First released on June 20, 1975, Steven Spielberg’s classic thriller “Jaws” is more than just a tale of a killer shark terrorizing a small town. Beneath the surface of this summertime classic lurk valuable lessons for branding and entrepreneurship. Nearly 50 years after it’s original release, let’s explore a couple key takeaways from the film that align to the Three ‘C’s of Effective Branding and can help guide your strategy.
Branding Lesson 1: Important Messages Require Clear Communication
Early in the film, Chief Brody attempts to close the beaches and briefly delegates responsibility for crafting the previously nonexistent “Beach Closed” signage to his deputy, Hendricks. Realizing that the deputy’s penmanship is not up to the standards needed for communicating this incredibly critical messaging, the Chief declares “Let Polly do the printing.” The signs we see posted later in the film communicate with bold clarity that the beach is closed and swimming is hazardous.
Branding Lesson for Entrepreneurs: Clarity of communication is a vital component of maintaining a strong brand. Ensure that all your messaging, whether internal or external, is clear, consistent, and compelling. This helps prevent misunderstandings and maintains your brand’s integrity.
Branding Lesson 2: Understand The Power of Reputation and Word of Mouth
Amity’s struggle with the shark is more than merely mortal danger—it’s a branding crisis that threatens to upend the island’s entire economy. Even as the town’s mayor tries his best to downplay the danger and cover up the attacks in order to protect Amity’s valuable summer tourism, the reputation of being a shark-infested location spreads. This illustrates the power of a brand forming and evolving in people’s minds, independent of (and sometimes even in direct opposition to) any direct and deliberate action. The authentic experience always prevails.
The brand of Amity Island ran much deeper than just its picturesque beaches and sunny skies. That summer, the experience people were having there was drastically different, marked by fear and danger. Through the power of word-of-mouth—and some notorious billboard vandalism—the idea that Amity was unsafe spread rapidly.
Branding Lesson for Entrepreneurs: Your brand’s reputation can have a profound impact on your business. Even if you try to manage perceptions actively, the authentic experiences and stories shared by your audience shape your brand’s image. Focus on building a positive reputation through transparency, quality service, and consistent messaging. Remember, your brand extends beyond aesthetics into the entire customer experience.
Branding Lesson 3: Compelling Brand Stories Are told through a Cohesive Set of Marks
A memorable scene in “Jaws” features the trio of main characters comparing scars and drunkenly recounting the stories behind each one. The previously contentious dynamic between the characters shifts as they take turns exposing these marks and the formative experiences that led to them. These stories reflect their individual histories and collectively build a cohesive narrative about each of their lives and motivations. As the scene unfolds, Hooper’s explanations of his marks outline his passion for his undersea studies, and the risks he’s willing to take to get closer to the creatures that fascinate him. Meanwhile, Quint’s tales tell of a working-class life spent brawling and fishing, as well as his first-hand experience with sharks following the tragic sinking of the USS Indianapolis and the attacks that followed. Even Chief Body’s quiet hesitance and lack of scars paints a picture of the man’s calculated risk-avoidance.
Branding Lesson for Entrepreneurs: Your branding marks (logos, taglines, colors, icons, and patterns) should be worn with pride and must cumulatively tell a cohesive and compelling story. Each element should reflect your values, mission, and journey, contributing to a rich narrative that resonates with your audience.
Bonus Lesson 4: Know When to Call in a Professional
This one is obvious, but we’ll do it anyways. One of the timeless lessons from “Jaws” is the importance of recognizing when a job is too big to handle alone and when to call in an expert. In the film, the town of Amity Island is faced with a deadly shark threat that they don’t have the resources to handle. Despite their best efforts, it becomes clear that the problem is beyond their capabilities.
Enter Quint, the seasoned shark hunter who famously declares he alone can bring in “the head, the tail, the whole damn thing” and restore order back to the town as it slowly sinks into chaos.
Initially they ignore the expert and attempt to crowdsource the solution, inviting anyone with a boat and weapon to patrol the waters and stalk the shark. This decision results in a disjointed, dangerous, and ultimately disastrous attempt at solving the problem, likely contributing to the deepening brand erosion threatening to destroy the town.
Finally, they opt to bring in the professional and solve the problem once and for all.
Until the sequels at least…
Branding Lesson for Entrepreneurs: As an entrepreneur, it’s crucial to recognize the limits of your expertise. When a challenge is too significant, bringing in a professional can save you time, resources, and potentially your business’s reputation. Whether it’s hiring a specialist for logo design and branding, web design and SEO, or for marketing and advertising support: it’s important to know when to seek out an expert who can get the job done.
Conclusion
“Jaws” is much deeper than simply a thrilling story about a great white shark. Among many other valuable lessons, there are multiple insights for branding and entrepreneurship. Emphasize clear communication, understand the power of your brand’s reputation, tell a cohesive and compelling brand story, and recognize when it’s time to call in the experts.
At Hum & Flow, we’re here to help you navigate the complexities of branding and ensure your business makes a lasting impression. Contact us today to learn how we can help you craft a compelling and resilient brand.