I proudly served in the United States Marine Corps for seven years as a communications strategy and operations officer. Now, working in marketing communications for industrial and manufacturing brands, I’m often asked to review client messaging, especially around Memorial Day.
Memorial Day is a time to honor the brave souls who gave their lives in defense of our country, people and freedoms. Despite what the flood of sales ads and promo emails suggest, it’s not about discounts; it’s about those who didn’t hesitate to give everything so the rest of us could enjoy burgers, beer, and yes, even long weekends. It's a day to live freely and fully, but also a time to remember those who died in uniform, and those lost later to the lasting wounds of war.
For those communications pros working on connecting a brand message with Memorial Day, here are four tips to keep your efforts credible and respectful.
Remember the Day and its Purpose
Begin your strategic thinking by remembering what the date observes, who it commemorates, and the importance of their sacrifice. By gaining understanding of the heart behind the day itself, you may notice a mindset shift that will prove beneficial as when beginning to plan any sort of company messaging around the day. Start by remembering, then move to crafting.
Craft Thoughtful, Respectful and Intentional Messaging
A brand will likely sound cold and too commercial when using the day as a promo tool. When crafting messaging, try not to distract from the day. Instead, shape Memorial Day messaging by learning from the veterans in your industry and reading their stories in other outlets. There are many accounts of service members that are lost to history, but in speaking to those veterans and active duty military about the significance of the day in their mind, you may hear a story or two that can help frame the soul behind your messaging.
Acknowledge and Be Grateful
In the messaging, don’t force a square peg into a round hole. The message doesn’t always have to be brand-aligned or straight from the company comms playbook. Using a platform to educate an audience on the true meaning of Memorial Day and sharing an authentic “thank you” to those who served will not be a mistake. Also, extend gratitude to those at the company who have served or are serving. To truly show acknowledgment and gratitude, sometimes simplicity is the best way.
Pause if it Doesn’t Feel Right
You'll know in your gut if the message is coming from a pure place or a place of commercial benefit. And the audience will likely be able to see through a finely-woven message. If it’s not from an honest place, don’t post it. Authentic communication will do more for a brand in the long run, then forcing a discount sale down an audience's throat on a day of remembrance. Again, there is no harm in saving that post for the day after. If you can’t get it right, think about refraining from marketing and communicating on Memorial Day.
Memorial Day is not a branding moment—it’s a human one. Communicators words shape how people think, feel and remember. So, this Memorial Day, before posting or promoting, take a moment to step back. Reflect on the true weight of the day. Honor the fallen not with clever copy, but with care.
Michael Curtis is Marketing Communications Manager at Tiny Mighty Communications. As an active-duty Marine Corps officer for seven years, Michael worked as a communication strategy and operations officer, where he led Marines and civilians in strategic communication efforts for various bases and operational units throughout the Marine Corps.