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The Lib Dems’ branding crisis

A political party’s brand is more than a logo, it is its heart and soul.

The part-fiction, part-fun story in yesterday's Sunday Telegraph about the Lib Dems generated a bit of speculation about whether the party will change its name, logo or leader. It was the usual display of people who comment on politics but don't understand branding, and is nicely rebutted here.

When it comes to branding, I should declare an interest: my whole family is in the business. My dad was involved in briefing Rodney Fitch, the designer of the current Lib Dem logo. As far as brand and marketing people are concerned, those in PR/corporate communications (labels I have been given in the past) are "fly by night – no data to crunch". They are more polite than that, but that is their underlying meaning – and often they are right.

Understanding why people think, feel and believe something courses through the veins of the Grender clan. We were all virtually raised on it.

But when the word "branding" gets raised in the political arena, many who comment on politics – and, indeed, politicians – tend to lose the plot. Because they fail to understand what branding means. They typically think about colour, typeface, logo and the name of the party. Sometimes they make the critical error of thinking that opinion polling should even change their policies. Then we get the usual hackneyed comments, such as: "Changing your logo won't change your problem."

Well, that phrase is correct, but it also demonstrates a fundamental misunderstanding of what a brand means when it comes to a political party.

For years now, the Liberal Democrats have struggled with how they are perceived and, therefore, their brand. There has been a fundamental split between perceptions of the party nationally and perceptions locally.

At local level, they are seen as the party that "rolls up its sleeves, fights for the forgotten end of the borough, gutsy, no-nonsense". At national level, they have usually been perceived as "bespectacled, slightly academic commentariat from the sidelines". Hence, Vince Cable polled high in the years leading up to the election but nobody knew he was a Liberal Democrat.

Combine that with the critical issue of the often-repeated phrase "I would support you, but you haven't got any chance of getting into government" and the Lib Dems have had an obvious branding problem for years.

Post-May and the coalition, however, the party's branding is like a deck of cards that has been thrown up into the air – and the party needs to think about, and prepare for, where those cards will land.

Because of the coalition, the critical issue is now trust. Will people believe that the Lib Dems felt they had little choice regarding such issues as tuition fees? For a political party, a brand can be underpinned by policies and by perceptions, particularly of the leader, but it is not the ultimate defining factor. A brand is like a person: it builds up over time. It must be reflected honestly and accurately, or it simply doesn't work.

Brand is important, but it will never be as simple as a change of logo – it is about the very heart and soul of the party. And I think we can all accept that that is currently in a state of flux.

Tags: Olly Grender  Lib Dems  Vince Cable  Nick Clegg

28 comments

Lucky Jim's picture

If there's one thing that unites Labour and Conservative activists, it's their disgust for the way the Lib Dems behave at local level.

For those on the left, that's now matched by disgust for the party nationally. I couldn't help but laugh at the suggestion the party still has a "heart and soul", it's very obviously sold those.

tamster's picture

Olly Grender says "Combine that with the critical issue of the often repeated phrase, "I would support you, but you haven't got any chance of getting into government,"

She obviously doesn't realise what people say now is "I've seen how you behave in government and I'll never vote for you until Clegg & his cronies go".

As Hugh O'Donnell, a leading Scottish Lib Dem who has resigned the party said....the Lib Dems are about all control freakery and image and now and are inflicting huge damage on vulnerable people without flinching.

fredtheshred's picture

Lib-Dem = TOXIC BRAND

Stevenm27's picture

wow Olly has quite the ego!Look at how she places herself at the top of her party.

Talk about smug,,,

ang's picture

@Olly.
You're flogging a dead horse my dear!

martybee's picture

For the logo...Janus and a question mark.

tamster's picture

A new Lib Dem logo ?

How about changing from the current Cowardly Canary to its close relative the Lesser Principled Blue Bird

mcquade's picture

"Will people believe that the LibDems felt they had little choice regarding issues such as tuition fees?"

Absolutely not, especially as it didn't have anything to do with deficit reduction, as Clegg et al claimed. It will actually cost the government more over the time of this parliament, addding even more to the national debt, as this journal and the Guardian have revealed. Olly, you really should read your own rag before putting pen to paper and making a fool of yourself.

Des Demona's picture

''And I think we can all accept that that is currently in a state of flux.''

You have mispelled fucked.

Arthur Williamson's picture

Let`s be honest, who votes for the LibDems. Their voters tend to orginate from one of the following 3 categories:

(i)Fustrated Labour supporters who don`t want to vote Tory.
(ii)Fustrated Tory supporters who don`t want to vote Labour.
(iii)Voters who are fustrated with both Labour and Tory.

If the LibDems want to re-brand, stick a donkey on their logo, in reference to the `donkey voters` who vote LibDem.

peter chez's picture

The problem is not branding. There is a split in the LibDem politics. Clegg and his Orange Book group hark back to the 19th century Liberal policies. Where the Tories were paternalistic the Liberals were happy to see people sink in the name of freedom. In modern terms this ideology is more right wing than the Conservatives.

Much of their electioneering and voter support relies on the very different social democratic tradition with emphasis on equality and claims to be left of Labour.

Entering into the coalition has just highlighted the ideological divide. If the LibDems appear two-faced it is because they really are facing two ways.

mike cobley's picture

I find Olly's comments tremendously amusing as I almost always disagree with the main point she makes - and I`m a libdem too! As for the party brand - sorry, but branding is a marketing term; a brand is used to sell a product to a consumer. I've always thought that a political party presents policies and arguments and engages in a process of interaction and argument through which it both eliminates error and persuades voters to back them.

The Liberal Democrats main problem has been the reluctance to try and fuse liberalism and social democracy, resulting in woolly, ill-defined positions on certain issues. The Clegg-Laws Orangebook faction, being old-style, freetrade, pro-market Liberals, have well-defined beliefs and positions which they never hesitate to trumpet in public. Also, they slap the Liberal imprimatur on their every utterance, which shows no awareness of what events and policies are doing to the actual word 'Liberal'. Words have connotations, and Liberal is starting to become toxic, and not a 'brand' to be proud of.

Chris's picture

@Olly

If branding flows through your veins then surely you can see that the libdem brand isn't in flux. Its set hard as stone since tuition fees, the libdems are the liars party and Clegg is a busted flush. Honestly, I can't get my head round how Clegg can actually live with himself - to be arguing passionately against tuition fees then to do the complete opposite, he must suffer from some extreme personality disorder to be able to sleep at night.

ang's picture

@Chris.
I'm only bothering to post again because you made me laugh!
Does she get paid to write this or is it just voluntary?

matthew fox's picture

I take it Ms Grender missed the march last Saturday.

Re-branding a party that sold out so many, will take decades.

bartolo's picture

The Lib-Dems collected support and seats over many years with a moderate, left of centre agenda. Clegg and the Parliamentary Party have used that support to help establish and maintain a neo-conservative hegemony which is destroying society as most people would like to know it. If they had done with money what they have done with votes, they would all be doing time by now.

Lutra's picture

"Understanding why people think, feel and believe something courses through the veins of the Grender clan."

Sorry, Olly, I wasn't aware of the accident. Now I feel a little bad about having taken issue with so many of your Westminster-centric posts. Was it a very big transfusion?

Lesley's picture

Putting perfume on a corpse won't cover the stink of its lies.

Federico's picture

People's political memories are getting much longer, these days, what with blogs and comments on the internet reminding those whose recent history has slipped their minds. http://www.bestgardeningtips.net/

lain's picture

if labour voters do with their votes what labour has done with their money......

Dave C's picture

Rebranding the Liberal Democrats is like putting lipstick on a pig.

blueboy's picture

How about a tree/union jack sort of thing ?

Graham's picture

The Lib Dems are 'known locally' as the party that will say anything to get elected and then will drive twenty minutes down the road and say something completely different, they're known locally as the party that put out dodgy and misleading pamphlets, pull down the other parties signs in the dead of night and bully pensioners into putting up a sign for them on the basis a Lib Dem MP did some minor casework for them three years ago.

Rupert Tiger's picture

There is something not quite right with AV its followers conveniently always fail to tell us.

Something that can't readily be described in few words. It requires complex formulations about how votes are worth different things to different people, in different places, and under peculiarly different circumstances. How that complexity is somehow fairer, yet the more one digs into it the more one comes beguiled, then confused, and then disgusted...

It is the end of democracy in Britain, it is the beginning of permanent LibDem dominated coalition government; the floodgates to the slippery slope to a smooth easy patch-in to the EU-superstate.

And what we would actually lose with it? Forever the ability for us to vote out an entire political class or entire political ideology.

It is not a stepping stone to PR. No party will give us that. And certainly not the LibDems.

The LibDems love AV precisely because AV crushes the other small count parties at first count; counter to what the loving public perceive of it.

AV is nothing but the LibDem CUCKOO's egg in the nest of British democracy.

moss78's picture

^^^^^^
Couldn't agree more, I just had a leaflet saying vote Liberal to keep the Tories out. The bare faced cheek of them.

shaved or spiked's picture

Isn't it a bit pointless rebranding the LDs? I'm sure they could come up with something that sounds and looks wonderful. I don't think anyone on the left could say they hadn't heard the LDs say some excellent stuff. The problem is there is almost no link between what they say and what they actually do.

I wouldn't consider even thinking of voting LD again. Maybe if one of the decent ones, like Kennedy, split off and formed a new party I'd consider voting for the new party.

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