AUGUST 1, 2024
Don't Give Up The Ship!
5 lessons learned from the US Navy account.
By Timorie Belk, Account Services

Before joining LIGHT+CO, I spent six years working on the US Navy account. This was a full-circle moment for me as a proud “Navy brat” – my mom served in the Navy for 22 years and my brother for 10.
While I had worked on other accounts, this was my first time working for a true “heritage brand.” The US Navy was established in 1775 (12 years before the constitution was signed). And while a few heritage brands from the 1700s are still around today (Twinings Tea, Buffalo Trace Distillery, Baker’s Chocolate), none have had such a profound and lasting impact as the US Navy, which now employs 330,000+ sailors around the globe.
In this role, not only was I stewarding a brand that’s been around since 1775, but our marketing and advertising efforts were helping recruit the force that would defend and protect our nation in times of trouble. No pressure, right?
And now as the US Navy looks towards its 250th anniversary, I’ve spent some time reflecting on key learnings from my time working on the Navy account and the importance of getting to know, understand, and learn from our clients. These takeaways are mission-critical as I work alongside other heritage brands now and in the future.
#1: Do sweat the small stuff. One CMO we worked with at Navy Recruiting Command was quick to point out if a presentation or report had a typo. While it seemed excessive at first, his POV was that if you can’t get the small stuff right, how much attention are you paying to the larger stuff? And, given the role the Navy plays in our country’s security, it quickly became clear that, culturally, there was just no room for mistakes, big or small. I am now a meticulous proofreader – not only to check for accuracy, but also as a means for building trust and confidence with my clients.
#2: To be early is to be on time. The expectation was to be a few minutes early to each meeting, so that the meeting would begin promptly when scheduled. Not only was this a matter of respect, it also came down to efficiency and staying on schedule (very important in the military). I now wind down what I’m working on five minutes before my next meeting, so I am prepared and ready to join the meeting a few minutes before it begins. If meeting in person, I map my route the day before and leave with ample time to arrive before the client.
#3: Lead with the “BLUF” (bottom line up front). Each email and presentation had to start with a BLUF. I loved this idea of not waiting until the end to reveal the key point/takeaway. Emails and presentations were more efficient and effective because everyone knew the purpose and key takeaway at the outset, which naturally cut down on the “fluff.” While I don’t call it a BLUF, I apply this concept now when drafting emails and putting together presentations, asking myself, “What do I want the recipient to know and take away, if they don’t read anything else?”
#4: Represent, always. At events with the Navy (e.g., air shows, sporting events), the general public didn’t know the difference between me and the servicemen and -women onsite. So in their eyes, I was in the Navy. While positively representing your client is paramount no matter what company/brand you work with, wearing the Navy logo carried so much meaning and responsibility. I don’t think representing another account could top the Navy, though representing the ASPCA or Patagonia would be pretty sweet. ;-)
#5: Learn the lingo. The proper use of Navy acronyms, titles and military time was paramount for efficient and effective communications with the client. I’ll never forget writing an email subject line with multiple acronyms, and feeling like things were finally clicking for me (e.g., “NRC PAO and NIMITZ visit to NTAG Houston”). Now, one of the first things I make a concerted effort to learn when onboarding with a new client is their unique lingo and/or cultural quirks. Learning to communicate in the way that works best for the client builds trust and boosts confidence for both parties.
So when it comes to balancing the then and now of a heritage brand, I salute the US Navy for remaining not only a beacon for exceptional military service, but for instilling in me lessons that will allow me to never give up the ship – for myself and for my clients.