Conscious or
not, we actually have a self-identity. All of our appearance, behavior and
mindset are unique and different from other people, even twins. We could be
similar with – let say Jokowi - but not the outward appearance. Certainly, our
identity is made up by perception and appreciation of other people.
Jokowi’s personal brand phase began with the mission of
changing bureaucrats mental from serviced be serve. His first project is
the maintenance of Identity Card (KTP) making program in one hour only at a cost of Rp
5000,-. The
project was a huge success and
instantly became a
reference for all of the local
governments in the country. Four of the sub-district heads and village heads tossed
from office for not supporting the program since the beginning, because they believed that the system cannot be run.
After
that, Jokowi do “branding” to his government territory, not only personal. Solo
was branded as "the Spirit of Java". Village and district office
has been renovated to eliminate the impression of slum. Not
only from the
physical building, the officers are also required to look neat with
the service standards as modern bank.
Permit bureaucracy
carried by quickly one stop service
and there is a certainty when the permission will
come out. All are transparent, including the
amount of charge, without any
bribery. No wonder if he was also recognized as warrior
who successfully changes
bureaucratic system that has been fertile with
the culture of corruption.
Jokowi also reported
that never taking his monthly salary allotments.
Jokowi brand
finally recognized by the public as a simply personality and close to the
public. In his Twitter account @jokowi_dodo, he put in a sentence biography, "wanna
be simple in its simplicity." This principle also repeatedly
stressed in the interviews, "Simple. My principal only works for the
people." Furthermore, Jokowi brand
climbed sharply along with the rising prestige of the city of Solo and the growth
of the public trust. Through
his achievement, he
does not need to
pay the media for creating his branding. Jokowi leadership was recognized
almost all elements
of the nation, so that the
government did not hesitate to choose
him as the best mayor in 2010. Then, it carried him as the Jakarta governor in 2012. And
finally, he was the President-elect of Republic of Indonesia 2014-2019.
Jokowi has a full awareness of his
personal branding. Because he believed in
the principle, Jokowi
deliberately not put
his face on various
billboards or banners which commonly done by
legislative and executive candidates to have the seat of power. Jokowi choose
branding through the arrangement of street vendors, management
changes of public administration services
to the public area arrangement. It proves
that sometimes controversial step
making him to be more
popular. And after
developing product and branding management, the last principle that he applied is customer management.
Serve the community as well as possible.
"Apply only
those three elements both in business and politics as
well," he concluded. These
three ways prove that Jokowi
successfully managed to retain the
post of Mayor in the second period is supposed to last until 2015. With
turnout reached 91 percent when the 2010
elections ago, Jokowi show leadership establishment
supported by the public confidence in Solo. In that way anyway,
Jokowi successfully won the popular vote in Jakarta, he is believed
to lead the city before the mayor's tenure ended. And currently he won Presidential
election before finishing his job as a Governor of Jakarta.
