Artículos en Inglés
The Importance of Political Branding
Translated by: Christopher Tsai
Regarding political parties and their electoral campaigns, we take advantage of this writing space to write an article about Political Branding and answer questions such as: How do candidates communicate? Who structures their messages? How do they design their proposals? and most importantly…Why should we believe them?
Unlike a conventional advertising campaign (which has as an objective the selling/consuming of a product of service), a political campaign is generally focused on two extremely important objectives that are generating trust and constructing bonds of loyalty.
These days, in a mediatized society, people receive daily millions of stimuli of which the brain can only process some thousands of bits of information per second; the radio, press, television, billboards, social networks… all the media that we know are at the mercy of an advertising message.
In the book Marketing Político by Gustavo Martínez Pandiani, renowned for the creation of communication strategies for politicians in Argentina and who was the pioneer in creating the first master’s degree in Political Marketing in Latin America, Martínez says that political brands are the worst part:
“During the brands’ struggle to grab citizens’ attention, political brands are the ones that suffer the most because they are negatively viewed. The majority of teams that develop political campaigns use surveys elaborated with the same methodology and that is why political candidates talk about the same topics. Few are the ones that are able to differentiate and emotionally connect with the citizens” taken from Gustavo Martínez Pandiani’s book of Political Marketing.
As ADN branding we recommend that for a Political Marketing project to be effective, it should be constructed according to these strategic levels.
- Political Strategy
- Communication Strategy
- Political Branding Strategy
Political strategy: What to say.
The first strategic level is the “Political Proposal”, in other words, the internal election of the candidate.
In theory, the presidential candidate of a political party should be elected based on his own values, ideas, and ideologies, as well as on his identification with the philosophy of the party that he represents.
The candidate is an extremely important element because he is the personification of the principal values that the Party embodies.
The communication strategy: How to say it.
The second strategic level responds at the call of “Political speech”, in other words, the philosophy, the promise, and the values of the Party in question.
The Political Speech is the central message that is designed from the “identity” of a Political Party; it is what builds the principal differentiator and consequently, the USP Unique Selling Proposition that makes it relevant and attractive to the electorate.
Political Branding Strategy: Why are they going to believe me?
The branding strategy has as an objective the making of the political image. The most important thing of this level is lining up the identity with the party’s image. For this the ideal positioning of the Party in question should be considered, as well as an influencing factor that we know as “Spontaneous Allocation”, such allocations arise from the free formulation of the voters and are bound to the current position of the political proposal.
There is no political campaign nor political image that can hide the true identity of a party (spontaneous allocation) at least on the long run; and it is important that all candidates remember that they are confronting an electorate that is becoming more informed as we speak.
The “offer” should worry somewhat more about making speeches and messages congruent to their philosophy, with their only objective of searching a more authentic position and in this way, facilitate the citizen’s work, since this is what the freedom of “election” is about, choosing according to the truth.