Politics aside, let’s look at the Vermont Senator as a product. In particular a brand that is lesser known and vying for consumer attention. A brand that, lacking the name recognition of a Clinton or a Trump, needed to create an identity. A brand that had to find its niche and voice. The presidential contender has accomplished all of this rather respectably. Like many new and different brands, he has seized the market’s attention, his messages are resonating and his supporter base is growing. Here’s how you can achieve equally impressive results.
Build a Social Name for Yourself
Establishing name recognition is a primary goal of any branding initiative, particularly for a latecomer to the market. Equally important is establishing a social following. Social media followers embrace brands that they believe are different; particularly different in meaningful ways that resonate with them. Successful brands also must build a loyal following, and according to the February 2016 Iowa caucus results, which CNN (can link to article) cited as “a razor thin victory,” Sanders has done so.
When Change Becomes Trend
Exponential trends occur in the marketing world. and the status quo changes swiftly when the conditions are right. Leading indicators of change are when the brand is seen to be setting the trend for its category and growing in popularity. This was the case with Facebook, which rapidly eclipsed My Space and the like, and according to a November 2015 Atlantic article is now happening with Sanders.
These are but a few of the parallels in marketing your corporate or employer brand and Mr. Sanders’. efforts. Consider his ultimate mission: Mr. Sanders is seeking employment, and has to distinguish himself among all other candidates, for one of the world’s most highly-sought-after positions. That might seem more applicant-centric than employer focused, but the marketing and branding lessons are the same.
The Takeaways: Every organization can leverage marketing tactics like Sanders has. For starters, get your name out there and then build a social media following. Working internally, or with an external partner like Brandemix, you can learn what comprises your unique value proposition and communicate those differences regularly. Use brand statements that are brief and memorable (how much do you love Feel the Bern? Be sure all your communications are honest yet passionate, and that you incorporate a variety of media in your marketing plan (Sanders is known for social media and e-blasts, while some candidates concentrate more on TV.) And lastly, don’t overlook the value of premiums: the mugs, tees, and buttons that are perennials in politics can also help perpetuate any brand.
ABOUT THE AUTHOR
Jody Ordioni is the author of “The Talent Brand.” In her role as Founder and Chief Brand Officer of Brandemix, she leads the firm in creating brand-aligned talent communications that connect employees to cultures, companies, and business goals. She engages with HR professionals and corporate teams on how to build and promote talent brands, and implement best-practice talent acquisition and engagement strategies across all media and platforms. She has been named a "recruitment thought leader to follow" and her mission is to integrate marketing, human resources, internal communications, and social media to foster a seamless brand experience through the employee lifecycle.
