The USDA's Guiding Motto: "Do Right and Feed Everyone"
The United States Department of Agriculture (USDA) is a vast federal agency with a wide range of responsibilities, from food safety to rural development. Unlike a commercial brand that relies on a single, ubiquitous advertising slogan, the USDA's branding is more rooted in its official mission and motto. Its guiding motto, prominently featured in its internal and public communications, is "Do Right and Feed Everyone". This phrase encapsulates the dual objectives of ethical and effective service in ensuring food security for all Americans.
Official Motto vs. Public Slogans
It is important to distinguish between the agency's internal motto and the numerous public-facing campaigns it oversees. While the USDA's motto is a statement of its overarching purpose, its subsidiary agencies and partnerships are responsible for many of the more recognizable campaigns. For example, the Forest Service, a part of the USDA, is known for its long-running campaign featuring Smokey Bear and the slogan "Only YOU can prevent wildfires". These targeted campaigns serve specific public education goals, whereas the core motto is a broad statement of institutional values.
The Role of Mission Statements
Beyond its motto, the USDA's mission statement provides a more detailed explanation of its purpose and goals. The mission outlines the agency's leadership role in food, agriculture, natural resources, rural development, nutrition, and related issues. This strategic framework guides the USDA's actions and policies, ensuring consistency across its numerous programs and initiatives. This mission-driven approach serves as a more comprehensive form of "branding" than a simple tagline, communicating the agency's commitment to public policy, scientific research, and effective management.
Historical Context of USDA Branding
The USDA has evolved significantly since its establishment by President Abraham Lincoln in 1862. Its public outreach efforts have adapted over time, from early motion picture services to modern digital strategies. In the early 20th century, the USDA's focus was on providing statistical data and scientific farming techniques. Its public image was built on being a reliable source of information for farmers. In later decades, with the rise of mass media, it began to use more targeted promotional campaigns. The current emphasis on a consistent digital brand identity, as referenced in the "OneUSDA" initiative, further reinforces a unified message across all its agencies.
The Branding Power of Subsidiary Campaigns
Some of the most memorable "slogans" associated with USDA's work are not from the department itself, but from promotional programs it oversees. These campaigns, often funded by the industries they promote, have a much higher public profile than the official agency motto. Examples include the famous "Got Milk?" campaign and "Pork: The Other White Meat." The USDA's role in these initiatives is often regulatory or oversight-related, but their visibility inadvertently contributes to the public's perception of the agency's purpose.
Comparison of Agency Branding and Commercial Marketing
| Feature | USDA Agency Branding | Commercial Product Marketing |
|---|---|---|
| Primary Objective | Public service, policy execution, and mission communication | Increasing sales and brand recognition |
| Slogan Usage | Uses an internal motto for guiding principles; relies on mission statement and subsidiary campaigns for public communication. | Employs short, catchy slogans for widespread advertising and brand recall. |
| Campaign Oversight | Oversees and regulates industry-funded promotional campaigns; manages its own public information initiatives. | Directly controls and funds all marketing and advertising campaigns. |
| Audience Focus | Broad public, farmers, researchers, and policymakers. | Target consumers for specific products. |
| Example | Motto: "Do Right and Feed Everyone." | "Just Do It." (Nike) or "The Most Interesting Man in the World." (Dos Equis) |
The Importance of Consistent Branding
The USDA's digital strategy emphasizes a cohesive brand identity, using the phrase "OneUSDA" to communicate that all its agencies are unified in their purpose. This internal directive helps to project a consistent message to the public, even without a single, well-known slogan. This approach is critical for a large, multi-faceted organization to maintain a clear public image and ensure its various services are perceived as part of a single, coherent effort. The focus is on function and purpose rather than a marketing hook.
Conclusion: A Purpose-Driven Identity
In conclusion, while a definitive, catchy slogan like those in commercial advertising is not the primary identifier for the USDA, the agency does operate under the meaningful motto "Do Right and Feed Everyone." This motto, along with a comprehensive mission statement and various public information campaigns, defines its public identity. Its branding is less about a snappy tagline and more about a consistent message of public service, agricultural support, and resource management. The agency's decentralized approach to public campaigns, such as those promoting agricultural products, further explains why a single, overarching slogan is not widely known. The USDA's brand is built on its actions and purpose, not just its words.
Note: The USDA also oversees many subsidiary campaigns with more memorable taglines, like Smokey Bear's slogan, that often contribute more to public recognition of USDA-related initiatives than the core agency motto. For more information on the department's structure, you can visit the official USDA website.
