There is a need to understand the difference between the two. In this election, we witnessed the power of recall for many who are not read and not aware of the platforms of the many candidates as reported by media.
A survey even went out of its way to broadcast their results endorsing their pronouncements to be true that most of the youth votes (ages 18 to 25) that are unaware of our politics voted based on namesake and recall.
This concept of recall is driven by media and its reach, powered by the monies invested by politicians who maximized their popularity with a redundant presence in media. Recall and even the words “top-of-mind” are not necessarily synonymous to branding.
The popularity or an awareness generated of a product, commodity, service or title is but the ideal presentation to persuade and create truths for a specific purpose.
The popularity of a celebrity, for example, does not generate a sustaining confidence of a consumer other than to identify whatever is being endorsed to at the very least to try and experience a product and or service, if not once.
Knowing a person and knowing of a person are two different situations. In politics, name recall is the singular objective, so the majority will at the least vote for the person or advocacy but requires an experience and the confidence after the trials for a sustaining attitude or what we call an attained confidence.
Branding is the acquired confidence if not the consistent and sustaining loyalty generated. Branding after all is the consistent delivery of the brand promise generating the integrity making it the brand.
To brand or strategic branding is acquiring the confidence of your consumer or whatever targeted market to satisfy, thereby earning the confidence.
In politics, the delivered service to its constituents and the satisfaction garnered will guarantee the vote when required. Recall most times is but the trial such like in supermarkets when they promote tastings of new products.
The attraction most times and the strategy are for consumers to at least try the product or the free samples distributed.
And should the promise deliver itself to the consumer, they will generate a confidence and acceptance for the product to eventually brand.
We need to remember, however, that branding is not necessarily about the business model or the monetary successes. Branding is not about being superior or having to be number 1.
It is not about good better or best. It is simply the brand deliverables that are kept consistent. Branding is about integrity. It is about a trust and confidence. Branding allows for the guarantee of the product or service to stay consistent.