This past week, I analysed sentiments from social media platforms on how mainstream media in Kenya covered the UDA–ODM meetings held under the Linda Ground banner. I compared this with reactions to the just-launched Linda Mwananchi rallies that took place in Busia.
I wanted to see what audiences are saying about branding?
So, I did what any curious Kenyan with data bundles does, scrolling through comments, specifically looking for those that mentioned (or strongly hinted at) branding, colours, or branded T-shirts.
Now, I did not apply any scientific sampling technique here such as regressions and confidence intervals, but my perception is that audiences largely downplayed the UDA–ODM rallies, which were heavily painted in yellow and orange.
On the other hand, there was a perceived triumph around the Linda Mwananchi rallies, which had fewer masses but were largely unbranded.
I have always known that branding is one of those things that can be very good and also very bad, depending on how it is intepreated.
Below are my interpretations not fully anchored in academia, but informed by my understanding on branding, feelings, patterns, and human behaviour.
- Overbranding can swing from brand awareness to brand suspicion
From my analysis, audiences seemed to question the source of funds behind the yellow and orange T-shirts. Repeatedly, comments suggested that the crowds were bought and therefore had little to do with genuine loyalty or conviction.
Ironically, I could also sense a wish that the crowds were smaller which means the UDA–ODM rallies may still have succeeded in creating the perception of mass support they intended, even as people questioned its authenticity. Branding worked while backfiring.
- Brand behaviour appears to carry the hearts of the people
Audiences appeared genuinely happy with the relatively smaller crowd in Busia. They praised the absence of uniform T-shirts, caps, and dominant colours.
I think they resonate more with the behaviour of the Linda Mwananchi faction than with its visual identity. In fact, the lack of brand colours seemed to work in its favour.
In corporate communication literature, brand misalignment is where there is a disconnect between what an organisation claims to stand for and how it behaves in reality. When this gap widens, brand elements (logos, colours, slogans, visual polish) lose credibility, no matter how well executed.
Scholars like Hatch & Schultz (2001) describe this as a misalignment between organizational identity, culture, and image, arguing that credibility collapses when symbols outpace behaviour. Similarly, Balmer (2012) notes that stakeholder trust is anchored more in consistent behaviour than in visual identity systems. In short: when actions contradict promises, branding stops persuading.
A development communication parallel
In my work as a storyteller in development, I’ve noticed that donors often get more excited about amateur content, the shaky smartphone footage, poor lighting, awkward framing than polished, cinematic productions.
They believe the story more when it looks less produced.
So,
Does this suspicion of polish trickle down to individuals?
Does society mistrust people who appear to overbrand themselves?
Where exactly is the balance?
Can one be authentic and still highly branded without raising eyebrows?
I’m still processing this phenomenon. But I am increasingly looking at branding differently especially the use of brand elements. It appears that behaviour may be king in branding, more than polished posts, professional photos, colours, fancy logos, and everything else we’ve been taught to prioritise.
So now, I’m just trying to figure out how to do balanced branding one that keeps us visible and distinguishable, without making us suspects.
References
- Hatch, M. J., & Schultz, M. (2001). Are the strategic stars aligned for your corporate brand? Harvard Business Review.
- Balmer, J. M. T. (2012). Corporate brand management imperatives. Journal of Brand Management.
- Edelman Trust Barometer (various years) — on trust, authenticity, and institutional credibility.