Sunday, May 22, 2016

5 Branding tips from the Presidential Election

From Inc.comName.Kitchen offers 5 branding tips gleaned from the presidential election, including using a variety of domain names.  My two favorite tips are: 
2) Go for feeling over facts
Many companies fear that an emphasis on entertainment will detract from the seriousness of their message, but experts say they need to get over that. "We like to tell ourselves we are thoughtful, rational, careful and deliberate,” says Alec Beckett, creative director of Nail, an advertising agency in Providence, RI. “If anything, we’re the opposite: impulsive, emotional, even irrational.” That means that, often, what draws in consumers is not a reasoned argument about why one option is better than another; it’s about what makes them feel better.
On the GOP side, Beckett credits Donald Trump's success to the fact that, "He’s not selling a thing, he’s selling a feeling," which is largely anger against the establishment. On the Democrats' side, Beckett considers Bernie Sanders's "America" spot, which has garnered more than 3.3 million views on YouTube, "the most effective piece of campaign communication I’ve seen. It has no content--it doesn’t say what he’s for or what he’s against--it just evokes a really nice feeling.” 
The lesson for companies, Beckett believes, is that “when you’re just trying to get people's attention, go for a feeling" rather than pitching the specific virtues of your product or service. 
4) Don't just broadcast: Engage
Remember that the point of digital platforms is to create the opportunity for dialogue. “It’s not about putting out your talking points,” says Horizon’s Olson. “It’s about saying something relevant to an issue and then inviting people into a conversation.  
Consider, a new website that tracks candidates’ public statements and voting records to help users determine who they should vote for. Launched with backing by Horizon, some 6,000 people per week are taking a 14-question quiz that helps match their viewpoint to candidates’ platforms, says co-founder Ben Krakow. Naturally, the results are easily shareable on social media. "Think of it as a simple yet nuanced dialogue between voters and the candidates' platforms and voting records," Olson says.
Of course, oftentimes digital dialogues are anything but nuanced. When businesses invite engagement they open themselves up to comments of all kinds. That means you have to be prepared for negative responses, and have a smart strategy for responding.
First, says Etori, resist the urge to hide; instead, respond as quickly and as sincerely as possible (while, as he says, resisting the practice of certain presidential candidates to respond by attacking your critics). The next step is to be accountable. Even if you have a social media team that normally handles your posts, make sure they reflect your voice and truly take responsibility for whatever went wrong or was miscommunicated. Step three is to step back. "Get in front of a complaint or other issue at the beginning and then let it go," says Etori. "You don't have to keep apologizing over and over."  
Read the full story Slick & Smart: 5 Digital Branding Tips from this Election Season