Governmental Branding as Strategy to Build Public’s Trust, Loyalty, and Participation
by B. S. Wijaya
Abstract
Increasing public expectations of the current government’s performance make government institutions are required to improve themselves. Like a brand, the government needs a unique, structured, and integrated strategy to be more focused and on target. However, the main problems in communicating government-related values to the public are trust, loyalty, and participation. This is usually due to the perception, reputation, and credibility constraints of the parties involved in government affairs. This article proposes how governmental branding can be systematically built to form a good perception of government and its attributes so as to help in communicating governmental values well and reduce constraints and negative effects. There are various dimensions and aspects related to governmental branding, namely 1) Behavioral Dimensions (ranging from public awareness to loyalty), 2) Managerial Dimensions (ranging from governance to efficiency), 3) Physical Dimensions (ranging from distinctive identity signifiers to resources and the environment), 4) Relational Dimensions (ranging from public relations to the private sector), 5) Sociocultural Dimensions (ranging from philanthropic efforts to community development), 6) Representational Dimensions (ranging from communication to constructive narrative), 7) Financial Dimensions (ranging from investment perception to debt), and 8) Political Dimensions (ranging from policy products to political trust).
GOVERNMENTAL BRANDING SEBAGAI STRATEGI UNTUK MEMBANGUN KEPERCAYAAN, LOYALITAS, DAN PARTISIPASI MASYARAKAT
Ekspektasi publik yang semakin meningkat terhadap kinerja pemerintah saat ini membuat lembaga-lembaga pemerintahan dituntut untuk berbenah diri. Layaknya sebuah merek, pemerintahan pun membutuhkan strategi yang unik, terstruktur, dan terpadu agar lebih fokus dan tepat sasaran. Namun, problem utama dalam mengomunikasikan nilai-nilai terkait pemerintahan kepada publik adalah kepercayaan, loyalitas, dan partisipasi. Hal ini biasanya dikarenakan adanya kendala persepsi, reputasi, dan kredibilitas dari pihak-pihak yang terlibat dalam urusan pemerintahan tersebut. Artikel ini mengusulkan bagaimana governmental branding dapat dibangun secara sistematis untuk membentuk persepsi yang baik terkait pemerintahan dan atribut-atributnya sehingga membantu dalam mengomunikasikan nilai-nilai governmental dengan baik dan mereduksi kendala-kendala dan efek negatif. Ada berbagai dimensi dan aspek terkait governmental branding, yakni 1) Dimensi Perilaku (mulai dari kesadaran publik hingga loyalitas), 2) Dimensi Manajerial (mulai dari governance hingga efisiensi), 3) Dimensi Fisikal (mulai dari penanda identitas distingtif hingga sumberdaya dan lingkungan), 4) Dimensi Relasional (mulai dari relasi-relasi publik hingga sektor swasta), 5) Dimensi Sosiokultural (mulai dari upaya-upaya filantrofis hingga pengembangan masyarakat), 6) Dimensi Representasional (mulai dari komunikasi hingga narasi konstruktif), 7) Dimensi Finansial (mulai dari persepsi investasi hingga utang), dan 8) Dimensi Politis (mulai dari produk-produk kebijakan hingga amanah politik).
Read more: Governmental Branding
How to Cite: Wijaya, B. S. (2018). Governmental Branding as Strategy to Build Public’s Trust, Loyalty, and Participation. Journal Communication Spectrum: Capturing New Perspectives in Communication, 8(2), 232-255. http://dx.doi.org/10.36782/jcs.v8i2.2152
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
Why Do Educational People Commit Corruption in Communicating Their Personal Brands?
B. S. Wijaya, Muhammad Taufiq Amir, & Jurica Lucyanda
Abstract
Amid the increasingly fierce competition, personal branding has become necessary for modern workers today, including professionals in education. This article explores why people in the educational milieu, especially higher education, commit corruption in communicating their brands. We conducted interviews and one-on-one discussions with ten people who work as instructors, researchers, and structural officials in educational institutions. We identified three main reasons motivating them to commit corruption in personal brand communication: financial reasons, managerial reasons, and communicative reasons. Financial reasons refer to economic goals in improving self and family well-being and meeting daily and long-term needs. On the other side, managerial motives refer to organizational performance goals that impact personal career advancement. Meanwhile, communicative intentions apply to imaging related to the need for identity and social recognition. This research can reference decision-makers to assess performance and determine what rewards or punishments are suitable for individuals in their organizations.
Read more: Why Do Educational People Commit Corruption in Communicating Their Personal Brands?
Cite this article: Wijaya, B. S., Amir, M. T., & Lucyanda, J. (2021). Why Do Educational People Commit Corruption in Communicating Their Personal Brands? Advances in Social Science, Education and Humanities Research, 532, 85-90. https://dx.doi.org/10.2991/assehr.k.210227.014
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
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