Change, the Presidential Way

January 20, 2009

After nearly two years of tough campaigning and bitter competition, we were lucky enough - as a nation of free citizens - to watch a smooth transition of power from one leader to another.

And regardless of whether you are for or against the party in charge, you have to admit that, above all things, this smooth and peaceful transition is one of the things that makes our country so great.

For all that it symbolized, the passing of power from one president to the next wasn’t just a new job description. It’s a changing of ideals, of direction and of ideological standards.

In other words, it was the changing of a brand.

At noon, EST, just as Barack Obama was sworn in as the 44th President of the United States, a transformation happened at www.WhiteHouse.gov. The official Web site of President Bush became the official Web site of President Obama.

WhiteHouse.gov

We’re not just talking about information here, either. WhiteHouse.gov was reshaped to reflect the brand that Obama built over two years of campaigning. It includes the font most closely associated with him. It includes a White House blog. It is laid out in the same manner as his campaign site. It’s unmistakable: Barack Obama is President.

Coordination of this level takes a careful eye and a powerful Web presence. But, in this advanced technological world, it’s necessary. The first place people go for information is the Web, and the last thing you want to do is disappoint them with out of sync data and an aging visual presence.

Take this as an example. When your company makes an update to its brand. When your agency is working on a new campaign. When you’re unveiling a new logo, or a new direction, or a new leadership structure.

Look at every angle. And coordinate it so that, when the deed is done, there is no question about the past. It’s only the future. It’s brand management at its simplest – and best.

When you’re making change, take care to make it smooth, peaceful and complete. After all – it’s the American Way.

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(Of course, even the government can screw something up. The first post on the White House blog promises communication, transparency and participation. “We’d like to hear from you!” it says.

And, unfortunately, it does not allow comments.)

By Corey

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