Witnessing a Brand in Action
At the suggestion of a lunch companion who praised their fast service and high-quality, tasty and affordable food, I recently dined for the first time at a Jimmy John’s restaurant.
The restaurant was clean and the service fast and friendly. When I smiled at the quirky humor of their “Free Smells” sign, my friend remarked, “Oh, you’ve got to visit their website.”
Delivering the Brand Promise, Literally
She went on to relate what is recognized as Jimmy John’s key differentiator: They deliver to any destination on the Purdue campus—without using motorized vehicles. Remember, this is a Big Ten campus with 40,000 students.
“They even delivered on cross-country skis when it snowed recently,” she said. As if on cue, an athletic Jimmy John’s delivery person leapt from his bike and shot inside the restaurant to collect his next order.
A Well-Branded Identity
Jimmy John’s identity supports the brand: bold, well crafted, full and meaty. Their logo makes proper use of upper and lowercase letters, spanning eleven characters in a bold yet distinctive font. Designed to function independently if need be, the logotype is unencumbered by busy integrated graphic lock-ups and therefore easily read and recognizable at great distances, unlike our most recent identity review.
Jimmy John’s distinctive “JJ” logo mark works as a stand-alone secondary element. The nostalgic graphic functions equally well as an optional accompaniment to the logotype, adding flair as well as format flexibility.
Great product, memorable messaging, solid identity, clever advertising, friendly, prompt, consistent service, and a clean and engaging atmosphere, all delivered with humor and honesty—I’ll be back. As Jimmy John says: “If one of my sandwiches doesn’t hit the spot, there’s something seriously wrong with your spot.”
In my experience, Jimmy John’s hit the spot. Their brand promise permeates everything they say and do, and how they say and do it—a case study in branding.
Can you say the same about your brand?