Why Presidential Candidates in the U.S. Need Brandfolder

by James Winter

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Political campaigns have changed with the times. Sure, traditional tactics still have their place in this brave new world of digital transformation, but gone are the days when television, radio ads, print media, and snail mail alone could win an election.

The modern voter’s attention is too fragmented, too all over the place. After all, we have smartphones, social media, cloud services, and live streaming devices to keep us occupied. Voters are constantly moving targets, and it doesn’t help that there’s too much content noise out there (“fake news,” anyone?). 

But thanks to the democratization of media, the voting public now has much better control over how they consume, experience, and engage with political content. 

Do you want your campaign’s message to be heard loud and clear? Then you must choose your channels and plan your content carefully. Otherwise, you won’t be able to connect with the electorate where it counts. 

How do you navigate all the chaos?

Well, how’s this for a solution? Optimize the use of all your digital assets.

And to do that, you need digital asset management.

What is Digital Asset Management?

Digital Asset Management (DAM) is a tool that makes it easier for organizations to store, find, organize, manage, retrieve, distribute, and analyze their digital assets—anytime, anywhere, and on any device.

In other words, DAM serves as a central repository that helps organizations manage and navigate content chaos.

DAM can provide you with the following benefits:

No two ways about it: your presidential campaign has everything to gain from using a top-notch digital asset management system like Brandfolder. In an age where political divides are growing ever wider and “fake news” is running rampant, it helps to have a “single source of truth” that can provide you the clarity and the competitive edge needed to make a change in the world.

So, how exactly can Digital Asset Management help a US Presidential candidate win? 

You might already have some ideas based on the definition I just provided, but let’s dive deeper, shall we? 

1. Gives greater control over election campaign assets

For presidential candidates to have a real shot at winning, they (or their campaign managers) have to put the target audience at the center of the campaign’s narrative. That means focusing on their needs and then delivering content that is relevant, timely, and contextual—across multiple touchpoints.

Translation: You need a content marketing strategy.

A sound content marketing strategy has many components, but the bare minimum is to churn out a regular stream of campaign content: blog posts, brochures, emails, charts, morning show appearances—the works.

But first, you need digital assets. And these digital assets have to go through a process. Typically, campaign assets are managed, edited, and used across different tools, platforms, and channels before they become serviceable enough to be considered content. 

You need multiple teams—campaign coordinators, writers, designers, social media strategists, etc.—to pull this off, each with respective workflows. 

The potential downside to this setup is that it predisposes an organization to work in silos, causing digital clutter and confusion among campaign teams.

Is it any wonder why most organizations waste $10,000 a year mismanaging digital assets?

It’s an all-too familiar story. An audio clip can be renamed multiple times until it’s barely recognizable. A GIF file can get lost in a subfolder somewhere, never to be seen again. Duplicate assets are created, adding to overhead costs and taking up storage space.

When you have a DAM system in place, your campaign teams will find it easier to keep tabs on each of your digital assets: how and where they’re being used, who’s using them, which assets are performing well, and more. 

In other words, a DAM tool can give you a bird’s eye view of your assets across their entire lifecycle, not to mention provide you with rich insights that will help you create better content.

When you know your assets well, campaign efforts become highly visible, cost-effective, and impactful.

2. Helps your campaign build and maintain brand consistency

If you want your candidate’s “brand” to stick in the minds of your target audience, you must exert all possible efforts to tell a cohesive brand story they can believe in and rally around.

In other words, everything that represents your candidate’s brand—a blog post, an email, a slogan, a television appearance—must convey a consistent, clear message and visual identity. 

A logo with the wrong colors, a remark that’s far removed from the campaign’s core values, a flyer written in the wrong tone—all this and more is enough to make your target audience lose interest or wander off. 

For an example of brand consistency, look no further than Alexandria Casio Cortez’s stunning upset victory in New York’s Fourteenth Congressional District. AOC captured 78% of her district’s vote not only because of her strong progressive convictions, but also because she walked her talk (brand authenticity counts!).

AOC’s campaign was further strengthened by a strong, consistent visual brand. Her yellow and purple color motif with her name book-ended by Spanish exclamation marks was not only distinct and unique, it perfectly visualized her target audience’s calls for change.

Every presidential campaign needs multiple cogs to keep it going, but you need to make sure that these cogs are not working too independently of each other. That way lies inconsistent branding.

But thanks to DAM’s intuitive interface, meta-tagging, and wide variety of integrations, teams can rely on a single source solution while working with assets. 

When you know what each asset is for and where it’s supposed to go, teams can determine at a glance which assets are aligned with your campaign’s core message and values. Simply put, a DAM system creates an environment for your team where it’s hard not to stay on brand.

3. Gives your presidential campaign a competitive edge

When it comes to winning the presidential race, efficiency is everything—especially in terms of asset allocation.

Every minute counts in a campaign season, at least if the close 2016 race between Trump and Clinton is any indication. 

As most of us have already learned, the popular vote means nothing. It’s the electoral votes that count.

The takeaway? If you want your election campaign efforts to count, you need to include micro-targeting and electorate segmentation in your overall strategy. And when I mention segmentation, I mean the whole nine yards: verticals, demographic, geographic, and more. This same strategy is what helped Trump win the White House, for one thing.

By separating the electorate into smaller groups and tailoring your content accordingly, you can connect with your audiences in ways that really count. You’re also making every asset count, for that matter (assets cost money, after all).

But you need to find the right assets first. When it takes forever for your teams to find the assets fit for the situation, your election campaign initiatives will fall behind schedule. This is a disaster waiting to happen, especially when you’re trying to keep up with the demands of a hyper-competitive election campaign.

Thanks to DAM’s advanced search, thorough metadata, AI-tagging, and advanced taxonomy features, you can find the right assets on the fly and with little effort. 

To top it off, a top-notch DAM system also has several integrations that improve team collaboration and speed up work processes. This, of course, allows for the rapid distribution of assets. This provides your campaign with a big advantage. There’s a reason it’s called a presidential race!

Final Thoughts

In a political climate fraught with content overload and disinformation, your presidential campaign needs every advantage it can get for your candidate to win the White House. It all starts with your digital assets, and how clearly they communicate the change your candidate wants to make in the world. 

With Brandfolder, you can clarify your campaign’s message not only in ways that connect with your target audience, but also in ways that create an impetus for positive change.