Patriotism in America is on the rise, following the highly rated Paris Olympics and recent national conventions. Suddenly the American Flag is showing up everywhere, and marketers are taking notice.

This wave of national pride presents a unique opportunity to connect with consumers through impactful campaigns that resonate. Here are some tips to consider.

1. Align Your Brand with National Values

Patriotism at its best is rooted in shared values, culture, and history. For marketers, this means aligning your brand with the high aspirations of our nation.  Highlight ways your products or services connect to history or are contributing to the common good through their support of local communities, sustainability, or equality and justice. Brands that reflect these shared ideals can foster a sense of pride among consumers.

Example: A brand that produces eco-friendly products might emphasize their role in cutting the nation’s carbon footprint, positioning themselves as a protector of the environment and, by extension, the nation’s future.

2. Embrace Symbols and Imagery

Symbols such as the American flag, the bald eagle, the iconic red, white and blue colors or historic landmarks can instantly evoke feelings of patriotism and can create a powerful emotional connection with your brand if done tastefully and authentically.

Example: A sports apparel company might release a limited-edition product line featuring the American flag or its colors during athletic events, celebrating the achievements of rising American athletes.

3. Support National Events and Causes

Sponsoring or participating in national sporting events or significant cultural celebrations allows brands to visibly align themselves with moments of national pride. Additionally, supporting worthy causes such as veterans’ organizations or disaster relief efforts, can further solidify a brand’s commitment to our nation and its values.

Example: A brand might announce it is donating a percentage of profits to veteran support groups around Veterans Day, tying their success directly to a cause that resonates with patriotic values.

4. Promote Inclusiveness

Patriotism should also be inclusive, reflecting the unique diversity of America. Campaigns that celebrate the various cultures, backgrounds, and stories that make up our national story can create strong emotional resonance.

Example: A tech company might launch a campaign highlighting stories of innovation from diverse communities around the country, showing how individuals from distinct backgrounds come together to contribute to America’s powerful technological leadership.

5. The Power of Storytelling

Tell a compelling story. Whether it’s the inspiring personal journey of a professional or amateur athlete or the deeply rooted history of a well-known brand, look to evoke a sense of pride, resilience, and unity.

Example: A food brand could create a series of ads featuring stories of farmers who have been feeding the nation for generations, emphasizing the importance of their role in supporting local agriculture.

6. Be Mindful of Timing and Sensitivity

While patriotism can be a powerful tool, it’s essential to approach it with sensitivity. Avoid amplifying political division or social fault lines. Marketers should carefully consider the timing of campaigns and ensure that their messages are inclusive and respectful to all audiences.

Example: During an election year, a brand might focus on themes of unity and community rather than aligning with any political party, ensuring they appeal to a broad audience without alienating any group.

Conclusion

The recent resurgence of patriotism offers marketers a unique opportunity to connect with consumers on a deeper level. By aligning with shared national values, embracing iconic symbols, supporting worthy causes, and telling compelling stories, brands can harness the power of patriotism to create memorable, impactful campaigns. However, it’s crucial to be authentic and inclusive to ensure that your brand’s efforts resonate positively with your audience.

In a world where consumers seek relationships with brands that stand for something, invoking patriotic themes can help your organization and its products stand out.