On October 5, the civic initiative “Holka” held a training for participants of the Active Citizens Network project, NGOs, representatives of the prosecutor’s office, and politicians. The event aimed not only to provide information and tools for developing a brand strategy, but also to unite representatives of different sectors into a single community capable of effective cooperation.
Journalist Svitlana Berezivska, who has worked for TV channels STB and 1+1 and is now a communications specialist, shared her impressions after the event:
Svitlana Berezivska
Journalist
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This is not about general phrases – it’s about technologies and social ‘epidemics’ that can change communities for the better. There’s no sugar-coating here – they turn off the ‘vanilla’ and give you hardcore lessons in brand strategy, advocacy, and positioning. And that’s exactly what you need when you’re rebuilding yourself and your brand. It’s important to understand that a brand is not a logo but an answer to the questions: ‘Who are you?’, ‘Who needs you?’, ‘What emotion do you evoke?’ You have to define the archetype of your brand. Remember that your superpower is often your greatest weakness. And while people still think you’re a ‘crazy local’ or a ‘no-name’ – that’s your chance to make mistakes before anyone’s watching and grow. With a little more effort, you’ll be influencing the political system and changing the world. We learned why it’s crucial to define values and principles before creating a slogan, and why a mission statement should come before choosing a logo or font. When we talk about the brand pyramid, it’s the values and principles that form its foundation, so they deserve serious attention. I’m deeply grateful to the ‘Holka’ team for these lectures – they give you more than many university courses. And what’s more, these lectures bring together active people who truly care about Ukraine.
Regional journalists from Sumy and Zaporizhzhia also attended the lecture. Anna Leventsova from the SODA media outlet emphasized that the topic of personal branding is particularly important for investigative journalists due to safety reasons:
Anna Leventsova
Journalist
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First of all, it’s a matter of professional and social protection. The issues raised in investigations matter not only to journalists but to a wide audience. When a journalist faces moral or physical pressure, community support can become a reliable shield. Secondly, through social media, journalists can express their values, share important thoughts, and build trust with their readers. This helps create a reputation as a person whom insiders can trust and turn to, knowing that their source will be protected. For me, the topic of personal branding is both relevant and essential. I’ve attended similar trainings before, but the information there was quite superficial. At this event, for the first time, I understood the full logic of building a personal brand. I received not only practical examples but also a curated list of literature to help me develop my brand strategy.
Nadiia Lahoda-Kuzmenko, a resident of the Irpin region, widow of a fallen soldier in the Russian-Ukrainian war, business owner, and supporter of local activists, also shared her feedback:
Nadiia Lahoda-Kuzmenko
Resident of the Irpin region
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Given my extensive experience attending seminars, forums, and lectures, I want to note the uniqueness of the ‘Holka’ format. It’s like a check-up for yourself and your project – a practical guide with a clear action algorithm. Amidst today’s endless ‘success talk’ and performative positivity, I can honestly say that I haven’t encountered a presentation as insightful as the one held in Kyiv on Yaroslaviv Val Street. There’s a lot of work ahead – a detailed step-by-step analysis of oneself, one’s brand, and the proper structure for its development. We discussed not only success but also ‘fuck-ups’ and the importance of every step and action for one’s reputation. As for the atmosphere – that’s a topic of its own. The energy from the audience here recharges you more than a trip to Monaco. We laughed a lot during the lecture and couldn’t stop talking for hours afterward. I’m truly grateful to the team for creating something so beautiful, useful, and effective.
Petro Tiestov, analyst of the NGO Ukrainian Nature Conservation Group, noted that to change the world for the better, knowledge and expertise alone are not enough:
Petro Tiestov
Analyst at the Ukrainian Nature Conservation Group
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Hard work isn’t enough either. You need to know how to communicate. People need to know you and trust you. That’s when they start reacting and listening. The event covered everything clearly and concisely, with no unnecessary fluff – just specific examples.
Olena Tamozhnia, Deputy Head of the Kyiv Regional Prosecutor’s Office, emphasized the importance of communication between law enforcement and the civic sector:
Olena Tamozhnia
Deputy Head of the Kyiv Regional Prosecutor’s Office
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We need to maintain communication with NGOs and civic activists who help protect green zones and cultural heritage. The prosecutor’s office strives to dedicate time to such dialogue. It’s a great feeling when a prosecutor enters a courtroom and feels the support of citizens attending as observers. It’s essential to build dialogue between prosecutors and the public, to share positive cases where prosecutors successfully defend the state’s interests. That’s how trust is built – one of the key values.
Mia Kyrylenko, a participant of the Network of Active Citizens who defends the historic Kyiv neighborhood of Kytaiv from overdevelopment, recommends attending such events:
Mia Kyrylenko
a participant of the Network of Active Citizens
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This is value-based knowledge that helps new organizations and initiatives build long-term communication strategies and craft messages that resonate with their target audiences. It becomes clear how to use modern tools to create change in society through public communication. A smart person learns from others’ mistakes, and a wise one learns from those who have already achieved meaningful results. The media reach of the ‘Holka’ brand within its first year alone exceeded 21.3 million views. The organization has implemented five successful projects, two of which I personally recommend – the Active Citizens Network for those who need media and communication support in advocacy, and the My Kyiv project, because as a Kyiv resident, I deeply care about what happens in my city.
The event was also attended by politicians. Olesia Pynzenyk, member of the Kyiv City Council, emphasized that citizens expect not only effective decisions from the authorities but also openness and clear communication:
Olesia Pynzenyk
Kyiv City Council Member
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Personal branding helps voters see the person behind the mandate – their values, principles, and motivation. For me, it’s one of the tools to strengthen trust and show that politics can be honest, humane, and transparent. A strong personal brand is not just about being well-known – it’s about being recognized for your deeds. That’s when residents reach out, and meaningful dialogue begins.
The Network of Active Citizens is a project by “Holka,” supported by the European Endowment for Democracy since 2024. If you would like to attend “Holka” lectures, fill out the form – and we will inform you about upcoming events. The full text of the lectures can be found on the page of the creative workshop “Ministry of Magic”.
