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.
Komunikasih: Komunikasi Positif Berbasis Empati
by B. S. Wijaya
Abstrak
Komunikasih adalah komunikasi empatik yang menyertakan energi kasih sayang dalam penyampaian pesan sehingga menimbulkan pemahaman yang baik dan benar oleh penerima pesan, serta berefek terciptanya emosi positif yang penuh kasih dan perdamaian di antara para pelaku komunikasi. Komunikasih adalah komunikasi yang tulus, tidak egois, dan konstruktif. Jika negativitas komunikasi dapat ditemui di setiap unsur komunikasi, maka komunikasih pun selalu melibatkan cinta dan kasih sayang di setiap unsur dan tahap proses komunikasi. Komunikator yang penuh kasih selalu mendasari aktivitas komunikasinya dengan niat yang baik dan tulus. Penciptaan makna pesan (encoding) yang dibingkai cinta dan kasih sayang akan menghasilkan pesan-pesan yang baik dan positif. Begitu pula dengan saluran penghantar pesan, baik dalam wujud media, pihak ketiga atau kegiatan yang diliputi nuansa kasih akan terhindar dari gangguan buruk (black noise) dan kekeliruan, baik disengaja maupun tak disengaja. Proses penafsiran makna pesan (decoding) yang melibatkan kasih sayang pun membuat penerima pesan bebas dari prasangka buruk. Sehingga, pesan tersebut menghasilkan efek dan respon positif secara emosional, situasional maupun efek dalam bentuk runtunan komunikasi positif berikutnya. Dengan demikian, konflik negatif, perselisihan dan kekerasan pun dapat dicegah. Ada enam prinsip utama Komunikasih, yakni niat dan tujuan yang baik dan tulus (heartfelt intention and goal), pesan yang konstruktif dan tanpa pamrih (constructive and selfless message), pemaknaan berbasis empatik (empathetic meaning-making), penyampaian pesan dan umpan balik yang welas asih (compassionate delivery and feedback), penggunaan media secara positif (positive media use), dan dampak-dampak yang penuh kasih sayang (affectionate impacts).
KOMUNIKASIH: THE EMPATHY-BASED POSITIVE COMMUNICATION
Komunikasih is empathetic communication that includes the energy of affection and compassion in delivering messages to lead to a good and correct understanding by the recipient of the message, and the effect of creating positive emotions that are full of love and peace among the communicators. Komunikasih is sincere, selfless, and constructive. If communication negativity can be found in every communication element, then Komunikasih always involves love and affection in every element and stage of the communication process. Loving communicators always base their communication activities on good and sincere intentions. Creating meaning of messages (encoding) framed by love and affection will produce good and positive messages. Likewise, with message delivery channels, whether in the form of media, third parties, or activities covered with nuances of love, will avoid black noise and mistakes, whether intentional or unintentional. The process of interpreting the meaning of messages (decoding), which involves affection, also makes the recipient of the message free from prejudice. These messages produce positive emotional, situational, and effectual responses in the next positive communication sequence. Thus, negative conflicts, disputes, and violence can be prevented. There are six main principles in Komunikasih, namely heartfelt intention and goals, constructive and selfless messages, empathetic meaning-making, compassionate delivery and feedback, positive media use, and affectionate impacts.
Read more: KOMUNIKASIH (Communication with Compassion)
How to Cite: Wijaya, B. S. (2015). Komunikasih: Komunikasi Positif Berbasis Empati [Komunikasih as an Empathy-based Positive Communication]. Journal Communication Spectrum, 5(2), 147-166. https://doi.org/10.36782/jcs.v5i2.2019
IN-STORE BRAND COMMUNICATION: WHEN SHELF-SPACE AND DISPLAY SEDUCE CONSUMERS
B. S. Wijaya, Muchsin Saggaff Shihab, Sheila Ayu Wijaya, Dudi Rudianto, & Annie Sugandi
Abstract
Purpose of the study: This study aims at analyzing the role of shelf-space and display in stimulating impulse buying. Further, this study also covers the comparison between all shelf positions (regular-shelf, Chiller, and wings-rack) to get insights deeper into which one is the most effective in stimulating impulse buying.
Methodology: By highlighting the case of a beverage brand in a hypermarket in Indonesia, the recent study uncovers the experiences and perceptions of 200 participants through an explanatory survey. The primary data collection has been done by distributing survey questionnaires to 200 target respondents located in Jakarta. The data collected have been analysed using SPSS software.
Main Findings: Both shelf-space and display factors are found to have a positive and significant effect on impulse buying, where the former is found dominant. Various constructs in shelf-space such as the spaciousness-of-shelf, highness-of-traffic, largeness-of-shelf, easiness in finding the shelf, and in-store display communications such as the attractiveness-of-color, cleanness-of-display, neatness-of-display arrangement, the blocking-space, and the attractiveness-of-product arrangement emerge validly. Of the three objects studied, the chiller had the highest effectiveness compared to the regular-shelf and wings-rack in arousing the impulsivity of consumer purchases. This fact shows that the appearance of cold drinks seems to have a significant effect on consumers in causing impulse buying, especially for consumers in tropical countries like Indonesia. The seller or brand owner should consider this finding.
Applications of this study: This study confirms the real, meaningful, and experiential visual power of in-store brand communications. So the brand can explore creatively and ergonomically as well as maximizing the potentials of visual communication, especially shelf-space and display in sales spaces as silent sellers.
Novelty/Originality of this study: Few studies still pay attention to the role of in-store brand communications in encouraging impulse buying, especially in an era where the virtual shopping world is increasingly distracting researchers and marketers from the spark of communication events in the actual shopping space. This article proves how the attractiveness of in-store brand communications through shelf-space and in-store displays has a significant impact on impulse buying.
Read more: In-Store Brand Communication
Cite this article: Wijaya, B. S., Shihab, M. S., Wijaya, S. A., Rudianto, D., & Sugandi, A. (2020). In-Store Brand Communication: When Shelf-Space and Display Seduce Consumers. Humanities and Social Science Reviews, 8(4), 984-998. https://doi.org/10.18510/hssr.2020.8495
Branderpreneurship: Kewirausahaan Berbasis Pengembangan Merek
B. S. Wijaya
DOI: http://dx.doi.org/10.36782/jemi.v2i4.1943
Abstract—This article discusses a strategic concept for entrepreneurs so that their businesses can grow faster by synergizing the entrepreneurial spirit and the branding mindset. Indeed, many entrepreneurs still consider brand development or branding as a ‘luxurious strategy’ that is wasting money. However, by using the concepts and strategies that are smarter and focused, branding activities can be executed more effectively and efficiently to produce the optimum effect on business performance. Branderpreneurship concept refers to the stages as set out in the ‘circle of values development’: starting from Identifying values, Creating values, Delivering values, Communicating values, Maintaining values, Evaluating values to Updating values. Branderpreneurship concept is beneficial for novice entrepreneurs or SMEs that are developing their business so that the business brand more quickly recognized by the public, grows strategically, which would have an impact on increasing business profits. Branderpreneurship Framing Analysis (BFA)method can be used to asses the strategic performance of an entrepreneurial brand.
Keywords— branderpreneurship, values development, brand, hierarchy of branding, entrepreneurship, enterpreneur.
Abstrak—Artikel ini membahas sebuah konsep strategis bagi wirausahawan agar bisnis mereka dapat tumbuh lebih cepat, dengan menyinergikan semangat kewirausahaan dan pola pikir pemerekan atau branding. Masih banyak pengusaha menganggap pemerekan sebagai ‘strategi mewah’ yang membuang-buang uang. Padahal, dengan konsep dan strategi yang cerdas dan fokus, maka kegiatan pemerekan dapat dieksekusi lebih efektif dan efisien sehingga menghasilkan efek optimal bagi kinerja bisnis. Konsep Branderpreneurship mengacu pada tahapan yang ada dalam ‘the circle of values development‘: mulai dari Identifying values, Creating values, Delivering values, Communicating values, Maintaining values, Evaluating values hingga Updating values. Konsep Branderpreneurship sangat berguna bagi wirausaha atau UKM yang sedang mengembangkan bisnis mereka sehingga merek bisnis dapat tumbuh strategis, yang pada akhirnya berdampak pada peningkatan laba bisnis. Metode Branderpreneurship Framing Analysis (BFA) dapat digunakan untuk mengukur performa strategis sebuah merek wirausaha.
Kata kunci— branderpreneurship, pengembangan nilai, merek, hirarki pemerekan, kewirausahaan, wirausahawan.
Full-text access: Branderpreneurship
Cite this article as:
Wijaya, B. S. (2019). “Branderpreneurship: Kewirausahaan Berbasis Pengembangan Merek”. Journal of Entrepreneurship, Management and Industry, Vol. 2 No. 4, pp.205-212. DOI: http://dx.doi.org/10.36782/jemi.v2i4.1943
Brand Activation dan Komunikasi Berasa*
Oleh: B. S. Wijaya**
Mengapa sebuah brand perlu diaktivasi? Apanya yang diaktivasi? Apa sebenarnya makna dari aktivasi itu? Kita dapat menelusurinya melalui perubahan paradigma dari rezim komunikasi linier ke komunikasi sebagai budaya (communication as culture) yang menekankan pada kebermaknaan dan keberagaman resepsi pesan. Selama bertahun-tahun, kita ‘dijajah’ oleh asumsi teori jarum suntik yang menganggap pesan yang kita sampaikan melalui media massa akan diterima sama oleh khalayak konsumen. Artinya, media memiliki pengaruh besar dalam membentuk persepsi massa. Maka iklan pun menjadi senjata andalan, karena dianggap paling efektif dalam menyuntikkan pesan-pesan produk ke syaraf preferensi konsumen.
www.komunikasiana.com 