Political brand marketing – strategies, tactics and case studies for building trust and winning elections


In the vibrant political landscape of Ghana, the art of political branding plays a pivotal role in shaping public perception – building trust and ultimately clinching electoral victories. Just as in many other countries, Ghanaian politicians employ a wide array of strategies and tactics to connect with the electorate, conveying their values, aspirations and commitments.

This dynamic realm of political brand marketing is ever-evolving, contextual and diverse, with politicians adapting their strategies to resonate with distinct regions, demographics and prevailing socio-political issues.

In this exploration of political brand marketing in Ghana, we will dissect the multifaceted nature of this practice and scrutinise key aspects that have proven instrumental in crafting and maintaining the political brands of leaders in the nation. As we delve into the intricacies of Ghana’s political landscape, we’ll draw from case studies of some of the country’s most prominent figures.

Throughout this examination, we will delve into various facets of political branding – from personal branding rooted in character and background to the critical role of campaign messaging, visibility, and engagement. We will discuss the utiliation of traditional media and the increasing influence of digital marketing, as well as the emphasis on issue-centric marketing and the importance of crisis management. Furthermore, we will underline the significance of consistency in messaging and action in sustaining a successful political brand in Ghana’s ever-evolving political arena.

The Ghanaian political brand landscape is a diverse tapestry, and this exploration aims to offer insights into the strategies and tactics that have been deployed by politicians to effectively connect with the electorate, address their concerns, and demonstrate a commitment to delivering on their promises. Through a comprehensive analysis of these elements, we can better understand the complex world of political brand marketing in Ghana, and appreciate the role it plays in shaping the country’s political future.

This topic delves deeper into the strategies and tactics employed in Ghana’s political brand marketing. It provides a comprehensive overview of how politicians in Ghana build their brands, connect with the electorate, and navigate various aspects of political branding to gain public trust and secure electoral victories;

  1. Personal Branding:In Ghana, personal branding is often rooted in a politician’s background and character. For example, Nana Addo Dankwa Akufo-Addo, the President of Ghana from 2017 to 2021, built his brand on a legacy of political involvement, legal expertise and a commitment to free primary and secondary education through his ‘Free SHS’ (Free Senior High School) policy. His brand emphasised a focus on education and economic growth.
  2. Campaign Messaging:During the 2020 presidential elections, John Dramani Mahama, the National Democratic Congress (NDC) candidate, focused on a campaign message emphasising economic transformation and job creation. His ‘Jobs and Prosperity for All’ message was aimed to resonate with Ghanaians looking for economic opportunities and stability.
  3. Visibility and Engagement:Ghanaians expect politicians to be accessible and visible. The former President Jerry John Rawlings was known for his frequent interactions with the public. His brand revolved around being a charismatic and approachable leader who championed anti-corruption efforts.
  4. Traditional Media:In Ghana, politicians often use traditional media effectively. They participate in radio and TV interviews to address the concerns of different regions. For example, during his campaigns John Mahama appeared on various radio stations to connect with rural communities.
  5. Digital Marketing:Social media has become increasingly influential. Dr. Mahamudu Bawumia, former Vice President of Ghana, was active on social media, particularly Twitter, where he shared policy insights and engaged with the public. This helped build his brand as a technocrat and economic expert.
  6. Community Engagement:During her tenure as the Minister for Sanitation and Water Resources, Cecilia Dapaah engaged with local communities and led initiatives to improve sanitation in various regions. This hands-on approach strengthened her brand as a politician dedicated to addressing pressing local issues.
  7. Political Alliances:Political parties in Ghana often form alliances with other parties. For example, the New Patriotic Party (NPP) and Convention People’s Party (CPP) formed the Patriotic Front Alliance for the 2020 elections, pooling resources and support to enhance their chances.
  8. Issue-Centric Marketing: Samuel Okudzeto Ablakwa, a Member of Parliament, has focused on advocating for better educational infrastructure and quality education. His brand centres around educational reform and youth empowerment, which aligns with the aspirations of many Ghanaians.
  9. Crisis Management:In 2020, when Ghana recorded its first cases of COVID-19, President Akufo-Addo’s administration was praised for its proactive response and transparency in communicating with the public. This crisis management reinforced government’s brand as being accountable and responsive to crises.
  10. Consistency:Consistency in messaging and action is crucial. John Agyekum Kufuor, who served as President from 2001 to 2009, maintained a consistent focus on economic development and poverty reduction throughout his tenure – delivering on promises made during his campaigns.


Overall, Ghana’s political brand marketing is diverse and context-specific – with politicians tailoring their strategies to resonate with different regions, demographics and issues. Successful politicians in Ghana build and maintain strong brands by connecting with the electorate, addressing their concerns and demonstrating a commitment to delivering on their promises.

>>>the writer is an award-winner in marketing strategy, growth hacker, marketing, leadership, creative development, entrepreneur, sales consultancy and trainer in digital skills

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