Kier Starmers' current problems stem from his failure to follow the basic rules of branding.

Don’t worry, this is not a political post.

With all the talk this week about leadership challenges and popularity, one theme has stood out above all others for me. For the record, I really want Labour to succeed. Not because I’m a Labour supporter – I’m not. But because I live in this country. I wanted the last Government to succeed also for the same reason.

Firstly, we need to acknowledge some home truths. Sir Kier is not someone with a magnetic personality. He is not a great orator. He is (due to his position) going to draw flak, whatever he chooses to do. Given this, you might think his current popularity is no great surprise. But it doesn’t need to be.

 The theme that comes up time and again, even with those willing to cut him some slack, is that no one can pin down what he stands for. Most acknowledge that, as an individual, he’s a decent person – even if his competence can be questioned. But this isn’t enough.

He falls into a trap that many businesses fall into. They try to appeal to everyone while avoiding being too controversial or outspoken. They water down their messaging to appeal to as many people as possible. They think that being good is good enough. It isn’t.

As any brand expert will tell you, you have to stand for something. Sure, this will alienate some people, but so what? These people aren’t your audience. Companies that have an understandable ethos and vision attract like-minded fans.  

A well-crafted brand will clearly define and communicate how the company, its services and its audience complement each other. It creates a support network. It generates loyalty and passion.

Will it draw criticism? Yes. Will it appeal to everyone? No. But it doesn’t have to, and anyway, this is an impossible goal.

So, my advice to Sir Kier? Grow a pair and define your vision, outline your passion and why it’s essential to your audience. It will unite some, alienate others. Will it draw flak? Who cares? It will allow you to make decisions and link them to your vision so that people understand not just what you are doing, but more importantly, why you are doing it.

Will it solve all his problems? No. Is it already too late? Maybe.