Whatever happens next week, Trump is here to stay. Not the individual, or perhaps even his policies or ideas. But instead the political brand. Whether you like it or not, the brand and style cultivated by Trump in this election cycle will not go away, and will soon be an attractive strategy for politicians to adopt. But what is the Trump ‘brand’ and why does it work?

The Bragging

Mr Trump loves to brag. Whether it’s holding rallies in front of his Boeing 757 or stating that he’s “really rich”. As Trump puts it himself in three different ways, just to really drive home the point: “I’m the most successful person ever to run for the presidency, by far. Nobody’s ever been more successful than me. I’m the most successful person ever to run.” (from DMReg).

It was not so long ago that bragging in politics was seen as poor form: instead hiding wealth or background would endear politicians to the electorate. Many seeking elected office often spend entire careers trying to hide their wealth.

Being rich (and happy to boast about it) either makes an individual seem successful and unafraid to show it, or shows them as out of touch with the masses and only out for themselves. It’s a difficult line to tread.

The Romney campaign in 2012 tried to straddle both strategies. Part of Romney’s campaign focused on the success he had as a businessmen, while attempting to play down his personal wealth. The plan failed. Voters saw through the facade and viewed Romney as privileged who was not showing his true self.

With Trump there appears to be no facade – whether there really is or not isn’t relevant. He’s a rich guy who likes to tell people that he’s a rich guy. Trump taps into a feeling bigger than himself. If the average voter were to become a billionaire, would they be humble? A number of people see themselves in Trump, if it’s only the smallest part of them.

The Anti-Establishment Streak

The brand of Trump is not just non-establishment, it is vehemently against the establishment with all of its energy. Being the maverick candidate with the elite out to get them has always been a successful strategy to varying degrees – every US politician claims they would take on Washington once elected. But this is something different.

By never holding public office, Trump could wear his anti-establishment stripes with ease. And Republican party officials began to line up to denounce him. Unfortunately for the Republicans, attacking him only added credence to the claim that Trump was fighting for ordinary people, not the Grand Old Party.

Now Trump has essentially broken from the GOP, not enjoyed many of the campaign benefits the party machine has to offer, and is now effectively running as an independent, in all but name only.

This anti-establishment flare has become the cornerstone of the Trump brand, and is not a sentiment that will soon diminish.

The Policy Vagueness

Trump’s policy details range between vague to nonexistent. He talks of bombing “the hell out ISIS” and then “taking the oil”, and his eagerness to “repeal and replace” Obamacare with something different. Up until very recently, most of his policies had almost no details – some still don’t. This presidential campaign is perhaps the most lacking of policy discussion.

Trump and his supporters are not in the business of getting bogged down with policy detail, in fact they seem to revel in it. Few are voting for Trump on policies that could get picked apart. His supporters are attracted to his perceived success and his unwillingness to mince his words.

Instead of being a drawback, vagueness seems to have an advantage. Policy details are seen as a burden. A true anti-politician like Trump, so the argument goes, would not care about the frivolousness of policy. They care about actions and “winning”, not about making more election promises that will inevitably get broken.

It’s too easy to demonise Donald Trump for a number of his backwards views and policies. It is also too easy to mock Trump and his supporters – as Hillary Clinton did to her detriment. But it is also too easy to lose sight of significant changes in the way politics is conducted.

I don’t know if another politician or candidate can replicate the formula of the Trump brand to any real success. But whatever happens next week, it’s fair to assume that some will certainly try.