Army Brand Guidelines
The Enterprise Army Brand is a strategic brand marketing initiative designed to assist the Army in developing a unified approach to all communications and messaging.
The Enterprise Army Brand is intended to align and unify strategy and communication across organizations within the Army, to form one consistent and comprehensive Army Brand. It is designed to help all Army stakeholders and the American public better understand and value the Army institution, so they will be more willing to support, recommend, or consider joining either as a Soldier or Army Civilian.
A few key factors prompted this important initiative:
Desire to differentiate the Army from other military branches and increase first choice preference.
Mixed Messages: Many “individual logos and brand” approaches were in use throughout the Army organization yielding both confusion and inefficiency.
An Enterprise Brand and Enterprise Brand Strategy creates a single, universal, brand positioning that clearly and succinctly identifies what the Army stands for, while allowing tailored and strategically linked messaging to address specific audience and constituent requirements.
The components of an Enterprise Brand include a Brand Hierarchy, a Brand Positioning Statement, Value Propositions, and Messaging Platform.
The end result is a comprehensive Enterprise Brand structure and strategy, efficiencies across the Army as related to communication, and a reinforcement of efforts toward maintaining the All-Volunteer Force.
Chief of Army Enterprise Marketing
Maj. Gen. Alex Fink
