Branding A Great Nation

When one thinks about branding in terms of our great nation, America has built an amazing brand. In fact, Brand America has become one of the grand brands of all time.

To prove my posit, I will define the key parts of a brand below and endeavor to enlighten readers with supporting historical evidence regarding exactly how each element serves to establish Brand America and delivers on it’s promise, as stated in The Declaration of Independence.

Brand Name:

Brand America

Product:

Freedom and The American Way

Brand Legend: (The story behind the brand)

“When in the course of human events, it becomes necessary for one people to dissolve the political bonds which have connected them with another and to assume among the powers of the earth, the separate and equal station to which the Laws of Nature and of Nature’s God entitle them, a decent respect to the opinions of mankind requires that they should declare the causes which impel them to the separation.”

“We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain inalienable Rights, that among these are Life, Liberty and the pursuit of Happiness.”

“… And for the support of this Declaration, with a firm reliance on the protection of Divine Providence, we mutually pledge to each other our Lives, our Fortunes and our sacred Honor.” - The Declaration of Independence

Brand Overview: (Introduce the brand)

Brand America is universally acknowledged as the world’s flag of freedom. Brand America is the beacon of prosperity, welcoming all who cherish the spirit of liberty and the self-government of humanity.

First in Category:

The Original Source of Human Freedom

Brand Positioning: (Where our brand resides in the customer mind map)

“Land of the Free and the Home of the Brave.” - God Bless America

“We hold these truths to be self evident, that all men are created equal.”

– The Declaration of Independence

Brand Promise: (The promise our brand delivers that competitors do not)

“Life, Liberty and the Pursuit of Happiness” – The Declaration of Independence

Brand Unique Selling Proposition: (What differentiates our brand from others)

“Government of the People, By the People, and For the People”

– The Gettysburg Address

Brand Mantra: (The genetic code for the brand - Three words that define the fundamental core values of the brand)

Liberty, Freedom, Self-Rule

Brand Personality: (What the brand would tell the customer if it could speak)

“We are the champions of democracy.”, “America: Love it or Leave it.”

“Let Freedom Ring.”

Customer Mind Set: (Where the customer perceives your brand against competitive set)

“Give me your tired, your poor, your huddled masses yearning to

breathe free.” – Emma Lazarus (Statue of Liberty plaque)

Competitive Set: (List competition)

Communism, Dictatorship, Autocracy, Fascism, Monarchy, Theocracy

Product Channels: (Where the product will be available)

Currently distributed in North America with various points of worldwide distribution, with significant expansion post WWII; repatriating France, and the conversion of Germany and Japan.

Brand Touchpoints:

Related American cultural exports: Hollywood, Microsoft, Coca-Cola, FedEx, McDonald’s, Kentucky Fried Chicken, Boeing, Starbucks

Primary Brand Conceptual Messages: (Commonly utilized advertising copy points - prioritized)

“We the People”– The U.S. Constitution

“In God We Trust.” – Motto

“E Pluribus Unum” (Out of Many; One.) – The Great Seal of the United States

Target Audience: (The core target market)

All humanity and its tired masses yearning to breathe free.

Competitive Positioning: (Our position against the category leader)

“One nation, under God, with liberty and justice for all.”

– The Pledge of Allegiance

Brand Leadership Positions: (Where we will lead the category)

Technology, Medicine, Entertainment, Software, Military, Humanitarianism, Philanthropy, Cultural Exports

Brand Awareness:

230 years of spreading freedom worldwide

Brand Icons:

The US Flag, The Great Seal, The Statue of Liberty, Mount Rushmore, The Bald Eagle, US Currency, The US Capitol, The White House.

Why We Will Win vs. the Competition

“It is a self-evident truth that all men are created equal and are endowed with certain inalienable rights” – The Declaration of Independence

Therefore Brand America will succeed to inspire and attract the best and the brightest minds in the world.

Excerpt from the book “Secrets of Branding” by Tim Ransom

Available on Amazon