Making Personal Branding Works: The Role of Positive Communication

by Muhammad Taufiq Amir & B. S. Wijaya

Abstract

Research objective: Positive communication characterizes a positive image of the person and creating positive dynamics in the organization. Similar positive intentionality and image also become the purpose of a personal branding strategy to create the target audience’s perceptions. While these two concepts seem interrelated, there is no study link positive communication with personal branding management. This study examines how positive communication can help an individual achieve personal branding goals, such as reputation and authenticity. Two elements of positive communication, integrative communication and constructive interaction are explored and analyzed for their potential role in the outcome of personal branding.

Method: This study uses a literature study approach in the field of positive organizational scholarship and personal branding in organizations.

Key Findings: Six sub-elements of positive communication: inclusiveness, respectfulness, supportiveness, and solution-focused, future-oriented and collaborative seems potentially help in strengthening the effect of a good impression, increasing the trust in reputation and authenticity that the audience expected to perceive. However, the results can backfire if the communicator slips into strategies with low authenticity; or artificial or exaggerated messages.

Conclusions: Positive communication can be used to make the process and results of personal branding more optimal. Communicators can use various communication modes, yet they need to be cautious about the negative implications of the false strategy.

Read more: Making Personal Branding Works

How to Cite: Amir, M. T. & Wijaya, B. S. (2021). Making Personal Branding Works: The Role of Positive Communication. European Proceedings of Social and Behavioral Sciences 117.