JAKARTA, PRINDONESIA.CO – That was conveyed by Silih Agung Wasesa, a personal branding expert who is also the author of the book Personal Branding Code at the Indonesia Brand Forum 2020 with the theme "Personal Branding in the Post-Pandemic World" on Thursday (2/6/2020).

According to Silih, this is due to changes in the flow that occurred during the Covid-19 pandemic. At that time, when most people were more active and even working from home, it was encouraging a behavior known as emphatic society. "The concern between human beings is getting stronger," said the man who has been working on communication and branding strategies for 25 years.

So, said Silih, someone's personal branding can change and grow. But, it's better to be planned. He took toothpaste as an example, although its main function was to clean and care for teeth, every certain period of time, it experienced developments such as preventing cavities, making teeth whiter, and so on. "Besides growing, its existence provides many solutions," he said. 

Because basically, personal branding is a process carried out by someone to introduce their competence to stakeholders effectively and efficiently. "The interest in building personal branding does not have to be well-known, but known," he said.

Three Elements

There are three elements that must be considered in building personal branding. First, get into the circle of luck. To enter that circle, then be the opening door for others. "Because, personal branding is not about having to be famous, but known. One of them is by providing solutions for others through the competencies he/she has," said Silih.

Second, has inner beauty. Beauty from within is important, but we must not forget beauty from outside. "It doesn't mean that you have to have plastic surgery, but learn to look neat, comfortable, and attractive for yourself and those who are with us," he said.

Third, unique and different competencies. He took the example of a storyteller who wanted to build personal branding. He has the expertise to imitate various animal sounds. This skill is indispensable for a storyteller, but it is not special because almost all storytellers have similar skills.

When it was explored, it turned out that there was one function of storytelling that was of great benefit, but not much was known by other people. Storytelling turns out to be traumatic. He then built personal branding as a storyteller who specializes in storytelling therapy. This is what we later know as a skill that becomes a solution for others. “Inward focus. Explore the competencies that exist within us," he advised. 

Silih continued, if it meets the preceding rules, then we can call it personal branding, not a mere image. "It becomes an image when the packaging and contents do not match," he concluded. (rtn)