Most every week since the USA presidential election, the media and others question the Republican party brand. I think insiders and outsiders alike agree that the Republican brand is in need of an alignment. The balancing of the party's internal culture with its external reputation. I work with a number of organizations helping them attain this alignment so I follow what is happening with the GOP.
When I work with organizations in helping them develop their brand strategy, I usually start with an audit of the brand to determine how out of alignment it is by assessing the internal and external gaps between perceptions and the organization's mission and core values. I then help the organization develop a brand platform to guide communications, culture building and business development. It appears that the Republican party needs to develop a new brand platform, or needs to re-discover what they stand for.
One of the most enjoyable aspects of the work that I do is working directly with brand champions of the organization, especially the brand manager. That person who spearheads the brand initiative internally and externally. For the Republican party that appears to be the Republican National Committee Chair, Michael Steele. But, without an effective brand platform, can Steele do his job? Others might think people like Dick Cheney, Rush Limbaugh, George W. Bush or someone else is the manager of the Republican brand. Without a recognized brand manager, how is he or she able to recruit and retain the right brand champions?
I think it is time for some brand basics to be given priority. Who is your brand manager?
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