OFFSTONE | JUNE 2026 EDITION

49 Branding in the Digital Era According to Ibn Khaldun's Thoughts Branding of social organizations does not necessarily have a business background; it can also be used for institutions, associations, or individuals voluntarily, without personal profit. The implementation of planned practices within a social organization signifies a symbol of identity, whether it is translated visually, verbally, through actions, comparisons, or accompaniment. It is a key element in the formation of identity for a brand and the value of a specific product through social interactions, whether direct, indirect, or through mass communication. Branding that incorporates social values can function as an introduction agent, effectively captivating the audience's trust towards a social organization. The delivery of messages that contain elements of social service, such as education, advice, national unity, religion, and various others, can contribute to unity and solidarity ( asabiyyah ). In line with what Ibn Khaldun stated through the translation by Franz Rosenthal in the book al-Muqaddimah , that humans cannot progress without cooperation and consensus. Cooperation and consensus require careful consideration and high evaluation of the tendencies of a community. The history and background of individuals need to be critically interpreted to form a structured social organization. New media nowadays has begun to align with the development according to the desires and tendencies of the user community, known as algorithms. The high increase in social media usage has shaped a rather complex community communication culture. Branding is not only shaped by the owners of social organizations but can also be formed by participants or social media users with various forms of creativity. However, the integration of social organizations by companies or associations with the public in the implementation of branding has already taken place. For example, popular netizens or those with high engagement can create content that carries the sponsor's message. Processes like this require a balance in determining agreements to ensure that shared profit goals can be celebrated. This unity is a sign of positive development in the global digital era. However, branding misuse may arise, and the negative implications no longer only impact social organizations but also the general public. To what extent is the formation of individual attitudes in society towards information exposure in the media affected if it is used uncontrollably? Unity and harmony will be hindered by the negative contributions that become rewards for social issues. Among the factors are the delivery of messages that lack sensitivity, contain provocative elements, support deviant ideologies, or intend to incite division. Since the losses affect not just social organizations but also the entire society and the nation's