Branding lessons from the Obama Administration Part 2

This is the second in a three-part series in which I look at lessons we can learn from how Barack Obama and his staff are branding America during his tenure in the White House. Part one covered the Obama Administration’s brand story.

The Obama Administration’s Brand Communication Strategy

Brand communication is a really simple concept: it’s the communication of a brand. However, as simple a concept as it is to understand, it can be equally as difficult to embrace and execute. A successful brand communication strategy is one that consistently communicates the same message through a variety of media and mediums. The trick is that in order to ensure that each member of your target audience walks away receiving the same brand message, your organization has to have genuine, consistent communication in all areas: printed materials, online services, staff talking points, interactions with vendors, handling crises, criticism and emergencies … all areas. That’s where the difficulty sets in. The only way to accomplish this level of consistent brand communication is to understand that your brand is your business.

While listening to Barack Obama’s Inaugural Address, I was struck by how similar it was to his acceptance speech on election night. They were different speeches, but the brand message was the same. Think about this; two months after his first speech, stepping into the most powerful position in the world, speaking in front of 2 million people and a record-setting worldwide television audience hanging on his every word, President Obama delivered the exact same message he delivered on November 4.

What made this consistent message possible is that the Obama Administration’s brand is an extension of who Barack Obama is as a person. Now, you may think this concept pertains more to politicians or solopreneurs. The reality is that plenty of businesses large and small make the mistake of either not knowing what they are or of trying to be something they are not. You can’t fight who you are as a person, and you can’t fight what your business is.

Microsoft is a great example of a big business that has tried (and failed) to brand itself as something its not. In 2008, Microsoft ran a series of television and Internet ads that tried to make them seem friendlier and more approachable. Beginning with Jerry Seinfeld and Bill Gates and followed by the “I’m a PC” ads, Microsoft tried to tell us they are fun loving and in touch with us regular people. The problem is that you can’t just tell people what your brand is, and the public doesn’t see Microsoft as the friendly, approachable company. Every person I know who is happy Windows says it’s because they’re used to it. That’s the Microsoft brand, and that’s what they need to run with (something like, you’re with us because we’re with you). It’s not sexy, but Microsoft isn’t a sexy company and Windows isn’t a sexy product. If they want to change their brand, they certainly can’t do it by telling us what to think through television ads. The only way to change a brand is on the individual level, person by person. For a company with as much market share as Microsoft has, that would take years. But since a brand is an individual’s interpretation of a person, group or organization, they have little choice.

The Obama Administration started their brand on election night (or in February 2007, depending on how you look at it) and their message hasn’t waivered. Their message is consistently communicated through the websites, the new White House blog, an upcoming weekly Internet video address, social media, cell phone updates, the press room (in fact, the President’s Press Secretary, Robert Gibbs, was Obama’s campaign communications director—smart move), etc. But none of this consistent communication would be possible if the Obama Administration was trying to be something other than an extension of the Barack Obama brand. He built the brand on the campaign trail and the Administration is continuing its message.

The takeaway from this is that just like you can’t be something you’re not, your business can’t be something it’s not. That’s not to say you can’t change a brand, it just takes time, patience and diligence (and a lot of discipline).

Entrepreneurs can learn this from President Obama: when you’re starting a business, look inside yourself. What’s do you see? What’s in your heart should be at the heart of your business.

Also in this series:
Branding lessons from the Obama Administration Part 1 – The Story
Branding lessons from the Obama Administration Part 3 – Brand Execution