Every company has a communication style. But while some brands turn this into a conscious strategy, others leave it to coincidence. But building a brand is actually creating a character. If this company were a person, what would it be like? What values would it stand for? What would it say and how would it behave?
It is precisely with these questions that we set out.
When establishing brand communication, we first build a solid strategic foundation. The parts of this foundation are:
Think of your brand as an individual. We identify the main and side character traits of this individual. In which ways is it similar to its competitors and in which ways is it different? What are its roots, that is, what are its unchanging principles? We build a character by answering these questions.
When this character takes the field, he knows not only his target audience, but also their behavior, decision-making processes and moments of need. He has a special language and attitude for each target audience circle. It enters the door with its own words and stance. It expresses itself with its brand character; it positions itself among competitors and makes a difference.
When you leave that room, the brand essence is left behind. So even if you are not in that room, we plan what you want people to talk about you.
Why does your brand exist? What gap does it fill? What does it offer to society, the industry, the customer?
By answering these questions, we turn your brand into a meaning, not just a business. Thus, we strengthen your hand in marketing processes and provide a sustainable advantage in competition.
In this process, we collaborate with research companies when necessary to analyze data and create insights. Because everything may be good in theory, but ideas that do not match the reality of the market are a waste of time.
Because everyone working in your company spends a significant part of their life for this structure. For this labor to make sense, it must be explained correctly and a common language must be created. We need strategy, not coincidences. A structure where everyone speaks the same language and meets around the same goal will carry you to success.
Most of the time you collaborate with agencies, but because there is no defined brand communication internally, the agencies act on their own interpretation. The result? Creative ideas and unsuccessful results that are far from the world you are aiming for.
Or you establish new business partnerships. But if the shared vision is missing, the process is only indexed to money. It turns into a search for short-term gain, not a sustainable relationship. This becomes corrosive and inefficient over time.
Just as you carefully build values for a child’s development, you need to take the same care for your brand that offers you this life. Because our work is not independent from our lives; on the contrary, it is its most visible reflection.
Strategy is the conscious choice of a company’s place in the market. However, often without realizing it, we are only “sizing up” our brand as we try to grow it. And while this oversize reduces mobility; it also blocks the way to professionalization.
A brand strategy is not only necessary for growth, but also for establishing an accurate, flexible and sustainable structure. Especially in geographies like Turkey where economic fluctuations are frequent, we all experience how vulnerable brands without a strategy are.
Let us not forget: We spend our lives for these brands. Strategy, then, is a responsibility, not just an obligation.
You cannot develop a strategy without analyzing the market. There are dozens of models for this coming from the academic world:
But we know that what is more critical for managers is how this information is translated into the company and how it is communicated to employees.
At this point, the Strategy House and the OGSM Model (Goal, Objective, Strategy, Measurement) such structures come into play. You need to take these strategies off the desk and plan how to integrate them into the company and the daily lives of the teams.
Strategy makes sense where there is competition. For this reason:
Yes, most companies may roll their eyes at this stage. Because for years SWOT has been done with the logic of “fill in the boxes and pass”. But the sine qua non of an accurate SWOT, TWOS Model is to be paired with.
In other words, how do strengths combine with opportunities and turn into actions? How do weaknesses combined with threats create a risk?
Here, creating operational phrases gives rise to strategy.
Not all products have the same value in all market conditions at all times. This is why
With the BCG Matrix, we categorize your products into “Stars, Question Marks, Cash Cows and Dogs”.
Then we analyze the price-value position of your product in the market with Bowman’s Strategic Watch Model.
These two models are your compass for product-oriented growth plans.
Brand strategy is for tomorrow, not for today. A planned structure protects you from economic fluctuations, sudden crises and loss of focus. A brand without a strategy is like a ship without a direction. It may arrive somewhere, but it may not be the intended destination. At CodeAd, we don’t just build a strategy; we make it lived, adopted and implemented.
Do not be intimidated by the names of the methods. Our aim is not conceptual memorization but strategic awareness.
For this reason, we enter the strategy scene with basic positioning such as Cost Leadership, Cost Orientation, Differentiation and Focus.
And then a classic strategic tactic kicks in:
“Divide, fragment, rule.”
When we strategize within the company, we sometimes forget our own power. But we have to face this reality:
The real power is the marketing budget we have.
Yes, we all have the belief that we can come up with “better ideas”. That’s good. But business is less about ideas and more about the power to realize those ideas.
Just like a war… Strategy is also a war. The more soldiers you have, the more equipment you have, the stronger you are.
In the marketing world, your troop numbers = your budget.
For brands trying to protect what they have. Usually seen in leading brands.
For brands that want to dominate the market. It requires courage and investment.
Nimble moves focusing on the opponent’s weak points.
For brands making creative and unexpected moves with limited resources.
And then the two seas:
Blue Ocean and Bloody (Red) Ocean.
One is to create brand new opportunities where there is no competition, and the other is to try to exist in areas where everyone is tearing each other apart.
The strategy is now adopted within the company it needs to be done. Because if a strategy remains only in PowerPoint presentations, it means that it has never been done.
This is where Strategy House comes in.
Example Toothpaste Brand
Let’s say a new toothpaste brand enters the market. Its target:
To achieve 15% market share in the Turkish market in 10 years.
When he analyzes the market, he sees intense competition and therefore chooses a niche area:
Childs
Because the brand knows that brand loyalty that starts in childhood continues into adulthood. However, it is not limited to the target audience, it clarifies the strategy sentence:
“To be the favorite toothpaste brand of children by making toothbrushing fun.”
That is a strategy.
Clear Understandable. Inspiring.
And it is simple enough for all parts of the company to understand.
Because if someone has never heard of you, they are unlikely to buy you.
The marketer’s first goal should always be brand awareness.
This is where we move from marketing to product development. Because strong strategies make sense with strong products.
This is also the critical point where we create the unique selling promise (USP).
Finally, it is planned how the product will reach the customer.
Here we focus on the following issues:
Strategy is not just about thinking; it is about taking action.
Strategy is a living system. It is measured, monitored and rewritten when necessary.
We do not see strategy as just a road map.
For us, strategy is your brand’s identity, attitude and meaning for tomorrow.
When we say “technology”, we are not just talking about devices or software.
For us, technology is systems that increase efficiency within the company and measurable tools used in marketing.
A well-built technological infrastructure increases the company’s muscle power. It not only makes things easier, but also generates data that enables strategic decisions to be made.
One of the most critical of these technologies is our website.
Websites that used to be owned just to “exist on the internet” have now become online workplaces.
The first impression of a brand is often formed through its website.
We all do the same thing when we hear about a business for the first time:
Google it and look at the website.
Your website is the first place potential customers judge you. And first judgments don’t change easily.
At the same time:
It is the main hub where your cookie data on customer behavior flows directly.
If you want to be visible in search engines:
If you want to transform traffic
If you want to get the highest return on advertising
If you want to maintain the relationship:
If you want to spend the budget right
It’s like different floors of a building, but all working under the same roof.
In other words, technologies are not separated, they are integrated.
For some companies, SEO has a 15% priority.
For others, it shifts to CRM.
But in the end, they all serve the same goal: marketing success
Expecting sustainable success by focusing solely on social media is akin to only organizing the shop window and never looking inside the store.
Therefore, like any marketing arm, the technology side should be considered as a whole.
We know that people search for you on the internet after your interviews.
Your website is the digital equivalent of your presentation.
The clearer, stronger the impression it creates, the more professional you look.
When you plan all your marketing channels to serve the same story, that’s when strategy and technology merge.
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