When all you need are two good words

Just your average political campaign yard sign?

During a weekend stroll in Chicago’s Logan Square neighborhood on one of the first sunny days in an otherwise crappy spring, I walked past a generic political yard sign bearing the expected red, white and blue color palette. It was a run-of-the-mill design that featured a candidate unknown to me. It read Character Matters at the top. Those simple words had such an effect that I had to turn around and take a photo.

I know I’m not alone in declaring that advertisements in any media leave me jaded while political ad campaigns just render me more cynical. What was it about this one that had me do a double-take?

Two well-chosen words that speak volumes

Character Matters, the two-word combo was a message that rang on a subliminal level. Without knowing anything about the candidate who portrayed himself under this banner, he had already made an impression because of his choice of words:

• Character Matters implies that this candidate values integrity
• It indicates that he positions himself apart from his political opponents on principles of moral character
• It’s an oblique editorial comment of Chicago’s political climate in a city still well known for its corrupt political machine and backroom deals

Adding to the impact of the slogan, the non-design-y feel of the yard sign gives it a grassroots, authentic feel.

Does character matter?

To be clear, this is not an endorsement of the candidate nor is it a review of his political platform. It’s merely my curiosity as a brand strategist to explore how an otherwise unremarkable yard sign had such an impact on me. That in itself was a feat.

I had to find out whether Character Matters meant what I thought it meant. Or more significantly, what I wanted it to mean. So I called the candidate, equally curious to see how the slogan reflected who he was. It turns out that after years of going against the political machine, the candidate, Edwin Reyes came upon Character Matters organically as he was developing the language to communicate his political positioning. He doesn’t call it a motto or a slogan. To him, it’s a theme that embodies his moral character and how he acts in the community he serves.

Character Matters is not some artful positioning by a political consultant. It’s an authentic message formed over time, which is why it rings true. It resonates powerfully because it puts the finger precisely on the collective pain point of the moment: our eroded sense of trust in politicians.

The moral of this two-word story

I had chosen to believe the candidate’s message even before speaking with him. That’s the power of two ordinary but well-chosen words. They can encapsulate a whole political platform — or mission, vision or values — and compel people to pay attention and drive them to act.

It worked for me.