Ah, finally. The 2008 presidential election has come to an end and all of America can go back to watching “not so” reality TV. But before we forget all about it, I want to share my story of how branding can effectively move people to action. I’m going to apologize up front for jumping on the “Obama as a Brand” bandwagon, but it struck me when my father said “I’m voting for change.” You see, my 69-year-old father voted for the very first time in his life when he cast a vote for Barack Obama, and that was his reply when I asked him why he finally decided to vote.

Regardless of which side you were voting for, how did Barack get to my father? My father, who lives in rural Pennsylvania, is not an Internet user, so the social networking campaigns that the Obama campaign has become famous for weren’t a factor. My father doesn’t subscribe to any magazines or newspapers, and he rarely puts on the radio. I will admit my father watches TV; usually between the hours of 5am to 9am and 3pm to 6pm – which means he didn’t see any of the debates or SNL skits. My father voted for change because the messages he did receive were consistent and compelling, and he believed them. He believed them because they came from credible sources, as they were discussed on TV programs he watches regularly, and from friends and family who engaged him in conversations. He believed them because they were coming to him from someone other than Barack Obama himself. And he believed them because they spoke directly to him.

So what can we learn from this famous Challenger Brand campaign? First, make sure your message is consistent and true to what you believe. Second, make sure you’re communicating in a language your target understands. And third, follow the KISS principle (keep it simple, stupid).

If you ever doubted the importance of brand, you are about to become convinced. Brand is never more important than it is in times of stress. And if you’re not feeling stressed right now…you ARE alone.

Strong brands are like trust marks. Loyal customers have learned that strong brands do what they say they’re going to do; their products or services are consistent in quality and performance. And loyal customers become brand champions. This is the time to step up your efforts to give your core customers even more of what they have come to love you for. And your core customers will reward you for it by helping you spread the word about your brand.

Now more than ever, conversations between families, friends and at the water cooler are about how tough times are and what everyone is doing about it. People want to feel smart and in-the-know. So they tell others about the brands they love, the value, quality, consistency and dependability of the brands they use, the places they shop and the honesty and integrity of the people they have come to trust. But this can only happen if your brand messages have been articulated clearly and your core customers can not only repeat them back to you, but can convincingly share them with others.

Reinforce those messages now and you will win new loyal customers. Think of your marketing efforts as the lubricant that makes those peer-to-peer endorsements easier to communicate. Take advantage of the power of social networking, social media and social bookmarking.

And oh, by the way, advertising may become a relative “bargain” after November 4^th. Once the political ads are finished and the “uncertain” cut back on their budgets, media outlets may be more willing to negotiate.