Political Personal Branding? I must admit that my first clients at Personal Branding, on 2006, were active politicians. I'd rather not give names for avoiding stupid typecasting in one option or another. The tailor's wife is the worst clad, now the policy has lost the strategic position of the center and has gone to extremes. That implies the nonsense of the polarization "either you're with me or you're against me".
In this post I'm dealing with the origin of the crises of confidence in politics. If you have little time, here's a one-minute summary video.
- Misconception 1 on political branding: Value crisis
- Misconception 2 on political branding: the ego is the enemy
- Misconception 3 on political branding: forget the customer
Misconception 1 on political branding: Value crisis
We all have values. Some of us have even bothered to find out what they are. Values are universal principles by which we people are governed. They are our secret guide to knowing how to live harmoniously in community and evolve.
There are authors who argue that the values (what I also call super-powers) are innate to the human being. I prefer to think that they are also influenced by our culture, society, family, religion...
How to identify your values
I propose two actions:
- Find out the values you project on others
- Understand what the core values are for you.
In the first case, you need feedback. You can do it simply through email and spontaneously: Knowing me as you know me, what do you think are my top five values? And you can do it as a "pro", using a Google Form, suggesting 20 values in a list and asking them to choose a maximum of 5. You can extract the values from this page 100 values and their meaning.
In the second case, it's about you selecting the 5 values that for you are inalienable.
Once you have the results of both tests, select the three coincidences and you will already have what we know as pillar values.
The temple of political branding values
Well, in the case of a politician, his/her three pillar values should be leadership, honesty and coherence. This chart, which I use in my personal political branding classes, it's quite clear:
On the one hand every politician should pursue a goal that went beyond winning an election or making money. The objective, in this case closer to the purpose, should refer to a way of improving society.
For another, at the base of the temple, we have the instruments that the politician will use to achieve that purpose: Connection, dialogue (Program...) and commitment.
And on the other we have the columns, which are the values or principles that manage that dialogue with their audiences (citizens) to achieve purpose.
The stock crisis
The stock crisis, the crisis in political branding, occurs when some of these three pillar values is non-existent or breaks.
- Without leadership it's impossible to even run as a candidate, leadership is the basis of respect for teams working with politicians and citizens. You may not like Trump., but no one disputes their skills as a leader.
- Honesty it's transparency. Said the great politician Don Enrique Tierno Galván that politicians' pockets should be glass. You may not have liked the former Uruguayan president. Pepe Mujica, but I'm sure you don't doubt that you honestly and transparently presided over your country.
- About coherence, I recover the phrase of Walter Riso: "Don't forget to sustain your speech with what you do. Anyone talks, very few act: it's called coherence". For this line they suspend the 90% of politicians with relevant positions. Often because they get carried away by party interests, other times by what the polls say, others by lobbying pressure.
Would you be able to identify 5 politicians who have been true to these three values? I invite you to leave a comment below, and from there we will generate a debate.
Misconception 2 on political branding: the ego is the enemy
Ryan Holiday wrote a small work of art "The ego is the enemy” (Paidós Company, 2017). Beyond recommending his reading, I prefer to advance some keys of the text to avoid the bad side of the ego (there's a good one) with no mood to spoiler:
- Humble in the Aspirations.
- Benevolent in the success.
- Resilient in the failure.
The ego is often the culprit for breaking negotiations, Harmony, leadership, a lot of things in politics. But as Ryan Holiday reminds us, it's also the ego control that has made it easier for Eleanor Roosevelt, Benjamin Franklin or Angela Merkel, among others, "will courageously endure misfortune without the ego having made them focus on themselves".
"I have come to politics to change the world". That's how the journey of a policy professional begins. Worthy purpose. At what point do you twist? One of them, is when the ego becomes the obstacle rather than the road. "I'm in politics to line myself, " confessed Vicente Sanz (former secretary general of the People's Party of Valencia in 1990) in a combination of ego and excess sincerity.
Misconception 3 on political branding: forget the customer
Consequence of this (values + ego) is that the politician, and often the party, forget the customer. And they focus on something that the customer is indifferent: win the next election. The customer is the citizen, it's you, we're all.
Managing politics at tweet stroke is dangerous. You may have the advantage of informative immediacy, but the tweet removes the context to leave a headline that, without context, it's explosively dangerous.
The Spanish case
Spain has seen an impressive crisis of political confidence in recent years. According to data from the Centre for Sociological Research (C.I.S.), the situation regarding the concern of Spanish citizens is as follows:
The reading of the chart is diverse. But a key is that the cause of concerns such as unemployment finally looms, corruption or the state of the economy: politicians.
They may pay righteous for sinners, fortunately not all politicians have broken their core values, have acted moved by the ego or forgotten the citizen.
Spain is undergoing a serious process of infantilization of politics, and because of this the main political leaders are unable to sit down and negotiate the best for the citizen. Instead, they just look at the short-term of an election victory. And in the meantime, many laws are still in the swamp, extended and outdated budgets because they can't find majorities to approve them. There's a clear loser: you, US. Citizens.
The case of political stagnation has propelled the publicist and television presenter Risto Mejide to collect signatures to found a new party: yes, PNLH (Worst We Won't). If you get the necessary support, spain may have a view in the future of someone who respects a value system, that doesn't put the ego ahead and that it values The phrase of Charles de Gaulle, Prime Minister of France 1944 and 1946:
I have come to the conclusion that politics is too serious to leave in the hands of politicians
Personal Branding político
Let's not lose hope. The personal branding político it can be a way for those who start. In case you know any group of candidates (ideally 20) who really believe in politics with the focus of citizens, send him this infographic, it's from the workshop that we develop hand-in-hand with my Mexican partner Nancy Vazquez. Download it in PDF in good resolution here: Infographic of the Political Personal Branding Workshop.
Have a nice week!
Stock Photos from hvostik / Shutterstock