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Former President Obama just granted access to the Oval Office (and the nuclear football) to his antithesis, and I’m not referring to their political ideologies. President Trump’s short “Hello” inaugural address was a counter to Obama’s long “Goodbye” farewell address, and tells us how we can expect to be governed over the next four years, just as last week’s farewell address summed up the past eight.

Obama spoke eloquently and at great length in his Chicago farewell address. He discussed motives and considered outcomes. Many think he was all talk and no action while president. In contrast, Trump takes the “Wham! Bam! Thank you, ma’am!” approach: Short sentences, simple words, yuuuuge promises. He seems to want to get to work because there’s a lot of work to do.

All those pundits left wondering if Trump would change his style and tone to match the seriousness of the office learned a few hours ago that they can stop wondering.

Candidate Trump is President-elect Trump is President Trump.

Here’s how he stayed true to the brand that carried him from Trump Tower to 1600 Pennsylvania Avenue:

Sound bites

True to form, Trump delivered his inaugural address with the same style and vocabulary he’s always used. He spoke in short, simple sentences and used phrases that were easy to understand, including “Buy American and Hire American,””We will build roads, bridges, and airports,” and “From this day forward it’s only going to be America first.”

Although it wasn’t an eloquent speech, it was simple and focused on the message that won him the White House. If there is one communication truism he’s stood by in his short time on the political stage, it’s this: “Dance with the one who brought you.” Nearly every line of Trump’s speech was a short, complete thought delivered in 140 characters or less, a skill many public speakers should learn to use in today’s soundbite culture.

One communication technique that Trump mastered in his speech was repetition. Repeating the same phrase, but replacing a key word: “We’ll make America strong again. We’ll make America wealthy again…” Which inevitably leads to: “We’ll make America great again.” The crowd joined in on the last line, a powerful testament to a sticky message.

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Message

Although Trump’s speech was woven together with an anti-establishment thread, it worked well for him because he avoided personal insults. It’s always a good strategy to attack the establishment, and the anti-Washington message actually did more to highlight the unity in his speech. He stressed that “transferring the power back to you, the people” from Washington was something that must happen, a move we can all support.

We’re used to celebrity billionaires using “I” and “me,” but Trump dusted off a few other personal pronouns to try on for size: “you,” “us,” “we,””ours.” I.e.: “This moment is your moment. It belongs to you.” Doing so made the tone of his speech inclusive. And for a segment of the population who has felt overlooked, the embrace was more than welcome.

And finally, Trump made a pretty yuuuuge promise: “I will fight for you with every breath in my body and I will never ever let you down.” A bold move and respectable claim, but a promise he likely won’t be able to keep. But this is Trump. He exaggerates and people cheer him.

Delivery

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Up to this point, no one would’ve labeled Trump a smooth talker. So it’s a good thing he didn’t try to be one today and risk betraying the “You’re Fired” brand. He’s more conversational off-the-cuff, but his first speech as president rightly called for a teleprompter. Unfortunately, his delivery hasn’t improved and matched what we’ve seen of his reads on the campaign trail: It was stilted and forced, and he looked uncomfortable and unsure. But again, this is Trump. He is repeatedly rewarded for breaking the rules. His hand gestures, facial expressions, and vocal cadence are all wrong, and yet here we are. It works for him because Americans are tired of all talk and no action. Have no fear, Trump will tell you like it is and then get to work to solve the problem.

We’ve heard a lot of talk in eight years, so the people are ready for action. Sixteen months ago, Trump officially answered that call in the only way he knows how: deliver an anti-establishment message as the voice of working class America in the most unconventional way we’ve ever seen and, well, you have what really mattered in 2016: authenticity.

Beverly Hallberg (@bevhallberg) is a contributor to the Washington Examiner’s Beltway Confidential blog. She is president of District Media Group. Thinking of submitting an op-ed to the Washington Examiner? Be sure to read our guidelines on submissions.

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