Sunday, 22 July 2012

Re-branding; UKIP to the next level

A year ago I met with a senior member of UKIP at his home office.  For much of my time with him, the MEP in question seemed concerned that I was a member of the tabloid press.  This concern actually bordered on paranoia.  It was clear; he felt that the press was out against UKIP and that the press was to be feared.  In the light of the News Corp scenario (which occurred after my meeting with said UKIP MEP) I can see why he was concerned.  The British Press has for years taken sides, made figures of fun out of those politicians that it dislikes and generally spun stories in both positive and negative ways in order to gain influence, sell papers or both.  

However, the British media's focus on UKIP seems to be softening.  No longer the hard lens of scrutiny aimed at poking fun, UKIP is now viewed through a wide angle which landscapes the larger political picture, and crucially mainstream parties.  This is good for UKIP; the more it is framed in the same painting as the Conservatives, Labour and the Liberals, the more legitimacy it will gain.  And legitimacy is the key to acceptance, acceptance the answer to why UKIP performs so under-whelmingly at General Elections compared to their relative success in the Euros. In short, UKIP stands ready to scoop up the disfranchised, but it also needs to go further; it needs to offer credibility, brand image and aspiration. 

So, it's clear that if UKIP are to make further electoral inroads towards mainstream domestic politics then they must step up a gear.  There are several factors which look as if inadequately addressed might scupper their recent rise.  These comprise a triumvirate of issues which are as follows: 

i)  Appalling brand image
ii) Poor media relations
iii) Decentralised party structure

All three major parties have addressed these issues long ago, and UKIP need to follow suit.  After all, if you want to beat them; become them.

Therefore, this article suggests some basic ideas for UKIP which address the concerns listed above in order.  

i) Get rid of the child-like purple and yellow colour scheme and cartoon pound font.  Whilst these colours are complementary, they also wouldn't look out of place sat in patchwork together on a child's duvet cover.  However, they are unique and do separate the party from the blue of the Conservatives and the red of Labour.  Thus, swap yellow for the gold of a genuine Pound coin and deepen the purple to a maroon made from the red and blue of the Union flag.  Isn't that what it's all about?  People have gone to their deaths to defend these colours, and therefor they are incredibly powerful and have the weight and feel of history behind them.  Adopting the prestige of patriotism is an incredibly powerful and emotive thing.  With reference to the gold, I'm not talking shiny, tacky 'bling' gold, but the deep rich gold of a 10 year old, well thumbed, good old fashioned quid.  
Further, step-up the pictoral rhetoric.  The imperial lion and the green and pleasant lands of Great Britain of old are both free to good home and are presently unused by any of the mainstreamers.  Tapping into these iconic images not only lends credence but also furthers the motion of UKIP as the party of Britain.  Further, there is a current fashion trend for 'Keep Calm and Carry On' posters.  They are everywhere, in all incarnations.  UKIP need to get hold of this ready-made brand distribution, hook in to the image in their own way.  In short, take ownership of a vacant possession.  'Keep Calm and Vote UKIP' or 'Keep Calm and Leave the EU' spring to mind.  
Finally, UKIP needs to change it's name.  There are some unsavoury if entirely unjustified brand blurring with the BNP.  This needs to end.  We are in the United Kingdom and we wouldn't be considering voting UKIP if we didn't know you were a party.  Thus,
"INDEPENDENCE" is a solid, no nonsense alternative name which maintains the positive elements of UKIP and throws of the cumbersome abbreviation.  

ii) The spotlight on Alistair Campbell and more recently Andy Coulson has shown two things.  
Firstly, that each of the major parties understand the need for strong media relations.  
Secondly, that the concept of a former tabloid editor as a 'spin doctor' is a tainted one.  But this reveals an opportunity.  As the old media platforms of television, radio and the printed press begin to fade, and the new media of Twitter, Facebook and other web-based two-way content gains greater influence, the new Coulson or Campbell ought to be a social networking specialist.  The 'Facebook election' of Obama in 2008 and the recent 'Arab Spring' has revealed that only social media has the power to rival the Murdoch/BBC two party old-media monopoly.  The internet is a powerful and influential place which is yet to be adequately leveraged by any of the domestic 'big three' parties.  Hire some recent graduates who really understand this genre, go viral, understand that ideas spread through internet social networks in the same way as contagious disease spreads through populations, and take advantage of the current reticence of the mainstreamers to marry Murdoch. 

iii) UKIP operates an almost federal party structure based loosely along the regions of the UK as seen from Brussels.  This is a good tactic at Euro Election level, but falls short for domestic purposes. A central office will permit Farage to control his almost wayward MEPS and candidates, and assist in maintaining a whip and a party line which can be more efficiently controlled and disseminated across media platforms.

At it's heart, this article believes that UKIP, or 'INDEPENDENCE' as I'd suggest it should re-brand, is knocking on the mainstream's door.  Working and Middle Class families up and down the UK are disenfranchised with the usual options and are looking for a viable alternative.  On the policy front, UKIP provide this.  Support for Grammar Schools, a withdrawal from the embattled EU, reducing the deficit, patriotism and old fashioned values help form an attractive solid core of policy which will continue to garner more and more support.  However, a poor media image and a weak brand is holding the party back from achieving the respectability, no, the desirability it needs to succeed. 

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1 comment:

  1. Interesting ... but you left out one of the main obstacles that UKIP faces. Its policies on anything other than Europe are limited and under-developed and so it is still seen more as a single issue pressure group than a political party. So its main challenge is building a coherent, rounded set of policies that give it the look and feel of a fully fledged party