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In the digital era, business leaders – especially CEOs – are becoming an essential bridge in the strategy of building and spreading the organization’s brand. In the role of storyteller and the spiritual face of the company, the CEO helps shape identity, inspire, and create a strong emotional connection with the public. The story of Mr. Nguyễn Đăng Quang – Deputy CEO accompanying the Omoda & Jeacoo brand – is a prime example of the strategy of aligning a personal brand with a corporate brand.

The Brand Storyteller in the Digital Age

Nowadays, a brand is no longer built solely on product quality or media coverage. Above all, a brand is the public’s perception – and that perception comes from the people behind it, from the way they live, communicate, and share the organization’s development journey. In a strongly digitized context, where every statement or action from a leader can spread widely in just a few hours, their role in co-building the brand has become clearer than ever.

Today’s CEOs are not only strategic operators but also the spiritual face and storyteller – people who can breathe life into the brand with their own experiences and perspectives. The combination of personal values and collective direction, if expressed at the right time and in the right way, will create a positive resonance effect, helping the brand touch the hearts of consumers authentically and deeply.

The purpose of a brand leader’s public presence today is especially important, as customers increasingly lose trust in KOLs, the media, or plain advertising. They want to hear directly from the leader – the person who represents the product, the brand, and takes responsibility – so they can feel assured. When problems arise, it is the voice of the top leader that serves as proof of the company’s commitment and responsibility. This is something leaders consistently show in their appearances: at the right time, in the right role, saying what needs to be said, and doing what was promised – thereby making the brand more trustworthy and relatable in the eyes of customers.

Mr. Nguyễn Đăng Quang – Deputy CEO accompanying the Omoda & Jeacoo brand – is a clear example. Without noise or flamboyance, he chooses to appear at the right moments, with messages just sufficient to spread yet deep enough to build trust. His image is not only that of a leader but also that of a sincere storyteller who is always present with the brand at each important milestone..  

*Hello Mr. Quang, what do you think about the fact that leaders today not only lead – but also inspire the brand?    

I believe that the role of a leader today is not limited to strategic planning or running the organization. In a context where communication develops rapidly and customers increasingly care about human factors, it has also become important for leaders to appear and convey the organization’s values sincerely as part of the brand-building journey.

Personally, I do not focus heavily on “inspiring,” but simply think that if what I share can help the team be more connected, and help customers better understand how the brand is developing, then it is already worth doing. I believe that consistency between what I think – say – and do, together with appearing at the right time and in the right role, will make the brand clearer and more trustworthy in the eyes of the public. And if I can contribute a small part to making the brand story spread more closely, then that is an honor in the role of a leader.

Mr. Quang’s view on the role of a leader before the public.

Source: Novaon Digital

In an era when consumers are increasingly demanding and have more choices, a brand cannot rely solely on marketing messages. Authentic values, told by the person at the top – who is attached to and lives with the brand every day – are the foundation for building lasting emotional connections. For this reason, the image of today’s CEO has been transforming, becoming an inseparable part of the brand. Not only do they lead business strategy, but they also ignite the flame of connection and act as a catalyst that makes the brand more vibrant and approachable in the public eye.

The CEO and the Brand Spreading Values Together

In the picture of modern brand-building, the personal brand of the leader needs to harmonize with the organization’s collective identity. In practice, a personal brand – if built correctly – will not compete but instead create a positive synergistic value that strengthens and spreads the corporate brand more widely.

The complementarity between these two elements should be seen as a parallel strategy. A CEO can use their personal voice to bring the brand’s message closer to the community, and also use their personal credibility to enhance trust, inspire internal employees, and expand relationships within the business ecosystem.

This is how Mr. Nguyễn Đăng Quang continuously shows his role in supporting the Omoda & Jeacoo brand through his personal media channels. The content he shares originates from the spirit of the brand: innovation, youthfulness, sustainability, and dedication. His posts appear at the right frequency, with a calm demeanor and simple but consistent wording. Images from events, car launches, or factory visits are shared along with the stories behind them. This creates a friendly yet professional impression – exactly how a trustworthy storyteller should appear.

*What topics do you often share about the Omoda & Jeacoo brand on your personal channels?   

I think that when sharing about a brand, the important thing is not to talk too much about the product or achievements, but to integrate content that helps people better understand the values the brand pursues. For Omoda & Jeacoo, that is seriousness in quality commitment, a spirit of innovation, and a sustainable development orientation. Content topics such as: Brand & Distribution Network, product technology & outstanding benefits, personal experiences & real journeys, inspiring changes in lifestyle habits, introducing new products & opening up the future… are conveyed in various forms such as images, videos – both indirect and direct.

I also believe that if leaders can help tell the brand’s journey sincerely and in a relatable way, it is a way to connect better with customers and the community. The important thing is to maintain coherence, without ostentation, and focus on spreading what is positive and true to the brand’s identity.  

Mr. Quang’s inspiring shares on his personal page.

Source: Novaon Digital

Thanks to this timely and well-placed presence, the Omoda & Jeacoo brand has not only increased its awareness but also built emotional connections with customers. Stories from the leader create empathy, boost internal pride, and thus naturally spread brand spirit from the inside out.

Content Creation Stemming from Core Brand Values

In an age when content floods digital platforms, the difference no longer lies in eye-catching visuals or flowery words, but in authenticity and the depth of the message. As brand storytellers, CEOs are not merely “content producers” but leaders who guide the story through real values, rooted in the company’s vision and mission. Creativity therefore must not only be fresh but also have a foundation – the core values that the brand pursues.

A brand like Omoda & Jeacoo cannot be separated from values such as innovation, sustainability, and connecting with the younger generation. These values are present not only in communication campaigns but also expressed naturally through Mr. Nguyễn Đăng Quang’s images and words on social media. 

* When not focusing on technical specifications or car features, what kinds of stories do you choose to tell to convey the spirit and image of Omoda & Jeacoo?   

In my posts, I do not choose to talk much about features or technical specifications; while those factors are important, they are not enough to create a lasting connection between the brand and customers. Instead, I want to tell real, relatable, and human stories – stories in which the public can feel the effort, responsibility, and spirit that Omoda & Jeacoo is pursuing.

For example, the journey of building the factory, the process of creating a car with the participation of many people behind the scenes – engineers, workers, operations, technical teams, inspectors… Each person plays a very important role in creating the final quality. Or moments when delivering a car to the first customers – not merely handing over a product, but marking a spiritual milestone, where the brand learns to listen, understand, and improve with each feedback.

When a leader appears in the media or on social networks, the important thing is not what is said to show oneself, but how to help clarify the brand’s message in the most authentic and profound way. What I share is simply intended to help Omoda & Jeacoo be seen in line with the spirit that the team is striving to build – a young, modern, open-minded brand that puts customers at the center. If each post, each small story can help the brand get closer to the community, build trust, and inspire positively, then that is the greatest goal.  

Mr. Quang’s views on story content in his posts.

Source: Novaon Digital 

This perspective – putting user value at the center – reflects the brand’s exact direction. By expressing brand values through a personal lens, the content a CEO shares becomes more relatable, more shareable, and importantly, not merely PR-flavored. Each post or video is not “a single promotion,” but a piece in a long-term storytelling journey. And in that journey, the harmony between personal style and brand strategy plays a key role.  

Personalization Strategy to Connect the Brand with the Community

A CEO’s presence on social media today is not just a communication activity but part of the overall brand-building strategy – where personalization and connection are key. Platforms like Facebook or TikTok are no longer just “news update” channels but spaces for CEOs to express their personal identity and build emotional bridges with the community.

Content Strategy

The important thing in a personalization strategy is sincerity and consistency. CEOs do not need to appear too often, but each appearance should be at the right time, with the right message and in the right context. It could be a short video recording the car assembly process at the factory, a post thanking the engineering team after a milestone, or simply a sincere greeting to customers on the day of launching the first new car models.

Platform Strategy

Mr. Nguyễn Đăng Quang has chosen this approach – natural and relatable but not overly casual; professional and meticulous but not distant. On TikTok, he shares moments rich in experience and emotion. On Facebook, he talks about long-term development strategy, his trust in the team, and why Thái Bình was chosen as the factory location. These contents are not aimed at PR-ing himself but are placed within the brand’s overall flow – where the CEO is the storyteller, but the story belongs to the whole organization.

This personalization strategy helps the brand become more approachable, easier to understand, and easier to empathize with. When customers feel that they are interacting not just with a product but with a story, a person, and a vision, the connection will be many times deeper and more lasting than single, isolated messages.

* In your view, how should content strategies on Facebook and TikTok for CEOs be built differently to suit each platform?  

Each social media platform has its own approach, so I think there is no fixed formula for all. With Facebook, this is a suitable space to share in-depth stories – thoughts on direction, long-term strategy, or capturing moments in the brand’s development journey. The pace is slower, and readers tend to spend more time listening, so Facebook content can go into analysis and fully reflect the team spirit.

As for TikTok, the environment is lively and reacts quickly, so the content needs to be more visual, natural, and emotional. Instead of conveying too much information, I think the important thing is to create connection – through an authentic moment, a small story that viewers feel they can relate to. The key thing to note is that no matter the platform, brand value consistency must be maintained, and the content should come from real experiences rather than being overly “scripted.” When viewers feel sincerity, they will connect back in the most natural way. 

 Mr. Quang’s view on the different approaches between platforms.

Source: Novaon Digital

Being the Brand’s Face: A Small Part Showing Effectiveness in a Larger Brand-Building Journey

When a CEO appears as the “face of the brand,” that role is not simply to represent personal image, but carries a greater mission: to convey the organization’s messages, values, and spirit to the public in the most vivid and relatable way. In reality, a CEO’s presence does not need to be frequent, but it must be right – right time, right channel, and right spirit.

Through the stories and images Mr. Nguyễn Đăng Quang has shared on social media, not only has his personal image become better known to the public, but the brand he represents has also seen clear, positive results:

First, in brand awareness: posts from him – whether simple or strategic – naturally attract attention, are shared and quoted by the community, and help spread the brand image authentically and accessibly, especially among Vietnamese customers.

Second, in brand trust: when the CEO is willing to appear and tell his own story, such as showing direct images at the Thái Bình factory, it subtly affirms that the company is transparent and genuinely committed to quality and sustainable development – something pure advertising can hardly convey.

Finally, it is also a way to inspire from within: posts honoring team achievements, thanking employees, sharing small but meaningful efforts… not only make employees feel recognized but also contribute to building a positive, proud, and cohesive internal culture.

A CEO’s presence and strategic communication on social media – if done correctly – is essentially a form of sincere and effective “human-led communication.”

Challenges and Lessons Learned

The journey to becoming a brand storyteller is not always smooth. Alongside clear benefits, CEOs who appear publicly must also face numerous challenges: from the pressure of maintaining personal image to handling communication crises, and even dealing with mixed reactions from the online community.

*From your personal experience, can you share some advice and lessons for CEOs taking on the role of brand storyteller?  

Each business and leader has its own approach suited to their circumstances. But from what I have observed and experienced, I think the most important thing in being a brand storyteller is sincerity – saying what you believe, sharing what you truly experience, and maintaining consistency between words and actions. The public today is very perceptive; they can tell which messages are genuine and which are staged to “create an effect.”

In addition, listening is also essential. Not to respond immediately, but to understand how outsiders perceive the brand. If something is not right, take it as an opportunity to adjust and improve. Finally, leaders should always remember that they represent a collective. Appearing to tell the story is not to express the ego, but to convey shared values in a relatable and respectful way. When the story is told with that attitude, it will naturally reach the listener.

Mr. Quang’s view on what is essential when being a brand storyteller.

Source: Novaon Digital

The important thing is not the frequency of appearance, but how the CEO positions themselves, controls the message, and guides public opinion flexibly yet firmly. The biggest lesson is probably balance – between personal and organizational, between closeness and professionalism, between inspiring and maintaining brand identity.

Building a personal brand for a leader, if not done skillfully, can create a sense of showiness or self-promotion. But when done sincerely, carefully, and closely tied to organizational development goals, this role becomes a crucial support point for the brand to grow farther and more sustainably.  

The CEO Accompanies, Telling Stories Through Actions and Values

A brand is not just a logo, product, or slogan – it is the sum of the perceptions, trust, and expectations customers place in a business. And in shaping those perceptions, the leader plays an irreplaceable role.

A CEO in the new era not only leads strategically but also inspires, spreads values, and creates a vibrant identity for the organization. They are not merely a “spokesperson” but a practitioner – telling the story through actions, showing commitment through choices, and connecting through personal values in harmony with collective ones.

The story of Mr. Nguyễn Đăng Quang and his journey with Omoda & Jeacoo is just one example among many modern brand leadership models. But it shows that when the storyteller is a real person – living truly with the brand – even the smallest message can leave a lasting mark.

This poses an urgent requirement for communicators in the financial sector: to break away from the conventional product-promotion framework. This is no longer a competition about products or transaction fees, but about how to build a brand with depth, communicate responsibly, and focus on sustainable customer experiences.

On this topic, Mr. Choi Yun Sun – Chief Financial Officer (CFO) of KB Securities Vietnam (KBSV) – commented that if positioned correctly, communication can become a strategic lever in shaping market perceptions. Rather than chasing short-term trends, KBSV chooses a different approach: placing financial education and ESG (Environmental – Social – Governance) principles at the center of its communication strategy. This is not to “convince” but to “nurture” long-term trust and understanding from investors.

Brand Experience (BX) Expert is a column by Novaon Digital in collaboration with experts from various brands, bringing practical analyses and brand-building strategies using a modern approach deeply connected to customers.

Hello Mr. Choi, in your opinion, how should the aspect of sustainable investing in communication strategy be understood – especially in the current Vietnamese market context?

From a financial management perspective, I believe sustainable investing is not just a long-term financial strategy but also a way for businesses to demonstrate brand identity through every market touchpoint, with communication playing a central role.

Mr. Choi Yun Sun’s perspective on sustainable investing

With changing investor behavior – especially among younger generations – businesses merely providing financial products is no longer enough. They want to understand the value behind the brand, feel its social responsibility, and experience consistent companionship through each message, platform, and communication channel.

Therefore, sustainable investing needs to be reflected consistently in communication strategy: from providing accurate financial knowledge, building an in-depth content ecosystem, to maintaining transparent, consistent dialogues with the investor community.

Instead of merely reacting to the market, we aim to lead perceptions. Communication, when oriented towards education and responsibility, can transform a fragmented investment journey into a profound brand experience capable of building long-term connection. This is how KBSV positions itself: not just as a financial institution but as a brand that plays a role in shaping a mature and sustainable investor community.

There is an opinion that “ESG is a core factor in the brand identity of the financial sector”. What is your view on this?

In recent years, ESG (Environmental – Social – Governance) factors have become an important part of many financial organizations’ development strategies. However, how ESG is communicated externally still often has a gap with internal realities. The biggest challenge is not about what is conveyed, but whether the communication truthfully and consistently reflects the actual values the organization is operating on.

For communicators in finance, ESG will not create differentiation if it only exists on strategic slides, press releases, or KPI sheets. Instead, it is the consistency from internal behaviors, governance policies, to how the brand advises and serves customers that builds trust. I believe ESG communication is not a campaign but a living manifestation of the values the organization is pursuing.

Mr. Choi Yun Sun’s perspective on ESG

A deep financial brand must be “felt” through every touchpoint: how customers are responded to, the attitude of advisors, transparency in reporting, and even the communication style on social media. When communication demonstrates alignment between internal values and external image, it is no longer just a tool to “push out messages” but becomes a “mirror” that naturally and sustainably reflects brand culture.

From your management experience, what is the role of financial education in today’s communication strategies?

Today, new investors are entering the market with a vast amount of information from multiple sources, but not all of it is of equal quality. If financial companies only provide trading tools, they are merely addressing the tip of the iceberg. What is lacking is a solid foundation of understanding to build analytical skills, identify problems, make decisions, and not be swayed by emotions or speculative psychology. In this context, the role of communicators in finance is not just to convey information but to guide perceptions through systematically and strategically built financial education content.

Mr. Choi Yun Sun’s perspective on financial education

Personally, I do not consider financial education as a “cost” but as a “strategic investment” in customers, market health, and the long-term value of the business itself. Communication is the extension that enables this investment to yield results.

When a financial brand acts as a “trusted guide” through educational communication, that is when the relationship between the business and the investor goes beyond mere transactions.

How can financial education activities not be viewed as supplementary, but become a pillar in the long-term strategy of financial firms, in your view?

This is a question that I think communicators in finance must first ask themselves. For a long time, financial education has been categorized as a supporting activity – not directly generating revenue and thus not prioritized in brand strategy. However, current market realities are proving otherwise.

With the rise of a new investor generation – younger, more independent, and demanding clearer practical experiences – educational communication is becoming a strategic factor. But to achieve this, financial firms must truly believe this is a “core value”, not just a social responsibility, but part of their brand positioning journey.

Communicators need to shift from dry delivery to creating a liberating content ecosystem: easy to understand, connected to real investment scenarios, inspiring, and empowering investors. Communication should not just say “we care about investors” but prove it every day through valuable, in-depth, and educationally guided content.

In your opinion, what is the most important criterion in communication strategy for a financial company to grow sustainably in the next five years?

In the next five years, revenue growth or product coverage will certainly remain important metrics. But from a brand perspective, the critical criterion – especially for communicators – is “trust”. In finance, where the line between opportunity and risk is thin, trust is not just an asset but the foundation for brands to develop long-term, regardless of market volatility.

For communicators, building trust cannot stop at saying the right thing at the right time or running trending campaigns. It is a continuous process requiring consistency in messaging, transparency in communication, and responsibility in every content activity. There needs to be a shift from “communicating to sell” to “communicating to support the investment journey”. Each touchpoint must create a sense of security and companionship for investors.

Mr. Choi Yun Sun’s perspective on the key factor for communication development

Today’s communicators, if they truly want their financial brands to grow sustainably, must see communication as a strategy to build trust – not just a tool to handle situations.

What expectations do new-generation investors have of responsible businesses?

The new generation of investors is demanding more from businesses. They are not just seeking profits but want to be accompanied by transparent, responsible financial organizations with long-term vision. This poses a new challenge for financial communicators: How can brand messages reflect true values, not just strategic words?

Today’s communication must shape the image of a responsible brand through every content piece, platform, and interaction. Brands that only sell products will soon lose ground to those building investment ecosystems – where information is clear, advice is ethical, and the investment journey is genuinely supported. For these new investors, “authentic” experiences and sustainable development commitments are not additional values but brand selection standards.

Mr. Choi Yun Sun’s perspective on future market direction

At KBSV, we integrate ESG principles directly into our brand communication system: from disseminating knowledge through the KB Academy program, building user-friendly digital platforms, to producing content that enhances personal financial capability. Each communication campaign aims to nurture sustainable investing behavior – not through slogans, but through real experiences.

In finance, where products are increasingly similar and technology can be easily replicated, brand value is defined not by what a business owns, but by how it treats investors. Ultimately, what communicators need to build is not just a good product, but a deep enough journey for investors to feel they are growing with the business.

★★★

Expert commentary – Novaon Digital

In the context of a financial sector transforming strongly with a younger investor base and rising expectations for brand responsibility, Mr. Choi Yun Sun’s sharing is a profound, practical summary with long-term strategic value for communicators.

From redefining communication as not just a sales tool but a “perception guide”, to integrating financial education and ESG as strategic pillars – Mr. Choi shows us that building a financial brand today is a vibrant and deeply responsible journey.

What is particularly noteworthy is his emphasis on consistency between internal and external – a core principle in modern financial branding often overlooked. Mr. Choi does not talk about communication in technical terms, but as a cultural capability – something shown through every behavior, interaction, and piece of content, however small.

For Novaon, this was not merely an interview but a strategic dialogue. These insights will inspire Vietnam’s financial communication community to shift their mindset – from short-term to long-term, from execution to creation, from content to value systems. Ultimately, a sustainable brand does not lie in what we say, but in how we live and communicate what is right.

Source: Brandsvietnam