Iain Duncan Smith has arrived in Blackpool for the Conservative Party conference with a tough challenge ahead.

The Tories gather in the resort facing the daunting task of convincing their own supporters and the electorate that they are a credible alternative to Labour at the next general election.

Following their poor showing in the Brent East by-election last month, where they fell from second to third place in the constituency, the pressure is on the party leadership to produce a string of confidence-inducing performances.

That will involve both attacking the government and the insurgent Liberal Democrats, but also outlining a coherent policy platform to drive forward to an election expected in 2005.

Activists will also be primed for next year's European, local government and London mayoral polls where the Tories will have to poll extremely strongly if they are to have any chance of seizing power at Westminster.

Conservative spokesmen are set to push four key messages out through the media during the week.

Firstly they will borrow the successful slogan Baroness Thatcher used in 1979 when she swept to power.

The "Labour isn't working. again" theme will be used to highlight failures to deliver on promises for public service improvements.

Secondly Duncan Smith's favourite line that "you can't believe a single word Tony Blair says anymore" will seek to increase public mistrust in the prime minister.

Thirdly "the Conservative way works" initiative will push forward a concerted programme of policies aimed at improving efficiency and "fairness" in government.

Previous announcements will be fleshed out and new ones rolled out in traditional platform speeches from Shadow Cabinet members.

They will also boast that "only Conservatives offer a 'fair deal for everyone'."

While similar to Labour's own conference slogan promising "a future fair for all", the Tories are claiming to have latched onto the theme first, having premiered the phrase in March.

However three significant challenges face the party as it meets for its annual gathering.

Principle among these is overcoming doubts about Duncan Smith's leadership style.

While last year he sought to make a virtue of his "quiet man" image, internal critics feel he has not done enough to capitalise on the government's troubles over Iraq.

Despite record low levels of support for Labour under Blair, the Tories still lag behind in many polls with the Brent East result adding a further blow.

Duncan Smith has survived the year without facing an often-predicted leadership challenge.

His "unite or die" speech to dissidents last year and reasonable success in May's council ballots saw off the threat of a coup and secured him in place to fight the general election.

But he will need to pull off an impressive performance in his set-piece leader's speech on Thursday if he is to convince activists of his prime ministerial credentials and inspire them to campaign for him.

Policies will also have to be well thought through and costed if they are to survive the mauling Labour will attempt to give them.