This election "season" has given us pretty much everything, a good majority of it unwanted. Everyone is well aware of all that's happened by now, so we don't need to waste time dwelling on the details. Something that has become evident to us, though, is how similar the managing of a candidate's brand is to the managing of an organization's brand.
How a candidate manages his or her brand is arguably even more important than how they manage their actual campaigns. This personal brand management is extremely similar to the branding management that many organizations perform on a daily basis. Here are a few ways in which they mirror one another:
Proactively control your brand
Don't let others set your narrative for you. No matter the issue, make sure you put yourself in front of the story. If you messed up, then get out and apologize for it. If something went your way, make sure you're thanking those who helped you. First impressions are the most lasting, so make sure your brand's first impression comes directly from you, and not as hearsay from someone else.
Don't be all business, all the time
There is enormous upside in showing your fun side. And for any professional business, there are numerous places to display it. Twitter, Facebook and Instagram can all be outlets to loosen up a little. Many brands understand the power of using these platforms to show off their internal culture, especially if they've got an active, tight-knit group. This is the ideal place for potential partners and employees to get a feel of what it might be like to work with your organization.
It's all about communications materials
Your entire goal in communicating should be sending the right message to the right audience at the right time. Don't limit yourself to one form of communication. Email, direct mailers, paid advertising, radio, out-of-home and television are all channels worth pursuing. People are connected to more outlets than they ever were before, so by spreading your messaging you're more likely to garner that all-important brand awareness. But don't spread yourself too thin. Make sure that the communication channels you choose are based in extensive research and analysis. There's no good to shouting in an empty forest.
Know your audience
Sometimes you'll try to appeal to the largest possible audience. Other times, you'll have a very specific target segment in mind. Research, again, is the key here. Know your audience well, whether it's consumers/members/prospects/B2B. Don't preach to the choir when you should be informing the crowd.
Staying on message is crucial
It is imperative to be consistent in your communications. Flip-flopping on what you say your brand can or cannot do, or will or will not do, lessens the impact of everything you say. Stay consistent by hitting many of the same thematic points--the points you most want your audience to know and remember about you--again and again. If design is your thing, leave no doubt that your audience knows this. But remember: being too robotic, and repeating the same thing over and over, carries its own set of dangers.
These are the types of things every organization should keep in mind about their brand, every day. This election cycle has already taught us several substantial lessons in branding. Unfortunately, a great many of these lessons have been in what not to do.