Farage has become like any other politician and Carswell could soon be an independent

The stats show that when you ask the general public what the most important issue in British politics is, most will reply "trust". Day in, day out, politicians are painted as liars, never able to answer a question directly.

Nigel Farage has shown he is cut from the same cloth as any other politician, argues Victoria Barton
Nigel Farage has shown he is cut from the same cloth as any other politician, argues Victoria Barton
This is why Nigel Farage seemed such a breath of fresh air. He spoke like middle England, he’d hang out in pubs, he didn’t duck tricky issues and even if you despised his opinions it was hard not to appreciate his conviction.   

A good number of friends filled my Facebook timeline with praise for Farage for "telling it how it is".

They liked his commitment to his cause, his passion, his willingness to admit mistakes, and his insistence that he would stand down as party leader should he not win South Thanet. What, the hell, so did I. 

It was refreshing to hear a politician take an honourable stance on potential loss.

And although it wasn’t within the 10-minute window he promised, Nigel made good on his claim. The headline as he resigned: "I am a man of my word."

Oh Harold Wilson, how right you are; a week really is a long time in politics. Not even seven days after Farage's resignation and he is back in the saddle as party leader. 

In this single act, Farage has perhaps irreparably damaged the brand of UKIP. Regardless of the decision of UKIP’s National Committee, he now looks like any other politician.  

No longer can he credibly claim to be cut from a different cloth.  

Like the Liberal Democrats on tuition fees, he has powerfully signalled that UKIP cannot be trusted and in doing so left the external reputation of his party in tatters. 

Reinstating Farage cements his personality at the centre of the party and entrenches the attachment of his ego. 

Arguably, this was one of UKIP’s greatest appeals but also one of its most hindering factors. How can a party so reliant on one individual’s persona hope to expand?  

In accepting the National Committee’s decision to refuse his resignation Farage said: "I realise now that the party comes before me, and indeed, that this country comes before both." 

Sadly, the rapid decision to reinstate Farage simply communicates the opposite; UKIP does not exist without him.

As communicators we should also give some thought to the state of internal communications. 

Often overlooked at a time of instability and change, it is crucial your team are included in a leader’s vision for the future. 

It would seem that isn’t the case for UKIP; its sole MP wasn’t informed of Farage’s reinstatement, instead learning about it from Twitter while in Central Lobby. 

Perhaps this was the straw that broke Douglas Carswell’s back, as we now see an internal power struggle regarding the party’s short money. 

I’ll be watching to see what happens next in the UKIP pantomime – by next week Carswell could be an independent MP.

Victoria Barton is a senior account director at Ketchum

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