We could call him ‘Marmite Man’.

The most powerful man in the world that divides opinion more than anyone else.

Yes – I am talking about the unlikely president Trump. And he’s gone and done it again. Found himself in the limelight with a bit of egg on his face.

This time, it’s not an unceremonious Tweet or a potentially unlawful dismissal case, it’s his somewhat embarrassing involvement in Fake News; the very thing he has become so vocal about in recent months.

Yes. The irony is thick.

For the majority of people sauntering through any one of the five golf clubs in question, they wouldn’t have glanced twice at the framed Time magazine cover that was proudly displayed on the wall. It wasn’t exactly out of place.  I mean, it’s not like we hadn’t heard of Trump before he started his campaign for the White House.

However, for those with an eye for detail, and a suspicious bent, they spotted a number of anomalies with the, now famous, cover that blew the lid on the whole embarrassing fake news debacle.

First mistake – the date – 1st March 2009. Time magazine didn’t have a March 1st edition. It was the 2nd March 2009, which Kate Winslet was in fact the cover feature for.

Mistake number two – the thin red border with no white strip.

Mistake number three – unlike a real Time cover, which features subheadings at the top of the page, Trump’s fake cover has them floating along the right hand side.

Mistake number four – and probably the most obvious – was the embarrassing use of exclamation marks. A tool in the punctuation box that Trump uses with gay abandon, but the magazine does not.

Time magazine has now requested that The President remove these counterfeit covers from the offending locations. And Trump is yet to comment.

So apart from giving us a giggle at the President’s expense, there is a good marketing lesson to be learnt from all of this… Branding.

Time magazine is iconic. It is one of the most coveted magazine covers to appear on; in fact it is a benchmark Trump has used previously. Bragging in January this year, he spoke about having more covers than anyone else, "I think we have the all-time record in the history of Time magazine." he said.

He was later proven wrong, but that is besides the point.

It’s an iconic publication, with a very strong brand image. There is a consistency in layout and style. There is even consideration given to the correct use of punctuation.

The content of the magazine is of a certain style and written in a particular way; in fact, the USP of the magazine was its brevity; a busy man should be able to read it in an hour.

The result is a strong and consistent readership. Time magazine know who their readers are; not least because their brand strategy has helped to acquire the readers they want and largely ignore those they don’t.

Unfortunately, most businesses don’t understand the importance of branding and positioning. And most importantly don’t understand the importance of consistency. All too often, SMEs see that branding is something the ‘big wigs’ are concerned with and all they really need is a logo and perhaps a corporate font.

However, branding is more than just a logo and a pretty font. It is everything you are telling your audience about you. It’s not just visual. It’s the language you use, the way you choose to portray yourself across different media and the audiences you choose to engage with.

Oftentimes, a brand’s engaged audience isn’t their long-term client base, but they know by using their engaged audience, they can create an aspirational or influential dynamic to their brand which ultimately attracts the customers they need/want.

At the end of the day, people buy for emotional reasons. We’ve all been there before justifying a ‘heart-over-head’ purchase to ourselves and our spouses/friends/family.  And our brands need to resonate with people at an emotional level. We need to be clear about what we stand for, how we communicate and how we illustrate that. And never has that been more important than in these digital and image conscious times.

Need help pinning down your branding and determining the right communication strategy? Give the OlsenMetrix team a call. We love a good branding challenge and can help get your branding ducks in a row.