“When the economy slows down, trust becomes the most expensive currency.”
— GP Herry Saputro
The year 2026 will not be an easy one for entrepreneurs. Consumption is slowing, purchasing power is weakening, and many businesses are struggling just to survive.
Yet amid the uncertainty, one phenomenon stands out — personal branding has never been more valuable.
According to GP Herry Saputro, author of Provokator Mind and founder of GP Talk, this moment is not the end of opportunity, but the beginning of a natural selection in business.
“In difficult times, people don’t look for the cheapest option,” he says. “They look for the most trustworthy one.”
When the Economy Slows, Trust Becomes the Prime Commodity
Macroeconomic data shows a slowdown across multiple sectors. But for Herry, that trend reinforces one timeless truth: business is not only about numbers — it’s about perception and credibility.
“Trust is like gold during a crisis,” he explains. “Its value rises when everything else becomes uncertain. People prefer to buy from figures they know, from brands that have a face and a proven reputation.”
This is why more entrepreneurs and professionals are now investing in personal branding — appearing in the media, joining award programs, and even publishing books.
“Not to be famous,” Herry clarifies, “but to be trusted.”
When Buying Power Drops, Choosing Power Grows
Herry calls this phenomenon a consumer consciousness shift.
“When money is limited, consumers think twice before spending. Their decisions become more emotional than rational — influenced by who they see as genuine, honest, and credible.”
That’s why personal branding, he argues, is a long-term investment with sustainable returns.
“Products can change. Markets can fall. But a strong personal reputation will always hold its value.”
Personal Branding: The Hidden Strength in a Tight Economy
Herry emphasizes that personal branding is not about self-promotion.
“It’s not about polishing your image,” he says. “It’s about amplifying your authenticity and consistency. If you have integrity, let the world see it.”
He highlights three essential steps to building strong personal branding during challenging times:
1. Appear in Credible Media
Media exposure creates social validation that can’t be faked. When your name appears in trusted publications or interviews, people instantly assign more credibility to you.
“One media feature can shift public perception faster than a hundred social media posts,” Herry notes.
2. Join Award Programs (Award Recognition)
Awards serve as external proof of excellence and legitimacy.
“An award is like a social certificate,” he explains. “It’s not about the trophy — it’s about validation from an independent body that recognizes your contribution.”
3. Write a Book or an Inspirational Story
A book symbolizes depth of thought and sincerity in sharing ideas.
“Writing a book elevates your status,” he says. “You’re no longer just a business operator — you become a thought leader.”
From Brand to Figure: Building Human Connection
Herry observes that many large companies are shifting focus from corporate brands to personal figures.
“Consumers trust humans more than logos,” he explains. “They want to know who stands behind the brand, who leads it, who inspires it.”
That’s why, even amid shrinking purchasing power, brands with a human face tend to grow stronger.
“A strong brand always starts with a visible leader,” Herry asserts.
From Recognition to Sustainability
During tough times, many companies cut their promotion budgets. But Herry believes visibility is what keeps a business alive.
“Never stop showing up,” he says. “Those who stay silent will be forgotten.”
He stresses that awards, media exposure, and published works are not just marketing tools — they are mechanisms to preserve trust capital, the foundation of long-term business sustainability.
“In 2026, reputation will be the asset money can’t buy,” Herry reminds us. “But it can be built through consistency.”
Reflection: The Best Time to Be Seen Is When Others Are Afraid
Herry closes our conversation with a powerful insight:
“When others hide out of fear, that’s when the stage is empty — waiting for you. Step forward, speak up, and show your value. Because personal branding isn’t a tactic. It’s an act of courage.”
He looks ahead and adds a line that defines the spirit of GP Talk:
“A crisis doesn’t kill business. It only reveals who truly carries meaning.”
