So, the polls were right. Or wrong. Or something. Much like Kamala faced an uphill battle against a well-known incumbent in Donald Trump, many scale-up tech brands must challenge established market leaders while trying to cut through the noise and build recognition. And now the dust has settled, to me Trump-Harris provides lessons that could be applied to the tech PR and communications world:
1. Build a Strong Brand Foundation Early
Donald Trump entered the 2024 election with a well-established brand—a former President, businessman, and media personality. Thus, he had already created a solid foundation; supporters knew what he stood for, and that gave him an advantage.
Scale-up tech brands need to apply the same leverage. It’s crucial to build your own brand foundation and messaging from the outset. Take time to review and refine your brand identity, ensure your messaging is consistent, and develop a clear PR strategy that aligns with business goals. The groundwork will pay off as you execute, making your brand more recognisable and credible to your audience.
Presidential To-Do Item: Start by reviewing your company’s brand, vision, mission and values. What problems do you solve? How does your product or service benefit your multiple audiences? Ensure everyone is aligned and give yourself time to prepare the foundations before you enter the ‘race’.
2. Simplify and Test Your Messaging
One of Trump’s key strengths in the election was his ability to communicate his message in clear, simple terms. Even if they didn’t agree with everything, you know what’s on offer. For scale-up tech brands, the clarity of your messaging is equally important.
Technology can be complex, but your audience doesn’t need to understand every product feature from the outset; what they need to understand is how your proposition benefits them. It’s essential to take the time to simplify your messaging, remove the jargon and focus on communicating the value your offer. Spend time with your team and stakeholders to ensure your messaging resonates with your target audiences. You must be able to answer, What’s in it for the client?
On the campaign trail 2024: Run messaging workshops with key team members, gather feedback, and constantly test your messaging with your stakeholders. Create messaging that is concise, impactful but which also allows for some audience and geographical flexibility.
3. Build a Supportive Ecosystem
This year, the Republicans capitalised on the support of a diverse range of high-profile influencers, from business figures like Elon Musk to politicians like Robert F. Kennedy Jr. While some of this was controversial, it was 100% strategic in amplifying their message and reaching a broader audience.
For scale-up tech brands, building a supportive ecosystem is equally beneficial. Influencers, industry analysts and media outlets all play a role in amplifying your message and building credibility. Building relationships with these key players takes time, but it’s an investment you need to make to get that positive media coverage, higher analyst engagement and those tier one thought leadership opportunities.
Why you want to do the equivalent of Joe Rogan: Identify industry influencers and analysts who align with your brand’s values and vision. Look for opportunities to engage with them through smart content, interviews, and/or collaborations that helps solidify your street cred.
4. Target the Right Audience with Strategic Campaigns
From rallies to Fox News to niche podcasts, Trump used a variety of platforms to connect with his audience. Rather than focusing solely on large-scale national TV media coverage, he instinctively understood that reaching specific audiences with authenticity where they already spend their time is key to building his version of brand loyalty.
For scale-up tech brands, it’s essential to understand where your audience is consuming content and engaging with industry thought leaders. While national media coverage can boost brand awareness, it’s not always the most effective way to shorten the sales cycle. Better: focus on reaching the right people in the right spaces, whether that’s niche trade or vertical media, industry events and/or specialised podcasts.
Now you’re changing The White House curtains: Work with experts to craft a campaign strategy that combines broad visibility with highly targeted outreach. Identify the channels where your target customers/prospects are most active, and build compelling packages of information, advice and customer backing to maximise such opportunities.
Conclusion: Getting that all-important Second Term
Building a successful tech brand doesn’t happen overnight. 2024’s US presidential election brings out ways to do it: establishing a solid brand foundation, simplifying messaging, cultivating influential support and smart targeting of the right audience.
And just as political underdogs need to work hard to build recognition, scale-up tech businesses must be patient and strategic, too. But with time, consistency, and smart planning, you can position your brand to stand out and compete effectively in your market.
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