Home Brexit How political parties, old and new, can establish brand loyalty

How political parties, old and new, can establish brand loyalty

by LLB Reporter
24th Jun 19 12:03 pm

New political groups such as Change UK, The Independent Group, and The Brexit Party, will have to master how to communicate multiple messages at once, while maintaining one consistent value proposition. This is the view of DMA Partners, a London and Madrid-based communications and creative agency, who believes that the brand positioning of each political party must act as a shortcut to a party’s ultimate purpose.

However, one of the key challenges facing the value proposition of these new political forces is the overwhelming detachment a large proportion of voters are feeling from the dominant political parties in Parliament.

Phil Martin, Managing Partner at DMA, “This is just one obstacle facing these new groups.

“However, this can also be regarded as an opportunity to snap up dissatisfied swing voters who are more willing to support a new or unconventional political party through strategic brand positioning.”

One approach DMA believes each of the new groups needs to take is to treat themselves like a start-up business and to utilise disruptive tactics to take advantage of the detachment voters are feeling towards the established political parties.

Martin added, “Just like the launch of any new brand, it’s crucial that every member of these new political groups remains aware of what their value proposition is, following the core narrative across the correct medium to communicate their message to the right audience. However, given the current political disillusionment in the UK, it is just as important for the established parties to reset their brand positioning as well: to go back to basics, learn from their mistakes and understand who their key voters are.”

While companies are expected to develop a business plan, political parties also need to assess this vision and their strategy, making it clear where they want to go. Once developed, this needs to be communicated in a succinct and accessible way that resonates with key voters, and appears both trustworthy and sincere.

Not having a clear strategy in place puts parties at risk of appearing to be sitting on the fence at a time when politics is more divisive than ever, this creates apathy among voters, who do not feel adequately represented.

A key example of this is the loss of votes in the recent European elections from the Labour Party to the Liberal Democrats in key remain constituencies, largely due to their weak stance on Brexit. Parties with a clear line on these issues, such as the Brexit party, that have identified their audience and used the right communication channels to reach out to them, have been rewarded with electoral success.

To that end, Martin says that appealing directly to the interests of all demographics, sharing information quickly, dropping the jargon and being more authentic and personal will enhance the value proposition of anyone utilising these tactics.

He added, “In the current climate, the over-arching message that these brands need to provide is one of hope and trust, and that also needs to be reflected in logos and straplines, both of which must tell a deep and meaningful story. UK politics finds itself at a crucial position and the direction in which each of the parties take their brand will determine whether they sink or swim.”

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