We all have a "brand"

Not only companies and products have "brands". We all do.

"Brand" is not just a name and logo. It is what image immediately comes to people's mind or the emotion that they feel when they come across the name and the logo. Or come across OUR name and picture.

People buy products or patronize a company not just because of the logo and name, but because of the image and the emotion associated with them. Same goes for all of us: we are hired, consulted, promoted because of the image and emotion associated with our face and name.

Most of us have "accidental" brands. Some have a "delibate" brand - meaning, something they decided on, invested in and painstakingly built. They did not leave to chance how they want others to see and feel aboout them.

Most of us rely on our "accidental" brand - images and emotions ascribed to us by those who observe and follow our lives and careers. Some of us can be "lucky" and end up with positive "accidental" brands. Most, however, end up with a brand that do not mirror their real person. It is tragic when good people in government end up with the negative brands simply because they did not handle their interaction with the public through media well.

Education Secretary Armin Luistro faces that risk today: a good man in government with a negative brand. Decades before him, a similar fate befell another good man in government - President Cory's transportation secretary, Reinerio Reyes.

However, there are "positively branded" people in the President Noynoy Aquino government.

One stands out: Transportation Secretary Jose "Ping" de Jesus.

In the industry and circles where he moves, Secretary Ping is known as a man of sterling credibility and integrity who "fast tracks" major infrastructure projects in a manner that is devoid of controversy and anomaly.

Building that brand began in 1990 after Luzon was struck by a 7.7 magnitude earthquake that devasted large parts of Northern Luzon. President Cory tapped Secretary Ping to head the Task Forec to bring Northern Luzon back on its feet with a whopping P10 billion fund for reconstruction and rehabilitation.

As the task began, rumors started to spread through media that there were instances of gross misuse of the funds and of ghost projects. Some columnists planted insinuations that Secretary Ping could be involved in the anomaly. Unfair treatment for a man whose sole mission was to serve his President and countrymen well.

But Secretary Ping had a clear understanding of his role and mission and knew that the troubling insinuations could impact negatively on the reconstruction program. Therefore, though shy and self-effacing by nature, he decided to assume a high-profile role. He decided on what the "brand" of the Task Force would be - the watchdog of the P10 billion fund. As head, he would make sure that every centavo would go to the intended legal purpose.

Secretary Ping spent a great deal of time personally inspecting projects, listening to affected families, and updating the public through media on how the funds are being used. More important, he tapped the help of media to air warnings agains those who would misuse or abuse the funds. He also exposed ghost and substandard projects oftentimes incurring the ire of corrupt local government officials and contractors.

But Secretary Ping had Media on his side. Nope, he did not have good techniques on how to "handle media". He was not "savvy". He merely kept himself available, spoke to the people through media with candor and sincerity, and, most important, he never displayed anger or rudeness in their presence.

He finished the job with no PR crisis. No controversy. Just a new and refreshing "Ping de Jesus" brand.

The brand provided more than sufficient reason for him to eventually become Public Works Secretary under President Cory and Presiden Ramos. He moved on to pilot PLDT's zero-backlog program and to give the country one of its finest expressways - the North Luzon Tollways.

President Noynoy made a wise choice in tapping the "Ping de Jesus" brand for the Transportation and Communications Department. That brand will add much value to the goodwill of the Noynoy Presidency.

The "Ping de Jesus" brand is not accidental. It was painstakingly built and nurtured. I should know.