Branding – the key to political success?
1.4.11As a design consultancy that has a speciality in branding we know the importance it can play in the success or failure of any product. As the calendar turns to April we in Wales can look forward to a month of campaigning from politicians keen to get their message across before the 5th May Welsh Assembly election and the referendum on the voting system.
So it was with interest this week that it was suggested that the Liberal-Democrats might consider re-branding themselves. The Sunday Telegraph speculated that this might involve the inclusion of the word ‘Social’ into their name as well as an adoption of a new symbol to replace the current Lib-Dem bird.
The speculation of the re-brand was greeted with cynical comments by many but let’s think for a minute about how the other political parties have adapted their brand in recent years. The phrase ‘toxic brand’ is now in vogue to denote an image of any political party or individual that has become dated, unpopular or tired in the eyes of the ‘silent majority’ – the key voters that determine each election.
The Conservative Party unveiled a logo based on a “scribbled” drawing of a tree in 2006 to replace the traditional torch emblem that had been used since the 1980s. Designers were paid £40,000 to come up with the new image that denoted “strength, endurance, renewal and growth.”
The Labour Party famously adopted a red rose as their symbol for the 1987 General Election replacing the traditional red flag. Although the term ‘New Labour’ never had official status it was an explicit re-branding exercise that was to prove far more successful than Coca Cola’s ‘New Coke’ that was launched in the mide-1980s.
Plaid Cymru, the nationalist political party in Wales, went even further with their re-branding in 2006. They dropped their traditional colour and logo as well as no longer using the word Cymru, Welsh for Wales. They are now known on their branding as ‘Plaid’ with a logo based on the Welsh poppy (meconopsis cambrica) a yellow flower that is indigenous to Europe.
Whatever the political details in each political party’s manifestos the importance of conveying a coherent message with their branding has never been more important. Voters like any consumers have less time as the demands on their time increase. When they engage with any product they want to easily resonate with the brand values that good design will convey.
So as you cast your next vote look out for the logos on your ballot paper. Consider how important a role design has played in building a relationship between you and the political party of your choice.
Keith JonesMarketing ManagerSanders Design
Post a Comment
Subscribe to Post Comments [Atom]
<< Home