Cultivating an image is not an easy task. Especially in politics.

When Justin Trudeau was first elected, much of the image he had built for himself revolved around his family. His wife, Sophie Gregoire, was a major facet of Trudeau’s image as a young, vibrant husband and father with a more than recognizable surname.

"Rather than click the links that lead to tabloid snickering, think of your family member, or your close friend, or even yourself after informing people your marriage failed, & maybe recall just how difficult it is to traverse the waters of separation."https://t.co/imzfLRCs9p

— James DiFiore (@jamesdifiore) August 2, 2023

That surname would eventually allow Trudeau to create a political dynasty.

In 2015 the international press went so far as to compare the Trudeau family with the Kennedys. When Trudeau won the election, these comparisons became more popular.

Prime Minister Trudeau has always had a major focus on his own personal brand. His photo-ops are both legendary and cringe-worthy, often used to telegraph to Canadians that he is fit, or progressive, or simply a guy who wants you to know how sensitive he really is.

Often these photo-ops had another purpose; to troll the unhinged portion of the right in Canada.

LOOK: Canada’s Trudeau, Mexico’s Nieto go for jog before summit https://t.co/Zyrvn6gFLe pic.twitter.com/YahNoQ2ZnB

— Inquirer (@inquirerdotnet) June 29, 2016

His hair. His neo-progressive stance on gender rights. His style of delivery when trying to sound heart-warming. All of these targets of right-wing ire were placed on a platter so that Trudeau’s brain trust could use reactions as a way to demonstrate the stark differences between the parties, or as a fundraising tool.

So when the prime minister and Gregoire announced via Instagram last week that they were separating officially, many of us wondered how Pierre Poilievre would adjust his own personal brand in reaction to the news. Yesterday, we got that answer.

Pierre Poilievre's reaction to Trudeau's separation is to position himself as the family man politician.

On paper it makes sense, but in a country where more than half of us get divorced, I am not sure this strategy will yield the results he is looking for. https://t.co/u2vgPETSqX

— James DiFiore (@jamesdifiore) August 9, 2023

Before I continue, there is nothing wrong with Poilievre’s new personal image strategy. There’s nothing wrong with changing your look, and there is certainly nothing wrong with positioning yourself as a family man who loves his kids.

The real barometer that can help measure the strength of Poilievre’s new personal branding efforts will be how effective this new strategy can be in the long run.

One thing that separates good public relations from bad branding is whether or not your campaign is driving the conversation, or reacting to something else. Given Trudeau’s recent news, Poilievre’s latest ad seems to be dictated by his camp’s reaction to Trudeau’s separation, which is why I think it will fall flat among most Canadians.

We get it; Poilievre has a lovely family. His kids are cute, his wife is attractive and seems both smart and tough. These are all great facets to spotlight if you are a public figure. But Canadian family dynamics are constantly changing. Separation and divorce are more common than nuclear families, which is why the knee-jerk reaction to Trudeau’s separation fell flat with most Canadians.

The way that Canadians interpret political ad campaigns is more important than the overall message these ads carry. Aside from Poilievre’s base – the Canadian convoy conservatives – most Canadians will see these ads as a reaction that probably would not exist if it were not for the PM’s announcement. There is nothing inherently wrong with Poilievre focusing on his own family, but it doesn’t scream authenticity either.

Pierre Poilievre dropped the glasses and went faux Miami Vice on us b/c he's unmarketable to women

Meanwhile PMJT wore pink, went to see Barbie with his son

With a single photo he did more to secure women's vote than Poilievre's whole desperate rebrand#cdnpoli #NeverPoilievre

— 🇨🇦 Henri A🇨🇦🇺🇦🇵🇸🇮🇱 (@HenriAGS) August 7, 2023

It’s worth noting that the reaction to Poilievre’s earlier attempt to retool his aesthetics was ridiculous. The guy took off his glasses and wore cooler clothes and progressives in this country lost their shit. It was embarrassing to watch as otherwise-sensible Canadians snickered at a less-Millhousey version of Poilievre, as if taking off his glasses was evidence of a horrible person.

However, politics is more about perception, and if more than half the country view your public relations as reactionary rather than genuine, you’ve already lost the war.