Political Party Branding: The Beginning for APC in Nigeria.

Emmanuel Mogaji University of Bedfordshire, Luton, England.

The creation of the All Progressive Congress (APC) party is a welcome idea in the political scene of Nigeria. A mega opposition party created by merging 5 political parties determined to challenge the ruling People’s Democratic Party (PDP) in 2015.

No doubt professionals will be involved to draft new sets of constitution, manifestoes and to make sure that every one’s interest is protected. But how much effort is put into their marketing communication strategy? A twitter account is a welcome development but how about a website and other marketing materials? What is their corporate colour? How about their logo? Are there strategies in place to integrate this new brand – APC?

Fortunately for PDP, Their umbrella has been standing well since 1998, they had no cause to merge and therefore they maintain their identity. Unlike Alliance for Democracy, with the same colour with PDP and a black Star as their emblem, they went on to become Action Congress and later Action Congress of Nigeria and now a part of the new APC. With all these mergers, ideas, identities and core values are misplaced. You reach compromise for the progress of the mega party.

I am not a political analyst but an individual with interest in visual communication and consumption, what we see and how we interpret them. We have seen various logos for political parties in Nigeria and how well are they perceived? When you see the PDP Umbrella, what comes to mind? What are the values attached to all these logo? Do they really mean something? These questions I keep asking myself and to get more insight, I checked political parties in America and Britain.

In 2010, The Democratic Party of the United States unveiled a new logo – A Blue D in a Circle and "Change that matters" slogan. It was designed by New York-based SS+K. The same agency that produced the Obama/Biden 2012 presidential campaign which got people talking, thinking and acting like no other effort in modern American politics.

This rebranding for the Democrat was a change from the Donkey which they use as their representative symbol. The donkey represents the Democrats’ beginning 1828. The Democratic donkey represents hard work, diligence, humbleness and a dedication to the USA. Democratic National Committee Chairman Tim Kaine said: ‘So call it what you will — this new identity for our party captures the spirit that unites us all. Democrats — all of us — are working for the change that matters.’

In UK, It cost the Conservative Party £40,000 in 2006 to change their logo from the old torch emblem with an image representing "strength, endurance, renewal and growth to a new one based around a "scribbled" drawing of a tree. Now with a redesign, adding a mix of the Union Jack. The Labour Party was also rebranded with a new shape of red rose and a new strap line - New Labour - New Britain.

A poll of branding experts carried out by EMR declared Liberal Democrat to have by far the best logo of the three main parties. Use of the liberty bird was praised as easily recognisable and appropriate branding linked to a guiding Liberal Democrat principle - freedom. The 'scribbled tree' adopted by the Conservative party came in second and Labour's traditional red rose was last.

And now to the mega party formed by the merger of ACN (Broom), ANPP (Corn), CPC (Pen) and APGA (Cock), how do you combine the Broom with the Corn, the Pen and the Cock? Creating an identity for this mega party will not be an easy task. Everyone will want to be represented. You wonder what the Broom represents as part of the ACN logo, sweeping away the opposition. How about the Corn?

An analysis of the logo of Nigeria Political parties will make you wonder about the intellectual capabilities of those in charge of its marketing communication, if any. An example is Fresh Democratic Party with a clock at 8:00. Democratic Front for Peoples Federation has a tilting Sand Clock. Who was responsible for these designs? Most of these logos are in form of flags, flat two dimension designs. Was the creative process thoroughly followed or just something accessible to carry around during their Campaign?

Designing the corporate identity of a political party however is not the job of the Party leaders, sitting across the table and debating on the mascot to be retained and those to be removed. The Daily Mirror journalist Alastair Campbell contributed well towards the rebranding of the Labour Party under Tony Blair bringing in his media experience. Former Britain Prime Minister Gordon Brown hired branding expert David Muir as his Director of Strategy and the Conservative Party also established the position of a Head of Brand Communications.

A logo may not be the best selling tool for a APC as a political party unlike their policies and reforms; they are not one of the corporate organizations that go the full length to get the right creative design agency to handle their account. The (re)branding should be left to the Creative Design Agencies to come up with something that will represent the new party, their ideas and core values. The Party leaders can however give their input in form of briefs.

Writing for Interbrand, David Trahan submitted that brand is represented visually, verbally, and through other forms of expression becomes the direct line to reach consumers. It’s a logo, a spokesperson, a voice, a message, or an experience that comes from a brand that allows the business behind it to function in the marketplace.

As APC put their efforts in developing strategies to challenge the ruling party, I am advocating for a creative approach to their marketing communication designs, something attractive that will represent the core values of the party and have a message for Nigerian. Let the professionals do their jobs. The resources are available to get this done. It goes beyond flags and mascot on campaign rallies. This creativity should cut across the design of letter head papers, signage and even souvenirs.

There are creative individuals out there who can work on their brief. Make it quite interactive and competitive, ask Nigerians to design and submit logos that best represent their aspiration and perception of an opposition party and you will be surprised at the responses. Let people vote on these logos and thereby engaging and integrating your brand. This is politics, get people involves right from the beginning. The winner should be paid and the winning entries could be worked upon by the Design Agency or In-house Team to suit the overall brand.

I am not so sure if they have a brand person on board the team to work develop and implement strategies to create the right perception about this new party. Most likely they will politicise everything and not see beyond winning the primaries. That is their primary objective. They ask you, what are we branding here? They better get it right NOW. Nigerians are waiting.