What does a “Great America” mean to you?
A generic political slogan like Trump’s “Make America Great Again” can be so appealing because you get to define it for yourself, vs. a politician telling you very specifically what to think. It opens up possibilities for everyone. Trump fan or not, like many celebrities and artists, he’s a great marketer.
Take, for example some of these less generic presidential campaign slogans. They don’t leave a lot of room for interpretation:
- “Who but Hoover?” – Herbert Hoover
- “Forward with Roosevelt” – Franklin Roosevelt
- “I like Ike” – Dwight D. Eisenhower
- “Win with Warren” – Elizabeth Warren
It may be surprising that Trump did not use his name in his slogan like many candidates. Meanwhile, his 2020 presidential campaign slogans used to-date are not as open but do play on the successes he’s had:
- “Keep America Great”
- “Promises Made, Promises Kept”
What can your brand learn from examining these political slogans? We extract several lessons to keep in mind when branding your next marketing campaign:
- Identify your target audience – are you trying to appeal to a niche, or open up and appeal to a wider population?
- What can you learn from your existing fan base to shape your next slogan or tagline? Ask your customers what they like best about your product or service and use this feedback to shape words and images that appeal to them.
- Know the pain points and use a little FUD – Trump played upon pain well, appealing especially to voters across the US who felt like their place in the world was being threatened. He played upon this fear and made them feel like he understood them better than any other candidate.
- Keep it simple – Trump uses very simple language and leaves a lot up to interpretation. When your audience can easily understand what you’re saying, their brand recall will be stronger.
- Puff your chest – there is no doubt that Trump is a positioner. He is practically the epitome of “fake it ‘til you make it,” given his reported financial background and history. No matter. He says what he wants people to hear and believe, and for him, it works. Now, in the “real world” we have to be more careful – false claims and failed promises will come back to bite you. But take a look at what you’ve done for customers, what declarations you’ve fulfilled, and use them in your campaigns and tag lines. Better yet, let your customers do the talking for you by having a campaign slogan or tagline contest. Often, our customers open our eyes and have the best, most practical viewpoints of what our products or services really do for – or mean to – them.
Marketing inspiration is all around us. Today’s political climate is no exception and can offer a lot of lessons – and raise some questions – about how to best connect with your audience. Examine them in the light of what you need to accomplish and you may breathe some fresh air into your messaging.
