<![CDATA[This community service activity through the Real Work Lecture (KKN) program aims to increase students' understanding and awareness of the importance of personal branding as a strategy for forming a positive identity for Generation Z. The socialization was held on August 28, 2025, at SMA Negeri 4 Siak Hulu, Teratak Buluh Village, targeting 12th grade students. The methods used were face-to-face counseling through PowerPoint presentations, interactive discussions, and evaluations in the form of pre-tests and post-tests to measure the level of understanding before and after the material was delivered. The results of the activity showed a significant increase in the average student understanding score, from 14.70 on the pre-test to 22.55 on the post-test, with a difference of 7.85 points. A paired t-test also showed a significant difference (p < 0.001), confirming that personal branding socialization is effective in improving student understanding. Thus, this activity not only adds to students' knowledge but also provides them with practical skills in building a positive self-identity, increasing their self-confidence, and preparing them to face the challenges of education and work in the digital age.]]>
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