Branding is intangible, and yet it is an essential ingredient to success in business, as well as favorably positioning an organization like ours in the eyes of the public and the media.
"Exactly what is branding?" you ask. In civilian corporate terms, Brand Management is the application of marketing techniques to a specific product, product line, or service. It seeks to increase the product or service's perceived value to the customer, and thereby increase brand franchise and brand equity.
Marketers see a brand as an implied promise, in that the level of quality people have come to expect from a brand will continue with present and future users of the same product. The product of the U.S. Coast Guard Auxiliary, it can be said, is Service to those people who choose to live, work, and play around the waterways of the United States of America.
Official Imagery is one of the tools with which we can use to create consistent branding, as well as represent ourselves in the best light to the outside world. Consistent branding also leads to increased confidence by our customer base; and demonstrates cohesive unity across our volunteer membership base.
We must also recognize that the average member of the public does not have complete knowledge or understanding of the difference between the Auxiliary and our parent organization the U.S. Coast Guard. As you will note, our imagery is very similar in design to that of our parent organization - the United States Coast Guard. While our imagery is different enough to set us apart as a different organization, it shows that we share commonalties with the Coast Guard, much like the way our organizations function on a daily basis.
I hope that you will find this Style Usage Guide useful in your role as an Auxiliarist, and in helping to tell the Auxiliary story to the media, the pubic, and our membership.
COMO Edward E. Sweeney III, NADCO-RBS, PDC-A
National Directorate Commodore for Recreational Boating Safety
Past Chief, Department of Public Affairs
United States Coast Guard Auxiliary
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