3 Brand Messages in a League of Their Own: Part 2

So yesterday I introduced my intention to feature my 3 favorite and most (personally)  impactful) brand messages and featured my first of 3 brand messages that I feel resonate most with me from Enterprise car rentals. Their tagline “We’ll pick you up” is a functional promise with a brilliant double meaning…but you’ll have to read my post yesterday (if you haven’t already) to get all the details.

Today, as promised, I’m featuring another of my favorite brand messages from eHarmony.

2. eHarmony – The one that gets you married (I’ve defined this key message from the eHarmony website)

While I’ve never used their services, the eHarmony brand marries (pun intended!) two key principles. The first reflects what I discussed in a former post on Brand Essence, which is another way of saying “What business are you REALLY in?”. And eHarmony is in the marriage business, which differentiates them from most other dating sites which don’t go as far as promising they will help you find true love.

The second principle is having credible, convincing brand proof. eHarmony backs up their promise to get you married with compelling testimonials and a one-of-a-kind ‘Compatibility Matching System’ that includes 29 keys areas of compatibility. Their tangible process/system builds solid trust in their brand.

What do you think of eHarmony’s brand message? Is it love at first sight for you?

Stay tuned tomorrow, I’ll share my third and last favorite brand message. But in the meantime, I’d love to hear about the branding that impacts you the most.