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I. The Automotive Market Landscape at the Turning Point of Digital Communication

In the first half of 2025, Vietnam’s automobile market reached approximately 254,293 units sold, marking a 42% increase compared to the same period in 2024 (VnExpress, 2025). Yet this momentum quickly lost steam entering the third quarter: in August alone, sales of VAMA members dropped by 18% from the previous month, while the overall market — including VinFast and Hyundai — also declined by around 13% (Báo Tin Tức, 2025). Although full-year forecasts suggest sales could reach 500,000 vehicles, with optimistic scenarios projecting as high as 800,000–900,000 (Vietnam Briefing, 2025), underlying uncertainties are reshaping how customers approach car ownership.

Today, many consumers are delaying purchase decisions, particularly in major cities such as Hanoi where low-emission zones are about to be introduced. Concerns about investing in internal combustion engine vehicles under stricter environmental regulations, combined with consumer loan interest rates that remain relatively high, are making buyers more cautious when considering such a significant financial commitment.

As a result, the customer journey has become more complex and fragmented than ever. Shoppers now actively research across multiple channels, compare information online and offline, and expect seamless, personalized experiences. This shift demands that automotive brands build integrated marketing strategies, leverage digital technologies, and optimize every touchpoint along the journey.

In such a fiercely competitive landscape, digital communication and omnichannel strategies are no longer optional — they are decisive factors that enable brands not only to strengthen awareness but also to deliver superior customer experiences, drive conversions, and build long-term loyalty.

II. Omnichannel Marketing in the Automotive Industry: A Comprehensive Strategy to Build Brand Experience  

1. The Evolution of Omnichannel Marketing Strategy

Traditional omnichannel strategies focused on synchronizing basic channels such as websites, email, and showrooms. However, the customer experience was often fragmented and lacked personalization. Customers received information at individual touchpoints without a cohesive journey.

Modern omnichannel, on the other hand, integrates new technologies to optimize the customer journey from online to offline. Consumers enjoy a seamless, personalized experience with consistent information across all channels—from product research and test drive bookings to after-sales services. This key difference is what drives superior marketing performance in the automotive industry today.  

2. Implementing Omnichannel with Brand Experience and the Strategy – Creative – Technology Model

Omnichannel today is not just about being present on multiple platforms, but about creating a cohesive brand experience throughout the customer journey. Brand Experience ensures that customers perceive the brand’s value and message consistently across all touchpoints—from online product research and showroom visits to offline events and digital interactions. This consistency helps build brand recall, emotional engagement, and long-term trust.

Alongside Brand Experience, the Strategy – Creative – Technology model is applied to optimize the entire customer journey. Strategies are developed based on data and behavioral analysis to select the right channels and design personalized experiences. Content and messaging are creatively developed to align with Brand Experience, ensuring consistency at every touchpoint. Technology is used to connect channels, manage customer data, and measure campaign performance—enabling continuous experience optimization.

When Brand Experience and the Strategy – Creative – Technology model are implemented simultaneously, Omnichannel becomes a holistic, seamless, and emotionally resonant experience. Customers not only receive information but also develop a strong connection with the brand, creating a sustainable competitive advantage and improving both conversion rates and customer retention. 

3. Multi-Channel Omnichannel Deployment: Creative Integration of Online and Offline

As competition intensifies in the automotive industry, customers are not only interested in products but also expect a seamless experience throughout their car-buying journey. Multi-channel omnichannel implementation enables brands to reach customers at various touchpoints by combining digital platforms with physical experiences. Through the creative integration of online and offline activities, customers can move smoothly from information discovery and test drive bookings to product interaction and after-sales support—while also enhancing brand awareness and recall. Below are some typical activities categorized by type:

Online activities:

• Website and Landing Page: Provide detailed information about car models, promotional campaigns, allow online test drive bookings, and offer personalized consultation support.
• Social Media & Livestreams: Engage directly with customers through posts, vehicle introduction videos, livestreamed car launches, and live Q&A sessions.
• Employee Advocacy: Encourage staff to share experiences, product information, and events on personal social media to increase credibility and trust with customers.

Offline activities:

• Showroom and Real-life Test Drives: Allow customers to test drive vehicles, experience the product firsthand, and interact directly with consultants.
• Offline Events / Roadshows: Organize new car launch events and test drive experiences at central locations to boost emotional connection with customers.
• Outdoor Advertising (OOH / FOOH): Billboards and LED screens in city centers, airports, and bus stations enhance brand visibility and reinforce product awareness.

This multi-channel deployment is also optimized through the Strategy – Creative – Technology model and aligned with Brand Experience. Each touchpoint, whether online or offline, is designed to deliver a seamless and consistent experience, enabling customers to perceive brand value throughout every stage of their buying journey. As a result, Omnichannel not only enhances customer experience but also creates a sustainable competitive edge for automotive brands. 

III. Challenges and Solutions in Implementing Omnichannel in the Automotive Industry

One of the major challenges in implementing Omnichannel in the automotive industry is the lack of data synchronization between departments. Marketing, sales, and showrooms often do not share data effectively, leading to an inconsistent customer experience. Customers may receive different information depending on the channel they engage with—whether it’s the website, social media, or direct experience at the showroom—which reduces conversion efficiency and weakens customer loyalty.

In addition, many businesses face difficulties due to limited technological capabilities and implementation resources. Operating tools such as CRM systems, customer data analytics, and multi-channel campaign management requires a high level of expertise. Without a professional team or the right implementation partner, it becomes difficult for brands to optimize the customer experience and sustain the effectiveness of the Omnichannel strategy.

Another challenge lies in investment costs and the need to change existing workflows. Implementing Omnichannel not only requires investment in technology but also staff training and operational process transformation. These factors can become barriers for brands that are not fully prepared for comprehensive transformation, thereby slowing down deployment progress.

Finally, measuring and optimizing strategic effectiveness is also a critical issue. When operating across multiple channels, businesses often struggle to continuously monitor, evaluate, and improve performance. Without a structured measurement system, strategic adjustments may lack accuracy—negatively impacting the customer experience and business results.

Conclusion:
To overcome these challenges, automotive brands need to partner with agencies that have proven experience and strong capabilities in both technology and strategy. Novaon Digital provides a comprehensive solution—from data management and technology deployment to multi-channel optimization—helping brands enhance customer experience, increase conversion rates, and build a seamless customer journey. 

IV. Featured Case Study: When Omnichannel Drives Breakthroughs for Automotive Brands

1. Omoda & Jaecoo
Brand Context:
Omoda & Jaecoo are two newly launched car brands in Vietnam under the Chery Group, targeting mass-market customers with practical and modern vehicle lines. Despite having advantages in design, technology, and after-sales services, these brands still need to build a strong brand image and gain consumer trust. Additionally, they must overcome psychological barriers related to brand origin, market competition, and conservative consumer habits.

Novaon Digital’s Solution:
Novaon Digital implemented a comprehensive Omnichannel strategy, integrating both digital and offline solutions to optimize customer experience. Activities included multi-platform livestreams, performance marketing on social channels like TikTok, Facebook, and Zalo, along with interactive campaigns both online and offline. In parallel, customer data systems were managed and distributed to the sales team to enhance interaction and customer care.

Results:
The strategy helped Omoda & Jaecoo increase brand awareness, establish a seamless connection between customers and the brand, and improve both engagement and conversion rates—while ensuring customer data privacy. The overall goal was to optimize the end-to-end experience and lay a trustworthy foundation for the brand in the Vietnamese market.

GAC Motor 

2. GAC Motor

Brand Context:
GAC Motor is a Chinese automotive brand currently in the phase of entering and expanding in the Vietnamese market. The brand offers high-end vehicles, including billion-VND models, targeting customers with high expectations for product quality, after-sales service, and brand reliability. Amid intense competition and a consumer base that is both price-sensitive and demanding in terms of experience, GAC Motor needs to establish a trustworthy brand image and create clear market differentiation.

Novaon Digital’s Solution:
Novaon Digital has accompanied GAC from the very beginning, providing strategic consulting and deploying a comprehensive Omnichannel solution. Activities included customer data management through the OnLead platform, multi-channel advertising, optimization of social media and digital ad interactions, and consistent customer care throughout the buying journey. The strategy integrates Brand Experience with the Strategy – Creative – Technology model to ensure a unified, personalized, and performance-optimized experience from online to offline.

Results:
The strategy enabled GAC Motor to build a trustworthy brand image, enhance awareness and customer confidence, and optimize the vehicle purchase journey. Engagement and conversion metrics demonstrated positive outcomes, while detailed information on sales and customer data remains confidential.

Omoda & Jaecoo 

V. Expert Insights from Novaon Digital

Omnichannel is no longer just a trend — it has become an essential requirement in the automotive industry in Vietnam. In a competitive market where customer behavior is rapidly evolving, brands need more than just multi-channel presence; they must deliver seamless, personalized, and emotionally engaging experiences.

According to experts at Novaon Digital, effective Omnichannel implementation requires the simultaneous integration of Brand Experience and the Strategy – Creative – Technology model. This approach enables the optimization of customer experience across the entire journey — from strategic planning and content creation to technology operations at every touchpoint — ensuring consistent brand messaging and improved conversion performance.

Novaon Digital is a pioneer in implementing Omnichannel solutions for the automotive sector in Vietnam, with practical experience from projects such as Omoda & Jaecoo and GAC Motor. With a comprehensive technology ecosystem, a team of strategic consultants, and deep implementation capabilities, Novaon empowers brands to build seamless customer journeys, enhance brand awareness and trust, and drive sustainable growth in the digital age.

As consumer behavior rapidly evolves under the impact of digitalization, the automotive industry is being forced to reinvent how it engages with customers—not just through its products, but through storytelling as well. Influencer Marketing & Omnichannel are emerging as a powerful strategic combination that helps brands inspire while ensuring a seamless experience across all touchpoints. This article dives deep into how this integration works in the automotive sector, analyzing market context, benefits, challenges, and standout case studies.

I. The Current Landscape of Automotive Communication in the Digital Age

The automotive industry is undergoing a major transformation, with communication no longer being a support tool for sales, but a core component of brand strategy. Changes in consumer behavior have led to a shift in how brands approach, engage, and convert customers. Channels once considered secondary have become key battlegrounds where competition over image, content, and experience happens daily.

According to Google Automotive Marketing Guide (2024), 92% of Vietnamese consumers begin their car-buying journey online, with over 80% influenced by video content, especially reviews from YouTube, TikTok, or real users. Meanwhile, We Are Social’s Digital 2024 report shows that Vietnamese people spend an average of 6 hours and 30 minutes online daily, with most of that time on social media and video streaming. These figures clearly indicate that digital media is no longer optional—it is essential real estate for any brand wishing to stay relevant.

However, many businesses in the industry still rely on outdated, one-way advertising approaches, lacking emotional depth or personal connection. Meanwhile, modern consumers—especially Gen Z and Millennials—demand authentic, interactive digital experiences led by communities they trust.

This is where Influencer Marketing and Omnichannel emerge as strategic levers—not only expanding brand presence but crafting a seamless customer journey and building trust through real voices.

Automotive communication is gradually evolving in the digital era.

II. Integrating Influencer Marketing and Omnichannel: An Inevitable Path for the Automotive Sector

The rise of digital media and personalization trends has pushed automotive brands to shift from mass marketing to emotion-driven, trust-based, and experience-centric approaches. Influencer Marketing and Omnichannel, while effective on their own, form a powerful ecosystem when combined—accompanying customers from awareness through conversion to loyalty.

1. Influencer Marketing – When Consumers Trust Real People and Real Experiences

In the digital media environment, Influencer Marketing has become one of the most effective ways for automotive brands to connect with customers naturally and persuasively. Instead of relying on one-way ads, consumers—especially Gen Z and Millennials—increasingly trust real stories, genuine content, and authentic experiences.

Influencers in the automotive space include not only celebrities, but also expert reviewers, travel bloggers, or lifestyle content creators. They act as relatable intermediaries who help customers visualize how a car fits into their life and needs. Through storytelling, real-life experiences, and approachable styles, influencers foster trust and encourage action.

Additionally, influencer-generated content tends to spread rapidly thanks to its emotional appeal and entertainment value. When properly integrated into a multichannel strategy, the impact is significantly amplified.

2. Omnichannel – Creating Seamless, Personalized Experiences Across Touchpoints

Omnichannel is more than being present on multiple platforms—it’s about delivering a unified, consistent user experience across digital and physical channels. In the automotive industry, where the buying journey is long and complex, ensuring seamless, logical connections between touchpoints is crucial.

For example, after watching an influencer’s TikTok review, a user may be directed to the official website to learn more, schedule a test drive, and receive automated follow-ups via email or Zalo. Their behavior data is tracked and synced across platforms, allowing the brand to personalize messages, content, and customer service.

A strong Omnichannel strategy enables real-time data collection, analysis, and utilization to improve the user journey and boost conversions. It also supports post-sale activities like after-sales service and maintenance, helping build long-term relationships.

3. Combining Influencer and Omnichannel – From Inspiration to Real Conversion

Influencers drive inspiration and visibility, while Omnichannel ensures the journey from awareness to action is seamless and optimized. Together, they help brands not only reach the right audience but retain them with meaningful, consistent experiences.

Modern customers don’t make decisions based on a single channel. They might start with a TikTok video, move to a blog review, chat with a bot, and then visit a showroom. Without an integrated system, brands risk losing these potential buyers mid-journey.

The fusion of Influencer and Omnichannel strategies allows brands to tell a unified story—where users are consistently engaged, guided, and persuaded through personalized experiences. This is especially important in automotive, where the purchase cycle is long, the product value is high, and emotions play a vital role in decision-making.

Instead of stopping at product promotion, brands can create an emotional journey—from the moment a customer sees a captivating video, engages on social media, connects with virtual showrooms, to finally owning the car. This synergy not only enhances marketing effectiveness but fosters long-term loyalty and strengthens brand positioning.

The combination of Influencer Marketing and Omnichannel paves the way for an optimal path forward for brands.

III. Deploying Influencer & Omnichannel: Practical Advantages and Common Barriers

Integrating Influencer Marketing and Omnichannel offers strategic advantages but also comes with challenges—especially for businesses without a strong digital foundation. Below are the key benefits and barriers of this approach:

Advantages:

1. Better audience targeting: Influencers deliver personalized content aligned with users’ lifestyle, needs, and interests, while Omnichannel ensures consistency across all touchpoints.
   
2. Increased trust and conversion: When trusted influencers promote a product, engagement and positive sentiment rise. Seamless integration into Omnichannel ecosystems encourages follow-through actions.
   
3. Personalized experience: Behavioral data from social platforms, CRM tools, and websites allows segmentation and customized content, increasing campaign effectiveness.
   
4. Optimized marketing costs: Compared to mass advertising, this model focuses on targeted touchpoints and clear performance metrics, allowing flexible budget allocation.
   
5. Stronger loyalty and brand recognition: A smooth, consistent journey—driven by influencers, chatbots, and showroom staff—makes users feel heard and understood, encouraging loyalty and advocacy.
   

Barriers:

1. Lack of internal coordination: Marketing, sales, and customer service often operate in silos, causing fragmented customer experiences and slow campaign optimization.
   
2. Choosing the wrong influencer: Large followings don’t always equal relevance. Misaligned influencers or inauthentic content can damage brand trust.
   
3. Weak tech infrastructure: Omnichannel requires CRM systems, marketing automation, and analytics tools—many brands still rely on fragmented or manual systems.
   
4. Difficult performance tracking: Measuring combined effectiveness of influencer and omnichannel efforts can be tricky without clear KPIs and analytics systems.
   
5. High initial investment: Building the infrastructure, training teams, hiring quality influencers, and maintaining alignment can be costly—especially for SMEs.
   

Overall, the benefits of integrating Influencer Marketing and Omnichannel are substantial, but they require solid planning, interdepartmental collaboration, and digital readiness.

IV. Case Studies: Successful Influencer + Omnichannel Campaigns

Case Study 1: Nissan e-POWER (UK) – Immersive VR Omnichannel Experience

Context:
To launch its innovative e-POWER hybrid tech in the UK, Nissan aimed to reach consumers interested in next-gen driving and tech experiences. The goal was to maximize exposure in a crowded, digital-first market.

Solution:
Nissan partnered with Teads to roll out a creative omnichannel campaign. A standout feature was an interactive VR experience built into Connected TV ads. Viewers scanned a QR code to explore e-POWER through an interactive mobile or desktop VR experience—creating a seamless bridge between awareness and product interaction.

Results:
The campaign reached 41% of the UK population, significantly boosting recognition of e-POWER. It highlighted the powerful impact of integrating influencer-like user experiences with omnichannel digital delivery.

Nissan e-POWER (UK) – A Standout Omnichannel VR Experience

Case Study 2: Genesis GV60 – TikTok & Multi-platform Influencer Campaign

Context:
Luxury brand Genesis (Hyundai Motor Group) launched the GV60 electric car targeting young, tech-savvy US consumers. Competing in a crowded premium EV market, Genesis needed to stand out with authentic, relatable storytelling.

Solution:
Genesis launched a social-first integrated campaign with TikTok at its core. The brand collaborated with influencers in lifestyle, tech, and fashion to create POV short-form videos highlighting GV60 features. Influencer content linked directly to Genesis’s site, where users could explore the car in 3D, book test drives, and connect with nearby dealerships. Behavioral data fueled personalized remarketing across platforms.

Results:

• Over 30 million TikTok views in 4 weeks
  
• 60% increase in test-drive link clicks
  
• Significant rise in website traffic and in-dealer engagement during the campaign

Genesis GV60 – TikTok & Multi-platform Influencer Campaign

Conclusion

The convergence of Influencer Marketing and Omnichannel is not just a trend—it’s a practical roadmap for brands to build deeper connections with modern consumers. As customers increasingly demand seamless, personalized, and trustworthy digital experiences, this duo becomes essential in crafting persuasive and emotionally engaging purchase journeys.

From global campaigns to local executions, success lies not in mere multichannel presence, but in consistent, authentic storytelling that guides users from awareness to action. In today’s experience-driven era, integrating influencers and omnichannel touchpoints helps brands reach customer hearts—and drive sustainable conversions.

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.