UNS — Approaching the changes of leadership in Solo City demands new strategy in city development, including on city branding. City branding is a strategic aspect to attract tourists, businessmen, and investors to a city. The communication expert from Universitas Sebelas Maret (UNS) Surakarta, Dr. Andre Rahmanto, M.Si mentioned that Solo City branding is one of the matters that need to be noted by the candidates of new Solo Mayor in their vision and mission. It is important because Solo City Image will become an umbrella for all events and programs in Solo City for the next five years.
In this matter, Dr. Andre discussed the slogan Solo the Spirit of Java which means that ‘Solo as the soul of Java’. Solo image made in 2005 and stipulated in 2008 through collective Local Government Decree in Surakarta. Now the question is, will this slogan be able to be a concept and the value of Solo City image in the future, especially in the new government of 2020-2025. Andre argues that this slogan can still be used because it still contains a strong essence that matches the Solo City spirit. However, Andre added, this is strongly relying on how the government bring life into the brand. If the government neglects it, the logo and slogan, Solo the Spirit of Java will hold no meaning. Bringing life means comprehending the philosophy of Solo the Spirit of Java, which is developed and implemented through various activities in the city.
“Thus, (red: Solo Spirit of Java) is the promise offered and will be provided to people who come from other regions. Either as tourist, investor, or MSME, they will find the promise in that brand. However, if what they find does not meet the expectation, it will bring problems,” Andre explained in the webinar on Vision and Branding Strategy of Solo City in the Future, Thursday (12/11/2020).
If the local government continue using Solo the Spirit of Java as a slogan, there are home works, which according to Andre needs to be finished by the Solo local government. First, besides being consistent, it needs an implementation of the slogan in the form of Javanese atmosphere. He gave an example of during Joko Widodo administration, branding was implemented through the city was arranged with Javanese nuanced ornaments or infrastructures. Whoever visiting Solo from any point of arrival will directly find an identity that represents the Spirit of Java in the ornament of the infrastructure. “Currently, for example, there is implementation through gamelan music in hotels which will bring Javanese nuances or atmosphere to be felt. We do not feel that in Solo right now,” Andre stated.
Secondly, bringing the spirit into life through various shows and performances. To this day, Andre added, people who visit Solo finds it difficult to find a place to see Javanese cultural performances. It is true that Solo has annual cultural events, but further evaluation and system improvement are needed. On the other hand, Solo the Spirit of Java is a regional branding of Surakarta, which bring a problem because the local governments in Surakarta did not reach a deal. For example, Adi Soemarmo airport which is often referred to as Solo Airport instead of Boyolali following its geographical location which often ignites argument. Thus, Andre stated that Solo government needs to have coordination with other local governments in Surakarta to discuss the division of duties, profits, and other related topics regarding this branding. Coordination with internal stakeholder is also necessary, for example with the academicians, businessmen, and artists. All activities need to be supported with a firm and clear regulations and Standard Operating Procedure (SOP).
“For example, bringing life to the Javanese atmosphere in the hotel is not only based on awareness. But there should be and encouraged by regulation,” Andre who is also the Chief of BPC Perhumas Solo stated.
Another problem discussed by Andre is the limited implementation time. Five years of an administration is limited to implement branding, therefore, with various home works, the new government will need a priority. Branding, Andre stated, put forward two or three important matters. There are primary, secondary, and tertiary aspects. The primary aspect consists of people behavior, how the Spirit of Java presents in their daily life and continue to be developed. While the secondary aspects include promotional needs through public relation, marketing, and social media. The last aspect, the tertiary aspect is in form of testimony about Solo from Indonesian and foreign people that will strengthen Solo City branding.
“We have a high expectation to the future Solo government, Solo the Spirit of Java still can be used, we develop into umbrella in various sectors. Since regional autonomy takes effect, branding is determined by the local government. Depend on who brings it into office. It is highly dependent on the vision and mission of the mayor,” Andre stated. Humas UNS
Reporter: Kaffa Hidayati
Editor: Dwi Hastuti
