Political messaging is more than just yard signs and slick advertising. Political branding embraces the essence of your candidate, and overall campaign. It includes all mediums of messaging, logos, what you say and what you don’t, events, and TV ads. It isn’t just about spending money, it’s about creating a platform for powerful messaging to influence the voting process. It must be believable and relatable, and it is NOT one size fits all. With Kelly Gibson (Hamburger Gibson Creative) moderating, Bonnie F. Siegel (PoliticalBranding Associates) provided key takeaways for branding your candidate during AAPC’s January 14th webinar. Check out Bonnie’s lessons below!
Bonnie F. Siegel’s Lessons:
- Branding is different form marketing and sales. In order to be heard you must have an authentic brand voice and your own genuine brand personality. A brand’s positioning is based on character details, messaging, personal styling, and even how you look.
- A candidate needs to fill a void in the marketplace the same way a product would.
- There is not brand iteration. Keep the brand of a candidate consistent and explain the message differently to different audiences.
- One of the most crucial parts of a brand team is the analytics department. If it’s not being perceived in the right way by your targeted audience then the messaging tactics need to be changed.
- A candidate’s voice matters regardless of the candidate’s looks. It’s more important to hone in on the message, the strategy, and depth than the look and appeal. If someone is comfortable in their own skin, then they are going to feel and appear more confident to the public.
- People are currently quite divided based on party politics. A candidate needs to be able to speak their truth rather than hide behind the party platform. They need to say something unique to stand out for the 2020 elections.
A big thank you to our speaker for sharing her expertise with the AAPC membership!