One thing that a good brand message can do is last through time. When people look back in time at commercials or your brand, will your brand message be easily recognized? It a good sign that you have a good brand message if it can stand the test of time like “Just Do It” by Nike or “Where’s the beef” by Wendy’s.
Recently, I watched a very touching movie called “The Express” which was a featured movie about the life of football star Ernie Davis. The most amazing thing about Ernie is that he lived only 23 years and even though he died in 1963, his life’s message is still being shared almost fifty years later.
That life message was “I’m Not Unlucky” which he held onto while facing Leukemia that stopped him from being able to play pro football for the Cleveland Browns in 1962. Even though he faced not being allowed to play with them, he still had a positive attitude which affected many upcoming football player stars to accomplish even greater feats than he did.
When it comes to your brand message, do you have one that will last throughout time? Or did you create a brand message that would be a “one hit wonder”. As you create your brand message, think about how you can make it last throughout time so that it can become memorable like Ernie’s message did, “I’m Not Unlucky”.
What can you do to make your brand message long-lasting or stand the test of time? Glad you asked. Below are a few simple things that you can keep in mind while your create a lasting brand message:
- Make it unique and not about being like other brands.
- Don’t buy into the current trends; be a trend-setter with your brand.
- Research what other successful brands did to make their brand message long lasting and see how you can adapt it to your brand message.
- Obtain input from brand specialist who understand your industry and your company’s brand.