Advertising is the voice of a brand, a well-thought-out communication tool where 40 ideas culminate in one impactful message. Just as humans have two eyes, two ears, and two nostrils but only one mouth, a single clear message ensures we are understood.
Every brand is like a person. Despite meticulous preparations before a launch, when the big day arrives, it must speak up and make its presence known.
Today, Turkey is experiencing a period of economic growth and finding its path in the new world order. Many people are eager to start businesses, creating their corporate identities and business cards, setting out on the journey of becoming a brand. Others, after years of operating as SMEs and overcoming countless crises, seek to invest in advertising and elevate themselves into recognized brands.
Urgency Is in Our Nature!
Having observed numerous campaigns, I’ve realized that urgency is deeply ingrained in the advertising culture in Turkey. If you’re involved in advertising, you must get used to the word urgent. I recall my time at an agency where envelopes were marked “URGENT” so often that it became almost comical. In a meeting, I even joked, “Why not label some ‘SUPER URGENT’ for added drama?”
We Need to Become a Brand Immediately!
(A steadily growing oak tree is better than a fast-growing poplar.)
Unfortunately, advertising agencies don’t have emergency rooms to administer a quick fix. When a brand is struggling or in need of rehabilitation, agencies roll up their sleeves and begin strategy sessions to create a plan. But even these “emergency interventions” take time.
One striking example is a manufacturer who said: “We’ve become a contract manufacturer, producing 72% for others, and we’ve almost forgotten our own brand name. Please prepare something for us; we desperately need advertising and branding.”
An urgent need for advertising or branding is akin to a mute person suddenly learning to speak.
Communication Isn’t Just Between People
Once you start advertising, the ad doesn’t just belong to you — it takes on a life of its own, shaping how people perceive your brand. For instance, in Ali Ağaoğlu’s 1453 Project, a poor positioning strategy and over-the-top promotion created a negative image, portraying him as an arrogant construction tycoon, damaging both his reputation and his project.
Advertising is like speaking — but it requires consistency. Contradictory messages, like saying one thing today and its opposite tomorrow, lead to confusion. Advertisements must reflect the core quality and reliability of your brand. Staying true to your values is key, much like Einstein’s unwavering focus on his E=mc² formula for 11 years, even as he explored different approaches.
The Importance of Tone
Sometimes, life demands poetry to explain something, a good story, a technical explanation, or even a heartfelt tear or a joyful laugh. Advertising is no different — it’s short and must create emotions and imagination in seconds.
For example, a feature film takes 90–120 minutes to deliver its story, but an ad has only 15–30 seconds. And to grab attention? You have just five seconds to make an impact. Beyond that, it’s a challenge I wouldn’t recommend overthinking.
In Conclusion: Advertising Is Letting It All Out
Advertising is expressing what’s inside your brand and finding relief in sharing it. Mevlana describes this perfectly: “Words from the mouth are like arrows from a bow; they cannot return once released. Control the flood at its source.”
If you believe in the message you’re sending, you’ll hit your target. Share your motto and stories in a way that resonates, and you’ll secure a place in the future. Just as a great film stands as a witness to its era, a well-crafted ad will echo the voice of its time.