Suffragettes.
Empowering, liberating, world-changing… amazing brand strategists?
Marketing and branding may not be the first thing you think of when you hear people talk about the women’s suffrage movement but from colours to slogans, branding was a huge part of their success, and (as women do when they’re actually allowed to get involved) they really set the bar for a lot of what is considered standard for personal branding and activist campaigns today.
So lets take some lessons from these ladies.
Create a strong visual identity
Every iconic brand has it’s recognisable colours, some so it so well that they actually own the colours (Tiffany blue, for example)
The suffragettes were led by the WSPU (the Women’s Social and Political Union) which was founded by Emmeline Pankhurst and her daughters in 1903. The movement adopted the colours purple, white and green to represent their cause, and chose the colours for good reason.
Purple symbolised dignity, White purity, and green hope.
These colours made suffragettes immediately recognisable and were worn on marches, and displayed on banners, sashes and flags. Colours and symbols invoke such immediate recognition even today, they are a great shorthand to say a lot without saying anything at all, and it was such a smart move to make sure their presence was always known.
Not only does it create a visual spectacle for a group trying to make headlines, but the visibility can also really enhance solidarity. Knowing that you are in a place where you are supported builds immediate bonds. Today we can sometimes pick out safe spots in a crowd thanks to a rainbow flag or a safety pin necklace.
So the first lesson we can learn from these smart, committed women - make sure people can see who you are and what you stand for at a glance.
2. Master your messaging
The Suffragettes had to incredible simple, to the point, clear as day slogans that you probably don’t even know you know. Someone in that group would have been an impressive copywriter.
Number one: ‘Votes for Women’
Yeah you probably didn’t think it was that easy. But sometimes being crystal clear about what it is that you want is the best way to campaign.
And number 2: ‘Actions Not Words’
This is a personal favourite that us here at Monozygotics HQ actually use pretty much on the daily. It applied back then when they wanted to see real political change, and it applies today when we watch politicians and influencer spout nonsense and repost rubbish without ever actually doing anything about the problems they discuss. Now how powerfully this demand was summed up that is is still so relevant, and so clear today, over 100 years later.
If you are doing anything from work related branding (unfortunately we all have to get that bag) to campaigning for something truly important - make your demands clear, and include a call to action. Don’t settle for people saying they care if theres a way they can actually make a difference.
The fact you probably knew these phrases without knowing where they came from just goes to show how a clever slogan can filter into household consciousness and how your message can become part of the collective hive mind of a generation.
3. Merch, Merch, Merch
The way that the suffragettes sold merch would put any modern-day marketers to shame. They sold badges, pins, tea sets, jewellery, postcards, newspapers and more. They had a shop full of merch, set up stalls and even collaborated with department stores for absolutely trailblazing activist commercial partnerships that helped integrate the movement into mainstream society and normalise their cause.
Mech, much like their iconic colours, was a way for supporters to make themselves and their advocacy known.
Merch is still hugely effective today, every one and their dog has a branded tote bag out there. And normalising your cause with mainstream support is also a really useful way to move past the initial rejection and demonisation that a lot of social causes get. That isn’t to say I agree with the commercialisation of social movements, but for example Pride month literally has skittles ‘give up their rainbow’ for it and its a hugely accepted month where endless pink washing happens, but important changes happen too. Whilst Just Stop Oil (who I actually adore and who actually take a lot of their ‘direct actions’ directly from suffragettes) are still shocking people a little too much, and getting a lot of backlash in return. Another aside - that isn’t to say they’re doing it wrong, I personally think you have to shock people into listening, and make people uncomfortable with change before they can adapt to it, but it is the perfect demonstration of palatable protest vs controversial.
4. It’s all about Press
The suffragette actually launched its own branded newspapers (if you own the press you pretty much own the people) and used consistently recognisable typography, logos and design to spread their messages, report on events, share their perspective and foster a sense of unity. This press communication extended to posters and adverts too.
Currently we often see critiques of the press for misrepresenting events or taking a political lean. Propaganda that can be easily printed can be easily distributed, and newspapers and cartoons have been used to sway the masses in revolutions from the Russian revolution to the medieval witch trials.
For suffragettes this propaganda used striking imagery that made them look strong and highlighted the injustices facd by women.
5. Go Guerrilla
We tend to link protests and public demonstrations with activists, but brands use them too. From celebrities using publicity stunts to build their personal image to Ikea wrapping it’s new Oxford street pop up like a giant blue bag - there’s an art to guerrilla marketing and the amazing notoriety it can generate.
Suffragette protests were spectacles, thanks in large to their incredible branding. The 1908 ‘Women’s Sunday’ rally for example saw thousands of women in matching attire, wearing suffragette colours marching in a unified, powerful, and disciplined image. And as much as we (quite rightly) adore the important work they did today, at the time it pissed people off and caused as much disruption as extinction rebellion marches do today, which people claim ‘don’t need to interrupt their lives’. What is it people say, hindsight is 2020?
Just like happens today, these public stunts got press. We all know the story of Emily Davidson who threw herself under the kings horse at the Derby. Events like this though shocking, prompted important conversations that were able to reach those not directly involved in the movement.
So what have we learnt today?
Well the suffragettes were incredible. They pioneered the first wave of feminism, which made space for the second, third, fourth, and now fifth to come with it.
Their incredibly savvy marketing and protesting proved what they knew all along - they were just as good as their male counter parts. And we can all learn a little something from the confidence and directness with which they committed to and promoted their cause. If you don’t seem to be able to find the same connection with your cause, it may be worth rethinking exactly what you want and why you want it. Then going out there and demanding it.
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