All the ways Trump has infused his personal brand across the government
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President Trump during the Mexican Border Defense Medal presentation in the Oval Office on Dec. 15, 2025. Photo: Andrew Caballero-Reynolds/AFP/Getty Images
The Kennedy Center's decision to add President Trump's name to the performing arts center is only the latest instance of the president stamping his name and likeness across government initiatives.
The big picture: Trump, more than any prior president, has made himself the focus of his administration, branding government buildings and programs the same way he did his business empire and campaign merch.
Here are some of the ways Trump has used personal promotion in his second term.
Renaming D.C. buildings
In addition to renaming the Kennedy Center, which would still require an act of Congress, the U.S. Institute of Peace was rebranded as the Donald J. Trump Institute of Peace earlier this month.
The intrigue: Both newly named entities are meant to honor the president's work during his second term, per the White House.
- White House officials — and Trump himself — have also argued he played a critical role in preserving both institutions, which they say were struggling under previous administrations.
- Attaching Trump's name to the new Washington Commanders stadium could be next.
Banners on D.C. buildings
In addition to renaming buildings after Trump, the administration in September draped several federal buildings in D.C. with banners bearing his face, raising concerns about overreach and propaganda.
Zoom in: The administration allegedly used $50,000 in taxpayer dollars to create signage that featured Trump's face or policies, according to a report from Sen. Adam Schiff's (D-Calif.) office.
- The Departments of Agriculture, Labor and Health and Human Services displayed similar banners, per the report.
National Park passes
The Interior Department in November unveiled the 2026 America the Beautiful National Park pass, which features a side-by-side image of George Washington and Trump to commemorate America's 250th anniversary.
Yes, but: A conservation group sued the administration, arguing that placing the president's face on the pass violates federal law.
- Under the 2004 Federal Lands Recreation Enhancement Act, the pass must feature the winner of an annual photo competition hosted by the National Park Foundation — a program that has generated millions of dollars for public land management.
- "The national parks are not a personal branding opportunity," Kierán Suckling, executive director of the Center for Biological Diversity, said in a statement.
Worth noting: The suit came shortly after Trump announced free entry to national parks on his birthday — which is also Flag Day — while eliminating the perk on Martin Luther King Jr. Day and Juneteenth.
Trump accounts
The administration is starting to process applications from parents with children born between 2025 and 2028 to receive $1,000 from the Treasury Department to deposit into "Trump accounts."
State of play: The plan is part of Trump's broader effort to pull more Americans into the stock market and promote the idea of attainable wealth for lower-income Americans — while also allowing him to tout the initiative as a personal achievement.
- The administration says that the tax-advantaged savings and investment accounts are intended to create "trust funds" for every eligible American child.
Trump's Gold Card
The Trump administration began accepting applications earlier this month for the president's new Trump Gold Card, which fast tracks immigration processing for applicants who pay a $15,000 Homeland Security fee and contribute an additional $1 million if approved.
- The card features Trump's likeness alongside images of the Statue of Liberty and a bald eagle.
- The administration has simultaneously pursued policies to limit residency for refugees, asylum seekers, and low-income people.
Go deeper: Trump team brags new presidential portraits "go hard"
