MALIKI ISLAMIC UNIVERSITY — Distance Training (PJJ) in the field of Personal Branding organized by the Competency Development Center of the Ministry of Religion presented Nilam Nur Azizah as one of the speakers. In his presentation, he emphasized the importance of ASN values with AKHLAK as a foundation in building a professional self-image for the State Civil Service. Friday, March 6, 2026.
In the learning session, Azizah explained that there are seven main values of AKHLAK which serve as guidelines for all ASN in carrying out their duties and functions. These seven values include Service Oriented, Accountable, Competent, Harmonious, Loyal, Adaptive and Collaborative.
According to him, Service Oriented values require ASN to be committed to providing the best service for community satisfaction. Meanwhile, the value of Accountability requires every ASN to be responsible for the trust given. ASNs are also required to be competent, that is, to continue learning and developing their own capabilities.
Apart from that, ASN needs to uphold a harmonious attitude by respecting each other's differences, being loyal to the nation and state, being adaptive to change through innovation, and being collaborative by building synergistic cooperation.
Azizah believes that before building a personal brand, every ASN must first carry out a self-analysis by identifying their strengths and weaknesses. This step is considered important because a person's personal strength will be the basis for building a positive self-image.
"Personal branding must start with understanding your own strengths. That's where our strengths emerge and can be developed," he explained.
He also reminded that as an ASN there are three main functions that must be carried out, namely providing public services, carrying out government duties, and supporting institutional structural services. Therefore, the personal image of an ASN will contribute directly to the image of the institution where he works.
Furthermore, Azizah emphasized that personal branding cannot be separated from ASN values with AKHLAK. According to him, personal branding is a unique combination of skills, experience and professional attitudes that are built consistently.
"Personal branding is not self-image. This is a behavioral guide that ASN with AKHLAK must have in order to be able to build a positive image in society," he stressed.
He hopes that all training participants will be able to implement these values in their daily work life so that they can build a positive reputation in the public sphere while strengthening the image of the institution.
"ASN with morals will be the core value that guides all ASN. Through this value, we can create a positive image that will have a good impact on institutions and society," he concluded.