Latest / Building Brands with Fexingo: Identity, Reputation, and Long-Term Business Equity / How the Smithsonian Built a Brand on Trust
Transcript
- Lucas: So a quick question to start. What do you think is the most trusted brand in America? Apple? Johnson and Johnson? Maybe the Post Office? Luna: I mean, in terms of trust, I'd probably go with something like the Mayo Clinic or maybe the Smithsonian. Lucas: That's actually a really good answer. And I bring that up because today we're going to look at the Smithsonian Institution as a brand. And the reason it's so interesting is that it didn't build its brand through advertising. It built it through a kind of institutional authority that took over a hundred and fifty years to accumulate. Luna: So what exactly is the Smithsonian brand? I mean, when most people hear it, they think of the museums in Washington, D.C., right? Lucas: Right. But it's so much more than that. The Smithsonian is technically a trust instrumentality of the United States, created by Congress in 1846. It has nineteen museums, twenty-one libraries, the National Zoo, and it's also the world's largest museum and research complex. But from a brand perspective, what it really owns is the idea of being the keeper of the nation's collective memory. Luna: That's a heavy responsibility. How do you turn that into a brand that people feel loyal to? Lucas: Well, it starts with the name itself. The Smithsonian was named after James Smithson, a British scientist who left his fortune to the United States to found an establishment for the increase and diffusion of knowledge. And that mission statement, 'the increase and diffusion of knowledge,' is still the guiding star. It gives the brand a purpose that's inherently public-spirited. It's not about selling anything. It's about serving knowledge. Luna: And that mission has stayed remarkably consistent for over a century. You don't see that in many brands. Lucas: Exactly. And that consistency is a big part of the trust. Think about it. When you go to the National Museum of American History and you see the original Star-Spangled Banner, you don't question whether it's real. The Smithsonian's brand is essentially a guarantee of authenticity. And that's incredibly valuable. Luna: But how does a brand like that stay relevant in the age of social media and viral misinformation? Lucas: That's actually the core challenge. And I think they've handled it really well, partly by leaning into digital platforms. They have a massive online presence, with millions of digitized artifacts, and they've been proactive about putting their collections on the web. But they also have to be careful. Because every time they share something online, they're putting their brand on the line. Luna: So how do they ensure the trust translates from the physical museum to the digital space? Lucas: That's the million-dollar question. And I think the answer lies in their approach to verification. They have a whole team of researchers and curators who evaluate the accuracy of everything they publish, whether it's on social media or on their website. They've also developed a set of guidelines for evaluating online sources, which they've shared publicly. That kind of transparency actually reinforces the brand. Luna: That's a smart move. It's almost like they're saying, 'We're not just telling you to trust us, we're showing you how we earn it.' Lucas: Right. And that's a powerful message in an era where people are skeptical of institutions. The Smithsonian is one of the few institutions that actually seems to have high trust across the political spectrum. A few years ago, there was a survey that showed it was one of the most trusted institutions in the U.S., even more than the military. Luna: So what can other brands learn from that? I mean, you can't just declare yourself trustworthy. Lucas: No, you can't. And that's the key. Trust has to be earned through consistent behavior over a long period of time. For the Smithsonian, that means rigorous scholarship, transparent curation, and a willingness to admit when they get things wrong. For a regular business, it might mean owning up to mistakes, being clear about your sourcing, and avoiding hype. It's not sexy, but it works. Luna: Let's talk about how the Smithsonian has managed to expand its brand without diluting it. They have a magazine, they have a film festival, they have a digital platform, they even have a line of toys, I think. Lucas: That's true. The Smithsonian magazine is actually a great example. It was launched in 1970, and it's now one of the most widely read magazines in the world. The key to its success is that it stays true to the mission. It covers science, history, art, and culture in a way that's accessible but not dumbed down. That keeps the brand consistent. Luna: And they've also made smart use of the physical spaces. I mean, the exhibits themselves are a form of brand building. Lucas: Absolutely. And one of the smartest things they did was the renovation of the National Air and Space Museum, which reopened a few years ago. That exhibit is a masterclass in storytelling. It's not just a collection of planes and rockets. It's about the human desire to explore. That emotional connection is what makes people feel a part of the brand. Luna: It's interesting, because a lot of brands talk about purpose and mission, but the Smithsonian actually lives it. You can see it in everything they do. Lucas: And that's something I think we should all pay attention to. In a time when people are increasingly skeptical of corporate messaging, the Smithsonian stands out because its brand is built on something real: a genuine commitment to knowledge and public service. That is not something you can fake. Luna: You know, this conversation is making me think about the importance of investing in what you believe in. And it reminds me that this show is something we believe in too. And if these conversations have moved your work forward in some small way, we'd be grateful if you'd consider supporting the show on buy me a coffee dot com slash fexingo. It's the simplest way to keep these episodes ad-free and going. Lucas: Yeah, that would mean a lot to us. And honestly, if today's episode was worth a coffee to you, that's the link. It helps us keep doing what we love. But let's get back to the Smithsonian, because there's one more thing I want to talk about, and that's the challenges they face going forward. Luna: Yeah, what's next for the brand? Lucas: So the Smithsonian is in a unique position. It has to balance its role as a national institution with the need to adapt to a changing media landscape. One of the biggest challenges is dealing with ai generated content. When anyone can create a fake historical photo or a realistic-looking document, how does the Smithsonian maintain its authority? Luna: That's a huge challenge. And I imagine they're not just thinking about it, they're actively working on solutions. Lucas: They are. They're developing new digital forensic tools and collaborating with other institutions to create standards for verifying digital content. They're also investing in public education, teaching people how to evaluate sources. It's a smart move, because it aligns with their mission of diffusing knowledge. But it also serves the brand, because it reinforces the idea that the Smithsonian is the gold standard for truth. Luna: So, in a way, the brand is evolving from being a keeper of physical artifacts to a keeper of trust itself. Lucas: Exactly. And that's what makes the Smithsonian such a fascinating case study. It's not just about museums or artifacts. It's about a promise. A promise that what you're seeing is real, and that the story behind it is accurate. In an era of deep fakes and misinformation, that promise is more valuable than ever. And that's a lesson for any brand. Luna: I think we can all learn from that. So, for our listeners, what's the one takeaway from today? Lucas: I'd say it's this. The most resilient brands aren't built on catchy slogans or viral campaigns. They're built on a foundation of trust, earned over time through consistent, authentic behavior. The Smithsonian shows us that if you stay true to your mission and treat your audience with respect, you can build a brand that lasts for generations. Luna: Well said. And on that note, we'll wrap up today's episode. Thanks for joining us.