This article originally appeared on Robinia Creative.

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Right above my office desk there is a wooden copy of The Declaration of Independence. Its words are engraved in Oak and there is an Eagle atop of the frame that carries a banner that read, “Our Rights and Our Liberties.”

The frame’s location is nearly at eye-level and I find myself staring at the signing State’s Seals below the momentous signatures. From Connecticut to South Carolina, all thirteen states are graphically represented in this great and “last best hope of earth,” to borrow from Lincoln.

You have the great Anchor from Rhode Island, the Scales of Maryland, and the Virtus of Virginia.

What I noticed only this morning was the title of document.


The word “united” is both lowercase and nearly impossible to see. Although the wooden frame is over 2’ x 4’, I had to stand and squint to even read the word “united.”

How could this be? This is our country’s founding document and we are the “United States of America.” If we are anything, we are the “United States” and surely not the “States of America.”

Audience. This has to do with audience.

Although written to King George III of England and his Parliament, the true and foundational audience of the Declaration of Independence was the world and all of mankind.

It was a “beacon of hope” and the “States of America” its grand experiment.

Although your company’s mission probably isn’t to penetrate the thought of mankind for all generations, Thomas Jefferson’s pen can teach us something about marketing.

Write your company’s story—its brand, logo, taglines, etc.—for your intended audience. Don’t shy away from impacting George III, but build your narrative for all of mankind.

Or other words, don’t shy away from a narrative heavily focused on a sliver of the market. Speak directly to your customers and how such customers want/need to be spoken to.