by Jerry Mpufane (@JerryMpufane) Like him or hate him, The Donald has the captured the imagination of many US voters and the bulk of the media, both supportive and antagonistic. If you closely follow how he conducts himself, you realise that, above all else, he understands the power of branding — probably because he was a successful brand before he entered politics. Indeed, you could argue that he entered politics precisely because he was such a well-known brand to begin with.
Now, I’m not a fan of Trump’s philosophies, but there are good and bad lessons to be learned from his message management. Let’s take a look at some of these:
The positives
Self-belief
Donald Trump believed that his prospects of succeeding as a politician were better than those of even party-affiliated candidates. This belief is centred on the broad appeal (that he believes is) commanded by the name “Trump”, and the strong confidence that this appeal may transform into electoral votes. While not always consistent in his content, Trump is steadfast in this determination.
Strong emotion
Strong brands are built upon strong emotions, and strong emotions are linked to strong sales (in this case, votes). Central to the success of Trump’s campaign is having assumed the role of official spokesperson for the “forgotten” Americans, the group of people who feel left behind by the modern, globalised and financially-driven world.
This segment of the population believes that the global agenda has superseded local cultural, social and economic interests. Trump speaks the language of his followers and, like a comedian, says the things that many feel but are afraid to express.
Storytelling
Brands are built on the back of storytelling; of mythology. The Trump ticket has immense appeal for a specific segment of the population — especially when he and his camp simply repeat, repeat, repeat the same stories, true or otherwise. And once you agree with Trump, you’ll follow him staunchly, no matter what ‘others’ might say.
In this, Trump embodies the words of legendary journalist, Henry Louis Mencken: “No one ever went broke underestimating the taste of the American public.”
The negatives
Creating enemies
Brands command strong appeal when in communion with their followers. But, while they should certainly aim to target specific customer segments, they should not deliberately alienate those they don’t want. A big no-no for brands observing the Trump campaign is The Donald’s abrupt, devil-may-care style and his willingness to rub people — including African-Americans, immigrants and women — the wrong way.
Bridge-burning
A key element of branding is trying not to burn bridges, especially when those bridges may be your way home. Trump’s tactics, approach and attitudes — while they’ve alienated those who would never have voted for him anyway — have also irked many die-hard Republican leaders; those whose followers are supposed to deliver winning votes. In many cases, Trump has alienated even his own electorate.
Insincerity
Successful brands engage in conversation; they don’t talk down from a gold-plated throne. When Trump addressed the African-American voting block, he asked them, “What the hell do you have to lose?” On this occasion, he came across as talking down to a demographic who already feels marginalised in its own country.
What’s more, Trump has yet to take on board that insincere statements of apology don’t work; instead, they can further distance a brand from its customers. To illustrate, his ratings dipped significantly post-GrabGate, due to perceived insincerity.
The bottom line?
Brands need to be more than a sound bite, and elevator pitch or a bombastic personality. The best brands, says Marla Tabaka, Inc. columnist, “feature multiple, complementary messages that weave together to form an accessibly complex and in-depth communication.” Yes, a standout style is a plus, but it will only take you so far.
Learn this from Trump, if nothing else: Your brand must take a stand for what it believes in and, specifically, tell people how it plans to get there. Or it’s just talk.
Jerry Mpufane has executive experience in both ad agency and client organisations. He’s only got one goal in life, which is to be an inspiring leader. Jerry is currently group MD, Gauteng, of M&C Saatchi Abel. His monthly column on MarkLives, “On My Mind”, focuses upon what it takes to run a great AND sustainable ad agency.
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