Donald Trump: a Branding Innovator?

As part of our new term group work we’ve been looking at innovative ‘brand Storytelling’. We’ve chosen Trump as from his entertainment/business background Trump had to build a ‘credible’ presidential to win the support of the masses, regardless of his brand ethics or policies; he ran a very successful campaign even if it did go against the establishment…

Trump’s presidential brand and his marketing techniques:

• Identified and understood the target market

Honed in on a specific demographic who felt they were being ignored by the establishment. Trump noticed this gap in the ‘market’ and came in to represent them.

• Extreme but simple message

"Make America Great Again" plays on emotion, a nostalgic twist on a new revamped ‘American Dream’ for supporters to aspire to. His message is split into three parts:

1. Trump characterises America as losers within the ‘world market’

2. Trump then characterises himself as a winner/leader who can guide the masses to achieve this new-found American Dream

3. Trump can make America winners again. He uses pain points of his supporters to create a buzz around what he’s saying.

• Branding the opposition

To differentiate the Trump brand from competitors he casted a negative light on them. He coined nicknames ‘Crooked Clinton’ and ‘Lyin’ Cruz’. Trump appears more trustworthy and honest because of this thus, creating further polarisation resulting in evangelist support.

(Primary Photography)

As a result of the aforementioned points Trump was able to characterise himself as a political hero, America’s Superman. Trump was able to exploit his target audience, which ultimately lead them to vote for him. He was able to manipulate the identity of both his presidential ‘brand’ and his competitors.

As well as the ‘brand’ manipulation, Trump also has a very strong brand presence. With hundreds of ‘Trump’ properties and services across America in the form of villas, hotels, corporate buildings he has been able to create a mini empire with ‘Trump’ slathered upon every wall.

Trump has even capitalised worldwide off of his campaign by selling “Make America Great Again” hats. This shows great branding as now the image of a red cap has been changed completely. Apart from Shepard Fairey’s 'Hope' poster for Obama , I can’t think of another mode of presidential branding that has resonated as deeply as Trumps hats.

Consequent to this strong brand presence, Trump was able to create the illusion of an empire. To people who did not know of him before, suddenly become hyper-aware of his vast impact globally. He had built up his business brand before his presidency which revolved primarily around his personality. Brash, comical and almost moronic, Trump’s personality entertains and demands attention. The ‘consumer’ in question cannot out run the Trump brand because every inch of it refuses to be overlooked.