Donald Trump’s Election Campaign: Personal Branding Case Study
Now before you get start flinging any mud or getting agitated if you don’t support Trump, stop right there. This is apolitical. We are not discussing Trump or his policies. We are discussing his personal branding campaign story.
We all know that branding is important for a company or a person. In politics, a strong personal brand that tells a story is critical. If there is no story, there is no brand. It’s really that simple. I want to dive into a few details that made Trump’s campaign successful. We can learn a great deal from his successful campaign.
Flat out: he was successful because of his brand story. His brand story appealled to his followers. It appeals to a pain point that many feel. Let’s look at the mechanics of that.
#1 Pain Point Addressed
During his campaign, he consistently highlighted “Make America Great Again” and bringing jobs to the US. The slogan addresses one pain point that America was stretched out and paying more than receiving. The second one addresses the pain point of American corporations outsourcing to Mexico or India and other various countries. That outsourcing includes importing manufactured goods that Americans could have produced at home at a higher cost.
#2 Simple Language
If you listen to his speeches, he uses very simple words. Simple words that a 5 year old could understand. It is that simplicity that attracts people. It gets on their level, and anyone can understand. A brand story should tell the story in a simplistic way.
#3 Emotionally Targeted Message
The message that addressed the pain points was emotional. It struck people right where we feel it — the heart. Actually, our brains feel and create an emotional and physical response. The fact is his campaign messaging targeted that audience in the right way. The right way being the emotion could be a range of things but let’s say disgust at the current state and hope for a better future state.
Whatever the emotion was, it worked and suited the message.
#4 Audience Knowledge
He knew his audience. He knows them well. It’s key to know how to share your story. Having televised campaign rallies and social media are two great mediums to share a story. That’s exactly what he did.
Those 4 key points are exactly what make an effective personal brand story. We should fulfill a need and show the value that we can bring by fulfilling that. That’s the heart and soul of a brand: “What can I get out of it and what value does it bring me”.
Key Takeaway: You should build your personal brand knowing your audience really well and having a clear message that affects them emotionally. You can choose the best way for the sharing that message. The message you share depends on the context, but should also be from the followers point of view: “What can I get out of it and what value does it bring me.”
