Kemi Badenoch's Conservative Party is now implicitly and explicitly hers, a message that resonated throughout the recent annual conference in Birmingham. Unlike the previous year, when leadership challenges were a topic of discussion, the party now appears united behind Badenoch, with no public dissent regarding her leadership.

The turning point for Badenoch's leadership occurred at the conference 12 months prior. Amid speculation about a potential challenge from Robert Jenrick, she delivered a confident address that appeased the party faithful. This year, a familiar pattern emerged with a significant policy announcement on inheritance tax, mirroring the approach taken with stamp duty changes the previous year.

The inheritance tax plan, a policy affecting fewer than one in 20 people but described as the nation's most unpopular tax, has reignited political debate. Advocates for its reduction or abolition argue it is unpopular because people aspire to wealth that would incur it, and it represents a second taxation on already taxed income. However, opponents, including Reform UK, have criticized the plan, labeling it a tax cut for the wealthy and proposing income tax cuts that they claim would benefit a larger segment of the population.

Beyond specific policy pledges, Badenoch's speech signaled a broader strategic shift. Drawing on advice from election strategist Sir Lynton Crosby to remove "barnacles"—unpopular policies that could hinder electoral success—Badenoch appeared to present a "clean hull" for the Conservative Party. This includes the departures of prominent figures like Robert Jenrick and Suella Braverman.

Badenoch also expressed strong disapproval of Reform UK and its rhetoric, particularly concerning "Englishness." She conveyed personal anger at arguments, such as those made by Suella Braverman, which define Englishness as an ethnicity, contrasting it with her own familial identity as the mother of mixed-race children. This stance suggests a pivot towards a more defined, potentially nationalistic, appeal.

The Conservative conference highlighted Badenoch's efforts to position the party as "no-nonsense." While internal unity has been achieved, the challenge now lies in translating this cohesion and policy agenda into broader public appeal and electoral success.

The focus on inheritance tax, while potentially energizing a segment of the base, risks alienating voters who perceive it as a giveaway to the rich. The party's strategy appears to be a deliberate move away from policies that could be perceived as electoral liabilities, aiming for a clearer, more defined platform.

Questions remain about how this "no-nonsense" approach and the inheritance tax policy will be received by the wider electorate and whether it can effectively counter the opposition's narrative and secure a mandate in the next general election.