Despite being a steady presence at her husband's side on primary election nights, and sitting for occasional media interviews, Michelle Obama remains an unfamiliar figure to most voters, strategists said. When she campaigned in recent months, it was almost always alone and in small settings. The most sustained attention she received on cable news shows was for her controversial February statement leaving the impression that she wasn't proud of her country until this year. 

"There is no reason to expect her to have a brand. But the campaign needs to start doing that," said Erik Smith, a Democratic strategist and aide to former Rep. Richard Gephardt during his 2004 presidential campaign. "Defining Michelle Obama goes a long way in defining Barack Obama. I am sure it is a campaign priority."

Indeed, when the campaign launched a website today to combat rumors about Barack Obama's patriotism, his religion and his family, the first entry dealt with his wife.

Other efforts are on tap. She joins the candidate Friday for a roundtable in Ohio with senior citizens and appears as a guest host next week on "The View," the popular daytime talk show, giving her access to friendly, high-profile platforms. Campaign aides said they are "staffing up across the board," including for Michelle Obama - a move that Schoen said reflects the need to "manage the image and utterances of the spouse."

The heightened scrutiny "requires a level of staffing and attention to detail that goes beyond what spouses have typically gotten," Schoen said.