President Obama should be given a failing grade in the category of personal branding. Eighteen months into his presidency, President Obama is still considered by many Americans to be a Muslin and continues to operate in a reactive messaging mode. His approval rating has fallen to a new low of 41%. The simple reason for his latest problems rest in his failure to effectively manage his brand.
Much of what we’ve learned about the effectiveness of personal branding has come from reviewing the highly successful campaign of Barack Obama. His campaign shows us that personal branding, when done effectively, can elevate someone from relative national obscurity to national celebrity in a matter of months. His campaign also showed how a powerful and active personal branding campaign can lead to financial success. In one month during the campaign, while not holding one single fundraiser, Barack Obama raised $55 million directly from the buzz created by his personal brand and the tools he had at his disposal to share his message.
During the first 18 months of his presidency, Obama’s administration has successfully orchestrated more legislation than any previous president. In spite of the incredible success, he now suffers in the polls. What has happened to President Obama’s brand?
President Obama receives a failing grade for his personal brand simply due to his failure to continue to do the things that led to his campaign success. We live in a media cycle unlike anything in Amercian history. Every few seconds, new information hits the air waves and the internet. Talking heads on cable television populate virtually every hour of broadcasting air time on many channels. And with the shift of the public from relying on the printed news to online news, it is more important than ever to actively manage one’s brand.
Mr. President, it’s rather simple. If you want to change people’s perceptions about your religious connections – whether you are a Muslim or not; if you want to change the negative impressions people have about your administration; if you simply want people across the country to effectively understand the success of your legislative agenda, it is time to return to the strategy and tactics of your world-changing campaign strategy of 2007 and 2008.
Like President Obama, you and I must also understand this applies to us as well. Failure to actively manage our personal brand will lead to our message being distorted or simply unheard. Missing the opportunity to have a strong personal brand that is active simply means that the competition has an opportunity to change the message to their own.
It’s time to return to Personal Branding 101, Mr. President.
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Part of your brand development is empowering your followers and fans to keep up with what’s happening in your life. The more connected people are with you, the stronger your brand connection. This is the immeasurable value of Twitter and Facebook; they provide you with a way to interact with people.
