Like most people, every election season I pay close attention to the candidates. I listen to what they say, find out what they have said in the past and note their talking points. It is important to find out where they have stood on issues and if that stance has changed. Many of these candidates work closely with experienced advisors, most of whom have been on the campaign trail in the past and know quite a bit about branding. Corporate brands might be able to learn a thing or two from some of those strategies.
One of those takeaways I find relevant to brands results in garnering respect. When I look at a candidate who has remained strong with their principles, whether I agree with those values or not, I respect their convictions.
Many brands are trying to bridge the gap between their brand’s message and millennials’ attention. While the delivery of a message should always be tailored to your audience, you should not change what your message is for the sole reason of wanting to appeal to a new audience.
The same goes for political candidates. A candidate who continually changes a point of view or decision, also known as a “flip-flopper,” is not going to earn respect just as brands will not either.