Branding should be the spark of life for the next NDC government

In the competitive arena of politics, where every vote counts, politicians have turned to sophisticated branding strategies, akin to those used by global corporations to connect with the electorate and secure their place in office and to also communicate to the electorates about their achievements after assuming office. Branding in politics transcends the mere visual identity; it’s about crafting a compelling narrative that resonates with the voters’ values, aspirations, and concerns.

Branding becomes even more essential for the National Democratic Congress (NDC) now that power is won, because it will stimulate the conscience of the electorate to believe in what the government is up to as far as fulfilling its part of the social contract is concerned.

Over the years, the NDC has relied on being honest to the masses (credit to the NDC). The mind-set among some NDC officials is that, branding and sloganeering are tools for public deception, and that impacts were more important. Fair enough, it is good to respect the intellect of the citizens and expect them to make decisions based on the impact of your policies on their lives. However, in a situation where your main competitors are using mere branding and sloganeering to win political favours, it is imperative that you reassess your position and consider your stance in that regard. This is the more reason why the incoming NDC government must take branding extremely seriously.

Since 1992, the NDC has come up with programmes and policies that have impacted and enhanced the lives of Ghanaians far more than the New Patriotic Party (NPP). However, the latter has expertly actualised the power of branding and sloganeering to make them look better, when in actual fact they are worse.

When the Junior Secondary School concept was introduced in the 1980’s, late former president Jerry John Rawlings built over 80 Secondary schools across the country, there was no slogan for this monumental achievement.

Former president Rawlings also established a number of state universities without any form of branding and sloganeering. The massive rural electrification projects were neither branded with catchy phrases such as “one village one electricity”. There were a lot of policies and programmes undertaken by that regime without single slogan.

However, the NPP has consistently engaged in branding and sloganeering with the mediocre of policies and programs such as merely providing seedlings to farmers i.e. planting for food and jobs. During his first tenure, former President and now President-Elect John Mahama supported indigenous companies with funds in order to expand and employ more Ghanaians, there was no any phrase for such policies, then the NPP came to power and started painting already existing companies and named them “one District one Factory”.

Late former president John Evans Atta Mills and President Mahama built several hospitals across the length and breadth of the country without slogans, the Bank of Ghana Medical Centre, University of Ghana Medical Centre, Ridge Hospital, Afari Military Hospital, Sewua Hospital, Kumawu Hospital, WA Regional Hospital, there was nothing like “Agenda Ultra-Modern Hospitals”. The When the NPP decided to build hospitals they christened it “Agenda 111”.

Imagine the sloganeering and branding Ghanaians would have been subjected to if the NPP were to be the ones to build the E-Blocks President Mahama built, the airports, the roads and the interchanges. When the NDC was helping farmers with subsidies in order to increase productivity and feed the nation, there was no slogans, fertilisers were given to cocoa farmers, and there was no slogans. The NPP came to power and continued the policy of helping farmers; they named it “planting for food and jobs”.

The NPP has consistently engaged in political branding and sloganeering without substance, whiles the NDC has always concentrated on churning out policies and programs that have direct positive impact on the citizenry.

The NPP has consistently used their empty sloganeering to portray themselves as better developers of the country when in actual fact it is the NDC that really builds and develop Ghana. It is therefore imperative that, the next NDC takes branding seriously because they are the party building this country and must let the people know their massive achievements with catchy phrases.

Branding in governance is not a new concept, it is only bad if it is used to deceive the masses as the NPP does. Historically, it involved slogans, and posters designed the government’s achievements. However, the digital age has revolutionized how politicians brand themselves, integrating social media, data analytics, and targeted advertising to reach the citizenry more effectively than ever before.

The Impact of Political Branding on Elections

The impact of effective branding in politics can be profound, influencing not just the outcome of future elections but also public opinion on key issues. By presenting a cohesive image and clear message, with effective branding the incoming NDC government can create a loyal base of supporters who identify with the brands and are more likely to advocate on their behalf.

However, the power of branding also comes with responsibility. Misleading branding or failing to live up to the brand’s promises can lead to public disillusionment and erosion of trust, as we are witnessed under the failed and disappointing outgoing Akufo-Addo-Bawumia government.

As the political landscape becomes increasingly complex and competitive, honest branding will continue to play a pivotal role in letting Ghanaians appreciate the achievements of the next NDC government of John Mahama after 7th January 2025. By effectively using branding, the NDC government cannot only win future elections to continue developing Ghana, but it will also help the government to forge a deeper connection with the Ghanaians in driving positive change.