By Harlan West, Design and Marketing Professional with more than 25 years of experience designing materials for major healthcare organizations, municipalities and large corporations
First, let me start off by saying that I have a BA in political science with an emphasis in public administration. Many years ago, I even worked in Washington for an Illinois congressman. Creatively, I have contributed graphical identities and event promotions for political figures in their campaigns for Los Angeles City Council as well as various other local issue and public service campaigns throughout Southern California. I spent a total of thirteen years working in three government agencies and have developed communications for countless government agencies and municipalities.
Effective Graphics for a political campaign: Don’t run without an effective branding.
Here’s some things to keep in mind when throwing your hat in the ring:
Know your potential supporters. They can help define how you determine the look and feel for the campaign. A local political campaign probably needs to look more community- based and more home-baked than a campaign for statewide or national office. On the local level, it is best not to look too polished. It can sink an otherwise worthy campaign. Be part of the community. Potential supporters/voters will respect you more. Don’t look like an aristocrat in a working-class neighborhood.
Hire an experienced marketing or design firm to brand your campaign. You need a distinctive color scheme and layout for publications as well as a unique logo. Consistency of message and look is critical. Use colors that stand our from the crowd. This is critical when a plethora of yard signs start to populate your neighborhood. The logo and type treatment should be simple clean and direct. Have your marketing firm develop a branded set of letterheads, ads, yard signs, invitations, buttons and website and e-blasts. All materials should have a standardized look and feel.
Develop a catchy slogan that sums up your talents in a few punchy words. Make it memorable. Develop a slogan that speaks for itself. A double entendre is often effective. Try catchy taglines such as “Building a City that Works,” or “Creating a Better Tomorrow Today.”
Use only extremely flattering photos of the candidate, their family and supporters. Show the candidate working in the neighborhoods. Show the candidate working with business, schools, community, civic, governmental, activists, and religious leaders.
Provide testimonials from well-connected leaders as well as the “man” on the street. Potential supporters want to get to know the candidate. Make sure to use only reputable and respected contributors. Add audio clips to the website and radio or TV ads. As stated in a previous blog on this site, word of mouth is the most effective form of advertising.
Tell us candidly what you, as the candidate, will do. Avoid pie in the sky promises. Make a platform and do not deviate from it. Find your voice. A few key issue statements and principals will help focus your campaign. Be bold with your messaging and political posturing. Voters like candidates who at least appear honest and who have a “backbone.”
Know your opposition. You may have to battle them on your turf. You also need to be able to effectively refute what the opposition is saying. Find out how to differentiate yourself from the other candidates. Develop a list of unique selling points to stand out amongst a crowded field of candidates. Think of yourself as a box of cereal in the breakfast foods aisle of a grocery store. Offer something unique to get people to buy what you are selling, namely your electability.
Develop a website where people can make campaign contributions online. Make it easy to find and user-friendly to navigate and purchase an easy to remember URL.
Find the one or two primary issues which will help define your campaign. Some candidates campaign on a platform of safety issues and reducing crime. Others like to promote to city services, better schools and parks, road and pubic transportation improvement and economic development.
Maintain a positive image and stay above the fray. Don’t wrestle with dogs and don’t stoop to the competition. Keep your campaign on a higher level. Integrity, strength and leadership say it all!
Now if you have a thick skin, go ahead and throw your hat in the ring!
If you need help creating a brand and identity for your political campaign, please contact HWDS at firstname.lastname@example.org. We make beautiful things happen. To find out more please visit westdesign.com
Harlan West is the author of successfulcorporatecommunications.com and has been working as a creative director and design professional for more than 25 years and has designed and art directed hundred of publications for both print and online purposes.