Politicians of all colours will go all out to persuade a cynical British public that they are fair and reasonable people who put the interests of the country and its constituent parts first. We can expect to see a caring approach, an emphasis on family and the average worker and, inevitably, pronouncements on the importance of education and the health service. It happens every time.
Unfortunately, for many voters these attempts to garner support wear thinly. Why? Because political parties consistently fail to recognise that they are to all intents and purposes brands. And like all brands, if there is a failure to deliver against promises or those promises are so blatantly out of sync with the product or service, the consumer sees through them.
Successful brands understand that their reputations are made and sustained by a continued, consistent focus on a combination of three main elements:
- Identity: a clear understanding of what the brand stands for or believes in, reinforced by a consistently expressed personality.
- Behaviour: how the brand 'acts' or 'behaves'. In other words, the relationship it builds with its customers and the experience they have of interacting with the brand, its products, services and people.
- Performance: how well the brand delivers against its promise and the value it delivers.