Brand Identity Training for the Democratic Caucus

Background:

The Democratic Caucus is comprised of every Democratic member of the House of Representatives for the purpose of supporting the ideas and goals of each member.

Situation:

Each Democratic member has Communication staff that works towards creating and managing internal and external messaging for their Office. A brand alerts constituents to a Member’s key issues, values and policy positions. A strong political brand strategy grows influence, increases visibility and maintains credibility. Research shows that brand management generates value for the individual, their organization and constituents.

solution:

This workshop was an introduction to brand management for professionals looking to create a winning positioning strategy. Dr. Waller delivered a two hour presentation using theoretical research, recent studies and practical knowledge.

Results:

The branding workshop brought together staffers from a variety of offices. Dr. Waller provided staffers with insights into how to strategically position a political brand. Participants got the opportunity to apply their Member’s political brand strategy in two personal branding activities. Participants created brand statements that reflected their Member’s unique values.