She provides communication consultancy, creative design and digital marketing services to a wide range of clients from leading corporate giants to start-ups in Switzerland, Italy, Spain, the Netherlands, Germany and Turkey. Together with her professional team, the successful communication strategist finds, conceptualizes and implements communication ideas for brands, leaders and organizations that create value for people and society, that are good for them, that increase their potential and have a direct positive impact on the quality of their lives. He is the founder and creative director of Konseptiz Communication Agency, which combines traditional advertising with new generation methodologies, has an international reputation in its sector and has made Izmir proud with its achievements. We had a pleasant conversation with the communication strategist, who says that brands are probably the most powerful and versatile business tool ever invented, on branding, the impact of the kovid on branding processes and communication.

'The story is yours, your customer is the lead.

' In today's competitive world, it is unfortunately not enough for companies to have an impressive story and for PR departments to tell this story in every channel and at every opportunity to create a successful brand. At the same time, customers need to be a part of this story and create their own stories together with the brand. ' said the successful communicator, 'The story of the brand is often confused with the history of the company, success stories or the biography of the founder of the company. But customers find any story that doesn't involve them unimpressive and even spoiled. The most successful brands move the consumer out of the role of passive spectator and into the role of protagonist. Because the purpose of storytelling is not to talk about yourself for a long time, but to chronicle a journey that your customer takes with you. In this respect, storytelling is not only a way to engage consumers, but also a way to initiate collaboration with them. This collaboration will be successful if your customer creates their own image through your products and brand and uses your symbols to tell their story.

Brands are responsible to society and nature.

Underlining that sharing and understanding each other are prominent concepts in terms of brand communication during the pandemic, Hun pointed out that people have and will forever remove brands that do not put social and environmental benefit at the center of their business. Successful communication expert; 'Company managers and employees should have their carbon footprints calculated, minimize them and create at least as much benefit as the damage they cause to nature, and respond to the goodness of nature and people. The people and organizations that will do this will be the shining stars of the future, even if they earn relatively less in the short term, they will reach the loyal customers and sustainable earnings they have always wanted to reach. That's why smart and visionary brand managers follow trends, develop projects and take more action on these issues that customers take into account and are sensitive to.

Sustainability is not a trend, it is a necessity.

Brand managers should adapt their brand assets to show that they are ready for the change. During the pandemic, almost every sector has closely witnessed the rapid change in technology and consumer behavior. While digital transformation is accepted as the next step, the demand for sustainable alternatives can no longer be ignored. Brands have to show that they offer solutions to meet these demands in their corporate identities and visual designs.

Sustainability is undoubtedly the most important issue that companies need to think about. Sustainability should be considered not as a trend but as a necessity, as a global need, as a basis for growth strategies based on user demands.

Your brand's image depends entirely on your PR activities.

Hun says that he does not think that the benefits of public relations are fully understood by most brands, and that although its name is associated with advertising, word-of-mouth or direct communication, Public Relations is the organization of a brand's relations with all its stakeholders.

is much more effective than other communication disciplines. 'Public relations is process-oriented, not result-oriented in a short time. For this reason, I believe that brands should start to communicate correctly from within the company, from their employees who are included in the brand culture, and brand managers should think from the inside out. This instrument should be considered as a process that creates added value in a wide range from internal communication to the complaint system, from social media management to one-to-one communication. Public Relations encompasses not only the brand's relationship with its consumers or customers, but also its relationship with all its stakeholders, from employees to suppliers, from the media to competitors. I think this fact will be understood more and more accurately day by day. I predict that it will reach the place it deserves in the business world with the awareness activities to be carried out by sector representatives and various associations.

We build our customer's brand experience.

Saying that Brand Experience corresponds to the sum of the experiences of all stakeholders of the brand, especially customers, about the brand, the public relations expert said: ' We know that brands do not only consist of product and money relations, that brand perception, brand characteristics, brand attitude are as important as the product, and that marketing has evolved from product management to brand management. When we look at the working principles of the mind, which consists of judgments, associations and emotions, we see that customers buy the experiences created by the brand along with the products and services.

The totality of the traces left by the brand, i.e. memories, form the total image of the brand in the minds of customers. When we examine the brand experience, which is categorized under sensory, emotional, intellectual and behavioral experiences, we have the opportunity to understand, direct and redesign all the parts that make up the brand. When we focus on the experience, we put the customer at the center and start to look at life through their eyes. Thus, we create an approach that will combine the human brain and behavior with both emotions and rational arguments. We see the big picture and design the brand experience through the eyes of your customer. Designing the total experience of the brand means designing not only the product or communication but also the 360-degree business model...And people are willing to pay a higher price for a brand that they are sure they will have a positive experience.

Your competitors can imitate your products, but never your brand.

Unless you have space technology or superior AI technology, it's not very convincing to differentiate yourself from competitors through products, services and prices. However, for the human species that cannot make decisions without emotions, it is possible to build a completely different world of your own in the minds of your customers with the communication instruments you create. Whether they realize it or not, consumers' values and beliefs are changing in a world where events and developments are happening at a dizzying pace. In order to achieve success, brands and the people who manage the brand concept need to know their customers very well, understand their expectations and needs correctly, and anticipate trends well. If they have the right insight and vision, they can use this knowledge to do better things for their customers, to increase the possibilities they offer them, to unlock their potential or to help them become a better person. Only then can they become much more meaningful to people, they can capture their hearts, they can make them feel good about themselves. This feeling cannot be imitated. Even if the quality of your product or service is the same as your competitors.

We connect people with the brands we serve.

With our integrated business model as Konseptiz, we provide strategy, design, public relations, event and digital marketing services to brands, leaders and organizations under the same roof. Our creativity and technical expertise, as well as our research process, make us a valuable partner, not just another supplier. We define ourselves as strategic experts and creative explorers committed to solving complex challenges. With our skills, knowledge and smart tools, we examine the causes and effects of people's brand choice and create new experiences that strengthen their connection with the brand we serve. We ensure that every communication activity is aimed at customer satisfaction; we open new doors of opportunity for our business partners and support the growth of their brands.