MALIKI ISLAMIC UNIVERSITY — The Ministry of Religion's Competency Development Center (Pusbangkom) is again holding material deepening activities through online learning based on synchronous learning using the Zoom application, Friday, March 6 2026. This activity presents facilitator Dr. Hj. Nurhasanah, S.Sos., M.Pd., who presented material about the importance of personal branding for State Civil Apparatus (ASN).
In the learning session, Dr. Nurhasanah, who is familiarly called Aan, introduced herself as a trainer, lecturer, motivator and ESQ coach within the Ministry of Religion. This woman, born in Jakarta, 28 June 1972, has served as an employee since 1993 and is pursuing doctoral education (S3) at Jakarta State University.
In his presentation, he emphasized that personal branding is the process of building a unique and positive identity, image and reputation for someone to be known and respected according to their field of expertise.
"Personal branding is how someone builds their brand image. A good image of an institution in the eyes of the public often begins with the personal qualities of the individual who provides the service," he explained to the training participants.
He also differentiates between personal branding and imaging. According to him, personal branding focuses on efforts to become a good person consistently, authentically and in a planned manner. Meanwhile, imaging only focuses on efforts to look good on the surface.
Furthermore, Dr. Nurhasanah encouraged ASNs to start building a positive self-concept in carrying out their public service duties. An optimistic attitude, consistent behavior and integrity are considered to be the main keys in building a good reputation in the work environment and society.
"Let's build a good self-concept, keep thinking positively. Hopefully this little knowledge can provide benefits for all of us in building our own personal branding as ASN," he said.
Through this activity, it is hoped that participants can increase awareness of the importance of building a professional self-image and integrity, so that they can support improving the quality of public services within the Ministry of Religion.