Theresa May’s recent resignation was expected (and hoped for) by many, but it has also raised further questions about what’s next for UK politics.
Will there be a general election this year? And if so, would Labour or the Conservatives be able to get the people’s backing after their recent defeat in the European Elections?
Yet, there is one thing that is completely evident – UK politics are in an incredibly dire state. The public has lost its faith in the parties it has supported for so long, and many feel as though politicians are also showing wavering dedication towards their own parties (one only has to look at the recent formation of the Independence Party to see this).
So what is in store for UK politics?
Solopress, the online print company have taken their expertise and experimented on rebranding the identities of a number of political parties, including SNP, Plaid Cymru, the Liberal Democrats, Labour, Conservatives and the Independent Group.
Looking at Political Parties as Brands
Managing Director of Solopress, Simon Cooper, suggests, “The current state of British politics inspired us to imagine how political parties could connect better with voters. Branding is so important to other big businesses and why should it be any different for political parties? While major brands sell products, parties are selling policies – both need to have a strong and coherent message and that begins with the branding.”
With that in mind, how are some of the leading political brands going to work towards rebranding themselves and regaining their followers?
Labour and Conservatives
If any two political parties have got to work hard it’s Labour and the Conservatives.
When Professor Phil Cleaver of Middlesex University analysed the current branding of the top five political parties, he said, “In a crowded marketplace of brands, people place a high value on perceived authenticity. Aligning your political message to appropriate visual communication helps to strengthen the credibility of your claims. Which, in turn, can hopefully lead to the trust of your voters.”
Backing up credibility and building trust is something the two top parties are going to have to do in abundance. As Radim Malinic (the creative director involved in the project) suggests for the Labour campaign, “Quick, clear messages with bold content and colours can get effective results across your channels.” While for Conservatives, Cleaver emphasises that “The messaging needs to tell a story that resonates to make an impact.”
The Independent Group
But what about a brand that’s only just entering the political stratosphere. How do they make their mark and gather a good following?
Malinic explains the thought process behind the rebrand offered by Solopress, explaining, “Be disruptive with your design – combining graphics, colours and messaging to show that you represent change. […] Shake it up.” He also goes on to say that “The Independent Group has got a fantastic chance to start afresh and build a political party that comes across as a disruptive force in British politics. The Independent Group could harness the power of technology much quicker than the dinosaur political parties and get their manifesto across using tech channels.”
Therefore, with their bold new branding and clear messaging, the Independent Group (aka Change UK) can use their fresh, new feel to their ultimate advantage.
Overall, then, it’s clear voters are looking for a drastic change in UK politics – drastic changes that will harness great results. And that’s why all of the leading parties need to rebuild their brands so they offer something new, exciting and altogether trustworthy for their followers. However, with such chaos amidst UK politics at present, one has to wonder whether it’s the Independent Group who has the head start with their clear, concise message that appeals to the many, “Politics is broken. Let’s change it.”
