The fourth of the Communication Training Seminars for Society, organized by Üsküdar University Faculty of Communication to share scientific knowledge with society, was held. Assoc. Prof. Dr. Özge Uğurlu Akbaş, stating that personal branding is shaped not only by external appearance but also by an individual's identity, values, behavior, and communication style, emphasized that personal branding is not merely about external appearance or popularity.
Assoc. Prof. Dr. Akbaş said, “Just as we, as consumers, blindly go to certain brands, trust them, and remain loyal; personal branding is likewise built on trust. What we say, the messages we convey, our communication design, and our behaviors are all part of our personal brand. Personal branding is not composed of a single element; it is a whole consisting of identity, perception, action, and consistency.”
Üsküdar University Faculty of Communication held the fourth of its Communication Training Seminars for Society, organized within the scope of its social contribution and science communication mission. The seminar, held online under the title “Effective Communication: The Power of Communication in Daily Life,” saw high participation.
Communication is a conscious, strategic, and designed process
The speaker of the seminar was Assoc. Prof. Dr. Özge Uğurlu Akbaş, Head of the Public Relations and Advertising Department at Üsküdar University Faculty of Communication. Assoc. Prof. Dr. Akbaş emphasized in her speech that effective communication is not limited to mere speaking, drawing attention to the fact that communication is a conscious, strategic, and designed process.
Assoc. Prof. Dr. Akbaş stated that viewing communication solely as message transfer is insufficient and used the following expressions:
“We communicate, we speak, we try to express ourselves. However, communicating and communicating effectively are not the same thing. To communicate effectively, how we say it, when we say it, and which words we choose are just as important as what we say. In fact, we should be designing communication.”
The foundation of healthy communication lies in the skill of “being a good listener”
Assoc. Prof. Dr. Özge Uğurlu Akbaş stated that the skill of “being a good listener” lies at the foundation of effective and healthy communication, adding that common listening mistakes in daily life weaken communication and that these mistakes need to be recognized.
Assoc. Prof. Dr. Akbaş also noted that we should question whether we are good listeners, and expressed the most common mistakes in the listening process with these words:
“Do we interrupt conversations? If we interrupt frequently and this has become a habit, it definitely needs to be addressed. Of course, in some special situations, intervention may be necessary; however, if this behavior becomes routine, we cannot speak of effective listening practice. Additionally, looking at other things during a conversation is one of the most common problems of our time. In the digital age, most of us have a phone or a distracting screen in our hands. Looking at the phone during a conversation, texting someone else, or being mentally absent are clear indicators that we are not good listeners.”
Assoc. Prof. Dr. Akbaş, also touching upon the power of words, stated that the language used produces not only meaning but also emotion. Assoc. Prof. Dr. Akbaş, expressing that negative language creates resistance in the other party, pointed out the importance of constructive and inclusive language and said, “Expressions containing negativity often create resistance in the other party. Saying ‘Let’s be quiet, please’ instead of ‘Please don’t talk’ strengthens cooperation and reconciliation in communication. Because words not only carry meaning but also produce emotion.”
Assoc. Prof. Dr. Akbaş emphasized that face-to-face communication is still the most effective form of communication despite all digital possibilities, and stated that timing also plays a critical role in communication. Assoc. Prof. Dr. Akbaş, noting that the right words can lose their effect when spoken at the wrong time, said that effective communication is possible by considering the questions “what, how, and when” together.
Feedback is indispensable for effective communication
Drawing attention to the importance of body language and feedback in the listening process, Assoc. Prof. Dr. Akbaş emphasized that the speaker can understand whether communication is progressing healthily through the feedback received and said, “The speaker understands whether the emotion and thought conveyed have reached the other party through the feedback received from the listener. This is a validation mechanism. When we provide reflective feedback with our body language while listening, such as ‘Yes, I understand,’ or ‘Is this what you meant?’, the speaker feels that their message has been conveyed correctly. Feedback is indispensable for effective communication.”
Pointing out that hearing only what suits us is also one of the fundamental problems in the listening process, Assoc. Prof. Dr. Akbaş said, “Hearing only what we want to hear and ignoring the rest is also a very common mistake. In everyday language, we can call this ‘hearing what suits us.’ This attitude is one of the important indicators that we are not good listeners. Preparing to speak instead of listening, thinking about our own defense, or being mentally elsewhere also does not present a healthy communication profile.”
Assoc. Prof. Dr. Akbaş, also touching upon the basic components of healthy communication, emphasized the importance of an open and solution-oriented communication approach. Stating that closed communication blocks the communication process from the start, Assoc. Prof. Dr. Akbaş said, “To be able to speak of healthy communication, open communication is primarily necessary. If we show with our body language and attitude that we are closed to communication, expecting healthy communication becomes meaningless. Additionally, being solution-oriented, displaying a tolerant and unprejudiced approach, and being able to act flexibly are also fundamental elements of healthy communication.”
Being able to set boundaries clearly is also an important part of effective communication
Assoc. Prof. Dr. Akbaş, also stating that effective communication does not always mean producing compromise or satisfaction, said, “Effective communication is not always about pleasing the other party. Being able to set boundaries clearly, respectfully, and openly when necessary is also an important part of effective communication.”
In her speech, Assoc. Prof. Dr. Akbaş also touched upon the effects of body language, tone of voice, and word choice on impression and image management, stating that good intentions alone are not enough, and what matters is the impact created on the other party. Assoc. Prof. Dr. Akbaş stated that behaviors such as interrupting conversations, judging, and turning to digital screens are among the biggest obstacles to effective listening, and said, “Being a good listener means being able to show you are listening without interrupting, judging, and with body language. Active listening is the foundation of healthy and effective communication.”
Communication based on assumptions leads to serious problems
Assoc. Prof. Dr. Akbaş stated that unhealthy communication is shaped through a defensive, accusatory, and one-sided language, emphasizing that communication based on assumptions, in particular, leads to serious problems.
Assoc. Prof. Dr. Akbaş said, “Making assumptions is one of the most common causes of unhealthy communication. Saying ‘They already understood me’ or interpreting silence in a digital environment as disinterest often leads to wrong conclusions. However, it is possible that the other party has not seen it, was not available, or experienced a technical problem. Assumptions are among the biggest traps that damage communication.”
Assoc. Prof. Dr. Akbaş, drawing attention to prejudice as one of the fundamental elements that fuel unhealthy communication, said, “Prejudice is a judgment formed without sufficient information, often based on imaginary evidence. When we first meet people, an impression is formed from the very first seconds. Therefore, managing the first impression correctly is one of the most effective ways to break down prejudices.”
Body language is one of the most powerful elements of communication
Stating that body language is a determining factor in impression and image management, Assoc. Prof. Dr. Akbaş said that verbal and non-verbal communication should be in harmony and stated, “Body language, from our posture to our facial expressions, from our gestures to eye contact, is one of the most powerful elements of communication. If what we say is not consistent with our body language, a perception of inconsistency arises in the other party. Therefore, using our body language consciously and awarely is of great importance for effective communication.”
Assoc. Prof. Dr. Akbaş stated that speech speed, tone of voice, emphasis, and articulation also directly affect the impact of communication, and noted that communication is a matter of balance and these elements also play a critical role in persuasion processes.
Personal brand is built on trust
Assoc. Prof. Dr. Akbaş emphasized that effective communication shapes not only immediate relationships but also an individual's long-term perception in the outside world and their personal brand.
Emphasizing that personal branding is not merely about external appearance or popularity, Assoc. Prof. Dr. Akbaş stated that personal branding is a whole comprising an individual's identity, values, behavior, and communication style. Assoc. Prof. Dr. Akbaş said, “A personal brand is like a jigsaw puzzle; individual pieces carry meaning, but the true meaning emerges when those pieces come together.”
Assoc. Prof. Dr. Akbaş, stating that personal branding consists of all the messages an individual gives to the outside world, expressed that the concept of trust is at the center of this process. Assoc. Prof. Dr. Akbaş made the following assessment on the matter:
“Just as we, as consumers, blindly go to certain brands, trust them, and remain loyal; personal branding is likewise built on trust. What we say, the messages we convey, our communication design, and our behaviors are all part of our personal brand. However, these parts must be managed correctly. Because personal branding is not composed of a single element; it is a whole consisting of identity, perception, action, and consistency.”
If there is no discourse-action congruence, the personal brand weakens
Assoc. Prof. Dr. Akbaş, drawing attention to “discourse-action congruence” as one of the most critical elements of personal branding, said, “If a person says ‘I am a trustworthy person,’ they must back it up with their actions. If what we say does not match what we do, it is not possible for us to shine our personal brand. If there is no harmony between image, behavior, and communication style, question marks arise in the other party.”
Emphasis on originality and 'signature'
Assoc. Prof. Dr. Akbaş, using the phrase “being unique” and stating that trying to be like others weakens a personal brand, said, “Being like everyone else does not create a personal brand. Strong personal brands always have a signature. This can sometimes be a style, sometimes an accessory, sometimes a stance or a manner of speaking. Those small but consistent details that distinguish a person from others form the foundation of a personal brand.”
Personal SWOT analysis recommendation
Assoc. Prof. Dr. Akbaş stated that individuals should objectively evaluate themselves in the personal brand creation process, drawing attention to the importance of personal SWOT analysis at this point. Assoc. Prof. Dr. Akbaş, saying that recognizing strengths and weaknesses is a fundamental step for development, stated, “We need to hold a mirror up to ourselves. It's easy to see our strengths, but hard to accept our weaknesses. However, when we realize our weaknesses, we also seize the opportunity to turn them into strengths. Personal branding begins with self-knowledge.”
Personal brand risk is higher in the digital world
Assoc. Prof. Dr. Akbaş emphasized that digital platforms have become an integral part of personal branding, stating that every piece of content shared, every language used, and every interaction established on social media directly affects the personal brand, and concluded her words by saying, “Everything we do in the digital environment affects our personal brand in physical life. Similarly, our stance in physical life is reflected in our digital identity. Managing a personal brand in the digital environment is much more difficult and requires more attention due to the high risk of misunderstanding.”