Two key ingredients to every political marketing campaign are the design of the campaign logo and the campaign slogan. Initially, the campaign logo and the slogan become the identifiers of your entire campaign for potential voters.
And although this sounds incredibly important, in reality, creating campaign logos should be simple and should not take up a lot of time. In the grand scheme of the entire campaign run, the logo will ultimately be replaced by the candidate. Voters will be drawn to and focus on the person running. No one votes for a logo. So, the amount of time spent creating a campaign logo should be less than a day. But, the logo should also be meaningful and unique. Don’t over think it.
Political slogans should quickly say something about you and your purpose. They should be a short sentence—no more than 4-5 words—or even three short, concise words (e.g. “Faith. Family. Freedom.” from Mike Huckabee).
For regarding slogans, it is my ultimate recommendation that they be reserved for mail pieces, business cards, hand held rally signs or radio/TV ads. This is because the viewer has time to digest what he or she is reading or hearing. Although yard signs are an essential part of print promotion, they are mainly name ID pieces and should not contain extra information that would be lost. Even short slogans can be looked over and it’s simply because the average viewer is driving by at 30+ mph.
The message of the slogan should be easy to interpret and not ambiguous. An example of a slogan that has been used multiple times (mostly in small local campaigns) is “Fresh Voice, New Leadership.” What does this mean? What exactly is a “fresh voice?” The overall generic tone of this slogan can be interpreted as “inexperienced first-timer.”When thinking about a political slogan, think about the core of your values and beliefs. From the 3-word example above from Mike Huckabee, you instantly knew a couple of things Huckabee stood for—his belief and faith in God and his strong sentiment towards family values. You can actually form an opinion from this.
While having a campaign slogan is not necessary, they can certainly connect a candidate to voters. In 1980, Ronald Reagan used “Let’s Make America Great Again.” This was a clear message sent to the incumbent that focused on the pitfalls the United States was experiencing. Of course Americans wanted greatness again. So, one can truly appeal to the desperate need for change.
It is hard to imagine or prove that a clever slogan has actually been the deciding factor in an election, but once again, the slogan is a direct representation of a candidate’s platform or character.
So, when choosing a campaign slogan, be clear, concise and true to its message. Live it. Embrace it. Portray it. Keep it simple, keep it fresh.