Toxic Words and Iconic Imagery: What Donald Trump’s Leadership Reveals about His Brand, Vision, and Morality

Many world leaders have penned books that have left a lasting impact. Winston Churchill, known for his eloquence, authored several influential works, including The Second World War, which provides a detailed account of the war from his perspective. Nelson Mandela's Long Walk to Freedom is a powerful autobiography detailing his fight against apartheid and his time in prison. And former British Prime Minister Margaret Thatcher wrote The Downing Street Years, offering insights into her time in office.

These books not only provide a glimpse into their authors' lives, but also offer valuable lessons on leadership, resilience, and vision. American presidents have also written influential books offering insights into personal philosophies. Ulysses S. Grant’s Personal Memoirs is considered one of the finest presidential autobiographies, focusing on his military career during the Civil War. In The Audacity of Hope, Barack Obama outlines his vision for America and his political philosophy; while Jimmy Carter wrote extensively, including Keeping Faith: Memoirs of a President, which details his presidency and post-presidential reflections.

These works not only shed light on their authors' personal journeys, but also contribute to the broader understanding of American history and leadership. In the case of Donald Trump, he has authored several books, often focusing on his business philosophy and personal experiences:

1. The Art of the Deal (1987) outlines Trump's approach to business and deal-making, offering insights into his strategies and mindset.

2. Crippled America: How to Make America Great Again (2015) discusses Trump's political views and vision for the United States.

3. Think Big and Kick Ass in Business and Life (co-authored with Bill Zanker) emphasises ambition and boldness in achieving success.

4. Trump: How to Get Rich: A guide to wealth-building and success, drawing from Trump's experiences in real estate and business.

Trump's books, such as The Art of the Deal and Crippled America, provide insights into his character, particularly his confidence, ambition, and approach to challenges. In The Art of the Deal, Trump emphasises the importance of thinking big, taking risks, and leveraging opportunities, which reflects his bold and assertive personality. He portrays himself as a dealmaker who thrives on negotiation and publicity, suggesting a strong belief in his instincts and abilities. Additionally, in Crippled America, Trump outlines his vision for America, showcasing his direct and unapologetic communication style. His focus is on leadership and his determination to address issues he perceives as critical to the nation's success.

In his books, Trump comes across as someone who is self-assured, goal-oriented, and unafraid to take unconventional paths. They also reveal his emphasis on branding and public image as key components of his success. Trump's emphasis on branding stems from his background in business and entertainment, where creating a strong, recognisable brand is key to success. The Art of the Deal highlights his belief in the power of personal branding to build trust, attract attention, and establish authority. In politics, Trump applies these principles to create a distinct identity that resonates with specific audiences.

Trump’s branding strategy involves being omnipresent, using social media, targeted media appearances, and direct communication to maintain visibility and reinforce his image. This approach helps him connect emotionally with his supporters, leveraging branding as a tool to build loyalty and engagement.

Trump's childhood and upbringing have been analysed by psychologists to understand his personality traits, and some researchers suggest that his father's strict and demanding nature may have influenced his son’s drive for success and his emphasis on image. This environment might have fostered a competitive mindset, where self-promotion became a survival mechanism. As for his moral compass, Trump's books and actions often reflect a pragmatic approach, prioritising results and loyalty over traditional ethical frameworks. His anger and controversial rhetoric could be linked to his tendency to view criticism as a personal attack, which might stem from deep-seated insecurities or a need to assert dominance. Moreover, hatred or divisive language, as some argue, may be a strategic tool to rally support by appealing to specific emotions and fears. It's a complex interplay of personality, upbringing, and calculated decisions.

Indeed, Donald Trump's morality has been a subject of debate and scrutiny. Critics point to allegations of dishonesty, self-serving behaviour, and controversial actions during his presidency. Supporters, however, often argue that his leadership style and decisions are pragmatic rather than guided by traditional moral frameworks. Morality, in this context, becomes subjective, shaped by individual values and perspectives.

Trump's alignment with traditional moral frameworks, including Christian beliefs, has been a topic of significant debate. Critics argue that some of his actions and rhetoric—such as his focus on wealth, power, and divisive language—contrast with Christian teachings that emphasise humility, compassion, and care for the marginalised. For example, biblical principles often highlight the dangers of pride and greed, which some commentators associate with Trump's public persona. However, supporters within Christian communities sometimes interpret his leadership style and policies as pragmatic or even divinely guided, focusing on his defence of religious freedoms and alignment with certain conservative values. This divergence in interpretation reflects the complexity of applying moral frameworks to public figures.

Some of Trump's supporters interpret his leadership as divinely guided, often framing his presidency within a spiritual or prophetic context. For example, certain evangelical groups have drawn parallels between Trump and biblical figures like King Cyrus or Jehu, portraying him as a leader chosen to bring about significant change. Others view his resilience in the face of challenges as evidence of divine intervention. This belief is often tied to his policies on religious freedom, abortion, and conservative values, which resonate deeply with these communities. It's a fascinating intersection of faith and politics, where spiritual narratives shape perceptions of leadership.

Trump has even occasionally embraced the idea of being divinely guided, particularly in his rhetoric and campaign messaging. For instance, he has shared content and statements that frame him as a leader chosen by God, such as a campaign video declaring, "God gave us Trump". Moreover, during speeches, he has referenced the belief that his leadership is part of a divine plan.

However, it's worth noting that while he has leaned into this narrative, it may also serve as a strategic appeal to his evangelical and religious supporters, who often view him through a spiritual lens. Whether this reflects a deeply held personal belief or a calculated political strategy remains open to interpretation.