Branding Yourself as 'Made in the U.S.A.'

With the excitement of the July 4th holiday still in the air (in addition to local fireworks, James Cagney’s Yankee Doodle Dandy and the Macy’s Fireworks Display all having been aired on TV), think about special ways to promote your brand if you offer American-made products and services. This is yet another way to distinguish your business from others. It can also help to justify higher prices if you charge more than the cost of comparable foreign-made goods.

Today, nearly 60% of all goods purchased here are made somewhere else, but that means that 40% are American-made. According to Diane Sawyer, if each consumer spent just $3.33 more to buy US-made goods, it would create 10,000 jobs in this country (or about $67 to create 200,000 jobs).

Marketing ideas
If your business makes or sells American-made products that are equal or superior to foreign goods and you want to incorporate this factor in your marketing and business activities, then consider:

Buying ideas
Whether or not you make items here, your business can support local businesses by buying American-made goods. Read manufacturers’ labels to learn the country of origin.

I’m not advocating to buy American just because, or as a way to keep jobs here. I’m saying that in many situations, it makes good business sense to do it. Check for quality, choice, and other factors before deciding which items to buy. There may be comparable U.S.-made items that cost a little more but have higher quality, give you more choices in colors, etc., or can meet other needs (e.g., special orders). It’s worth the extra effort.


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