Messaging - Are Democrats Getting it Right?

The difference between Branding and Marketing

Reclaiming our narrative begins with a crucial step: recognizing the distinction between branding and marketing. Then we can talk about messaging.

In order for Hoosiers and other “rigged states” to reclaim their political power, voters need to choose Democrats. However, something has gone terribly wrong - the Democratic Brand has lost its way. I've witnessed countless conversations that default to "we just have to do what worked in 2008 when Indiana elected Obama." But that was nearly two decades ago, and since then, the Republican party has transformed into a radicalized force driven by Trump's ideology. The MAGA megaphone is deafening, and we Democrats have allowed it to dictate our narrative, causing some candidates to shy away from proudly declaring their allegiance to the party.

The truth is, campaigning has undergone a seismic shift. The strategies that won elections in 2008 are no longer effective today. To combat the false narrative that has been imposed upon us, we must grasp the fundamental difference between branding and marketing. Campaigns are akin to startups or small businesses - if you botch the branding, people will not invest in your message.

Language in political messaging is key to moving voters. It is not about policy - it is about values and emotions. How voters feel about a political party and a candidate. - Drew Westen

Drew Westen is spot on: taking action, whether voting or making a purchase, is ultimately about your values and emotions. Brands understand this intuitively, especially luxury brands. Take Nike, for example - their iconic Swoosh logo is one of the most recognizable symbols worldwide, embodying motion, speed, and athleticism in perfect harmony with the brand's identity. When you say "Nike," many people instantly associate it with the empowering mantra "Just Do It." Now, what comes to mind when I say "Democrats"? Unfortunately, the responses are often tainted by pejorative terms like "Woke," "Snowflake," or "Liberatards." Who is controlling the narrative here - MAGA or Democrats?

In the world of politics, branding is often an afterthought. And it has cost us dearly - in votes, in momentum, and in the narrative. Effective branding is essential for establishing a clear and lasting identity that resonates with voters. When done correctly, branding can last for years, even decades. The Democratic Party, in particular, has struggled to grasp this concept.

Historically, branding has been about creating a strong, recognizable image that connects on an emotional level. In the political realm, this means establishing a core message that defines what the party stands for - its values, principles, and vision. For Democrats, this idea needs to be clear, consistent, and compelling.

So, what should that identifier be? What do we know? Democrats fight for the people. That's your slogan. Voters want to know you will fight for them, their needs, their values - their hard-earned money, their social security, their healthcare, their education. They want to know you'll stand up for their rights, their dignity, and their future.

DEMOCRATS FIGHT FOR THE PEOPLE

AOC Explains the AOC-Trump Voter and why and how she earns votes.

This message - that Democrats fight for the people - must be seared into the minds of voters, starkly contrasting that MAGA elected officials are beholden to the wealthy and corporations. Without this clarity, the Democratic brand risks being fragmented and ineffective, leaving voters feeling disconnected and disillusioned.

We have a unique opportunity to course-correct and redefine our narrative. The destructive actions of Elon Musk have handed Democrats a chance to reclaim the conversation and show, not tell, how their policies will and are negatively impacting people's lives. It's not about Musk himself, but the ripple effects his actions are having in our communities.

The current political climate is mired in culture wars, which often serve as a smokescreen for the real issues that affect ordinary Americans. Democrats must reclaim the narrative by highlighting how MAGA policies are directly impacting our communities - from healthcare to education, from jobs to justice. By doing so, we can counter the Republican narrative that paints them as out of touch or ineffective.

Notice I am drilling this point home 🙂

HERE IS HOW THIS RELATES DIRECTLY TO CAMPAIGNS

Within campaign circles, branding and marketing are often used interchangeably, but they serve distinct purposes. Branding is about establishing a long-term identity for the Democratic Party, while marketing focuses on immediate campaigns for individual candidates.

To illustrate the difference, consider this: marketing is what's happening today - the here and now. In the campaign world, each election cycle brings new marketing efforts to sell the candidate. But branding is long-term. It helps voters build trust in the party, which in turn benefits the candidates. If voters don't know what the brand stands for, it's almost impossible for candidates to connect with them on a deeper level.

Think of it this way: campaigns are like sales pitches. The actions taken during the election cycle are marketing efforts - trying to sell the candidate to voters. But if the Democratic Party doesn't have a consistent brand that stands for core values, it's like trying to sell a product without a clear label or identity - no swoosh!

Only 8% of people truly understand what’s happening in government and how it affects their lives. As a result, when they step into the voting booth, they default to voting for the party they recognize, they trust, they emotionally connected with —Democrat or Republican.

The Impact

The lack of a strong Democratic brand in Indiana and across the country has significant consequences for Democratic candidates. Without a clear and consistent identity, candidates find themselves having to reintroduce themselves to voters every election cycle, wasting valuable time and resources.

This not only affects their ability to connect with voters but also impacts their fundraising efforts. Candidates must "sell" themselves not only to voters but also to donors and other organizations who are fighting for change in our communities. This can be a daunting task, especially when competing against well-funded Republican opponents. The absence of a strong Democratic brand also makes it challenging for candidates to build momentum and establish a sense of continuity between election cycles. Without a clear identity, Democrats risk being seen as disjointed and disorganized, making it harder to inspire confidence in voters.

Furthermore, the lack of a strong Democratic brand allows Republicans to define the narrative and shape public opinion. This can and has lead to a distorted view of what Democrats stand for and what we aim to achieve, further eroding trust and credibility with voters.

If you noticed, we discussed a great deal about branding because branding is about creating an emotional relationship with the voters, with the communities we hope to serve. Democrats and Indiana democrats have skipped this step. In the campaign world, we skip straight to messaging. Messaging is the heartbeat of branding but if you don’t get branding right - your messaging has no chance of breaking through the noise.

One final thought to highlight: Every day, approximately 80 Hoosiers turn 18. If we don't build an attractive brand now and engage younger voters, we will lose them as future supporters of the party. This demographic often holds Democratic values but may not be actively engaged in politics, so the question we also need to address is - how do we attract these new voters into the party?

So what do we do? The work starts NOW!

1. Understand the Importance of Branding

Branding isn’t just about logos or slogans on individual campaign signs. It’s about creating a lasting impression. When people think of Democrats, they should instantly recognize what we stand for. Right now, that connection is missing.

Why this works:

• A strong brand builds trust with voters.

• It helps candidates align with shared values.

• It creates a unified message across campaigns.

2. Define Your Core Message

What do Democrats stand for? It’s time to clarify that. A clear message helps voters know what to expect. The slogan “Democrats fight for the people” is a great start. This should be at the forefront of every campaign.

Why this works:

• It resonates with voters’ everyday struggles.

• It differentiates Democrats from Republicans.

• It reinforces a sense of community and shared values.

3. Use Consistent Messaging Across All Channels

From TikTok to traditional media, every channel should convey the same core message. This consistency helps solidify the brand in voters' minds. Right now, the messaging is fragmented, which confuses people.

Why this works:

• It creates a unified front.

• It allows for better recognition and recall.

• It maximizes the impact of each campaign effort.

4. Engage Younger Voters

Targeting the 18-30 age group is crucial. Many young people hold Democratic values but hesitate to identify as Democrats. Use social media platforms where they spend their time to communicate effectively.

Why this works:

• Younger voters are the future of the party.

• They can help shape the narrative moving forward.

• Engaging them now can lead to lifelong supporters.

5. Highlight Achievements and Future Goals

People often don’t know what Democrats have accomplished. It’s essential to showcase successes and how they impact everyday lives. This builds credibility and encourages voter engagement.

Why this works:

• It counters negative branding from opponents.

• It informs voters about the party’s effectiveness.

• It inspires confidence in future leadership.

6. Foster Trust Through Actions, Not Just Words

Voters need to see that Democrats genuinely care about their well-being. Actions speak louder than promises. Showing real results can help bridge the gap between the party and the people.

Why this works:

• It builds a positive reputation.

• It encourages voter loyalty.

• It demonstrates accountability and transparency.

7. Create a Long-Term Strategy

Branding is not just a short-term fix; it’s a long-term commitment. Start building a strong Democratic brand now to prepare for future elections. The sooner you start, the better for the party.

Why this works:

• Long-term branding creates lasting relationships with voters.

• It helps in adapting to changing political landscapes.

• It positions Democrats as a reliable choice in elections.

Final Thoughts

• A strong Democratic brand can increase voter trust and engagement.

• Consistent messaging is key to building recognition.

• Engaging younger voters is essential for future success.

• Actions must align with words to foster trust.

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COMING UP:

I'm looking forward to continuing our conversation. Next we will talk about "the power of storytelling" and "messaging to the middle." Both are important topics, especially when it comes to political strategy and the moment we are in, sharing our personal stories will help Democrats break through the noise.

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