A brand should be strategic and rarely change dramatically. But new customers often emerge with different values and demands, competition may bring pressure on a brand, and/or new leaders invariably want to re-position their message and brand image. We are now seeing a stark re-branding of the Trump Presidency by Biden, which offers a classic lesson on what is essential to create a new and different brand identity. (Note: this is not about right or wrong, but about different approaches.)
In any new product or re-branding initiative, the important starting point is your customer – defining the primary audience and their most compelling desires, especially on an emotional level. The ultimate goal for any branding initiative is to establish a strong, passionate bond with a target audience, which will basically shape the brand promises . The contrast between Trump’s target and Biden’s is critical for understanding each brand positioning:
Trump’s Unhappy Voters
In 2016 Trump recognized a significant segment of the voter universe that was dissatisfied and felt betrayed by Government, and still experiencing economic stagnation. They were motivated by Trump who was viewed as an “outsider” and represented the American dream of becoming wealthy. Most were less educated, lived in rural areas and obsessed with their perceived right of individual freedom. In his book, “The Art of the Deal”, Trump wrote “I play to people’s fantasies; people want to believe something is the biggest and the greatest and the most spectacular”. This was the perfect opportunity for a brazen newcomer like Trump.
Biden’s Inclusive Proposition
With society so polarized, Biden believed more voters wanted a moderate candidate who was not as antagonistic and could unify a broad base of more rational voters, especially women in suburbs. Many viewed Trump as a narcissist and one dimensional, but society had become more diverse with growing elective power among minority groups such as people of color, Native Americans, and L.G.B.T.O. The main target for Democrats was higher educated, primarily in metro areas and wanting a more positive, embracing leadership.
Brand Promises
Trump’s slogan “Make America Great Again” was negative and critical of the past which he blamed as the reason for his target’s disenchantment, yet also aspirational with inherent promises of a better life and new jobs. Yes, the economy continued to grow and the stock market soared, but the low and middle classes still felt left behind. Then Covid 19 made everything more complicated and challenging for Trump. People were frustrated and wanted more positive and reliable leadership, which resulted in many “swing voters” seeking an alternative – Biden. This became the re-branding opportunity for Biden, i.e. appealing to an emerging voter segment wanting more inclusiveness, civility, honesty and trustful leadership.
Brand Image
Trump was indeed effective in building a passionate, loyal base with his overt criticism and dominant presence in the media. For any re-branding, the notion of “brand harmony” is essential, where every “touch point” of a brand is coordinated to create a singular impression of common values, especially verbal descriptions, visual imagery and personality characteristics. As Biden’s press secretary, Jen Psaki reminded us, “words matter, tone matters and civility matters”.
Biden’s team immediately changed most of Trump’s lexicon in websites and all communications, stripping away the language and imagery of anti-immigration, anti-science and anti-gay rights. For example, “illegal alien” was replaced by “non-citizen”. Biden added language prohibited by the Trump administration – e.g. “climate change”, “science-based evidence”, “pro-choice”, “undocumented immigrant” and “environmental justice”. New websites showed pastoral scenes (e.g. a winding river) instead of Trump’s wall of coal. Biden is more empathetic and quiet, always with a mask on, in contrast to Trump’s inflammable support for individuals’ freedom of choice (e.g. by not wearing a mask), and his insistence on always being the center of attraction.
While Trump’s brand still resonates with his base, it is Biden’s hope that a different focus on his inclusive brand will create a broader, stronger emotional connection with an expanding segment of the voter population.
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