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Trump himself started using the slogan officially on November 7, 2012, the day after Barack Obama won his reelection against Mitt Romney. By his own account, Trump first thought about "We Will Make America Great", however did not feel like it had the right "ring" to it.  More Details Make America Great" was his next motto idea, however upon more reflection, he felt that it was a small to America since it implied that America was never ever great.

(Trump later said he was uninformed of Reagan's use in 1980 until 2015, but noted that "he didn't hallmark it.") On November 12 he signed an application with the United States Patent and Hallmark Workplace asking for special rights to use the slogan for political purposes. It was registered as a service mark on July 14, 2015, after Trump formally began his 2016 presidential campaign and showed that he was utilizing the motto for the function stated on the application.

Banner showing "Vote To Make America Great Again" on a roadside in California quickly after the November 2016 election Trump using a "Keep America Great" hat in December 2019 During the 2016 project, Trump frequently used the slogan, especially by using hats emblazoned with the expression in white letters, which quickly became popular among his advocates.

Millions were offered, and Trump estimated that fake variations outnumbered the real hat 10 to one. "... however it was a slogan, and whenever someone buys one, that's an ad." Following Trump's election, the website of his presidential shift was developed at Trump said in 2017 and 2018 that the motto of his 2020 reelection project would be "Keep America Great" and he sought to trademark it.

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Trump's vice president Mike Pence, when campaigning in 2020, used the phrase "make America excellent again, once again" in his 2020 Republican National Convention speech, gathering ridicule. Less than a week after Trump left office, he talked to consultants about potentially establishing a 3rd party, which he recommended might be named either the "Patriot Party" or "Make America Great Again Celebration".