Election campaigns are perfect examples of the affect individuals can have on a big brand, and what can go wrong.
Brands and businesses should heed warning from election campaigns (both here is Australia and overseas) and learn from political parties about the impact the ‘face’ of you brand can have.
Let’s be honest, I think the Republicans are starting to regret letting Donald Trump behind the microphone.
Back here in Australia we have also had plenty on cringe-worthy moments. It may be a few years old but the 2013 Rudd v Abbott stouch is a great example of two people doing their parties a disservice.
Neither Kevin Rudd or Tony Abbot represented the brand of their political parties well.
Political party leaders demonstrate almost daily how their actions can affect the party brand.
Behind-the-scenes behaviour, personal values and prejudice, and poorly-timed comments on both sides have reflected on the party brands.
For example, Kevin Rudd’s pre-interview antics towards a Brisbane makeup presented him as a rude and disrespectful individual.
It did not put the Australian Labor Party brand in good stead having their leader branded rude.
Similarly, Tony Abbott referred to one of his female candidates as having ‘a bit of sex appeal’. It made the Coalition front page news for days, and not in a good way!”
Business owners should take note because it’s not just happening in politics, it’s rife in the private sector as well.
Every piece of communication a business has, like marketing brochures, websites, social media, customer interaction and business correspondence, can make a difference. All of these elements have a cumulative affect on the brand and how it’s viewed by people.
The trouble is that most people see each activity in isolation and there is no strategy to bind them and guide communication overall. This can lead to ad hoc activities and rogue behaviour.
If you are looking to appoint a ‘face’ or spokesperson for your brand or business, ask yourself the following questions:
There are plenty of infamous examples of brand ‘faces’ gone wrong include:
These are just a few of many, many examples of how the values and actions of an individual can impact a brand or business.
If you want to find out more about effectively managing your brand and other communication activities, contact us via email at firstname.lastname@example.org
This article was written by ExaltPR