Branding Lessons You Can Learn from “Fourth of July” (The Brand)
As I write this, millions of Americans are enjoying a day off as part of the July 4th celebration tradition that has existed for over two centuries. It has now been 238 years since the signing of the Declaration of Independence on July 4, 1776.
July 4th has been a federal holiday in the United States since 1941, but the tradition of Independence Day celebrations goes back to the 18th century and the American Revolution (1775-83).
[inlinetweet prefix=”” tweeter=”” suffix=”#IndependenceDay”]Fun Fact: The initial date the resolution of independence was approved in a closed session of Congress was July 2, 1776.[/inlinetweet]
The next day, John Adams remarked in a letter to his wife Abigail: “The second day of July, 1776, will be the most memorable epoch in the history of America. I am apt to believe that it will be celebrated by succeeding generations as the great anniversary festival. It ought to be commemorated as the day of deliverance, by solemn acts of devotion to God Almighty.”
Beyond the parades, concerts, casual family gatherings, barbecues & fireworks, today I invite you to take a step back and view July 4th from a new angle- to view it as the strong brand it is.
Characteristics of a Strong Brand
Every strong brand has a purpose- a reason for being (beyond making money). Brands that are purpose-driven that is clearly articulated and communicated to it’s audience helps elevate the brand by building a strong emotional connection with the audience that identify with the purpose.
July 4th’s purpose is to remind Americans about the day they got their independence. It marks a significant day the US nation declared its independence from the British Monarchy in 1776.
What it stands for
Great brands stand for something. When a brand is clear on what it stands for based on it’s purpose, it makes it very easy for the target audience to connect with it.
As a brand, July 4th stands for freedom, independence and a brighter future. This is very clear and it’s reinforced year after year with each holiday celebration.
Name & Nicknames
Strong brands have a clear, unique and distinct name. Naming is very important in brand building because it provides a point of reference and identification. Names provide associations and carry meanings in the minds of the consumer.
Furthermore, most brands just like people have nicknames; e.g. McDonald’s is Mickey D’s, Coca Cola is “Coke”, Federal Express is “FedEx”, Chevrolet is “Chevy”.
In the same way, Independence Day is a clear name that communicates what the day stands for. Other nicknames used to refer the same are “July 4th”, and “Fourth of July”.
Some of the traditions practiced on Independence day include; family getting together, time off from work (most jobs) and of course fireworks!
Serve a Specific Target Audience
[inlinetweet prefix=”” tweeter=”” suffix=”#branding”]To build a strong brand, you need to identify who the brand is meant to serve.[/inlinetweet] This enables you to learn everything about your target audience and tailor your message to appeal to them.
Similarly, Independence Day celebrations are geared towards the “American citizens market”
As you can see, the above characteristics show how strong of a brand the Independence Day Holiday really is. When you review your brand, does it have the characteristics outlined above? If so, what are ways you can implement them?
Lastly, in the light of the holiday, here is a video to make your day. Enjoy