Campaign Branding: The Golden Arches of Politics

Just like any business, your campaign signs are your logo, the "brand" by which people recognize you without seeing your face. That is why it is very important to use the same logo for all of your printed materials. Once you decide on a design, stick with it.

A key rule for many marketing messages is "less is more." For signage, this translates to "white space isn't so bad." White space is any space on a sign that is not cluttered with words or graphics. This space gives passersby a chance to "breathe" when reading your sign. Keep in mind that the average driver will have 3-4 seconds to view your sign, so consider what you want them to take away.

Don't list your resume, even if you are a Nobel Prize winning WWII vet with 35 years of political experience, there is a time and a place to share this information (brochures, postcards, door knob hangers). Yard signs reinforce your name. They don't layout your life's work. Typically, political signs need 3 elements: "Vote" or "Elect," your name and the office you are running for. You may also need a political disclaimer.

Many candidates are tempted to add their photo to yard signs. Is your photo on the ballot? Remember that voters enter the booth and select a name.

Yard signs don't have to be created by a high-priced graphic designer with a Masters. A readable font, splash of bold color, possibly a well-placed star or purposeful line and, BOOM! You have a presentable, classy piece of art that will distinguish you from the crowd. Anyone has access to hundreds of fonts. Stick with standard colors-blue, red, black, green, orange, etc. Colors like teal, silver, mauve and crimson are usually not standard colors that printers stock. Graphics can be a useful tool, as long as you remember to leave the white space. For instance, a school board candidate may want to consider adding a graphic of an apple to their design. It's symbolic and can help differentiate your sign form your opponents.

Think simplicity, think readability and think printer friendly. Don't make voting for you difficult for voters. Make your name-sake memorable, but not cumbersome. Your campaign signs should be the most powerful first and last impression voters get. Now that you have signs out of the way, go shake some hands.

Wade Baffa, CEO of CampaignPros has been in the print promotional field for 8 years. He obtained a Bachelor's Degree n English/Journalism from Western Illinois University in 2000. He has a philosophy that business practice should be built around solid relationships between company and customer.