceived as what kind of message you convey. What kind of message did you convey, how were you perceived; Is it the way you want? like you don't want?And the messages sent to the targeted audiences through various means and methods are perceived, interpreted and turned into an action by the people who receive them; sometimes as you want, sometimes as you don't... If the subject is "Brand", success means sending the desired message as desired, making it perceived as desired, and converting the result into demand (sales).

One thing is important here; For example, if the most popular music song of that year were searched at the end of the year, the most recent hits are likely to get more points. In other words, people remember the last things they saw, heard or read more, and the last things attract their attention more and are affected by them. These and similar general truths about Advertising should always be taken into consideration when carrying out various Communication and Promotion activities during the brand creation process. For this reason, the main messages that are intended to be conveyed in advertisements are generally always saved for the end.

The last thing we will say about advertising is that if you want to make strong, EFFECTIVE advertisements during the brand creation process and stay in the mind for a long time, you should create an "Advertising Identity" just like the "Visual Identity" (example; MAGNUM) and work on this identity for many years and always advertise. Doing it using the same ID will have high impact and save money. In this identity, the use of colors, shapes and styles in the "Visual Identity" of the brand will ensure that the brand image is remembered and established intensely.

As in all matters, stability is very important in the branding process. Today's brutal conditions and the constant rise in labor wages and costs prevent stability in many matters. This may often require companies to change agencies frequently. However, this is extremely wrong. Because every new agency; A new understanding means a new style, which means that each new agency does not like the work of the old one and develops new styles that suit its own understanding. This is one of the biggest, most important negative factors that detracts a brand from being a brand. Frequently changing "Visual Identity" and advertising styles (Advertising Identity) are immediately noticed and perceived as a negative by the targeted audiences, and this issue, which is not taken into consideration by many companies / brands, turns out to be the biggest evil that can be done to a brand. However, companies / brands that cannot fully calculate what this may cost are left behind in their race. Ultimately, it comes down to the company-agency relationship; Since this relationship is so important in creating a brand; Therefore, we can say that this relationship should be considered just like a marriage. It should not be forgotten that it will never be possible to create a brand with short-term relationships in every field.

PR

In short, PR is love. It is the job of gaining sympathy for a product / brand. Apart from the work they do and the products they produce, companies/brands carry out many activities within and outside the institution throughout their life, in line with their product, production, business, business, business, advertising and marketing objectives, in order to endear themselves to their target audiences, to gain their sympathy and to be respected. (factory openings, dealer meetings, anniversaries, etc.), organizations, organizes competitions, participates in fairs, exhibitions, market events, sponsorships, etc. It publishes these and some news and interviews in newspapers, magazines, TV channels and appropriate media on the internet, organizes various organizations with bloggers, influencers and YouTubers, uses them on Social Media, on its own pages, etc. etc. PR; It is the job of establishing positive, moderate and harmonious communication with the targeted audiences. "Perception Management", "Reputation Management", "Crisis Management" are all evaluated, planned and implemented within the scope of PR's work and responsibility. In this regard, it will be of great benefit to choose the people/companies that will receive support and service from people who have received PR training at the level of recognized universities.

And Marketing…

Today;
* The target audience has changed,
* Consumer purchasing trends have changed,
* The rules of marketing have changed,
* The consumer's "purchase time" has changed,
* Social structures have changed,
* Corporate Identity, Brand Identity have become more important,
* Products / services have diversified,
* Options for the consumer have increased,
* Promotion only through advertising has begun to lose its importance. Digital Marketing, Digital Advertising, PR, Digital PR, Strategic Communication, Reputation Management, Perception Management, Crisis Management, Social Media Management, Sponsorship, Direct Marketing, Franchising, etc. has gained importance.
* Not only the product/service purchased by the consumer, but also the people, institutions and organizations behind it have become important,
* In addition to the products they produce, manufacturing companies must also offer something to their target audiences, societies, environment, social events, culture and art, and gain love and respect,
* Mass media have diversified, a new medium emerges every day (for example, the Internet), it becomes more and more difficult to address the target audience and meet them,
* It has been understood that in all "Brand Creation and Management" studies, intuitive and guessing cannot be achieved anymore; scientificity and expertise play a more prominent role than ever before.
Under these conditions, creating strong brands is becoming more and more difficult, and the cost of creating a brand is increasing day by day. Therefore, under the conditions of finance, economy, banking and stock market, brand values ??as well as financial values ??of companies are now measured and can be exchanged for money, bought and sold.

No matter how good a product you have, no matter how effective your "Visual Identity" and strong advertising and PR efforts are, if you do not have a well-thought-out, planned and implemented Marketing and Sales strategy, technique and system, you will not have a chance of success. Marketing in "brand creation" is an important issue that must be carried out in coordination with the other "powers" we wrote above.

Brand Management Consultancy

In various places above, we have mentioned that the subject "Brand Creation, Management and Image" includes specializations in Marketing, Advertising, PR and Graphic Arts. As can be understood from here, it is important how many of these 4 subjects the Brand Management Consultant has expertise in. Again, above, we defined expertise as university level education in the relevant subject and at least 10 years of work experience. When choosing a consultant, examining how many of these 4 subjects we mentioned, to what extent the consultant has mastered them and their references, and also consulting with someone who knows these subjects will prevent you from losing a lot of time and money.

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Anahtar kelimler;
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