Video: Rob Ford admits crack use (Nov. 5)

Mayor Rob Ford has been in the limelight and scrutiny of the media and police for some time now. A week does not pass without his name mentioned in the newspaper, in social media or on television, both domestically and abroad. As a branding expert, I wonder what impact this has had on Mayor Ford: the brand. Like it or not, his persona and image are major factors in how we perceive him.

The question Ford should be asking himself is, “Am I managing my brand effectively and ensuring it aligns with my desired perception?”, or “Are my actions driving perceptions that do not align with my beliefs?” Like Ford’s market presence, great brands promise consistency over an extended period of time, establishing a high level of trust in their performance and customer expectations. Creating strong brands demands defining what makes them unique, relevant and meaningful. Great brands, such as Nike, Apple and IBM, also own a unique position in consumers’ minds that are reflections of the values and aspirations of their core target group. From wanting to think differently, to taking action to become fit, to building smarter communities, each of these brands meet a hidden need of their customers better than their competitors, and with greater clarity. These brands also provide transparency, even when the issues can be very controversial, as was the case for both Apple and Nike’s past manufacturing outsourced practices.

Story continues below advertisement

So, if you were at a dinner party and someone asked you “What is Rob Ford’s brand?”, how would you answer? You would probably start by saying Ford: The Mayor is a rebel brand, shaking up the old establishment. He would be somewhat of a Robin Hood, taking from the fiscally irresponsible government to give to middle class Torontonians, holding the line on taxes and spending. His brand image could also be akin to Rocky, standing up for the interest of the middle class and against the misuse of public funds. His initial public fight to lose weight and his dogged determination to keep our taxes stable, were relevant and meaningful when he was first elected.

It would be interesting to hear which character you would assign the mayor. On these factors, you would argue that Ford: The Mayor has been very consistent, transparent and focused. You would also argue that Ford: The Man brand is very different and portrays the negative underside of being a rebel, disobeying the rules and raising concerns of transparency and trust. Serious allegations regarding his drug abuse and his evasive and somewhat vague responses to the media and lackluster apology sow the seed of doubt, even amongst his biggest supporters. Doubt leads to an erosion of trust, undermining the Ford: The Mayor brand, which will detract from all of his previous accomplishments. So, herein lies the branding issue between the rebel and the bad boy images: how do you reconcile both?

Ford needs to regain trust by converting his bad boy image into one that is transparent and forthright about his poor public conduct, or he will continue to erode his brand equity. He has taken this first step to rebuilding trust, by openly admitting his mistakes regarding his drug and alcohol abuse. Now, he must accept professional help for his many shortcomings. I believe the combination of a public confession and real efforts to overcome his personal challenges will help reclaim some of his lost luster and foster an image of humility. The Ford: The Mayor brand also requires renewed focus on the positive side of being a rebel, linking his actions with what makes him unique and relevant – being a fiscally responsible politician and a great promoter of the city.

Story continues below advertisement

By admitting his faults and putting his personal issues behind him, he can rebuild his brand reputation in time for the next election. Ignoring these steps will only lead to a greater lack of trust and continued probing from the media. One consistency that remains in spite of all the controversy is Rob’s brother, Doug’s brand messaging, with his continued and unwavering support for the Mayor.