Zigging on the "Trump Train." A Brand Case Study.

This article is a brief brand analysis, not a political opinion piece.

We at Hornsby Brand Design are always encouraging our clients to "think outside the box", "stand out in the clutter," "zig when the competition is zagging." The success of that marketing strategy was never more on display than in the 2016 presidential election campaign. In fact, as reported by CBS News, even House Speaker Paul Ryan chimed in, calling Donald Trump's election win "the most incredible political feat I have seen in my lifetime."

To say Trump zigged when others zagged is an understatement of cataclysmic proportions. He positioned himself as a non-politician—proving that point on many levels—to many Americans' chagrin. He garnered negative media attention repeatedly that surprisingly did not seem to have affect, or if it did, it was only temporary. He'd call people names and received some reciprocal name-calling. Members of his own party were disembarking the train in droves at one point. The campaign seemed to be derailing, and near the end Trump was asked to stop tweeting by his own staff. As brand marketers, we would've categorized his PR as being in crisis-mode for much of his campaign. But Trump won, astonishing not only Americans, but the world.

How did he do this? Perhaps his billionaire-business expertise gave him the edge. Maybe...he read our articles on the five disciplines in "Building a Charismatic Brand" (tongue firmly in cheek). Regardless of your political affiliation, Trump succeeded, so we wanted to take this opportunity to briefly analyze his process in light of branding techniques and glean some application for our own business campaigns:

• Market Niche: Trump targeted a forgotten demographic. He differentiated himself from his competitors. He was the "outsider," who built trust among those who considered their political grievances finally heard.
• Market Placement: He knew his target and traveled and communicated where they were, speaking in five states daily up until the last day of campaigning, 133 speeches in just the last week.
• Message Repetition: He was tireless in "hammering on the sore tooth." He spoke his target's language and he did it consistently and with frequency.
• Message Focus: Toward the end of his campaign, especially, he stayed on the message his target wanted and needed to hear in order to get on board. 
• Brand Integrity: He understood his brand as a brawler and "winner." Despite the set-backs that would normally ruin candidates, Trump consistently lived up to his brand, enhancing his brand's authenticity and appeal. This gave supporters the push needed to help move the Trump Train forward even with doubt of the unknown casting a shadow in the distance. In a word, "trust."
• Brand Team: He surrounded himself with a cast of experts who knew the business of politics yet were behind and supported his brand, ensuring that his brand would not be sacrificed or watered down. He executed some team member suggestions and not others, keeping his brand as an "outsider" intact.

Bottom-line: Brand differentiation and authenticity lays the rails to success and strengthens the brand, enabling your brand to overcome even the most difficult obstacles. For help with zigging when others zag, contact us at info@hornsbybrandesign.com.

Brand Identity in the Race for the White House

Wired magazine published an article on presidential logos, stating that "campaign logos—even the clever ones—have yet to play a major role in [the 2016] presidential race." Which concurs with something we continue to espouse and tell our clients: a logo is an element of a brand, not the brand itself. In fact, according to Forbes magazine a brand is "what your prospect thinks of when he or she hears your brand name. It’s everything the public thinks it knows about your name brand offering—both factual...and emotional...."

Visual elements of the brand, including but not limited to the logo, are developed to communicate the brand's message, and this understanding is gaining momentum in the world of politics. In 2004, George W. Bush campaigned with his iconic "W", abandoning the typical name/wordmark application, but it was Obama's campaign logo that raised the bar in presidential branding. The 2016 presidential election embraced the trend and even saw some detour from using Old Glory's colors and attributes. Take a look at these presidential logos and see if you think their brand messages are visually on target and relevant in the ever-changing design...and, oh, political...landscape:

Sources:
https://www.wired.com/2015/12/the-year-in-political-branding/
http://www.forbes.com/sites/jerrymclaughlin/2011/12/21/what-is-a-brand-anyway/

2016: The Year of the Big Three...

As 2015 rounds the last lap, it's time to start building your branding plan for 2016. Here are three prompts to get you started:

1. The Presidential Election: What is its impact on branding? Money and media congestion. If trends hold up, candidate and Super PAC advertising will drive media prices up 7 to 15% this year as well as filling up the airways. This applies to digital and social media as well. Some ways to maneuver your advertising plan during an election year:

• Avoid booking during surge times such as two-weeks around both the primary and presidential elections. 

• Plan ahead and buy early and be flexible and ready for changes.

• Don't rely on just one medium, especially TV. 

2. Foundations: What do I do and why should my customer care? Launch the new year by getting back to these basics, then make a plan to build on them.

• Connect your brand with your customer: What is the relevance of your product or service to a customer's lifestyle? Connect your brand to the prospect's daily activities by selling the benefits instead of the features.

• Review and support your brand promise: Springboard off your company's benefits to develop its brand promises. Then develop sound reasons why your customer should believe them. Then implement a plan on how you are going to follow-through.

• Develop a clear and focused brand message: Strategy requires focus, clarity, and detail. Are your messages in line with what you want to convey about your company, products, and services? In what ways are your products and services more "genuine" than your competitors'? Emphasize those aspects of your brand to leverage your competitive edge.

3. Customer Consent: How can I get my customer to want to interact with me? With ad blocking, digital clutter, increased spamming, and broadcast avoidance (read our article on iTV), brands need to aggressively find ways to cut through to reach their customer. 

• Listen to your customer: Cultivate a dialog with your customer before, during and AFTER the sale. 

• Ad-blocking (see our article on ad-blocking): The invasion of pop-ups, particularly on mobile devices, has invited a deluge of ad-blocking software. Gain permission to advertise and then use the opportunity to give your potential customers something of value. 

• Build trust: "It takes 10 good deeds to undo one bad one." That's how fragile trust is. Be authentic and transparent in all your dealings with your customer; be clear about any changes impacting your product line or service offerings; be prompt, responsive, and thorough. 

The "Rule of Three" states that "Good things come in threes." Implement these points and watch your business grow.