Levelling-up needs a brand

Finley Morris is Lead for Young Conservatives in Communications

“The government’s communications needed a clearer strategy and more coherent messaging” – that’s according to a new report published by the Institute for Government (IFG), which identifies 10 key lessons for the government’s strategy exactly a year after the first nationwide lockdown.  

I would go a step further and argue that this lesson should not only be applied to its “response to shocks” like global pandemics, terror events or states of emergency, but should be applied to the communication of all policy going forward – starting with the levelling-up agenda.  

The Government’s flagship levelling-up agenda isn’t a straightforward “policy” as such, nor can it be determined by any one single metric or a single piece of legislation. Instead, levelling-up can be seen as a set of institutional, fiscal and social reforms that together forge an ambition to tackle the long-term challenges that have haunted “left-behind and underperforming parts of the UK” for many decades, such as inequalities in health, income and opportunity.  

In order to communicate this agenda and for this bold ambition to be realised, the government should consider creating a brand for levelling-up. As Demos suggests, in the same way that brands were created for David Lloyd George’s ‘Old Age Pension’ and Aneurin Bevan’s ‘National Health Service’, Boris Johnson’s levelling-up agenda needs its very own brand.  

The politics of branding isn’t new to this Prime Minister. During his time as Mayor of London, Mr Johnson’s use of “brand Boris” was palpable; from Boris bikes to Battersea Power Station, regardless of their relative successes, his legacy in the city lives on and his impact is as visible today as it was at the time, which is far more than can be said for his successor Sadiq Khan. 

Having a clear umbrella narrative, a “brand identity” so to speak, is extremely important in determining the perceived focus of any organisation – not least, as the IFG notes, the government. This umbrella narrative helps voters place what might otherwise seem like an unconnected and often quite fragmented set of announcements under one coherent ambition, in particular one that the majority of people can support.  

Political theorists from Descartes to Daniel Kahneman have reiterated the importance of logical coherence when it pertains to voters’ general understanding of events and political announcements. The more coherent an individual perceives an action to be with their beliefs and their understanding of the world around them, the more likely they are to comprehend and ultimately support it. 

Creating a strong, consistent and clear brand for the levelling-up agenda may help the government’s chance of re-election in 2024. Just as consumers prefer to buy branded goods because they know what quality product they can expect or because they expect value for money and know they can save time choosing between other options – voters do the same.  

While there’s been some backlash since the summer, the Chancellor’s “Eat Out to Help Out” scheme is an obvious example of a well-branded policy that very quickly won support and widespread recognition among the public. A more equitable example for the levelling-up agenda is the NHS. What began as just a policy of free healthcare at the point of delivery is now a national institution recognised the world over because of its well-communicated values, principles and expectations. 

However it decides to do so – be it with a Rishi Sunak style signature or a unique identity and coherent narrative – the Government’s levelling-up agenda needs its very own brand.  

If you have ideas for the group or would like to get involved, please email us.

This piece was written for our website. 

Don’t mention the C-word!

Adam Honeysett-Watts is Principal Director at Conservatives in Communications

Great Britain? Seemingly, the British are even ‘great’ at censoring and cancelling, rather than conserving, things. The shame! Certain foods, people, statues and words – there are too many to cite – have all made the banned inventory. Now, as reported in The Sunday Times, “The BBC is discussing whether to drop “Rule, Britannia!” and “Land of Hope and Glory” from the Last Night of the Proms in the wake of the Black Lives Matter movement.” Don’t even go there, my friend.

Be that as it may, I do like a good trend and – since absolutely everyone’s doing it – I’m going to jump on the bandwagon. Let’s ban that hideous C-word… No, not that one! Nor conservatives, communications, Christianity or cancer. I’m referring to Coronavirus, Covid-19, or as President Trump (and others) often refer to it: the China, or sometimes Chinese, virus. You’ll be glad to know this blog isn’t about semantics.

Whatever your preferred turn of phrase, the alternative Big C has overtaken the weather and Brexit as the most talked about topic – of the year, decade, century and perhaps millennium – and is no doubt the biggest trend in Google search history. It’s all our relatives, friends, colleagues and clients are discussing. Whenever you switch on the radio, pick up a newspaper or scroll social media – morning, noon or night – it’s there. Non-stop. Enough already!

As much as I wanted to take part in the Great British Staycation (with God as my witness) – I had my heart set on South Wales or Cornwall – we decided to swap England for A Room with a View in Italy to avoid the perpetual drip, drip, drip of doom and gloom. I’m guessing Boris, Carrie, Wilfred and Dylan are wishing they’d done the same too! What a sad state of affairs that the British Prime Minister can’t enjoy a break in these Isles after a very eventful few months.

And so, we headed to Lombardy – the European epicentre of the disease – and from there we toured Umbria, Tuscany and Emilia-Romagna. Here’s the thing: the Italians have mastered face-covering and hand-washing; they’ve incorporated them into daily life. Few moan about it. The same cannot be said of Italian driving: indicating is an optional activity and tail-gating remains a national pastime! Point being, the Italians are living again and Brits should follow suit.

It’s great that folk are taking advantage of the ‘Eat Out to Help Out’ scheme (which is due to run out next Monday), retail sales are above pre-pandemic levels and some businesses are encouraging employees to go back to the office. Oh my goodness we need to crack on dot com. But, while the government, companies and media have roles to play in setting the mood, planning for the future and not sensationalising news, individuals need to accept some personal responsibility. In my opinion, it starts by banning the C-word!*

*I realise this isn’t a realistic proposition, however.

If you have ideas for the group or would like to get involved, please email us.

This piece was written for our website.