Powerful branding lessons given by powerful state leaders who have managed to win people’s hearts and loyalty.
Personal branding is an extremely powerful tool that, if used correctly, can create unbelievable opportunities and open doors that seemed locked forever. The greatest world leaders have realized soon in their careers that perception is everything and if they want to get to the top they have to find ways to influence the perception of the decision making factors.
Some would argue that being liked can open more doors, because if people like you, they find it easier to connect with you. Which means that if they had to recommend somebody for a specific project or task, vote or appoint somebody in a specific position, you have more chances to be their first choice. This is likely to happen even if your skills and abilities are not as strong as those of another person.
Others would say that being respected is definitely more important, because it gives you that authority and trust that make people turn to you when they need advice, guidance or when they look for an expert to deal with a complex situation. In other words, people that are respected exude power and expertise and everybody wants to have somebody like that in their circle.
In reality people who have an excellent image are both liked and respected. Achieving both at the same time is obviously not easy, as these two concepts often tend to clash. The good news is that they do not have to be achieved at the same time. People with good personal branding are able to adjust their attitude, behaviour, messages or outfit to each situation, in order to project the image, they want to project and create the perception they want to create.
In politics personal branding is even more complicated since leaders are elected by a huge number of voters with different personalities, mentalities and thought processes and influencing the perception of millions of people is very difficult. Building the right key messages, being consistent and knowing your target audience are crucial. Even so, voters process information in diverse ways and expert use of a marketing mix is no guarantee that desired messages will cut through the barrage of communication that citizens around the world are exposed to each day.
Every world leader must respect a personal branding plan developed by their communications and personal branding teams around the image they want to project, the image that is most appealing to their voters. Let us have a close look at the way in which some of the strongest world leaders have built their public image.
Kamala Harris: The Charismatic Cool Tough Vice President
Just a few days into being sworn in as the Vice President of the USA, Kamala Harris had an extensive cover interview with one of the most famous magazines in the world: Vogue Magazine. The interview published in the February issue of the magazine was completed by a photo session during which Kamala Harris wore both business and more casual outfits. A leaked image of the cover which shows Harris wearing a black blazer, skinny pants and black Converse sneakers standing before a green background draped with a pink silk curtain went viral on social media at the beginning of January. Apparently, Vogue magazine chose one of the more casual looks of the US Vice President without informing her communication team first.
This sparked immediate reactions from several well-known publications that argued that the cover was too familiar and did not project the image Harris would have wanted to project, which is that of a powerful determined woman, the first female Vice President of the USA who deserves, first and foremost, respect for having accomplished so much. Kamala Harris’ team declined to make any public statements on the matter, but according to a source quoted by Chicago Times, expressed its disappointment over the magazine’s decision. A few days after backing its decision with a statement saying that the team felt the more informal look “captured Vice President–elect Harris’s authentic, approachable nature — which we feel is one of the hallmarks of the Biden/Harris administration”, Vogue announced it would publish a limited edition of its latest issue, featuring a different photo of the Vice-President-elect.
Were these reactions against Vogue’s decision justified? In terms of personal branding they were. Besides being a though competent politician, Kamala Harris is also a cool leader, some would even say that she is the female version of Barack Obama. We have seen pictures of her wearing sneakers on the stage, in front of thousands of potential voters, before. This context was different, though. She wore more casual attires when she wanted to get close to people and be perceived as a relaxed down to earth leader, one of the crowd.
The photography pose, outfit and facial expression you choose are very important for the message you want to convey. Standing straight with the arms crossed across the chest, wearing a dark blazer in one of the business colours projects authority. When you add a smile to this pose the image you create is that of an authoritarian, yet approachable leader. And this was exactly the image Kamala Harris wanted to project, which she had acquired in the picture in which she wears a powder blue suit and has arms crossed.
But why did she agree to the casual attire pictures taken in the first place? We cannot know that for sure, but we can only assume that she wanted to keep being perceived as a cool leader as well, but she did not want people to focus on that image in this particular interview. What is obvious is that what is wanted to achieve with this particular interview and picture, which marks the beginning of her term, was the perception that she is a strong leader, able to deal with all the challenges she might have to face on the way.
Barack Obama: The Intellectual Playful Family Man Leader Who Brings Hope
Barack Obama’s public image started to take shape with the “Hope” poster that became the iconic campaign image for the first African American president of the United States. This portrait designed by street artist Shepard Fairey became a significant part of Obama’s campaign messaging and was used to define his idea of leadership, at a time when he was still a fairly unknown politician with weak chances to become the most powerful man in the world.
Obama used social media as a primary tool to reach out to the public and build his image. He was even named Marketer of the Year in October 2008, by Advertising Age magazine, for his ability to use social networking platforms and tools in a way that allowed people to engage very easily and stimulated them to share his messages.
Throughout his entire presidential “journey” Obama was consistent with posting pictures and messages on the social network that shaped his personal brand. The 44th president of the USA posted lots of pictures of him playing, running, or picking up children, that show his easygoing playful side. In October 2014 Obama was photographed walking on the South Lawn of the White House with participants of a mentee résumé workshop, wearing a dark suit and a powder blue tie, walking with his hands in his pockets while smiling and chatting with the mentees as if he were one of them. In fact, they all smile and seem very relaxed in the presence of the President. His cool laidback personality transpires through these photos.
We all looked with admiration at the solid family that Barack and Michelle managed to build together. Their genuine connection is obvious to anyone. The two, and probably their communication teams as well, realized that this is a strength of the President’s image, so the constant displays of affection of the couple was not hidden from the public, but rather shown on social media as often as possible. Everybody likes and respects, at the same time, leaders who are committed to their families.
Obama was one of those leaders respected for his intellect, knowledge, and strong personality, but he was also not afraid to show his emotions and human side to the public. He did it skillfully managing to keep his leader aura even when he was photographed in relaxed social circumstances. He is one of those rare people that you easily like, respect and feel inspired by, at the same time.
Just like anybody else in the public eye, Obama was also criticized for some of the decisions made during his two terms. Allowing corporation such as Google, Facebook, big airline, or food chains to get bigger, turning a blind eye on wealthy people getting wealthier and the failure to address constructively the challenges posed by Arab Spring uprisings, civil war in Syria and Libya, repression in Egypt, are some of the actions that attracted the criticism of his opponents.
Four years after the end of his second term, there is still widespread nostalgia and good feeling for Obama as a political figure. He stands very good chances to forever be remembered in the history books as one of the best presidents the USA have ever had.
Justin Trudeau: The Friendly Chatty Relaxed Leader
Canadian Prime Minister Justin Trudeau is a political leader who achieved something very few leaders have managed to achieve before: getting noticed in a positive manner on the global stage while being the leader of a non-superpower. His youthful charisma, sex appeal, stylish suits, combined with his cosmopolitan world outlook, a vision of Canada as a nation friendly to allies, open to immigrants and just to its people, his promise to usher in a new age of gender equality which began by naming a cabinet comprised of as many women as men and his vow to reset the country’s relationship with its disproportionately disadvantaged Indigenous people have all contributed to his positive image.
Trudeau has been very active on social media from the very beginning of his public role and thanks to his clever use of social media, he was dubbed the first prime minister of the Instagram age. Most of the pictures posted on his social media channels or published in the media project the image of a warm friendly chatty leader, who loves to interact with the people and is often surrounded by excited crowds. Many photos and videos of the events he attended have gone viral on the internet.
Trudeau is pictured taking part in events like the Gay Pride Parade in Toronto, visiting baby pandas at the Toronto Zoo and attending festive events held throughout the country, fostering the image of a prime minister who is approachable and down-to-earth. On the other hand pictures of him alongside international celebrities such as Prince Harry and Stephen Hawking, show a political leader who is interested, just as much, in serious topics.
Just like Barack Obama, Trudeau does not refrain at all from showing his emotions and letting his guard down in public, a clever branding approach that makes people feel emotionally connected to him. In December 2015, the Canadian Prime Minister went to an airport in Toronto to welcome the first Syrian refugees to Canada. He spoke with arriving families, offered them warm clothing, and said he was pleased to “show the world how to open our hearts” to the refugees. An emotional Trudeau broke down in tears as he paid tribute to the lead singer of rock band Tragically Hip on national television. Speaking in Parliament in Ottawa, he said “we are less as a country without Gord Downie in it. I thought I was going to make it through but I’m not. It hurts.”
We should not forget that Justin Trudeau is also part of a political dynasty and his image is also an extension of that of his famous father, former Prime Minister Pierre Trudeau, which brings him certain benefits. From a marketing point of view, the son benefits from the positive attributes of his father while developing his own persona and disassociating himself from negatives.
But keeping that level of likeability is not easy. After four years in power, cracks in his image have started to appear. Some of the policies enacted by Trudeau’s government have made his political identity seem disingenuous. Justin Trudeau has had to defend himself at least twice against ethical breach accusations. The office of the independent ethics commissioner declared in August 2019 that the prime minister’s team had breached ethics rules and his officials had tried in 2018 to undermine a decision by federal prosecutors allowing construction company SNC-Lavalin Group Inc to face a corruption trial. The company is facing charges in connection with millions of dollars in bribes allegedly paid to officials in Libya, including members of the Gaddafi regime, between 2001 and 2011. Trudeau said he took full responsibility but declined to apologize, saying he had been trying to save jobs. Last summer the Canadian Prime Minister was under scrutiny again after a government contract was awarded to a youth charity with connections to his family.
It remains to be seen if Trudeau will be able to bounce back and regain the level of popularity and respect that have propelled him on the political stage. Nevertheless, he is still one of the most charismatic leaders of his time.
Putin: The Powerful Successful Controversial Alfa Male Leader
Almost twenty-two years ago, low-profile politician Vladimir Putin was appointed as the fourth prime minister of Russia, by President Boris Yeltsin. Two decades later Putin is still the leader of Russia and one of the most influential, but also controversial state leaders in the world. Personal branding had a very important role through his whole political journey.
Vladimir Putin’s personal brand is built around the idea of success. Whatever he does, wherever he goes or whoever he meets with, the president of Russia must be perceived as successful. He likes to be seen as a strong leader who helped Russia out of economic, social and political chaos during the 1990s, a man who’s main ambition is to establish Russia as an strong important world power. He has a PhD in economics, but also a black belt. Sometimes he is pictured riding a Harley Davidson motorbike and sometimes riding horses. Name the first sport that comes to your mind and the Russian president is probably a champion at it. He has been photographed swimming, skiing, playing ice hockey, racing Formula 1 cars, working out and so much more. In 2006 he was pictured holding a pistol during his visit to a newly built headquarters for the Russian general staff’s main intelligence department and in 2007 he appeared carrying a hunting rifle in the Republic of Tuva. Nothing seems to be too difficult for Vladimir Putin.
With his sever look, confident walk and strong handshake, deep voice and somber outfit, Putin is usually projected as dominating, powerful, inspiring respect and sometimes even fear. The typical Alpha male who leads the way, makes decisions quickly, does not accept excuses or no for an answer. Official biographies frequently point to the alleged lessons Putin learned growing up on the tough streets of Leningrad. ‘I had to be strong […] to fight to the finish in every fight’. He also appears as a very disciplined man, working long hours for the bright future of the Russian citizens. One image on Putin’s presidential website shows a focused looking Russian President working at his desk, surrounded by phones and stacks of paper piled high.
But any political leader of his caliber knows that being respected means a lot but being liked as well is the ultimate. That is why, from time to time, Vladimir Putin shows his charismatic, sociable, empathetic, soft side, that anyone can relate to. His love for animals is well-known. Several pictures show the Russian president playing with his dogs Buffy and Yume at his residence in Novo-Ogariovo. At the Golden Autumn agro-industrial exhibition in Moscow, in 2008, Vladimir Putin was photographed holding a hen chick. During his visit to an open-air museum in the village of Verkhniye Mondrogi, in 2011, he did not shy away from putting an apron on and making a clay pot. A video shows Vladimir Putin playing the piano and singing “Blueberry Hill” at a charity fundraiser. All these things make him human and his branding team know how powerful they are for his image.
Twenty-two years into power, Vladimir Putin is now anything but a low-key leader. He has done it all and has made sure that whenever he put on a show of strength or charisma everyone knew about it.
He is also quite controversial. On the one hand opinion polls report that he is still highly popular in his country. Those who support him feel that the living standards have improved, and Putin has brought a sense of stability and national pride. On the other hand, over the years his strategy and leadership style have also brought him a significant number of opponents. Russia’s strained relationships with various countries among which the USA, UK or Syria, the anti-gay policy and Putin’s alleged abuse of power and control have played an important part in the opponents’ negative perception of him.
How much longer will Putin be able to maintain his popularity high? No one knows, but what we do know for sure is that, in his mentality, losing is not an option.
Jacinda Arden: The Warm Caring Authentic Efficient Leader
“New Zealand’s prime minister is unmarried, pregnant and going on maternity leave”, this is the title of one of the articles published by nbcnews.com one year after Jacinda Arden became the prime minister of New Zealand. To people with a more conservative mentality who have never heard of Jacinda’s efficient leadership style and do not know anything else about her, this portraying of a head of state might seem outrageous, while people with a more liberal mentality might think “Good for her! She lives by her own rules.” The world’s youngest female prime minister said at the time “I don’t want to ever give the impression that I’m some kind of wonder woman. Or that women should be expected to do everything because I am. I’m not doing everything.” Her message revealed her down-to-earth, humble nature; a woman who tries to remain as normal as possible despite her status and who tries to lift other women up, instead of positioning herself as superior to them. Authenticity and integrity are perhaps Jacinda Arden’s strongest personality traits and they are, as well, the strengths of her personal brand. Empathy is the third one and strength of character the fourth one.
Ardern smiles a lot not just in her everyday life, but also in political circumstances. She smiles while meeting Prince Charles during one of his royal visits to New Zealand in 2019, she smiles while holding a jersey bearing her name after a joint press conference with the Japanese prime minister, Shinzo Abe, in Tokyo and she is all smiles while launching the labour party’s manifesto in Auckland, in August 2020. The New Zealand’s PM shows her compassion not only through words, but also by hugging people a lot. In March 2019, after the mass shootings at the two mosques in Christchurch she was photographed hugging mourners at the Kilbirnie mosque in Wellington. Jacinda Arden is not just a strong head of state, being a mother and life partner is also an important part of her life and she takes pride in that rather than hiding it. Many pictures show her holding her daughter or doing house chores with her partner.
Being authentic means being vulnerable and that might mean taking the risk of being considered indecisive, emotional, and weak. If anyone thought that of Jacinda she quickly proved them wrong by efficiently and powerfully leading New Zealand through a terrorist attack, a volcanic eruption, and the COVID-19 crisis. Ardern’s response to the terrorist attack on two Christchurch mosques that killed 51 people was praised around the world, she was discussed as a potential winner of the Nobel peace prize and she managed to outlaw most semiautomatic weapons in New Zealand. Ardern was praised again by everybody for her response to the White Island volcano disaster. Her compassion and at the same time efficiency were best displayed throughout the COVID-19 crisis. Arden did not just announce a countrywide lockdown in March 2020, she held a press conference during which she acknowledged the challenges people faced in staying home, she showed empathy about what is being asked of them and allocated an extensive time for media questions, instead of avoiding difficult questions. That warm motivating speech coupled with a well thought set of restrictions lead to New Zealand reporting only 2 cases of coronavirus in June, after 24 days of no new cases.
That approach and her kind open transparent personality that anybody can see and feel have secured her a new term as the prime minister of New Zealand.
Angela Merkel: The Competent Reliable Gender-Neutral Leader
Angela Merkel has often been criticized for her low-key outfits and lack of interest in fashion, in general. Fashion guru Karl Lagerfeld did not shy away from describing the style of the most powerful woman in the world in unflattering words: “Bad proportions. Too long pants, too tight jackets, awful colours. Everything is wrong!” – he said in the interview for German Focus.
When she did make an effort and tried to wear more feminine elegant clothes, she was criticized again. The German Chancellor raised eyebrows with her plunging neckline on a dress she wore at the inauguration of the national opera in Norway. Pictures of Merkel and her ample cleavage as she sat next to Norway’s Prime Minister Jens Stoltenberg made front page news in Germany and across Europe. “It’s simply due to the fact that in Germany a woman is chancellor. In any event, there certainly wouldn’t be a discussion like this with a man (as chancellor),” Merkel told ZDF television when asked about the all the attention surrounding her low-cut, tight-fitting dress.
Combining femininity and authority remains challenging for women in politics. Merkel has been dealing with this for many years now and she made the choice to put fashion aside, adopt a plain, uniform appearance and show that she is focusing on far more important things, such as the economic, political, and social challenges of Germany. In politics Merkel wants to be perceived as gender neutral and compared against her male homologous. She is not a feminist, although she does support women through initiatives and laws aimed at increasing their influence and number of options. Calling for women to play a more prominent role in politics, the economy and society, Germany commits to launching an initiative to bolster women’s professional qualifications in developing countries and promote women’s entrepreneurial empowerment.
Most of the photos show Merkel in political or business circumstances. She is usually either meeting a head of state or is surrounded by politicians, but in every instance, she seems to be in charge and very focused on dealing with an important matter. Merkel looks like the typical problem solver, able to come up with brilliant ideas and implement them immediately. She exudes competence, intelligence and efficiency. This is definitely one of the reasons why Time Magazine has named her the Person of the Year in 2015. Time Editor-at-Large Karl Vick described her as “the de facto leader of the European Union” by virtue of being leader of the EU’s largest and most economically powerful member state. Twice that year, he said, the EU had faced “existential crises” that Merkel had taken the lead in navigating — first the Greek debt crisis faced by the eurozone, and then the ongoing migrant crisis.
But Angela Merkel can also smile and lay back and when she does, her smile is very sincere. It is the smile of a good decent transparent person. Merkel was photographed smiling and raising her glass during a toast at the Trudering Festival in Munich, Germany, in 2017, petting a newborn calf during a visit to a German farm or taking selfies with students as she visits a secondary school in Berlin in April 2019.
Angela Merkel has announced she is stepping down as German chancellor in 2021, bringing an end to a political career which, by that point, will have spanned more than three decades. She will forever remain in the history as the first female German Chancellor and the most powerful woman in the world of the first two decades of the 21st Century. She will also forever be praised and appreciated for her accomplishments: saving the Euro zone, by imposing German-style austerity measures and reforms on the rest of Europe; fending off a long-term recession in Germany at the time the global economic crisis hit by introducing economic stimulus packages and shortening working hours; shutting eight of Germany’s 17 nuclear reactors soon after the Fukushima disaster as part of a long-term transition to alternative energy sources or reducing wage inequality by introducing the €8.50-an-hour rate.
In Conclusion
Perception IS reality. When you are in the spotlight everything about you good and bad is exposed to the elements. A continuous focus and nurturing of the positive aspects of your personal brand will always provide a more respected, liked and sustainable you.
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