Abstract
This article describes the dynamics of branding the 'new normal' concept carried out by local governments in three provinces in Indonesia. Using content analysis research methods, the article describes three personal accounts of the Governors of DKI Jakarta (Anies Baswedan), West Java (Ridwan Kamil), and Central Java (Ganjar Pranowo). The results showed that there was a communication pattern between three regional heads (Governors) in conveying information related to the 'new normal. There are three aspects to analyze, the dimensions of communication, tone of information, and types of information. The regional head figure also has a strategic role as a communicator by their personal branding who connects important messages and information to the public. Not infrequently, regional heads are actually able to attract public attention through the use of their personal accounts.
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