The Republican Party is in turmoil, no doubt about it. White males in suburban and rural areas, their core base, are fed up with Government and want an “outsider”, even Donald Trump. Meanwhile young voters love Bernie, and women and minorities support Hillary, despite questionable trust in her. The Republican establishment is bewildered because their traditional message no more resonates with the majority of their constituents. In short, the planet has turned upside down for them. And these dynamics aren’t so not the same as the constant changes available on the market that force companies to sometimes re-position their brands.

There are clear signs that the Republican Party has lost its way. In a CNN/ORC poll in March, only 10% of Americans have a lot of confidence in the G.O.P providing real leadership for the united states. republican party The perception of Congress, controlled by Republicans, is just as bad – only 15% approval rating, down 6 points from February.

The branding challenges facing the Republican Party are significant, and in addition can provide a useful lesson for businesses when they experience market changes that affect their brand image:

THE CLIENT (i.e. Voters) – nothing is more important in branding than constantly monitoring the target audience and their evolving passions, and having the ability to adapt accordingly. Older white males with less education and income, a primary target for Republicans, have become impatient with promises of higher income and better jobs. They identify the Republican elite with big business and the wealthy, the “donor class”. Certainly the Citizens United case fueling the energy of super PACs and the influence of wealthy donors has contributed to the disenchantment, leaving these downscale voters with the impression they no longer have a voice. While many of the voters drifted to the Republican Party between 2008 and 2012 because of the frustration with Obama, they are now very skeptical and see Washington dominated by lobbyists, contractors and lawmakers who’ve ignored these voters’ growing anguish.

Meanwhile the profile of American voters is changing dramatically. The Millennials have become the largest voting bloc and are gravitating to Bernie Sanders along with his idealistic promises, which are very not the same as the mandate of Republicans. Even younger Republicans aren’t in sync with issues like immigration; for instance, 63% said they supported giving immigrants a chance to become citizens (source: poll in March by Public Religion Research Institute). Furthermore the voting power of minority segments keeps growing rapidly, along with their frustrations with the Republican brand. The “Tea Party” conservatives could be the most passionate and outspoken, but their views have emerged by many as too extreme and you can find not enough of them to win the primary Republican goal, the White House.

Running a business, the emotions and desires of a brand’s target customers, plus its profile mix, are always in circumstances of flux, aswell. Smart companies know how important it is to identify emerging trends and the evolving needs of their customers, and can re-position their brands with modified promises and/or new features to sustain their emotional bond using them.

Competition – The race for the Republican nomination has attracted entirely new and various candidates with strong views outside its traditional mantra of values and brand positioning (i.e. “outsiders” like Trump and Cruz). Trump’s belligerent propositions, while they could interest heretofore loyal Republicans (e.g. white males, less educated) who today have dubious perceptions of Congress and Republican leadership, are clearly not good views of the Republican elite. Cruz has galvanized the extreme right, but his brand image is hostile rather than in keeping with the old Republican persona. In business, when new competitors arrive, savvy companies will assess which competitive brand promises are so appealing, and why, and either revise their brand positioning to resonate more (rationally and emotionally), and/or create new offers to convince customers that their basic promises still represent less expensive.

Brand Promise or Message – there is definitely a glaring disconnect between your traditional views of the Republican Party and the attitudes of their standard voter base, especially on an emotional level. The embarrassing insufficient trust of the Republican controlled congress (only 41% of Americans trust Government today) and the perception of its elitist leadership being out of touch, have fueled the anger and frustration of all voters. More important, it has also undermined the relevance of its mainstream brand promises. As running a business, the key is to re-evaluate their customers and revise the brand message to emotionally connect to their passions, and also to appeal to emerging segments offering greater potential for achieving their strategic goals.

Why The Republican Party Must Re-Brand Itself