Because this is a business magazine, let’s keep a business perspective on recent political events: Instead of discussing Bush vs. Kerry, Elephant vs. Donkey, or Red vs. Blue, let’s make it less political and talk about America the Brand instead.

In branding strategy, a brand’s identity is how the brand owner sees the brand. The brand image is how others (from the outside) see it. The closer the identity and the image come together, the stronger the brand’s value—to both the brand owner and those stakeholders who have so many different images of the brand. The key is developing a strategy that takes our identity into account and compares it with our many images.
Branding strategy revolves around using human metaphors to develop and maintain the brand; i.e, a brand, like a person, has a name, a look (a certain body type and packaging) and even a personality. We use these human-like traits to differentiate the brand. Using this as a foundation for this article, I believe the United States of America, with the brand nickname being America, is facing a crisis. This crisis is based on the contrast of how America sees herself (her identity) and how others on the outside see her (her many images).

America’s Identity: Divided We Stand (and proud of it?)

Our identity as a country is wrapped up in the division we have constantly discussed throughout the recent presidential campaign process: Republican vs. Democrat; conservative vs. liberal; “neo-con” vs. “flip-flopper.” Whereas much of the media have spun this as something negative, it is what I find truly fascinating as a part owner (voter) of the brand “America.” This division should be seen in a positive light; it should be the reason we feel good about ourselves. The privilege of being able to disagree, think what we want, say what we want, practice what we want, and then vote how we want—this is what the Founding Fathers envisioned. Either way, America’s identity is certainly divided. Yet our image is something else altogether.

America’s Image: Spoiled Teenage Bully

One would think that America’s image would be positive after our involvement in World War II and in the sympathy that came after 9/11. Yet from following the headlines of various Western European newspapers and newscasts, as well as from informal conversations with many people from that side of the world, America’s image is not divided. It is simply consistently negative, and therein lies the problem. Not only is our image negative, it is not even close to our identity. Adjectives to describe America’s brand personality from the “image” perspective in Western Europe include: arrogant, egotistical, bullying, spoiled and narrow minded. Europeans feel that their old friend, America, has lost her way. A country that has always set the benchmark for diplomatic relations and a strong, well-balanced foreign policy suddenly has become the poster child for the exact opposite. Please remember that taking the argument, “It’s none of the Europeans’ business,” is like saying that the only true measure of people is what they think of themselves. In branding, IMAGE is everything. I am not saying the Europeans are right; I am saying their image of us should be considered when developing a strategy for the next four years and beyond. Because many Europeans see America as a spoiled teenager (implying we are not that old as a country) who uses her spoils to bully rather than befriend, what is seen as a sign of strength within America is often taken as something else abroad. This is what provides so much turmoil for America as a brand. She is going through a major crisis via her identity being nowhere close to her image.
Applying solid marketing (especially communication/public relations) strategy to bridge this identity-image gap is the next logical step; that is if we care about our image. As stated earlier, a strategy based on identity alone, especially when identity and image are so far apart, is doomed to fail. Therefore, to get the ball rolling, we need to first heal the divide inside America by embracing instead of fearing it. Then, and only then, can we begin to work on the image side. Over time, we can work toward slowly improving our image by reaching out and opening up. Accomplishing this does not require an extreme makeover but instead the simple lessons of public relations and diplomacy. What will result from this is the building of positive relationships, be they foreign or domestic. This is what makes America beautiful; this is what makes America a truly global brand.

		Tim Foster is a lifelong resident of East Lansing who is completing his doctorate in marketing at a Swedish university. He completed his undergraduate studies at Michigan State University and hopes to someday return to alma mater and teach.