Tomorrow Donald Trump with become the 45th president of the United States of America. I’m not going to make any political comments, but a branding comment.
Strictly from a branding perspective, president-elect Trump did one important thing right: He had short, memorable messages about what his benefit would be to the American people. Try to remember the branding line of any of the other 19 Republican candidates. I bet you can’t remember one. And, Mr. Trump stayed on message consistently throughout the race for the presidency.
For years, effective causes have used branding lines successfully. But, if you don’t deeply and fully believe the tagline and can’t prove it again and again, the line will fall flat. It’s why most colleges and universities have abandoned the brag line of “a tradition of excellence.”
At the start, the red hats and “Make America Great Again” line seemed silly. But with time and consistency, the line developed a life of its own and the red hats could be seen all across the crowds.
A strong belief plus time plus consistency equals a strong brand.