How are SA political parties positioned for polls?

Political communication does no longer mean merely designing and printing messages on posters with simple political propaganda and rhetoric or without consideration of whom they are addressed to. It encompasses the entire marketing process, from preliminary market study to sampling, testing, targeting, and evaluation; to research, branding, communication, public relations, advertising and personal selling; and to re-design of policy and electoral strategy.

It is also covers the management of perception, public opinions, attitudes, expectations and behaviors of the target group during and after the political campaign.

Fully-fledged brands

It is not surprising that this year's election campaigns have become fully-fledged brands, with each of the parties working to build brand preference and loyalty that will ultimately pay off at the polls. Through political branding, a political party strives to offer a credible and valued brand offering which aligns with the evolving nature of electorate.

The fact is that political brands are constantly changing and are often forced to be redesigned, relaunched, repositioned, revitalised or rejuvenated to improve their product, appeal and support base. This happens not only for political brands, which may not be doing well, but also for brands that are doing well but would like to do better. For political parties to brand themselves appropriately, they need to understand and align themselves with their stakeholders' concerns, challenges and aspirations, and to adapt with people, time, and place.

How are some SA's political parties (ANC, DA and COPE) branding themselves ahead of the elections?

The ruling ANC continues to frame itself as the party to consolidate social change, political transformation and economic prosperity to all South Africans irrespective of race, religion, region and gender, while the DA brands itself as a party of unity, responsibility, equality, hope and a watchdog of democracy. Both parties have tapped into a base of voters who identify with those ideals by using their frames as the context for delivering all their key messages and promises.

From a branding perspective, there are some basic branding and positioning strategies being used by both the ANC and DA that stand out when reading the media and analysing their campaigns. These include the ANC's “My ANC, my vision, my future”, “Working together we can do more”, “Better life for all”, and the DA's “One Nation. One Future”, “Open, Opportunity Society for all the rainbow people of South Africa”, and “Breaking the Cycle of Poverty”.

Distinctive proposition

The ruling ANC brand has its own distinctive proposition, which sets it apart from increasing numbers of competitors and appeals to the broad political spectrum. These include inclusivity, dynamism, collectivism, concern, compassion, caring, commitment, salvation, sacrifice, suffering, redemption, resurrection, forgiveness, non racialism, non sexism and freedom rights. All these brand values are clearly articulated through its vision of “A better life for all”, which is driven by its mission “Working together we can do more”.

When launching the elections campaign recently, ANC president Jacob Zuma (JZ) said, “The ANC will not implement this alone; we will continue to listen, to consult widely, and to involve all of South Africa's people.”

People prefer a political brand that values, engages and identifies with them. The ANC knows it - hence its message is centred on partnership, collectivity and togetherness and is driven by its outgoing and charming president. JZ is the type of man who can talk to a president one minute, pay respect to traditional leaders, address a business delegation, pray with religious leaders, charm women, dance with youth, chant slogan with workers, listen to the poor, sing with artists, empathise with the minorities, and an African peasant the next.

Obama-esque

In its bid to stretch its tentacles into the mass political market, Democratic Alliance (DA) has redesigned, repositioned and relaunched its brand with an Obama-esque new logo, setting itself on a path of "regeneration and renewal". The change was introduced to get previously disadvantaged communities on board and change the legacy of the DA from being perceived as a white, liberal, upper class party and mouthpiece of big capital.

Leader Helen Zille told a gathering of party members recently that her party's new logo reflected its new offer, and its "new determination to address the injustices and transcend the racial divisions of our country's past. The logo is a morning sun rising over the Rainbow Nation. It represents our dream of an open-opportunity society for all. It signals hope. And it is grounded in our love for diversity".

The logo is accompanied by the new slogan "One Nation. One Future". The DA's “Breaking the Cycle of Poverty” document portrays a party that is patriotic and that has shift from the politics of passivity and protest to the politics of engagement - a party that is committed in solving the real societal problems faced by the poorest of the poor.

Own worst enemy

When COPE was launched, it intended to challenge the ANC and offer an effective alternative to the ANC government. However, it seems as if the COPE has turned into its own worst enemy.

During the conference, COPE leaders failed to exploit the power of first impression to depict what they stand for and convince the masses that they are a potential governing or opposition party. Instead, its leaders expressed anger, frustration, disillusion and willingness to avenge their Polokwane defeat.

While aiming at competing with the ANC, COPE wants to be associated with ANC's stalwarts, achievements, tradition, trademarks, heritage, history, culture and fabric. The name Congress of the People is aligned with the ANC. Again, COPE has expressed concerns with the elements of the country's economic policies, namely affirmative action, employment equity and empowerment policies which are embraced by the mass voting market, black management and black business people. Such brand positioning leaves COPE with a confusing political brand identity within the country's voters.

My conclusion is that COPE will draw its support mainly from the white middle class vote, which is DA's traditional support base.

Political marketing should be cornerstone

Candidates can continue with their door-to-door visits, kissing babies, hugging the poor and political rhetoric, but political marketing should be the cornerstone of their election campaigns. Political marketing has become an intergral part of the election campaigns as it supports the pillars of a democratic society, namely informed citizenship, mutual flow of information, service delivery, quality products or services and making informed choices among political alternatives.

No matter who wins the polls on 22 April 2009, the current campaigns demonstrate how a political brand can benefit from recognising and then identifying with what matters most to stakeholders.