Creating a brand is a demanding and comprehensive endeavor. In advertising, it is one of the challenges we face everyday – helping clients “find themselves” and craft their brand by pushing them to achieve their goals. Political advertising is unique in that it’s not a product or even a typical service; it’s a person, or perhaps a proposition. Either way, the steps are inherently the same compared to a product or service, so let’s walk through the best practices of political branding.

First, perform a SWOT analysis of the candidate. A SWOT analysis identifies and clearly defines the brand’s, or in this case the candidate’s, The analysis is a very powerful tool, providing insight into potential and critical issues affecting brand positioning.

There are several venues available for testing a candidate’s brand and platform. The proper testing is necessary to ensure the brand is being delivered effectively and achieving your desired result. Here are a few considerations:

Focus Groups (including social media groups)
Interactive Polling
Trackable Direct Marketing
Online Surveys
Once your brand messaging has been solidified and the marketing and communications strategies are in place, do not overlook the importance of including analytics to measure effectiveness. Analytics will pay dividends over the course of a campaign allowing you to make informed decisions on what channels are delivering the results you’re seeking – and then modify as needed.

Whatever your political affiliation, proper branding and marketing can make the difference between success and failure.

Strengths. (Internal)
Strengths reflect the positive attributes, tangible and intangible, of your candidate. What does your candidate do well? What resources does your candidate have? What advantages does he or she have over the competition and how will this benefit