One factor about Barrack Obama’s victory as the Democratic nominee is that he won because he is better branded. Consider what he did right:
Strong Collateral. Both his best-selling memoirs helped propel his success in the campaign. Additionally, his campaign manager, David Plouffe, sent timely and relevant emails to supporters. Those messages echoed the exact authentic tone and same viewpoints from the books. And Obama stayed in front of voters regularly with material that spoke directly to their individual needs rather than to Washington’s agenda.
Consistent Messaging. What Obama says in his books he reiterated time and time again on the campaign trail. Also, in every speech he sported the same smile, the same confidence, the same cadence. In contrast, Hillary Clinton digressed frequently to playing defense. When challenged, Obama kept his cool as he addressed issues directly by sticking to his overall vision.
Public Relations. The Obama response surrounding the Rev. Wright controversy was part of a remarkable PR strategy. Beyond that, Obama has a long record of bumping elbows with real people in various locales to really understand what matters most to the general public. He has tailored his collateral and messaging to exactly those issues in exactly their terms and, in some cases, their own words.
In The Audacity of Hope Obama writes, “Winning in politics mainly comes down to a simple matter of name recognition.” We all have something to learn from that. While he may not be the most experienced Democratic candidate, he did turn up as the most recognized, consistent and authentic. Perception is everything.
How are you perceived by your buyers and prospects? How is your company perceived? What can you do to improve those perceptions?