True confession time. How many of you still watch tv commercials? Okay, maybe I’m in a club by myself. But let me ask you this. How many of you appreciate a good commercial when you see it? Think Superbowl quality. Allstate has scored a brand messaging home run honoring #carolinastrong following Hurricane Florence. The focus? The age, wisdom and resilience of a 500-year-old Angel Oak tree.
How understanding leads to meaningful brand messaging
I love it when a company gets it right. By ‘right’ I mean when a brand and message connect and they resonate. There are four key factors a company should keep in mind when crafting brand messaging:
- Understand who you are and what you stand for
- Understand who you want to attract and serve
- Understand the sandbox you should play in
- Align your messaging against the above points
It’s been two weeks since Hurricane Florence hit my former homeland of N.C. While most of us have carried on, they haven’t. If you’ve been through a hurricane – or any natural disaster – the immediate threat departs but the recovery is where the journey truly begins.
Last week, I had a friend visiting from N.C. and we saw this commercial one evening while watching tv.
The first thing to come out of both of our mouths? Wow. Well done Allstate. This commercial works because of the brand messaging. Or put another way: the messaging works because of the brand. As consumers, we’re accustomed to hearing the voice of Dennis Haysbert and associating it with Allstate. The brand messaging works because it’s delivered with a stoic yet serene tone. You trust the messenger; you believe the message. It all works together.
Why Allstate hit a 60 second home run
Here’s four additional reasons why this commercial is a great example of a company understanding who they are and who they serve.
- Simple visuals. The opening graphic of the vast Angel Oak tree is breathtaking. It conveys ‘I’ve weathered storms and you can do it too.’ It immediately pulls you in and invokes hope.
- Aesthetic qualities. The music coupled with the camera slowing pulling away from the tree demonstrates its enormity and builds emotion. It expresses beauty, strength and inspiration.
- Subtle voice. The Allstate company name is never mentioned. Instead, it fades up in silence with the logo at the end. It’s not about them, rather, it’s about who they serve.
- Key partnerships. Want to help? Allstate has partnered with the American Red Cross to assist Hurricane Florence victims.
Another true confession. I’m not an actual Allstate customer so I don’t know if their service backs their brand messaging and promise. (Cue to all of you who are customers to add your feedback and thoughts in the comments section). That said, as a brand babe and a former Carolina gurl, I applaud you Allstate. I appreciate the simplicity and authenticity. It resonates.
As always, chime in! N.C mates, let us know how you’re surviving. Brand pros, share your own examples of successful brand messaging. And all, share your thoughts and experiences supporting #carolinastrong.