If brand is a person’s perception of a product, service, experience or organization, then the best branded branch of the United States military would have to be the Marine Corps - hands down. Each branch of the armed forces has its distinct graphic identity, and within each branch there are insignia that proclaim unit, specialty and rank. Everything is visual, and therefore graphic. But when it comes to branding, the USMC stands head and shoulders above the rest for a variety of reasons.
Identity and message:
The Corps considers itself different from the other branches: it is the oldest, the toughest and the most elite. Its members are the Few and the Proud. Its values are honor, courage and commitment. These are the foundation, and on it the Corps has established an enduring brand that has weathered controversy and bad publicity and still remains the hero. The brand awareness ranges from nicknames such as “jar heads” and “devil dogs” all the way to the philanthropic efforts of its annual Toys For Tots campaign. The Marines guard the President, and are the first ones sent into any volatile area and care about kids. There is strength and integrity in being a member of the Corps.
Reputation and significance:
The Corps’ word-of-mouth branding effort is carried on by members of the Corps during their terms of service and continues throughout their lives. The elitist pride of a Marine transcends one’s term of service in the Corps. There is an abiding connection and identification with a select group. This pride is noticeable in physical bearing, in the graphic design, in slogans, in nicknames, and in touch points ranging from its trademarked Marine Pattern Camouflage (MARPAT) to tattoos, baby clothes and even pet apparel.
Faithfulness and inclusiveness:
Once a person becomes a Marine, they remain a Marine until they die. There are no “former” Marines. The distinction extends to the Marine’s family, which becomes part of the Marine Corps family at large on the day the recruit take his or her oath. There is a lifelong camaraderie and identification in Marine-ness. Bumper stickers, decals, biker jackets, t-shirts, caps, flags are all worn and displayed proudly all across America. There is a true sense of identity, belonging, culture and most of all, pride—everything that makes a brand.
Consistency:
The Marine Corps message has not changed much through the years. The Corps is elite. It is a family. It is tough. It is small. It is faithful. Its red, gold and blue color scheme is enduring and consistent. The Eagle Globe and Anchor insignia is earned by every successful recruit and worn thereafter as a symbol of personal accomplishment. You join the Navy, Army, Air Force or Coast Guard, but you become a Marine. The Corps focus is not only on building skills but on forming the heart. This is the Corps message, and it’s been carried on consistently for 232 years.
The lesson for any businesses in utilizing its design assets and establishing its brand is that brand is not simply about putting a logo on things. Brand is the reputation and culture that is developed through consistency of message; reputation; significance and concern for employees, customers and community. Make your message visible. Get your logo out there. Be the kind of business that your people want to identify with. Add to that honor, courage and commitment: Be courageous in your marketing efforts, be committed to integrity and service, honor your people and customers. Faithfulness will build your brand.
