People Innovation Excellence

Amalia E. Maulana: “A bright personal brand is someone who is chosen for each and every occasion”

In the daily life, it is common to assume that personal branding is exclusively for public figures. Even worse than this, we often underestimate the meaning and significance of personal branding. In fact, everyone needs personal branding to help them achieve each of their purpose in life.

This issue was raised during a mini workshop organized by BINUS BUSINESS SCHOOL, featuring an expert of branding, Amalia E. Maulana, Ph.D., as the main speaker. Attended by dozens of participants, the workshop had the following theme, ?Personal Branding: Building a Bright Self-Image? and explored many things related to branding, based on a titular book.

In addition to the misconception, there are a number of other misconceptions about personal branding around us, according to Amalia. One of them is the assumption that equates personal branding with self-imaging, a term that increasingly gains disapproval meaning. Responding to this, Amalia asserted that you don?t have to turn into someone else. Good personal branding is not trying to become someone else, but exploring and knowing more about oneself. ?Expensive and excessive accessories are not required, because personal branding is neither determined by packaging nor equipment,? said Amalia.

Amalia highlighted the purpose of personal branding, which is not to become popular, but to become the chosen. She calls this level a Bright Personal Branding. ?A bright personal brand is someone who is chosen for each and every occasion. Trusted for his or her ability to contribute benefit as stakeholders? expectations.? Amalia explained.

Now how to become a bright personal brand? Amalia suggested, firstly, increasing the number of something she calls ?soulmate?. A soulmate constitutes one?s social capital, serving as a brand guardian who defend our brand throughout tests.

In addition, Amalia mentioned that having a bright personal branding, someone will gain advantages, such as always taking the first chance and being in a position to pick instead of being picked.

Therefore, it is about time to thoroughly understand the true meaning and significance of personal branding. Amalia repeated the true mening of branding, not a sheer medium for self-advertising, but a process of ensuring that the meaning and associations reach the audience as well as building reputation and trust.

?Stay relevant, consistent, distinctive in an authentic, genuine, and one-of-a-kind meaning,? said Amalia reminding her audience by the end of the session.


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