Party Branding Research in 2025

The 2024 elections have forced real and serious questions among progressive communicators and leaders, especially about the priorities of leading political parties and the ways they are perceived – negatively and positively –- in communities across the country.

We are starting this year by analyzing the core of the leading party brands. What do Americans truly think of the parties? How does the perception of the Democratic Party compare to the Republican brand? We just completed a multi-faceted (qualitative and quantitative) project that delves into each party’s core shortcomings, aiming to establish a genuine baseline and foundation for understanding what Americans think when they consider each party.

What does the data say about Democrats?

When evaluating the traits associated with Democrats, 58 percent of Americans believe the party “prioritizes other groups of people that don’t include me,” 53 percent think they “look out for the middle class,” and 50 percent feel Democrats “share my values.” Conversely, traits least associated with Democrats include “gets things done and delivers” and “has strong and decisive leadership,” each cited by 45 percent of voters. In our studies, 46 percent of voters identified LGBTQ+ people as one of the top five groups Democrats focus on, followed by lower-income individuals at 32 percent, people of color at 30 percent, women at 26 percent, and the middle class also at 26 percent.

At first glance, these numbers might seem unsurprising or aligned with expectations. However, our focus group findings reveal a deeper sentiment. Voters perceive that Democrats support various groups not out of genuine passion or commitment but due to external pressures or expectations. A performative dance of advocating for causes simply because they’re expected to or pressured to by special interests. One independent voter from Pennsylvania described this feeling, describing Democrats as a “school of minnows:”

“I think of minnows, just a big school of little fish all swimming together, all like, ‘Oh, we’re going where everybody else is going and we’re doing what we’re supposed to do, and nobody knows why, but we’re all just kind of moving along and doing what’s expected.'” – Pennsylvania man, independent.

Another sentiment from a Democratic-leaning independent in Pennsylvania highlighted a perception of complacency rather than incompetence:

“Koala, because they are complacent and lazy about getting policy wins that we really need.” – Pennsylvania man, non-voter, Independent-leaning Democrat.

Furthermore, voters are increasingly concerned about who truly influences the Democratic Party. Our survey indicates that 27 percent are most worried about the extreme left wing, another 27 percent about wealthy campaign donors, and 24 percent about Hollywood’s influence. A Democratic woman from Pennsylvania expressed this disillusionment succinctly:

“They’re not a friend to the working class anymore,” she stated, adding that the party now prioritizes “their own political gain, lobbyists, and others associated with organized structures.”

This disillusionment extends beyond policy. A Democratic-leaning independent from Pennsylvania described Democrats as “a wolf in sheep’s clothing,” suggesting that while they present “a smiling face,” they work behind the scenes to “rip apart anybody that’s in their way.”

The party has been perceived as lacking authentic commitment and instead merely performing for approval – instead of one that is actually focused on what they, as voters, are focused on.  Especially in the tough economic times of the last few years, voters were looking for concrete, understandable solutions that tackle their everyday challenges, and they were looking for solutions that would actually get done and create results they could see and feel.

What does the data say about Republicans?

In contrast, the Republican brand is often seen as corporate and selfish and sometimes immoral, yet straightforward and understandable. While voters are also concerned the GOP is prioritizing other groups (specifically the rich and business people), they give them credit for strong and decisive leadership and getting things done. The top traits that describe Republicans include “has strong and decisive leadership” (59 percent), “prioritizes other groups of people that don’t include me” (56 percent), and “gets things done and delivers” (56 percent). Conversely, the traits least associated with Republicans are “spends money in a way that helps me personally” (47 percent) and “tells the truth” (46 percent).

Our focus groups reveal deeper sentiments in voters’ own words. Republicans are often seen as steadfast in their beliefs to the point of being perceived as bullies. One Wisconsin Republican voter likened them to an English Bulldog:

“An English Bulldog… They’re usually called bullies. And I think Republicans can be viewed as bullies and English bulldogs are very stubborn, which I think you could characterize Republicans as pretty stubborn in their beliefs.” – Wisconsin man, non-voter, strong Republican.

An independent man from Michigan highlighted another perception, emphasizing Republicans’ transparency and directness, a stark contrast to how Democrats are viewed:

“A dog… They’re in your face. First reaction, you’re hearing them. First reaction, they’re moving, they’re doing stuff. Whether it’s right or it’s not, you always know their moves.” – Michigan man, Independent-leaning Republican.

This clarity in vision and propensity for action makes voters cautiously optimistic but also wary of long-term success. When reflecting on the Trump administration, voters expressed mixed feelings:

“Cautiously optimistic… Well, I think I liked a lot of things Trump did the first time around. I liked that he cut taxes, I liked his foreign policy. I guess I’ll wait and see how he does this time around.” – Georgia man, weak Republican.

“I’m not even really concerned about [the direction of the country]. What’s going to happen is going to happen.” – Pennsylvania man, non-voter, Independent-leaning Democrat.

Looking ahead on the parties’ brands.

These insights illustrate that while Republicans are viewed as decisive and action-oriented, there is a significant perception gap regarding their priorities and integrity. Voters recognize Republicans’ ability to take action but remain skeptical about whether their interests are truly being served as a byproduct. Whereas Democrats have not demonstrated authentic leadership focused on real peoples lives or effectively demonstrated that they can deliver those results. This survey and focus groups are intended to set a foundation which we will continue to build on to get at the heart of the party brands to understand their strengths and weaknesses.