Whose brand is this?

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Stay away from the chaotic environment as much as possible, better interpret and digest the business world we live in, our company, our life, our interpersonal relationship, discover new perspectives and ways, listen to our inner voice, and produce the right solution. What is often recommended is to go to a place you have never been to, a place with strangers, and mingle with nature.


Do so mentally, if not physically, today. Imagine that you are far away from where you live, walking on a path under dense forest cover, near the sea or lake, you can smell the smell of trees. If you push a little harder, you can even hear the birds chirping. In fact, don't forget to bounce in the water with a rock in your hand every now and then!

Now, please clear your mind as much as possible. Look at that magnificent natural scenery again, and take a deep breath. I whisper this question in your ear; "By the way, this brand I picked up on the ground... whose brand is it?" Now close your eyes and think about the answer...

Who will disembark first?

Can you say healthy to an organizational structure where a lot of people leave the ship first? In general, such disintegration occurs mainly in crisis environments, uncertain situations of heightened chaos. Everyone gets off the ship in an environment where management doesn't have a genuine and strong bond of communication with employees, a weak relationship with the common phrase "take it, give it a smile", an environment that doesn't foster an environment of dialogue between employees No sense of belonging.

Let's rewind the movie and take a cursory look at the process;

Market Customer Competitor Consumer

As in any other communication process, our ultimate goal in internal Belgium WhatsApp Number List communication is behavior change. In other words, making sure the company achieves its business goals. Our target audience is our white collar and blue collar employees. Relationships built with employees are also designed to create behavioral change or ensure continuity of desired behaviors in line with the organization's strategic goals.

As you can easily analyze in the diagram, it is the employees and senior management who coordinate and manage the organization that create and sustain the brand. Therefore, in order to have a strong and valuable brand, it should not be forgotten that internal communication and proper HR practices are the most important tools.

Employees are our benefactors!

Let's answer the question I asked at the beginning, which you can guess by now:

The brand belongs to BIZ, and you are among them. What a happy, strong and motivated employee community; it means a strong, respected and durable brand.



The key word in organizational structures with little to no disembarking first is "loyalty." The secret of co-production and co-success is to act together with employees and become WE.

I invite you to look at the business world again through these glasses. Do you think that the recent addition of internal events, festivals, celebrations, added fringe benefits, bonus programs, incentives are all for naught? The modern Neolithic boss model of being strict, taciturn, not communicating with employees, not looking at them, and running away; it has become a new model of trying to lead employees, socializing, talking to employees during coffee breaks. The team chats and serves its fried meatballs in aprons at BBQ parties. These are all natural requirements to truly be a WE. Right management brings right results!

Finally; let's make up our minds again and close this page for now. Another issue that I hope you can see from the same perspective is the "Brand Finance Turkey 100/2019" report released by Brand Finance this month. Those brands ranked in the report as Turkey's most valuable and strongest brands don't just pass on financial valuations. On the first page of the report, "What is a Brand Valuation Report?" Under the title, there is an item "Internal Understanding of Brands" first.

What does that mean? First, the brand must be accepted and supported in its native habitat. Otherwise, the slogan, registered brand elements, and brand identity you bought at a large price will be on the way, let us accept it from the beginning.

The executive summary says:

How much you pay, how much you will reap! For those who want a report; here's the report, here's the study...

As long as you don't protect your brand, value it, and develop a strategy for its living needs, don't expect any agency to keep your brand alive with the "best creative work" it can produce.

In 2018, a year in which company revenues declined due to both volume and exchange rate differences, the combined value of the 100 most valuable brands fell 28% ($27.5 billion) from the previous year to $19.8 billion. *

We're going through difficult economic times, and a 28% decline might seem like a sad setback. No morale. Continue to invest in communications, branding and advertising. Because those who can turn crisis times into opportunities will always be the most profitable in the medium and long term.