Former Florida Governor John Ellis Bush officially kicked off his campaign on Monday, flaunting his two-term experience to woo Latinos into putting him as the third Bush to take office in the White House.

The son of former US President George H.W. Bush and brother of former US President George W. Bush announced his campaign for the Republican nomination in the US presidential election in November 2016 at a community college in Miami on Monday.

"I will campaign as I would serve, going everywhere, speaking to everyone, keeping my word, facing the issues without flinching, and staying true to what I believe," Bush said.

"I will take nothing and no one for granted. I will run with heart. I will run to win," he added.

Revealing a campaign logo screaming only his nickname "Jeb!" Bush dropped his surname in posters apparently meant to distance himself without being disloyal to his prominent family of politicians, the Washington Post reported.

The former two-term Florida governor promised to be an inclusive president as he attacked big government, promising to protect free enterprise and strengthen America's role in the world.

The 62-year-old Republican vowed to spur "economic growth that makes a difference for hard-working men and women – who don't need reminding that the economy is more than the stock market."

Busha also promised "growth that lifts up the middle class – all the families who haven't gotten a raise in 15 years, growth that makes a difference for everyone."

Bush noted that America needs a president willing to challenge and disrupt the whole culture in Washington instead of another president who would merely hold the top spot among the pampered elites of America's capital.

Bush's speech may have delivered a standard Republican fare speech, but the tone of his campaign showed he is willing to use his Latino culture to give himself a lift over other Republican nominee aspirants, Reuters said.

Speaking fluent Spanish at a community college located in a Cuban-American neighbourhood, Bush sought the support of the Hispanic body, who had less tendency to vote for Republicans in the last elections.

"As a candidate, I intend to let everyone hear my message, including the many who can express their love of country in a different language," Bush said.

"By the way, just so that our friends know, the next president will pass meaningful immigration reform so that that will be solved not by executive order," he explained, in reference to President Barack Obama's use of presidential powers to ease immigration restrictions.

Latinos will make up more than 10 percent of the electorate in 2016 and are important in swing states such as Nevada, Florida and Colorado.

Failure to win the Latino vote plagued Republican presidential candidate Mitt Romney, who was supported by only 27 percent of Hispanic voters in 2012 while Senator John McCain of Arizona won 31 percent among Hispanics in 2008, down from a stronger performance by Bush's brother President George W. Bush who was backed by 44 percent of Latino voters in 2004.