Everything about running a company is difficult, particularly one started from scratch. Doing so requires the forging of the brand’s character and values, as clearly communicated to its team and clients.
After nearly a decade of sales and brand-building at some of Vietnam’s most notable hotels, Camellia Đinh knew she would eventually leave hospitality. Though the industry's stability had its appeal, Camellia has a fiercely independent spirit that dates back to her teenage years when she traveled alone between Hanoi and Moscow and later to Australia. She flourishes outside of her comfort zone which is where she again finds herself – this time as the “Chief Everything Officer” at The Brand Promise.
Six months into her new position, Camellia has begun to reflect on what it's like to run a boutique branding and PR agency, including her unconventional approach to laying a foundation for a more sustainable workplace.
Camellia’s time in the hospitality industry, coupled with her position as an Associate Lecturer at RMIT Vietnam’s The Business School, offered a unique ecosystem for her to grow. Not only had she fostered strong professional relationships among brands across multiple industries and built friendships with successful business owners, but she also contributed to the development of waves of students.
At the end of 2023, Camellia had a strong inclination that it was time for a change. “I reached a point where I realized I needed more than just a corporate job… in an environment where I have the freedom to work on diverse projects across various industries. Rather than switching jobs to explore my interests, I now take on new projects and clients. There’s a distinct difference between working for your own company and working for someone else.”
She was also sure of a few things — that she’d only take on clients who shared her brand values, that she’d start small to ensure that she was providing the highest level of service and that she’d only invest her resources in developing long-term relationships.
The Brand Promise hopes to set itself apart via the rigorous training of its staff. Providing her team with the know-how to use the right tools and systems along with personal development workshops on topics like public speaking are vital, but she takes things a bit farther than most CEOs. For example, going as far as to send her staff to work for her partner brands for up to three months. These experiences give them unique insights into what it’s like to work for a large company and an intimacy that allows The Brand Promise to better understand and communicate their client’s values and services.
The Brand Promise’s emphasis on training is paired with forward-thinking office policies aimed at maintaining a happy and healthy team, highlighted by a four-day workweek. But perks alone do not create job satisfaction. Camellia involves junior members in hiring decisions and puts people in positions that challenge them while playing to their strengths. When doing so, she clearly communicates objectives and needs with a clear path toward accomplishing them. Giving everyone on the team opportunities to grow and feel their input has value ultimately improves office morale. “I aim to fully support and nurture my team. Our vision extends beyond financial comfort; we’re building a future of work where everyone can enjoy life beyond work—family, friends, and personal interests,” she shared with Saigoneer.
Camellia clearly sees herself as a teacher, even when out of the classroom, but students are different from employees. Rather than graduate and move on, she hopes that some of The Brand Promise’s staff will remain with the company to contribute their ever-expanding skillsets. They will then help train the next generation of employees as well. For Camellia, happiness is knowing that she’s helping to shape a new generation of leaders that will impact Vietnam’s bright future.
