{"id":12079,"date":"2021-06-14T09:26:08","date_gmt":"2021-06-14T06:26:08","guid":{"rendered":"https:\/\/www.kariyer.net\/ik-blog\/?p=12079"},"modified":"2024-08-12T11:57:34","modified_gmt":"2024-08-12T08:57:34","slug":"kisisel-markalasma-hakkinda-bilinmesi-gerekenler","status":"publish","type":"post","link":"https:\/\/www.kariyer.net\/ik-blog\/kisisel-markalasma-hakkinda-bilinmesi-gerekenler\/","title":{"rendered":"Ki\u015fisel markala\u015fma hakk\u0131nda bilinmesi gerekenler"},"content":{"rendered":"<p><strong>G\u00fcn\u00fcm\u00fczde markala\u015fma olduk\u00e7a \u00f6nemli bir kavram. Bu nedenle hem kurumsal hem de ki\u015fisel markala\u015fma s\u00fcrecinde dikkat edilmesi gereken pek \u00e7ok \u015fey bulunuyor! Markala\u015fma yolunda do\u011fru bir rota izleyebilmenin ipu\u00e7lar\u0131 bu yaz\u0131m\u0131zda!<\/strong><\/p>\n<p>Ko\u00e7lu\u011fa ad\u0131m atmak isteyen, ko\u00e7luk yolculu\u011funa devam eden ya da belirli bir s\u00fcredir ko\u00e7luk mesle\u011fi ile u\u011fra\u015fanlarla g\u00f6r\u00fc\u015f\u00fcld\u00fc\u011f\u00fcnde, g\u00fcndemlerindeki en \u00f6nemli konu ya da sorular\u0131n; \u201cNas\u0131l marka olunur?\u201d, \u201cHangi ni\u015f alan ki\u015fisel olarak daha etkili olur?\u201d, \u201cDan\u0131\u015fanlara, ba\u015fka bir ifadeyle m\u00fc\u015fterilere nas\u0131l ula\u015f\u0131l\u0131r?\u201d oldu\u011fu g\u00f6zlemleniyor.<\/p>\n<p>Tam da burada <strong>\u201cKi\u015fisel Marka\u201d<\/strong> kavram\u0131 \u00f6nem kazan\u0131yor. Genel olarak \u201cMarkala\u015fma\u201d \u00fcr\u00fcn\u00fcn g\u00fcc\u00fc ve pazar \u015fartlar\u0131n\u0131n analizlerinin yap\u0131ld\u0131\u011f\u0131, incelendi\u011fi bir s\u00fcre\u00e7tir. Bir hareket plan\u0131, pazarlama stratejisi haz\u0131rlayarak, bir ihtiyac\u0131 ve \u00fcr\u00fcn\u00fc sat\u0131n alma duygusu yaratmakt\u0131r. K\u0131sacas\u0131 &#8220;Markala\u015fma&#8221;, de\u011fer yaratmakt\u0131r. Etkili bir Ki\u015fisel Marka yaratma s\u00fcreci de bu alan\u0131n i\u00e7indedir.<\/p>\n<p>Ki\u015fisel markay\u0131 olu\u015fturan unsurlar \u015f\u00f6yledir;<\/p>\n<ul>\n<li>Ki\u015fisel de\u011ferler,<\/li>\n<li>Y\u00f6netim becerileri,<\/li>\n<li>\u0130leti\u015fim,<\/li>\n<li>Ki\u015fisel fark\u0131ndal\u0131k (g\u00fc\u00e7l\u00fc ve zay\u0131f yanlar\u0131 fark\u0131nda olmak),<\/li>\n<li>Ki\u015filik,<\/li>\n<li>Ki\u015fisel imaj (giyim, konu\u015fma, davran\u0131\u015f vb.),<\/li>\n<li>Hedefler,<\/li>\n<li>Fiziksel yap\u0131 vb.<\/li>\n<\/ul>\n<h2><strong>Ko\u00e7lukta ki\u015fisel marka yaratma<\/strong><\/h2>\n<p>Bu genel giri\u015ften sonra, biraz da mesle\u011fimiz ko\u00e7lukta ki\u015fisel marka olu\u015fturma s\u00fcrecini somut \u00f6rneklerle ele almak istiyorum;<\/p>\n<ul>\n<li>Marka in\u015fa etmek, ev in\u015fa etmeye \u00e7ok benzer. \u00d6z\u00fcnde t\u00fcketicilerin inand\u0131klar\u0131 vaatlerdir marka olu\u015fturma. Marka, t\u00fcketicilerin d\u00fc\u015f\u00fcnme ve sat\u0131n alma bi\u00e7imlerini etkilemek \u00fczere zihinlerde olu\u015fan b\u00fcy\u00fck resimdir.<\/li>\n<li>Neyi markala\u015ft\u0131rd\u0131\u011f\u0131n\u0131z hi\u00e7 \u00f6nemli de\u011fil. \u201cYeni bir marka m\u0131 yarat\u0131yorsunuz ya da var olan bir markay\u0131 m\u0131 canland\u0131r\u0131yorsunuz?\u201d Bu sorular\u0131n ba\u015flang\u0131\u00e7 i\u00e7in \u00e7ok fazla \u00f6nemi yok, ama \u00e7al\u0131\u015fmalar\u0131n\u0131za bilimsel y\u00f6ntemler ger\u00e7ekle\u015ftirilecek bir pazar ara\u015ft\u0131rmas\u0131yla ba\u015flanmas\u0131 b\u00fcy\u00fck bir gereklilik. B\u00f6ylelikle hem pazar hedefleriniz hem de mesajlar\u0131n\u0131z isabetli olacak ve \u00e7o\u011fu zaman yap\u0131ld\u0131\u011f\u0131 gibi bo\u015fa k\u00fcrek \u00e7ekmemi\u015f olacaks\u0131n\u0131z.<\/li>\n<li>Pazar\u0131n\u0131z\u0131 hedeflemek, sataca\u011f\u0131n\u0131z \u00fcr\u00fcn\/hizmeti en \u00e7ok talep edecek insan gruplar\u0131n\u0131 tahmin etmeyi i\u00e7eriyor. Bu netle\u015fme sonras\u0131nda ise \u201cbu ki\u015filerin kim olduklar\u0131\u201d, \u201cnerede olduklar\u0131\u201d, \u201csosyal medya veya konvansiyonel medya ile kendilerine nas\u0131l ula\u015f\u0131labilece\u011fi\u201d, \u201changi t\u00fcr mesajlar\u0131n ve sunumlar\u0131n onlar\u0131 sat\u0131n almaya te\u015fvik edece\u011fi\u201d, \u201csat\u0131n almaya haz\u0131r olduklar\u0131nda ise hangi \u00e7e\u015fit sat\u0131n alma ve m\u00fc\u015fteri deneyimin onlar\u0131 memnun ve mutlu edece\u011fi\u201d ve en son olarak da \u201cmarkan\u0131za nas\u0131l sad\u0131k kalacaklar\u0131\u201d gibi sorular\u0131n yan\u0131tlar\u0131na odaklanmak gerekiyor.<\/li>\n<li>\u00c7ok g\u00fc\u00e7l\u00fc bir alg\u0131lama yetene\u011finiz varsa ya da bir d\u00e2hi iseniz yan\u0131tlar\u0131 kestirebilirsiniz. Yani yine objektif ara\u015ft\u0131rmalara ihtiyac\u0131n\u0131z var. \u0130deal m\u00fc\u015fterilerinizin profilini yaratmak, sat\u0131n alma motivasyonlar\u0131n\u0131, tercih ettikleri sat\u0131n alma kanallar\u0131n\u0131 ve sizi ba\u015fka bir markaya tercih etmelerinin nedenlerini belirlemek, bu ara\u015ft\u0131rman\u0131n temelini olu\u015fturmal\u0131d\u0131r.<\/li>\n<\/ul>\n<h2><strong>Markala\u015fmada 10 do\u011fru<\/strong><\/h2>\n<h2><a href=\"https:\/\/www.kariyer.net\/ik-blog\/wp-content\/uploads\/2021\/06\/branding.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-12082 alignleft\" src=\"https:\/\/www.kariyer.net\/ik-blog\/wp-content\/uploads\/2021\/06\/branding.jpg\" alt=\"\" width=\"455\" height=\"303\" srcset=\"https:\/\/www.kariyer.net\/ik-blog\/wp-content\/uploads\/2021\/06\/branding.jpg 900w, https:\/\/www.kariyer.net\/ik-blog\/wp-content\/uploads\/2021\/06\/branding-300x200.jpg 300w, https:\/\/www.kariyer.net\/ik-blog\/wp-content\/uploads\/2021\/06\/branding-768x512.jpg 768w, https:\/\/www.kariyer.net\/ik-blog\/wp-content\/uploads\/2021\/06\/branding-696x464.jpg 696w, https:\/\/www.kariyer.net\/ik-blog\/wp-content\/uploads\/2021\/06\/branding-630x420.jpg 630w\" sizes=\"(max-width: 455px) 100vw, 455px\" \/><\/a><\/h2>\n<h2><\/h2>\n<p>En iyi isim, logo, reklam ve \u00e7abalar, zay\u0131f bir markay\u0131 telafi edemez. Peki, ama marka nedir? ve g\u00fc\u00e7l\u00fc marka nas\u0131l in\u015fa edilir?<\/p>\n<h3><\/h3>\n<h3><\/h3>\n<h3><strong>1- Markala\u015fma konumland\u0131rma ile ba\u015flar<\/strong><\/h3>\n<p>\u201c\u0130lim ilim bilmektir, ilim kendin bilmektir. Sen kendini bilmezsen ya nice okumakt\u0131r.\u201d (Yunus Emre). Bence bunla ba\u015fl\u0131yor markala\u015fma s\u00fcreci. Konumland\u0131rma, t\u00fcketicinin zihninde tatmin edilmemi\u015f bir istek ya da kar\u015f\u0131lanmam\u0131\u015f bir gereksinimi bulma ve ay\u0131rt edici \u015fekilde farkl\u0131 ve ideal uygunlu\u011fa sahip bir \u00fcr\u00fcn ya da hizmetle kar\u015f\u0131l\u0131k vermektir.<\/p>\n<h3><strong>2- Marka tutulan vaattir <\/strong><\/h3>\n<p>Ba\u015far\u0131l\u0131 bir marka stratejisi, kim oldu\u011funuz ve i\u015finizle temas kuran herkese neyi vadetti\u011finizin eksiksiz yans\u0131mas\u0131d\u0131r.<\/p>\n<h3><strong>3- Markala\u015fma i\u00e7erden d\u0131\u015far\u0131ya do\u011fru olur<\/strong><\/h3>\n<p>Markan\u0131z, neyi temsil etti\u011finizin yans\u0131mas\u0131d\u0131r. Bundan dolay\u0131, organizasyonunuzun de\u011ferleri ve amac\u0131yla tam bir paralellik olu\u015fturmal\u0131d\u0131r. Organizasyonunuzun esas\u0131n\u0131 m\u00fckemmel bir \u015fekilde yans\u0131tan bir markaya ula\u015fmak i\u00e7in \u015fu \u00fc\u00e7 esas a\u00e7\u0131klamay\u0131 yazarak markala\u015fma s\u00fcrecine ba\u015flayabilirsiniz:<\/p>\n<ol>\n<li>Vizyon: Organizasyonun uzun vadeli beklentilerini ve ba\u015farmak istedi\u011finiz nihai hedeflerinizi tan\u0131mlar.<\/li>\n<li>Misyon: Ba\u015fkalar\u0131 i\u00e7in neler yapt\u0131\u011f\u0131n\u0131z\u0131 ve vizyonunuzu ger\u00e7ekle\u015ftirmek i\u00e7in benimseyece\u011fimiz yakla\u015f\u0131m\u0131 tan\u0131mlar.<\/li>\n<li>Marka kimli\u011fi: Yapt\u0131klar\u0131n\u0131z\u0131n, hizmet sundu\u011funuz ki\u015filerin ve vaadinizin ortaya koydu\u011fu pozitif fark\u0131 kapsar.<\/li>\n<\/ol>\n<h3><strong>4- Tutarl\u0131l\u0131k marka in\u015fa eder<\/strong><\/h3>\n<p>Neyi temsil etti\u011finiz hakk\u0131nda net olduktan sonra, \u00fcr\u00fcn\u00fcn\u00fcz\u00fc, vaadinizi ve marka deneyiminizi tam bir tutarl\u0131l\u0131kla sunmaya haz\u0131rs\u0131n\u0131z demektir.<\/p>\n<h3><strong>5- \u0130nsanlar markalara g\u00fc\u00e7 verir<\/strong><\/h3>\n<p>Markalar insanlarla kar\u015f\u0131la\u015ft\u0131klar\u0131nda, bu kar\u015f\u0131la\u015fmalar ya marka vaadini geli\u015ftirir ya da erozyona u\u011frat\u0131r. Markan\u0131n anla\u015f\u0131lmas\u0131n\u0131 sa\u011flad\u0131\u011f\u0131n\u0131z, markaya y\u00f6nelik co\u015fku ve taahh\u00fct yaratt\u0131\u011f\u0131n\u0131z takdirde, m\u00fc\u015fterinin markay\u0131 benimsemesi, markaya y\u00f6nelik co\u015fkusu ve taahh\u00fcd\u00fc de arkadan gelecektir.<\/p>\n<h3><strong>6- Markalar t\u00fcketicilerin zihinlerinde ya\u015far<\/strong><\/h3>\n<p>Zihinde iki olgu, ilk markan\u0131n lehine \u00e7al\u0131\u015f\u0131r:<\/p>\n<p><strong>Birincisi,<\/strong> lider markan\u0131n \u2018daha iyi\u2019 oldu\u011fu alg\u0131s\u0131d\u0131r. \u0130lk marka, zihinlere lider olarak yerle\u015fti\u011finden (ba\u015fka markalar yoktur), ilk markan\u0131n liderli\u011fini koruma \u015fans\u0131 \u00e7ok y\u00fcksektir (rakip markalar\u0131n \u0131\u015f\u0131\u011f\u0131n\u0131 keser).<\/p>\n<p><strong>\u0130kincisi,<\/strong> ilk markan\u0131n \u00f6zg\u00fcn oldu\u011fu alg\u0131s\u0131d\u0131r. Di\u011fer b\u00fct\u00fcn markalar, \u00f6zg\u00fcn\u00fcn taklitleridir.<\/p>\n<h3><strong>7- Marka isimleri, marka imajlar\u0131n\u0131 ortaya koyar<\/strong><\/h3>\n<p>Markan\u0131z, insanlar isminizi g\u00f6rd\u00fcklerinde ya da duyduklar\u0131nda ortaya \u00e7\u0131kan bir dizi hat\u0131rad\u0131r. \u00d6nemli bir marka ismi;<\/p>\n<ul>\n<li>Marka karakterini yans\u0131tmal\u0131d\u0131r.<\/li>\n<li>\u00dcr\u00fcn\u00fc\/hizmeti tan\u0131mlamal\u0131 ve markan\u0131z\u0131n anlam\u0131yla bir ba\u011flant\u0131 kurmal\u0131d\u0131r.<\/li>\n<li>Marka vaadinizi iletmeli ya da marka vaadinizle tutarl\u0131 olmal\u0131d\u0131r.<\/li>\n<li>S\u00f6ylenmesi kolay ve ho\u015f olmal\u0131 ve zaman i\u00e7inde, y\u00fcksek fiyat, lisans hakk\u0131 ve hatta yeni birine sat\u0131\u015fla kazan\u00e7 elde edebilece\u011finiz bir varl\u0131\u011fa d\u00f6n\u00fc\u015fmesi i\u00e7in benzersiz ve ak\u0131lda kal\u0131c\u0131 olmal\u0131d\u0131r.<\/li>\n<\/ul>\n<h3><strong>8- <\/strong><strong>Marka deneyimleri, marka mesajlar\u0131n\u0131 g\u00f6lgede b\u0131rak\u0131r<\/strong><\/h3>\n<p>Marka deneyimi, bir markan\u0131n m\u00fc\u015fteriyle temas\u0131n ba\u015flamas\u0131 ve sonlanmas\u0131 s\u00fcrecinde markayla ili\u015fkili uyaranlar\u0131n ki\u015fide harekete ge\u00e7irdi\u011fi hisler, duygular, bili\u015fsel ve davran\u0131\u015fsal tepkilerdir. Bu ya\u015fat\u0131lan deneyimler zaman zaman markan\u0131n \u00f6n\u00fcne ge\u00e7ebilir. Deneyim ekonomisi i\u00e7inde bulundu\u011fumuzu hat\u0131rlatmak isterim.<\/p>\n<h3><strong>9- Her reklam, markaya yap\u0131lan bir yat\u0131r\u0131md\u0131r<\/strong><\/h3>\n<p>Pazarlama ile reklam \u00e7ok kar\u0131\u015ft\u0131r\u0131l\u0131yor, ama pazarlama reklam de\u011fildir. Reklam, pazarlama stratejinize g\u00f6re hareket eder ve uygulan\u0131r. Bunu do\u011fru s\u0131ralamak ve uygulamak gerekir.<\/p>\n<h3><strong>10- Markalar en de\u011ferli varl\u0131klard\u0131r<\/strong><\/h3>\n<p>T\u00fcm d\u00fcnyadaki en ba\u015far\u0131l\u0131 bir\u00e7ok i\u015fte markalar, genellikle en de\u011ferli varl\u0131klard\u0131r.<\/p>\n<p><strong>Konuk Yazar: <\/strong>Yunus Emre \u015eent\u00fcrk <strong>\/ <\/strong>ICF T\u00fcrkiye Y\u00f6netim Kurulu \u00dcyesi<\/p>\n<!-- templates\/buttons-placeholder.php -->\n<div class=\"da-reactions-outer TpostID12079\">\n\t    <div class=\"da-reactions-data da-reactions-container-async center\"\n         data-type=\"post\"\n         data-id=\"12079\"\n         id=\"da-reactions-slot-post-12079\">\n        <div class=\"da-reactions-static\">\n\t\t\t<img src=\"https:\/\/www.kariyer.net\/ik-blog\/wp-content\/plugins\/da-reactions\/assets\/dist\/loading.svg\" alt=\"Loading spinner\" width=\"48\" height=\"48\" style=\"width:48px\" \/>\n        <\/div>\n    <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>G\u00fcn\u00fcm\u00fczde markala\u015fma olduk\u00e7a \u00f6nemli bir kavram. Bu nedenle hem kurumsal hem de ki\u015fisel markala\u015fma s\u00fcrecinde dikkat edilmesi gereken pek \u00e7ok \u015fey bulunuyor! Markala\u015fma yolunda do\u011fru bir rota izleyebilmenin ipu\u00e7lar\u0131 bu yaz\u0131m\u0131zda! Ko\u00e7lu\u011fa ad\u0131m atmak isteyen, ko\u00e7luk yolculu\u011funa devam eden ya da belirli bir s\u00fcredir ko\u00e7luk mesle\u011fi ile u\u011fra\u015fanlarla g\u00f6r\u00fc\u015f\u00fcld\u00fc\u011f\u00fcnde, g\u00fcndemlerindeki en \u00f6nemli konu ya da [&hellip;]<\/p>\n<!-- templates\/buttons-placeholder.php -->\n<div class=\"da-reactions-outer TpostID12079\">\n\t    <div class=\"da-reactions-data da-reactions-container-async center\"\n         data-type=\"post\"\n         data-id=\"12079\"\n         id=\"da-reactions-slot-post-12079\">\n        <div class=\"da-reactions-static\">\n\t\t\t<img src=\"https:\/\/www.kariyer.net\/ik-blog\/wp-content\/plugins\/da-reactions\/assets\/dist\/loading.svg\" alt=\"Loading spinner\" width=\"48\" height=\"48\" style=\"width:48px\" \/>\n        <\/div>\n    <\/div>\n<\/div>\n","protected":false},"author":14,"featured_media":12081,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_elementor_edit_mode":"","_elementor_template_type":"","_elementor_data":"","_elementor_page_settings":null,"_elementor_conditions":[]},"categories":[1987],"tags":[1089,1205,1204],"class_list":{"0":"post-12079","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-haberler","8":"tag-kocluk","9":"tag-markalasma","10":"tag-yunus-emre-senturk"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.4 (Yoast SEO v26.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Ki\u015fisel markala\u015fma hakk\u0131nda bilinmesi gerekenler - \u0130K Blog<\/title>\n<meta name=\"description\" content=\"G\u00fcn\u00fcm\u00fczde markala\u015fma olduk\u00e7a \u00f6nemli bir kavram. 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