Branding Tips from the US Election

Nov 2012 - by Scott Holmes

Watching the ubiquitous coverage of the U.S. election got me thinking about a couple things. First, how much I dislike modern-day politics and second, the lessons we can learn in branding by watching the electoral races:

1.    The Importance of Research
I would love to see the budgets for these races. Not only for their sheer size, but even moreso the percentage designated to research. People in politics recognize the importance in recognizing who you’re talking to and understanding how they think. This allows you to target your communications precisely to get the expected response and maximum benefit.

2.    Consistency of Message
In politics, as in marketing, you must be consistent with your message. This has been a big theme in the Obama criticism of Mitt Romney; that his ideas seem to change. If your marketing campaign isn’t consistent in reinforcing your brand, your audience will become confused and lose interest. This isn’t saying to ignore trends (see point 1), rather it requires you to define a path that supports your brand and continue with that path. It will develop a level of recognition with your audience and they’ll know your brand and what it stands for.

3.    Recognize, and Take Advantage, of Opportunities for Exposure
Modern-Day politics is all about the sound-bite. Any little mistake or error allows the opponent to jump on it and use it to their advantage portraying their opponent in a specific light. In marketing you need to be aware of what’s happening and take advantage of it. For instance, are you developing a Halloween theme? What are your plans for a unique Christmas card? Does your winter marketing campaign differ from your summer? People get bored quickly so it’s important to on top of your content, making it relevant and interesting to what’s happening in the world.

4.    Targets, Targets, Targets
Mitt Romney got blasted for saying it was worth ignoring 47% of the electorate because he wasn’t getting their vote anyway. Was he being ignorant or targeting a specific demographic? Not for us to say, but it has been interesting who each of the candidates is speaking to, where they’re campaigning the most, and which states are most important. You hear a lot about Ohio and Florida, but not a lot about Hawaii (Obama’s home state) or Alaska or Washington. A good marketing campaign knows exactly where to spend your money and who you want to speak to. Know who you’re going to target and know what you need to say.

5.    Prepare for the Unexpected
Stuff happens. It’s a simple truth that you need to be prepared for. No better place is that exemplified as in politics. Each party has their own spin (ad nauseum) and they’re borderline maniacal on how it’s preached. Your marketing campaign doesn’t need to be as rigid (and often vapid) but you should have something prepared to address problems and/or opportunities. Don't get caught in a panic. What is in your emergency communications kit?

Scott Holmes is the Director of Marketing Operations at Synergist Communications (www.synergistcommunications.com). He has extensive experience developing travel and corporate brands in Canada and overseas,  through strategic, creative programs that resonate with their identified targets and goals.