A BRAND FINDS MEANING THROUGH ITS STORY

Brand Consultant Yunus Baran emphasizes that branding in fashion is not just a commercial endeavor but an emotional journey. “To become a brand means to be remembered for reliability, quality and a story,” he says, highlighting that a brand’s narrative is as important as its production power.

One of the fundamental pillars of the fashion industry, branding, today derives its true meaning not merely from product quality but from the emotional connection built with the consumer.

Brand Consultant Yunus Baran defines branding as follows:

“Branding is the process of creating an emotion and meaning in people’s minds that goes beyond a product or service. To be a brand is not just to sell products, but to build a strong bond with the consumer.”

Baran notes that although Türkiye’s textile and apparel industries have powerful production capacities, they have yet to fully convert this into branding strength. According to him, the biggest shortcoming is the lack of storytelling:

“Our products are high-quality, but lack a story. Many Turkish firms still act as production hubs for fast fashion giants, which hinders the development of a unique identity,” he emphasizes.

Baran states that for a brand to be lasting, it must embrace sustainability, cultural authenticity, and strategic design. “Consumers don’t just connect with the product, they connect with the values and story it represents,” he says, urging companies to start by creating a compelling brand story.

To stand out in global markets in 2025, Baran suggests firms should adopt more flexible, data-driven, and adaptive strategies. He also stresses the importance of using social media wisely:

“It’s not enough to create eye-catching content; brands must tell meaningful, original, and emotionally engaging stories. Social media is an opportunity but also carries the risk of being quickly forgotten with the wrong strategy.”

Baran concludes that every step taken to support the branding process will increase long-term competitiveness:

“Every brand should craft and communicate its own story in an authentic way. Branding is not just about offering a product, it’s about offering value. Brands that create this value will always stay one step ahead.”