It’s fair to say that image is very important if you are President of the United States of America. It’s a serious job with serious responsibilities. The USA needs a serious person in the role.
Well then, how can you explain that Barack Obama is one of the most respected and liked Presidents with antics such as these…
1) Hanging out on a basketball court playing HORSE
2) Getting down and dirty with a Latino dancer
3) Reading children’s books
But there’s two things going on here.
1) He’s connecting with people. He likes mixing with different groups of people, he participates in every day activities and he’s “one of us” with interests, quirks, emotions and even flaws.
2) He’s doing his job. Whether you agree with what he’s doing or not is irrelevant. It is hard to question his work ethic as he tackles historic health reform, a seemingly endless war and the after effects of a global economic crisis.
If he stops doing one of these things there’s no doubt he’ll be out of office at the next election.
And so it is with brands. Follow these two principles and there’s a good chance you’ll get your share of popularity.
1) Connect with people. Find out what your customers are into and join in. Be one of them. Entertain them. Engage them. Do they like funny stuff? Do they like stories? Do they like conversation? Put the brand handbook and style guide into the backpack for the moment and go play.
2) Do your job. But it’s no good playing if they call your bluff. You need to have something of value to add to the group. Make sure you have your product up to scratch as well. Are you up to date with the latest consumer wants? Do you have the answers? Are you serving a purpose?
Get those two right and you’ll be on your way to being a respected and liked leader.
Nathan Bush is an Interactive Strategist at BCM
Nice analogy.
Some great messages there Nathan, thanks for the reminder. Connecting with your inner child can also draw people towards you.