In all the Seminars that I give on Political Brand and Political Marketing, I propose as a fundamental aspect to create a Brand that the Politician communicate with the people, with their public but both with key groups and with the general public.
It is vital within Communication what to say, how to say it, to whom to say it and with what frequency.
The Politician has to reach his public, but for this he needs to speak with his public, communicate with his public.
With Political Marketing Communications, you as a politician seek to inform, persuade and remind your audience who you are, how you are, what your proposals are, what your electoral program is, what you will do if they elect you, if you are the preferred option.
All these communications help voters to set your brand as a Politician in their memories, to create notoriety, to generate positive feelings towards you and your brand and ultimately to create an increasingly strong connection between you (Politician) and your audience.
But that communication has to be effective and on this the great master Philip Kotler has not stopped talking to us for decades about the different models that exist to achieve effective communication with consumers.
If we adapt the model of the Kotler Hierarchy of communication effects to the communication between the politician and his public and for this to be effective, the phases of this communication process would be 6.
The first, the Recognition phase occurs when the voters do not know you as a Politician and here through communication you have to generate notoriety, the communication objective would be to make yourself known as a politician.
The second, the Knowledge phase, occurs when voters do know you as a politician, they know your brand but they know very little about you. Here the communication objective would be to create a greater awareness of your political brand.
The third is the Taste phase and this occurs when the population already knows you as a political brand and here through communication you will have to detect if your audience likes you or not, if these people have positive or negative feelings towards you In case you have negatives, you have to discover why they are and try to solve them and then communicate the renewal of your brand.
The fourth is the Preference phase and it occurs when your audience likes you as a politician but they prefer another brand, another politician. Here the objective you have to work on is to try to get the preference of your audience, of the voter.
The fifth, the conviction phase occurs when you as a politician have to ensure that the population is convinced that they will vote for you, the objective is to generate conviction and vote intention.
The last is the purchase or support / vote phase. Here your audience is already convinced that they will vote for you, that they will support you, but they have not yet reached the decision to vote. As a Politician you have to get the voters to take the final step and go to vote.
If we stop for a moment and reflect on all these phases, it would be good for you to ask yourself all the following questions:
Am I a known politician in my town, in my province?
Does my audience know me, do they know my brand?
What am I doing to get people to know me?
What feelings do people have towards me?
Are they negative feelings or are they positive?
What can I do to get recognition, so that people choose me?
For the entire Political Brand Communication Process that we have seen previously to be successful, the political personal Marketing professionals have to work with enough time among other aspects, the following that the politician to know their brand, that the target audience see or hear the appropriate message in the right place and at the right time, that the advertisement attracts the attention of the public but without distracting from the main message and that the advertisement motivates the electorate to vote for the brand politician, to elect him.
Remember that time passes quickly and the next elections are just around the corner ……….
Take advantage of the tools of the market!
Create your Political Brand and communicate it effectively.
