It takes a lot of work to achieve simplicity, and this message is a testament to work well done. Although it wasn’t intentionally developed to be the rallying cry that it is today, it achieves its original goal of creating a consistent story across Nike’s many facets. We take a look at why ‘Just Do It’ works so well, and what you can take away from it.
What Is A Brand Message?
A brand message is how a brand uses language to persuasively describe the value it brings to customers. You’ve likely heard the terms tagline and slogan before. We’ve shared our thoughts on how to write a brand message in one of our previous article journals here.
JUST DO IT
The iconic slogan started as a way to tie a television campaign together. The set included ads for running, basketball, and a range of activities. Just Do It was a way to bring unity to the creative, as well as connect people from professional athletes to amateur enthusiasts. Though inspired by the last words of a convicted murderer, the line became an inspirational platform, and core to the Nike identity.
Nike’s Brand Development
Nike’s story started about the same time Bill Bowerman’s waffle maker was ruined. The co-founder and track-and-field coach created a new running thread for shoes. However, Bowerman recognised early that it wasn’t better running shoes people wanted, it was a better way to get in shape.
Nike hasn’t had a huge brand development since it started in 1964, and the fundamentals of the brand have stayed much the same. The Nike Swoosh remains their logo and their brand message has been around since the late 1980s. So why are they so successful as a brand?
Might be of interest – Nike’s History
‘Just Do It’ is Timeless.
In a testament to how the message connected with audiences, people began to write about how they ‘just did it’ after seeing the ads. Nike achieved much more than cut through, they created a rally cry for professionals and amateurs alike, a perfect distillation of motivation. Nike has always concentrated more on marketing their brand than selling individual products.
“I think that’s why ‘Just Do It’ has had such an impact over the last 20 years and continues to. It’s genuine and speaks to our core mission.” Davide Grasso, Nike’s Former VP of global brand marketing.
What Can We Learn From Nike’s Brand Message?
Don’t just base your brand message on what you do, or even how you do it. Delve in deeper until you get to an almost universal truth. Connect with people on an emotional level and they will remember you forever.