Branding doesn’t have to be a dirty word

Jennifer Green, Co-Founder

14 February 2018

Dear Progressives,

Branding isn’t just for the business world.

It doesn’t have to be a dirty word

No progressive candidate wants to be viewed as a commodity. But in a 24 hour news cycle with an overcrowded social media feed, the power of branding to quickly communicate what you stand for should not be underestimated.

We’ve long accepted the importance of branding in selling products, but in the political realm, branding is sometimes dismissed as unimportant, or viewed as too consumerist or even sleazy. Author, social activist and filmmaker Naomi Klein thinks the word is poisoned. But she’s all for “using the best communication and design skills that are available to get a vision and a platform and a message out.” Naomi, we see your point. Please come up with a new word. In the meantime…

No progressive candidate wants to be viewed as a commodity. But in a 24 hour news cycle with an overcrowded social media feed, the power of branding to quickly communicate what you stand for should not be underestimated. Obama’s 2008 campaign logo was designed by a political outsider and that year it edged out Nike, Apple, Coors and Zappos to win the Association of National Advertisers’ top annual award—Marketer of the Year.

A quick overview, for those who aren’t really sure what we mean when we say “branding:”

Your brand controls the way you present yourself to the public. It includes your logo but it’s much more than that. It’s the kind of voice you use when you communicate—informal, intimate, professional, business-like, friendly, folksy, academic, authentic, authoritarian. It’s the themes you repeat in your messaging and visuals. It’s how you frame and talk about the issues. You reinforce it with your logo, your signage, your photography, the things you post on social media, and even the music you play at public events.

To your voters, it’s essentially the promise of who you are and what you stand for. This is why branding is so important—it cuts through the noise and differentiates you from the other candidates.

We’d love to tell you more about how we can use our communication and design skills to help your campaign get its message to voters and donors. Please get in touch.

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