This is the year of elections! With more than 60 countries going to the polls in 2024, it’s truly a bumper year for challenging the status quo – and with the UK election on our doorstep, it’s made me think about how political parties are positioning themselves to their loyal tribe members and how they approach those undecided or on-the-fence audiences.

In today’s vibrant political landscape, the larger and traditional parties have transformed into powerful brands, each meticulously crafting their image to resonate with a specific audience or tribe.

Much like successful consumer brands, political parties must communicate their values, vision, and promises in a way that appeals deeply to their target demographic. This approach underscores the significance of authenticity, truthfulness, and trust, especially when it comes to the leader, whose personality can either elevate or undermine the party’s brand (as seen so spectacularly in recent years).

Each party/brand also needs to have a distinct identity – which is perhaps easier said than done when everyone is trying to capture the centre ground – and they need to work tirelessly to connect with their audience(s) on an emotional level, creating a sense of belonging and loyalty among their supporters.

This connection is crucial, as it transforms casual supporters into dedicated tribe members that are engaged to actively promote the party’s message and values.

In the realm of political branding, articulating a clear vision in a believable and authentic manner is paramount. A leader who embodies these qualities can foster a deep sense of trust among the tribe, reinforcing the party’s credibility and appeal. Authenticity means staying true to the party’s core values and promises, and truthfulness involves transparent communication and integrity.

When a leader is perceived as genuine and trustworthy, it enhances the political brand, making it more attractive to both existing supporters and potential new followers. Conversely, a leader who is seen as dishonest or inauthentic can quickly erode trust, damaging the party’s reputation and alienating its tribe.

Typically, the leader of a political party is the face of the brand, and their personality plays a critical role in shaping public perception. A charismatic and relatable leader can inspire and mobilize the tribe, creating a strong, unified front. This positive image can attract media attention, garnering further support and enhancing the party’s visibility.

The political party leader’s personality can also be a liability. Any perceived missteps, scandals, or inconsistencies can be magnified, casting a shadow over the entire party. In the age of instant communication, a leader’s words and actions are scrutinized more than ever, making it essential for them to maintain a consistent and positive image.

Conversely, all parties tend to (mis)use media channels to raise awareness about inconsistencies, lies or shortcoming of their opponents. This is where politics as a brand is brutal compared to how a tribe behaves towards a consumer product. In politics it is personal, and the politicians must have very thick skin as nothing seems to be off the table by those who want to cut them down.

Despite the best efforts to build strong, loyal tribes, political allegiance can be remarkably fickle. Supporters’ priorities can shift rapidly due to various factors, such as economic changes, social issues, or emerging political movements. This volatility requires political parties to be nimble, continually engaging with their tribe and adapting their strategies to stay relevant and appealing.

Social media has revolutionized political branding, providing both opportunities and challenges. It offers a direct line of communication between parties and their supporters, allowing for real-time interaction, feedback, and mobilisation. Through social media, parties can amplify their message, rally their tribe, and respond swiftly to events.

However, social media also enhances the spread of negative messages and misinformation. Opponents can exploit these platforms to disseminate damaging content about a party or its leader, often with viral speed. This can quickly erode trust and damage the party’s reputation.

Moreover, social media algorithms often create echo chambers, reinforcing existing beliefs and making it challenging to reach and persuade a broader audience.

The most interesting book I read on the topic of the power of social media is by Christopher Wylie in his book Mindf*ck about the Cambridge Analytica exposé during the 2016 US election cycle. The power of influence on these social platforms is simply staggering and one wonders how much more sophisticated these channels have become the past five years in targeting audiences and refining messages on a granular level.

Combine those social media algorithms with the latest AI tools and who knows to what effect these messages will be tailored to influence individuals within tribes.

By the time many of you read this article, the results of the UK election will be known and it will be interesting to see which parties have made gains, where and why. What connections did they make and what visions of the future resonated with voters?

At the time of writing, though, with a significant number of potential voters still undecided – or, worse, plain uninterested – it’s important for all the parties get their message across clearly and convincingly, and get their supporters to the polling booths.