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Saying that BRANDING INCREASES PREFERABILITY, COFFEE STREET CHAIRMAN OSMAN BUDAK said, "IF YOU WANT YOUR BRAND TO GO ON AN RISING LINE, YOU SHOULD CONTINUE TO DO SOMETHING FOR SUSTAINABILITY." SAYS.

Can you tell us about your branding process?

Kahve Sokağı is a brand established in Denizli in 2014. In 2017, we took over Kahve Sokağı and made it an İzmir brand. We created our corporate identity by renewing the whole concept, design and everything. We attach great importance to innovation and sustainability. As a result of the research we have done recently, we established the Coffee Street brand. The infrastructure was already ready, all that remained was to create the concept and brand identity. Coffee Street is a concept that we can open in smaller shops with lower investments. Later, when the business was opened, it was designed so that the monthly expenses would be less and the profit margin would be higher.

What did you pay attention to while branding? What was the biggest factor in your branding?

For us, the most important element of branding is to appeal to a wide audience and to give correct answers to incoming demands. Another important factor is the feeling of trust. One of the reasons why people choose brands while consuming is their sense of trust in brands. In our branding process, we went over the question of how we can give people confidence outside of our corporate identity. After we give this confidence to both our consumers and investors, everything takes shape by itself.

Do you think branding has an impact on sustainability?

Recently, the most important factor in ensuring sustainability in all sectors is branding, creating brand identity and brand culture. The situation is the same in our cafe industry. Branding already makes you a preferred brand, and this preference is a variable phenomenon. If you want your brand to always go on a rising line, you should continue to do something for sustainability. This was actually the main factor in the emergence of our Coffee Street brand. We both keep ourselves up to date and take steps to respond to the demands in the service sector.

What is the reason why customers prefer branding companies?

While in the past the only expected function from brands was to fulfill the promised function, today consumers want to know the social stance of brands, how they approach environmental factors, and what style they have. If the brand matches the identity they want to be, they prefer it, otherwise they reject the brand. While we are creating our brand identity, we work and practice in order to appeal to large audiences.

Can you talk about the importance of creating brand value?

Brand equity is now an important asset that creates the market value of businesses. of a brand; The name, symbol, products and service provided by the company to its customers are the factors that increase or decrease the value of the brand. For this reason, the fact that the brand is preferred by consumers increases the value of our brand for us. Our corporate identity is actually the most important value of our brand. Researching a lot, knowing the wishes of the consumer and following the market become our most important efforts to increase this value.