The misty landscapes of Westminster are witnessing a fascinating shift – from orchestrated pronouncements to the rise of personal brands. Authenticity and trust in politics? Voters are looking for politicians who wear their values like well-worn tweed jackets. In this new era, crafting a personal brand is no longer a luxury; it’s an essential survival tool, even if the thought of a politician having a personal brand gives you the ick.
Consistency, the King’s Favored Virtue:
Remember Theresa May’s dancing robot routine? Remember the subsequent memes and mockery? That, friends, is a masterclass in branding gone wrong. Consistency is key – flip-flopping on Brexit or austerity measures sends trust plummeting faster than a dropped corgi biscuit. Just look at Keir Starmer, steadily building his brand brick by brick with a consistent message of pragmatism and unity. He may not have Boris Johnson’s blustery oratory, but his quiet reliability resonates with voters seeking stability in a turbulent political climate.
Beyond the Spin Doctors’ Smoke and Mirrors:
Forget the spin doctors and carefully curated press releases. Voters crave politicians who project genuine personalities, not manufactured personas.
Boris Johnson, former Mayor of London and Prime Minister embodied a political brand that has shifted over time. His political brand encompasses two distinct facets. First, as “Boris the Comic,” he projected confidence, humor, and relatability. His disheveled appearance, theatrical one-liners, and non-traditional approach set him apart from other politicians. However, as Prime Minister, Johnson attempted to rebrand himself as “Boris the Commander.” This persona emphasised strength, decisiveness, and prime ministerial qualities. Johnson’s personality leaves a lasting impression, much like Marmite—either loved or disliked and once again in the throes of identity evolution.
Engaging the Nation, Not Just the Polling Stations:
Building a brand isn’t a one-off campaign; it’s a lifelong marathon. Voters remember broken promises and abandoned pledges. It’s about creating a lasting impression, building trust, and connecting with people on shared values. Through consistent messaging, relatable narratives, or genuine interactions, successful political brands resonate far beyond the ballot box.
Combatting the Misinformation Fog:
The political landscape is shrouded in a fog of misinformation, and UK politicians are responsible for acting as lighthouse keepers, guiding voters through the murky waters.
Social Media, the Town Square of the 21st Century:
The dusty benches of Parliament no longer hold the monopoly on political discourse. The digital town square, where Facebook debates rage and TikTok challenges unfold, is where hearts and minds are genuinely won. Jess Phillips, Labour MP, knows this well. Her podcast clips on TikTok may raise eyebrows in stuffy drawing rooms, but they’re an ingenious way to connect with young voters who wouldn’t dream of tuning into Prime Minister’s Questions.
A strong personal brand in UK politics is a tapestry woven from threads of authenticity, consistency, and active engagement. Politicians who embrace their genuine personalities, deliver on promises, and connect with voters across digital and physical landscapes will be elected and trusted. They will be the leaders who navigate the stormy seas of British politics with the wind of public support at their backs.
