One Calendar with Social Networking Powers3 Compelling Core Brand Messages: Part 1
Everything communicates—especially when it comes to your core brand message. This is the differentiating and compelling benefit you are promising your customers if they choose your product, service, or experience.
Some core brand messages are weak and just add to the noise. However, others resonate with their audience. I plan to share three core brand messages that I love over the next three days.
I love these core brand messages because of the intelligence of the clear brand positioning strategy that is informing the message—and because of the way they make me feel. I feel these brand messages are in a league of their own and can teach us some valuable lessons when it comes to impactful branding. Here is the first…
1. Enterprise – We’ll pick you up
Enterprise rises above the rest in the sea of car rental options. The differentiating idea that they will come to your home, office, etc. to pick you up has brilliant double meaning. First, there is the functional promise—we’ll come and get you—and secondly, the emotional promise—you’ll feel great because of it. If these two meanings can be combined cleverly into one rare idea—then why not? This is why I love this brand message so much.
Tomorrow I’ll share the second core branding message in the series. In the meantime, what do you think of Enterprise’s branding? I welcome you to share your own favorite branding messages.
~ Brenton Schmidt
