Ask most Americans about presidential nominees Hillary Clinton and Donald Trump and the words “trust,” “dislike” and “believe” are tossed around with knee-jerk reactions.
A candidate’s perceived warmth and confidence are important. How much does Clinton or Trump’s likability matter? Data suggest it reflects roughly 80 percent of an average person’s voting decisions.
That leaves PR teams scrambling to determine policies, messaging, image, reputation, etc., all of which play a part in crafting a brand that Americans will vote for. How can PR teams create a campaign that appeals to the majority?
Here’s what you should know about the strategy behind branding in the 2016 presidential election.
Clinton emerged from her 2012 bid with a public persona that needed altering. Voters regarded her as cold, programmed and unreliable —especially in contrast to President Barack Obama.
To soften her image heading into 2016, she looked to the strategists who were responsible for creating three-dimensional campaigns for brands including Coca-Cola and Wal-Mart.
Trump has embraced his own brand, and it’s associated with luxury and success. He has an estimated net worth of $4.5 billion and knows how to use his reputation to propel his presidential bid forward. Data suggest some voters appreciate his brash candor and are intrigued by his image as a political outsider with a thirst to turn the system on its head.
Making a switch
Throughout the past year, both candidates have deviated from their original brand strategies to appeal to larger swaths of the public.
After Sen. Bernie Sanders of Vermont ended his presidential bid, Clinton sought to scoop up his supporters. She did so by attempting to transform her revamped image of an accessible everywoman into a champion of the middle class.
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Now, Trump and Clinton are evaluating each other, and they’re maneuvering their rhetoric to snag the votes of party defectors and undecided voters.
This was evident in the September debate, when they took to the podium before a TV audience of 84 million. Trump alternated between appearing subdued and fiery. Though Clinton worked to match his ardor with quick comebacks, she attempted to balance this strength by appearing personable—especially to female voters.
Their approaches were even reflected in their choice of apparel. Trump choose a blue tie to tone down his flare—a color that’s often associated with openness, peace and tranquility. Clinton opted for a red pantsuit, which symbolizes courage and warmth.
The final leg
With only a month until Election Day, staying on brand could prove challenging for both candidates.
Concerns about Trump’s tax returns and Clinton’s emails continue to circulate. The wrong news could force both teams to enter crisis communications mode and drastically change their course to winning the election.
Messaging will continue to be essential. From YouTube to billboard ads, voters will be heavily inundated with paid advertising. This year, social media channels are playing an increased role in spreading messages. As candidates seek to address voters directly, we’ll see whether Clinton follows Trump’s example and invests in Snapchat filters.
Trump must also decide whether to continue tweeting unfiltered content or cede his account to the careful scrutiny of campaign advisors.
What do you think, PR Daily readers? Which candidates’ branding will win America’s vote of confidence?
Liane O'Neill is a junior account executive at The Abbi Agency .
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