I think it’s all agreed, that politicians from Trump and Farage to May and Macron need a strong personal image at the front of their campaign. Boris Johnson, whose personality made him one of this century’s most popular politicians, is no longer an outlier.
We think these 4 topics are key branding aspect of all campaigns:
Some politicians will have the best content out there. From amazing interviews to manifesto statistics, they have the power to go viral online. However, it needs to reach the right audience. Brands have long understood how online advertising can allow them to micro-target and personalise messages across different digital platforms, but this has now filtered into the political mainstream.
“In the 2015 general election, the Conservatives outspent Labour by investing at least £1.2 million in Facebook ads and reaped the rewards. This year, in what has been labeled the “dark ads” election, the Conservatives have again invested heavily in their online advertising, with tailored Facebook and Instagram adverts targeting undecided or swing voters.” – Campaign
“strong and stable” – Theresa May has been criticised by the press for her strapline, however, this message has been recognised and stood out more than any other in an election campaign. It’s the same principal that a strong strapline is key for any business or brand looking to stand out in a crowded marketplace. Powerful, specific & consistent messaging is more likely to hit home and reach voters in their everyday lives and give meaning to a brand or party.
We all know that you can sell yourself better than anyone else. You know more details, more lies and how much you can achieve. Unfortunately, people trust other people’s judgement on yourself more than your own. That’s why cultivating word-of-mouth endorsements remains a key tactic for brands and parties to establish an authentic image.
“Research shows that millennials rely more on word-of-mouth than other generations when researching products or services – perhaps that’s why Jeremy Corbyn has held a series of election rallies and has gained such widespread support on social media.” – Campaign
“The #Grime4Corbyn movement was one of the more unexpected elements of this year’s election campaign – but it clearly showed how powerful influencer marketing and brand ambassadors can be in a political setting, mobilising grime fans to engage with Labour’s policies and the election as a whole.”
“There’s a reason that brands are so prominent in modern life – they help us form powerful connections with the products we buy, the places we go and even the parties we vote for. By adopting consumer tactics, politicians have found a powerful new way to engage sceptical voters, and personal branding could go a long way to deciding the result on 8 June.” – Campaign