JAKARTA, PRINDONESIA.CO -There are some differences from political parties and candidates in carrying out political campaigns. Some of them use the “old school” methods such as installing banners, pamphlets, doing charity projects, and distributing brochures. And some of them are starting to use more modern methods such as using social media, creating a community of people with similar hobbies, and making a Youtube channel, etc. All of that is done as a part of the personal branding process.
Brand is a perception. What is your perception when you hear the word “Lux”? It’s a beauty soap. What is your perception when you hear the word “BMW?” It’s a luxuriously designed car. What is your perception when you hear the word “Jokowi” or “Prabowo”?
Branding is a process to increase equity value. One of the local e-commerce platforms that have become a unicorn company in Indonesia needs Rp 500 billion so that its brand sticks to the mind, because there are at least three benefits of branding. The first is to increase the selling price. The second is for future investment. The third is to create new brands under it. So, Rp 500 billion is not a cost, but an investment.
When should we do the branding process? We should do it when we have competitors. To do a branding, a story (brandstory) is needed. A good story is a story that has a high emotional weight. The more the story can stir up emotions, the greater the chance for people to remember and ultimately choose. Without ignoring the importance of vision and mission, work program or whatever that is, people choose because they are emotionally bound. It is because of taste, not logic.
Public Emotion
To make a story, the simple way is to find the reason why we choose or do something. For example, why do we want to live in Bogor? Some people answered because their parents live in Bogor, because they are studying in Bogor, or because the house prices are cheap in there. From these reasons, what can arouse the public emotion? For example, it is because the house prices are cheap. It can be dramatized, it seems difficult to buy a house in Jakarta, and so they decided to buy it in Bogor. The consequence, they must leave early in the morning to go to work in Jakarta, and going home late when their children are already asleep. So the desire to become a member of the council in their area is so that they are able to encourage the government to open jobs in Bogor.
Various events around us can be used as stories, for example about disease, about a Qur’an teacher who works as a scavenger as his side job, about a husband who is left by his wife to work a broad as a housemaid, etc. The task of the legislative candidates is to process how these stories can be combined with their vision and mission. Give an emotional touch so that it is more impactful so that the process of political branding becomes optimal. The ultimate goal of this process is for people to recommend the candidate to be chosen. The process is simple, from those who do not know about the candidate, to finally know about him/her. And from there people will be more familiar with the candidate and like them, and finally they will choose the candidate.
Don’t forget, before conducting the process above, the politician candidate must build positive reputations first through public relations (PR) activities. The task of PR practitioners from each of the candidates/political parties is to shape their candidates to have strong a image, not just positive image. This is so that the public can easily perceive the personality of the candidates/political parties according to the objectives of their branding.
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.jpeg&w=417&h=289 "Afifudin, IndiHome: Orchestrating Empathic Communication")
By Muhammad Zulkifli
Senior PR Consultant – PRecious Communications Pte Ltd.
JAKARTA, PRINDONESIA.CO -There are some differences from political parties and candidates in carrying out political campaigns. Some of them use the “old school” methods such as installing banners, pamphlets, doing charity projects, and distributing brochures. And some of them are starting to use more modern methods such as using social media, creating a community of people with similar hobbies, and making a Youtube channel, etc. All of that is done as a part of the personal branding process.
Brand is a perception. What is your perception when you hear the word “Lux”? It’s a beauty soap. What is your perception when you hear the word “BMW?” It’s a luxuriously designed car. What is your perception when you hear the word “Jokowi” or “Prabowo”?
Branding is a process to increase equity value. One of the local e-commerce platforms that have become a unicorn company in Indonesia needs Rp 500 billion so that its brand sticks to the mind, because there are at least three benefits of branding. The first is to increase the selling price. The second is for future investment. The third is to create new brands under it. So, Rp 500 billion is not a cost, but an investment.
When should we do the branding process? We should do it when we have competitors. To do a branding, a story (brandstory) is needed. A good story is a story that has a high emotional weight. The more the story can stir up emotions, the greater the chance for people to remember and ultimately choose. Without ignoring the importance of vision and mission, work program or whatever that is, people choose because they are emotionally bound. It is because of taste, not logic.
Public Emotion
To make a story, the simple way is to find the reason why we choose or do something. For example, why do we want to live in Bogor? Some people answered because their parents live in Bogor, because they are studying in Bogor, or because the house prices are cheap in there. From these reasons, what can arouse the public emotion? For example, it is because the house prices are cheap. It can be dramatized, it seems difficult to buy a house in Jakarta, and so they decided to buy it in Bogor. The consequence, they must leave early in the morning to go to work in Jakarta, and going home late when their children are already asleep. So the desire to become a member of the council in their area is so that they are able to encourage the government to open jobs in Bogor.
Various events around us can be used as stories, for example about disease, about a Qur’an teacher who works as a scavenger as his side job, about a husband who is left by his wife to work a broad as a housemaid, etc. The task of the legislative candidates is to process how these stories can be combined with their vision and mission. Give an emotional touch so that it is more impactful so that the process of political branding becomes optimal. The ultimate goal of this process is for people to recommend the candidate to be chosen. The process is simple, from those who do not know about the candidate, to finally know about him/her. And from there people will be more familiar with the candidate and like them, and finally they will choose the candidate.
Don’t forget, before conducting the process above, the politician candidate must build positive reputations first through public relations (PR) activities. The task of PR practitioners from each of the candidates/political parties is to shape their candidates to have strong a image, not just positive image. This is so that the public can easily perceive the personality of the candidates/political parties according to the objectives of their branding.