Politics, some of the Bloodiest Branding

During this political season, watching the primaries is a great lesson in branding at its bloodiest. Most people/companies like to think that they can do good work and that they don’t have to proactively manage their brand or position. Well you do, because if you don’t someone just may brand or position you for you. Take politics for instance.

Most campaigns say they are going to stay above the belt, and most of them do until things get tough. When that happens they tend to let the dogs loose and go after their opponent. Why? - Because they haven’t been able to effectively make themselves stand out from the crowd. Usually, it is easier to drag your competitor through the mud than take the initiative and effort to properly brand yourself in a “good light.”

Take Hillary Clinton’s ad about the 3 am phone call and who you would want answer a call about protecting the country. She painted Barack Obama as someone who would worry you with his inadequate ability to protect the country. This implies that Hillary would be a better choice. Did it work? – Well, she sure did get some momentum that week which propelled her to win in Texas and Ohio. Take the famous Willy Horton ad as well, some say it was unfair and in poor taste, but it worked, and worked very well.

Much like politics, people and companies attack their competitors. When the negative advertising/positioning starts to work, a lot of times it is like blood in the water to sharks, once they smell it, they go after the victim with a ferocity that won’t quit.

Positioning your competitors works not only in politics, but in the corporate world as well. You can be sure that people and companies talk about your company, your pricing, services, capabilities, ability or lack of ability to do the job, your competence or lack of competence as well.

The more successful you are the more they are going to come after you. It happens everyday, so take action and positively position your company’s brand to separate yourself from the rest of the herd. Be the leader of the pack.

Brand yourself before the competition does it for you.

Written by Michael Doyle, President of Brand Iron