The wirter
In political communication, parties are more than just platforms for governance; they are brands. Like all brands, political parties must continually maintain relevance, credibility, and emotional connection with their audience (electorate).
In Ghana, the current political duopoly of the National Democratic Congress (NDC) and the New Patriotic Party (NPP) has dominated the national political space for over three decades. Yet, both parties now face significant trust deficits and brand fatigue among the electorate, particularly the youth and middle-class voters. This has created a strategic opening for the emergence of a viable third force in Ghana’s political arena.
Understanding Political Branding In Context
Political branding involves the strategic crafting of a party’s identity, values, leadership image, communication, and public engagement to build trust and voter loyalty. A political brand is not merely a name or logo (it is a perception constructed through consistent messaging, performance in governance or opposition, leadership behaviour, and voter experiences).
In branding literature, it is widely acknowledged that strong brands can go into crisis when they fail to evolve with changing audience expectations or when they breach public trust. Similarly, in politics, once-dominant parties can lose favour when their messages become stale, their leaders are seen as self-serving, or their policies fail to address the day-to-day realities of citizens.
Currently, Ghana’s political space is witnessing such a brand crisis. Despite the longstanding dominance of the NDC and NPP, voter apathy is growing, and trust in political leadership is waning.
The 2024 election had a relatively lower voter turnout compared to previous elections, and many young people expressed disenchantment with both leading parties. This disillusionment represents an untapped political market.
The Crisis And The Opportunity
The NDC, now in power, enjoys the benefits of incumbency—visibility, control of national narratives, and access to state resources. However, it is also burdened with heightened expectations amidst economic challenges, unemployment, inflation, and public discontent. These factors erode its brand equity among key voter segments, especially youth and small business owners.
On the other hand, the NPP, despite its historical appeal to middle-class professionals and business-friendly rhetoric, is battling internal fragmentation, leadership disputes, and a perceived disconnect from the grassroots. Its struggle to rebrand as a renewed and united opposition undermines its political capital.
This dual weakness of the dominant parties is an inflexion point. The Ghanaian political market is signalling a demand for a third brand (one that can credibly stand outside the established fault lines, articulate a fresh vision, and offer principled leadership).
The question is not whether Ghanaians want an alternative, but whether one can emerge that is strategically positioned and brand-wise enough to win hearts and votes.
Strategic Imperatives For A Viable Third Force
Building a political brand from scratch is a monumental task, but not impossible. A third force must move beyond mere reactionary politics or protest candidacies. It must become a compelling brand with a distinct voice, consistent values, and emotional appeal. Key strategies include:
- Define a Clear Brand Identity
What does the third force stand for? Anti-corruption? Youth empowerment? Economic reform? Political inclusiveness? The identity must be distinct from the NDC and NPP, and it must be consistently reinforced through messaging, policies, and leadership style.
- Engage the Youth and Middle Class
These groups are both disillusioned and underrepresented. A third force must leverage digital platforms, student networks, and civil society to build bottom-up support.
- Establish Credible and Ethical Leadership
The credibility of leadership is central to political branding. Voters must see in the leadership team a break from the corruption, nepotism, and opportunism associated with the status quo.
- Build Strategic Alliances
Political coalitions, civil society endorsements, and academic or professional networks can lend legitimacy and resources to a nascent third party.
- Consistency and Visibility
Like any brand, repetition breeds familiarity and trust. The third force must maintain a visible presence across regions, engage with communities, and respond proactively to national issues.
- Leverage Crisis to Grow Brand Equity
Crises in the NDC and NPP should not just be points of criticism; they must be used to define a contrasting vision. Brand differentiation must be deliberate and aspirational.
Redefining Ghana’s Political Marketplace
Ghana’s democracy has matured, but its political competition has stagnated under a binary system that no longer excites or inspires a large segment of the electorate.
A third force is not only desirable, it is necessary for democratic vibrancy, accountability, and innovation in governance. But this force must be more than an election-time formation; it must be a well-branded political project, grounded in values, strategy, and continuous public engagement.
The time is indeed ripe. The political marketplace is signalling for a new brand (one that is authentic, visionary, and committed to national transformation). Whether such a brand can emerge and thrive depends not only on ambition but on a deep understanding of political branding, voter psychology, and long-term strategy.
Source: Dr. Ibn Kailan Abdul-Hamid, Head of Marketing Department, UPSA