Making News
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The Branding of America
July 8, 2021 | Branding Emails
Beyond Red, White, and Blue
Demonstrations and counter demonstrations. One party vs. another party. Allegations and revelations. On the surface, our country looks like conflict. But underneath?
Underneath all of the headlines and blogs, there’s the bedrock that is Brand America, built up over more than 200 years – and able to weather the ups and downs of current events. How do you brand a country as diverse and divided as the United States of America? You start by looking back to our country’s origins, since the past often points the way the present.
Where did America’s brand begin?
Before bald eagles and apple pie, there was Amerigo Vespucci, the 15th-century Florentine merchant widely credited as America’s namesake. Christopher Columbus often gets the credit and glory that comes with discovering America, but there’s always another story. Columbus made a monumental discovery in showing Europe how to sail across the Atlantic. Vespucci’s great contribution was to tell Europe that the land Columbus had found was a New World, not Asia. Vespucci travelled to the New World many times between 1499 and 1502, and the accounts of his travels were published soon after.
Naming the nation
Facing the daunting task of drawing a map of the world, German cartographer Martin Waldseemuller used Vespucci’s travelogues when drawing the newfound continent. Countries were traditionally given feminine names, (think Asia and Europa), so Waldseemuller chose the Amerigo Vespucci’s Latinate feminine name for the New World. And so America was born.
Identifying the Attributes
When we think of American history, we often think of the Revolutionary War, powdered wigs, and Paul Revere. The tumultuous years of the late 1700’s is when the real branding of America began – when we fought for our freedom and became known the world over as the land of the free, home of the brave. But as we grow, our brand has to adapt and evolve, avoiding the trap of nostalgia. We have to stay relevant with a global audience, just like any other brand.
So today, when we often struggle to find common ground as a nation, the core brand of America remains the same, unshaken. The American flag. The Fourth of July. The spirit of open – if often contentious – debate as we approach each election.
What about your image?
As Brand America shows, effective branding is all about perception and persistence. About staying true to your core values, even in the midst of change. America is a brand that stands the test of time, with images and messages that retain their power more than two hundred years after our country’s founding.
Where did your company name come from? What visual symbols represent your company? What do your customers think of when they encounter your brand? Let us help make your mark become recognizable and resonant, more compelling and engaging – not just in America, but worldwide.
If you want your brand to have immediate visibility and impact – like a Fourth of July skyrocket – just give me a call at 617-661-6125, or email to set up a meeting.
Stewart Monderer
photo: http://www.bigstockphoto.com