Brand Strategies to Connect with Veterans

I am both professionally and personally happy to share with you a new whitepaper from Collage about how brands can best reach, resonate, and grow with active military service members, veterans, and their families.

As a spouse of a veteran who served in Afghanistan and the mother of a Ranger currently stationed in Europe, I know firsthand the unique and cultural experiences of this segment. Brands have a unique and powerful opportunity to build authentic connections with the military community.  

Read the White Paper, Marketing Strategies to Reach, Connect, and Grow With Veterans filled with proprietary Collage data and insights. And read on below for some personal examples of brands that nailed it and have earned my brand love for life.

During my husband’s deployment to Afghanistan, I was gripped both by fear and pride along with the job of being a full-time working and single parent of three, with no family in town. Looking back 13 years later, I can see the impact that specific amazing individuals had on my life and how my connection and loyalty to certain brands were solidified. These brands were simply great products, enabled customer service authority, and also created magic – the playbook for brand love.

• Daddy Kiss Jar – The best idea I received from seasoned military spouses was the jar of Hershey kisses for my 4 yr old to enjoy each day. To be honest I had to replenish the jar every few weeks because a jar of 365 chocolate kisses was too big to look at on the kitchen counter, but the idea worked and made my daughter smile.  
• Rice Krispies for dinner – On my own as a working mom, there was never enough time between work and the three kids’ evening sports and activities to do the basic household chores. So many nights, when we were running late or just too tired, we had Rice Krispies for dinner. Low sugar, great protein from the milk, and delicious. And faster than pancakes.     

• Trader Joe’s customer service – A Trader Joe’s check out clerk secretly added a bouquet of flowers to the cart of my friend who was buying dozens of bags of nuts for her deployed husband. When my friend noticed the flowers in her cart and said, “Those aren’t mine,” the clerk responded, “Yes, they are now. Thank you for your service.” Of course we both cried when she told me the story, and I’ve always thought of Trader Joe’s in that positive light ever since.
• Disney World magic – I decided that during the deployment year I was in charge of my family’s “Plan Fun” – so I went out of my way to plan fun activities for my children, so we had things to look forward to. The Disney parks of course are masterful at creating magic, where 4, 9, and 10 year olds could just be kids.
• USAA family support – USAA’s customer service sets the standard with respect, permanent change of station (PCS) and deployment checklists, and incredible customer service. When the person on the phone called me ma’m and kept asking if there was anything else I needed, I knew he was focused on exceptional service and not a queue line. He helped with everything from putting our car on deployment status to save money on insurance, updating life insurance, and offering a loan during the government shutdown that year. 
• United Airlines gate angel – After my husband’s return flight was delayed past midnight, a United Airlines gate agent personally escorted our family through the empty dark terminal at Boston Logan airport to the gate. I will always remember the sound of hope in our sleepy shuffles as we walked in that vacuous space. The agent graciously told the three children they could take a nap in the gate seats while they waited and that she promised she would wake them before the plane would arrive at the gate. That was and still is one of the best days of my life.

I still feel a strong connection when I see an ad that authentically represents that moment of pride, relief, and sheer joy of a returning serviceperson coming home. As part of Collage’s Inclusive Marketing 3.0 framework, this event is Realistic Representation in action that we in the military family community can relate to. But there are many, many daily moments that matter that can be leveraged in brand strategies as well. 

People who join the military do so in pursuit of a higher calling, and when duty calls, are honored to be the first to respond. I have now entered a new phase from military spouse to parent, as my husband will retire from the Reserves this coming year, I have one child serving active duty, and another is about to start. On Veteran’s Day and every day of the year, I thank all who serve, and I thank their families as well. We are here for each other.