Branding Wars: What Harris vs. Trump Teaches Us About Business Loyalty and Perception

Let’s talk about something that’s making waves far beyond politics: branding. The 2024 election race between Harris and Trump isn’t just about policies or personalities—it’s a masterclass in branding. We’re witnessing branding used to create fiercely loyal followings that are often so unwavering that even glaring facts can get pushed aside. And if you think about it, the same principles apply to business. Just like voters pledge loyalty to a candidate, customers pledge loyalty to a brand.

When it comes to branding, perception is everything. Harris and Trump’s campaigns are crafted to create specific images that resonate with their bases. Harris’s brand might be seen as future-focused, progressive, and inclusive, while Trump’s brand remains rooted in traditionalism, nationalism, and a "return to greatness" theme. But these brands aren’t just images; they’re identities that followers latch onto, often regardless of the flaws, controversies, or factual discrepancies associated with them.

In business, it’s the same thing. If you’re a small business owner, think about how powerful it is to build a brand that creates loyalty and even identity for your audience. Look at Apple fans—they’re not just customers; they’re devoted to the point where they’ll defend their favorite products, regardless of other options out there. The brand has become part of who they are, just like political affiliations do for voters. But that loyalty can become so strong that people compromise or even ignore certain facts or flaws.

The branding loyalty we’re seeing in this election season can sometimes look like brand blindness. Some of Harris’s or Trump’s followers might overlook big contradictions or issues because they’re so committed to the overall brand promise. The same thing happens when a business builds a loyal customer base. Once your brand becomes a part of someone’s identity, they’ll justify nearly anything to stick with it—even if there’s a better option out there or if the facts don’t fully align.

As a business owner, creating that kind of loyalty is valuable, but it’s a double-edged sword. People stick with brands they trust, even when the brand stumbles. But there’s a caution here, too. If loyalty is based on an image that’s more hype than truth, it can quickly turn on you when that truth eventually comes to light. It’s not about deceiving—it’s about authentically delivering on the promise your brand stands for so that loyalty doesn’t fade at the first sign of trouble.

Building Brand Allegiance: Takeaways for Small Business

1. Create an identity, not just a product. Harris and Trump aren’t just candidates; they’re identities, causes, movements. People don’t just vote for them—they see them as representing a part of themselves. In business, your brand should reflect values that your customers can connect with on a deeper level than just a purchase. You’re not just selling a product; you’re giving people a part of their own identity.

2. Emotional connection is key. Elections are emotional rollercoasters, and each candidate taps into powerful emotions: hope, fear, nostalgia, or progress. For small business owners, creating an emotional connection can be as simple as showing empathy, understanding your customers’ needs, and creating a customer experience that leaves people feeling seen and valued. Emotions are what transform a one-time customer into a lifelong brand advocate.

3. Keep it real. Authenticity matters. Customers, like voters, can tell when something doesn’t feel genuine, and that can break loyalty fast. If your brand isn’t authentic, people will eventually see through it. Just like in politics, trust can be shattered if people feel deceived. Build trust by keeping your promises, staying transparent, and being willing to admit when you’re wrong. In the long run, honesty and integrity make loyalty stronger.

4. Know your audience. Both Harris and Trump’s brands are carefully tailored to appeal to specific audiences. In business, understand your audience deeply—who they are, what they value, and what they’re drawn to. Building a brand without knowing your audience is like running a campaign without knowing who’s voting.

   
   

The Harris vs. Trump race is a vivid reminder of how powerful branding can be. It shows that when people buy into a brand—whether it’s a political figure or a product—they’re not just buying a service; they’re buying a vision of who they are, what they believe, and what they stand for. And, yes, they might even ignore certain realities to stay loyal.

As small business owners, harnessing this power means creating a brand that’s genuine, emotionally resonant, and reflective of your audience’s values. Done well, your brand will cultivate the kind of loyalty that sticks—through the ups, the downs, and the occasional controversies.

The truth is, branding is all about creating connections. If people feel connected to what you stand for, they’ll support you with the same passion that voters have for their candidate. And that’s the kind of loyalty that transforms a brand from just another name into an enduring legacy.