Problem
A senior British Lebanese professional based in Dubai with over 30 years of experience in government affairs, journalism, and strategic communications sought to pivot towards a political career in the UK. Despite a rich career history, at the time heading a department in a global pharmaceutical company, the professional lacked alignment with the new ambition, resulting in:
- A need for a cohesive narrative to align with political goals.
- Limited visibility in relevant political and professional circles.
- An absence of clear messaging and positioning to establish thought leadership.
Action
I applied expertise in branding, reputation management, and strategic communications to develop a tailored roadmap:
- Discovery and Framework Development
- Conducted a comprehensive branding workshop to uncover core values, professional highlights, and future aspirations.
- Performed a SWOT analysis to identify strengths, weaknesses, opportunities, and threats, ensuring a well-rounded strategy in line with internal aspirations and connected to the target candidacy and voters.
- Aligned the personal brand with the ‘Creator’ archetype, emphasizing creativity, originality, and competence.
- Strategic Brand Development
- Crafted a personal brand statement reflecting a global perspective, empathy, and commitment to creating lasting value through politics and geopolitical considerations.
- Developed a content framework centered on three pillars: Value Creation, Politics and Policy, and Personal Passions.
- Designed a messaging strategy tailored to primary stakeholders (family, peers, and professional networks) and secondary audiences (media, political networks, and the public).
- Implementation
- Optimized the digital presence, including a cohesive LinkedIn profile and consistent social media branding.
- Provided strategic recommendations for engaging in speaking opportunities, thought leadership content, and networking.
- Delivered a tactical three-month content calendar with storytelling themes aligned with values and aspirations.
Outcome
While results are still unfolding, the transformation process equipped the client with:
- A clear and cohesive brand narrative aligned with political ambitions.
- A structured roadmap to enhance visibility and credibility within the political domain.
- Tools and strategies to connect with key stakeholders and communicate messages authentically and effectively.
Reflection
This project highlighted the power of a strategic, value-driven approach to personal branding. By aligning professional history with future aspirations, the process laid the foundation for a meaningful transition into politics.