I’d like to end my series of favorite brand messages with Geico, you know, the company with the cute gecko ads. This strong gecko personality, backed by the strong Geico brand promise of “15 minutes could save you 15% or more on car insurance” increases the appeal of the insurance provider (it does for this guy at least).

I find that the key, and often under utilized principle demonstrated by Geico, is the use of numbers. If Geico’s promise merely stated “we save you money on your car insurance,” it would be a very generic idea that would likely generate ‘same old car insurance company’ response. But by adding hard numbers—“15 minutes can save you 15%”—Geico’s gecko boosts the strength of the company’s brand message and stands out from other insurance providers who stick to broad (and weaker) messages.

Now that I’ve done all the sharing, please give us your two-cents with some examples of your favorite strong brand messages.

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.