We have all seen it … the brand that is all over the map when it comes to their communications messaging. They rationalize that everything they are saying is true, so why not say it? Aren’t they selling their product short if they don’t communicate all the reasons why their product is the best?
At first blush, it makes sense. Why dilute your message and run the risk of losing prospective clients that might buy because of one of the many things you tell them?
In truth, reality suggests the exact opposite.
Too many messages can and will dilute the equity of your brand. It leaves consumers adrift, wondering who you really are and what you have to offer. In a simple word, it confuses them. When a consumer understands who you are, they understand what they can expect from you … every single time they interact with your brand. In the absence of consistent brand messaging, they don’t know what to expect and, thus, are often disappointed with the brand experience. With no brand consistency, it is far too easy to turn to a brand that offers a clear brand promise.
Let’s look at Jimmy John’s to understand this concept a bit better. I am sure that most of you will agree that one thing the U.S. didn’t need was another sandwich shop back in 1983 when they opened their first restaurant. After all, the local Subway, Cousins or Suburpia was satisfying the hunger pains of residents just fine. So, just how did Jimmy John’s progress from a seemingly unknown to one of the biggest providers of sandwiches in the country?
Let’s think about the Jimmy John’s tagline for a moment.
This tagline is brilliant in its simplicity. It clearly and succinctly describes Jimmy John’s point-of-differentiation relative to every other sub shop in town. The word freaky exemplifies its brand personality, while simultaneously describing just how fast they are. Anyone that has listened to a Jimmy John’s commercial, walked into a store or ordered a sub on the phone can tell you there is something about them that is just a bit off center. Rapid-fire speech. Offbeat personalities. Comedic exaggerations. Couple this with their willingness to deliver one lonely sub to your home or office in record-breaking time and the simplistic beauty of the Freaky Fast tagline and positioning takes on a whole new meaning. As a consumer, it’s an understandable and memorable brand promise. Every time you order a Jimmy John’s sub, it will be delivered in record-breaking time, with a healthy dose of brand spunkiness along the way.
Another terrific example is General Electric, who is arguably one of the world’s largest and most diverse conglomerates. The task of creating a single-minded brand positioning for a behemoth company that offers a dizzying array of products and services appears to be an insurmountable task; yet, create a single-minded message they did.
Imagination at work.
Whether selling multimillion dollar MRI machines to hospital administrators, slick stainless steel refrigerators to consumers or energy consulting services to businesses, GE issues a rally cry to its employees the globe over – we will only market those solutions that push the edge of convention. Does this mean they will never sell me-too products? Of course not. However, it does imply they will not spend money promoting products and services that don’t respond to their corporate challenge.
Both of these companies, among countless others, demonstrate that single-minded messages that get all of us nodding our heads in agreement are the ones that viscerally connect with us. They leave us with a clear impression of who the brand is and what they promise to deliver on every single occasion we interact with their brand.
That kind of clarity usually earns our vote in the best possible way … through the dollars we spend.