As a Turkish brand agency in Spain, I work with two kinds of businesses: brands founded in Türkiye that want to enter the Spanish market, and Turkish entrepreneurs building a brand from scratch in Spain. In both cases the question is the same: will the name, slogan and look that work in Türkiye have the same effect on Spanish customers? I've been working with brands in Türkiye through Gizli Medya since 2009, I'm one of the co-founders of Digitalent Inc., and I live in Spain, so I know both cultures from the inside.
The most common mistake I see when Turkish brands come to Spain is translating their Turkish communication as is and publishing it. A name can carry an unwanted connotation in Spanish, a slogan can lose its meaning when read in Catalan, and a color palette that feels warm in Türkiye can look too busy here.
This page is about adapting your brand for Spain. For the website, social media and digital identity side, see the digital brand agency in Spain page, and for the big picture, the digital marketing in Spain page.
Who do I work with? Turkish food and cuisine brands, textiles and fashion, cosmetics, furniture and home decor, tourism and consulting firms. Some are opening their first store or restaurant in Spain; others want to test the market with online sales first. Either way, we start with the same question: why should a Spanish customer choose you, and why should a Turkish customer recommend you?
Taking a brand to another country isn't a translation job; it's a reintroduction. Spanish customers don't know your history in Türkiye. They're meeting your brand for the first time. That's why I run the process in four steps.
First I look at your competitive set in Spain. A brand that's premium in Türkiye may compete in the mid-market here, or the other way around. Depending on whether you're in Turkish food, textiles, cosmetics, furniture or services, Spanish customers already have different preconceptions. Together we decide whether to lean into that perception or break it.
Changing the logo usually isn't necessary. But color intensity, photography style and typography on packaging, menus, storefronts and social media visuals can be adjusted to Spanish customers' habits. The goal isn't to hide your Turkish identity but to present it in a way that builds trust here.
I put together a sequenced plan for the first 90 days: a multilingual website, Google Business Profile, social media accounts, an opening campaign, and local media and community relations. We combine the advertising side with my advertising agency in Spain model, and if you're opening in Barcelona, with the digital branding agency in Barcelona work. If you sell products from Türkiye, the exporting from Türkiye to Spain article will also help.
There's no single right answer. In Turkish food and handmade products, origin is a strong selling point; Spanish customers look for authenticity. In tech, services or fashion, origin can take a back seat while the brand's own promise comes first. Whichever path we choose, we build a separate voice for the Turkish community that keeps the warmth and familiarity. That way you get the community's support and open up to local customers too.
In Spain, national trademark applications go to the OEPM (Oficina Española de Patentes y Marcas), and applications for protection across the European Union go to the EUIPO. This is a legal process; I help with the name search and preparing the brand file, and I recommend handling the application with a trademark attorney.
I combine my experience with the digital identities of names like Murat Boz, Ebru Gündeş and Emre Altuğ, and with digital projects for brands like Koton and Mercedes-Benz, with my own projects in Spain such as tatil.es and İspanya Türk Radyo.
Once the launch is over, we look at the brand's first results in Spain: which audience responded, which product or service stood out, and how customers describe you in reviews. With that feedback we fine-tune the positioning statement, visual system and messaging where needed. A brand isn't something you set up once and leave; your first year in Spain is when people decide how they see your brand here.
If you're thinking about bringing your brand to Spain, tell me briefly about your brand, your industry and the cities you're targeting through the contact page; in our first call I'll share my initial thoughts on the name and positioning.
I'm not someone who only builds websites or only runs ads. For 22 years I've delivered work across every area a brand needs online, in Türkiye, the USA and Spain. That means you don't have to split the work among different agencies.
Whatever language your audience speaks, I deliver the work in that language. We work together in Turkish; the website, AI project, ad plan and content come out in Spanish, English, Catalan or any other language you need.
The AI-powered “Bir Başka Şiir” campaign, MIXX Awards 2017.
Branch integration and Adobe software adoption consulting.
Türkiye's first in-store closed-circuit radio and live broadcast system.
Full digital brand management, a YouTube MCN deal and more than 50 sub-channels.
360° marketing for Nadir Metal, İNNO İnşaat and Net İnşaat over 3 years.
Distribution of TV series and film soundtracks to digital platforms.
The full list of web projects, production companies, radio stations and more than 20 artists is on the references page.
We talk about what you expect from the ads: calls, WhatsApp messages, bookings, sales or awareness.
Ad accounts are opened in your name, tracking tags and cookie consent are set up and conversions are defined.
City, language and audience targeting is set, and ad visuals, videos and copy are prepared.
The campaign goes live, and from the first days budget and targeting are adjusted based on results.
Regular reports show what worked, and the next period's plan is built on that.
I work with brands from Türkiye that want to expand into Spain and with Turkish entrepreneurs launching a new brand in Spain.
Usually not. If the pronunciation and meaning check turns up a serious problem, I suggest a small adaptation or a local sub-name.
No. I recommend filing with the OEPM for Spain and the EUIPO for EU-wide protection through a trademark attorney; I help with the name search and preparing the file.
It depends on your product. Many brands start with the Turkish community and then grow into the local market; we build a plan that covers both.
It depends on the scope. After our first call I'll put together a step-by-step timeline for you.
Yes. I work alongside your marketing and design team in Türkiye and keep the Spanish adaptation consistent with their existing brand work.
Let's discuss your goal and budget and decide together where it's best to start.