THE TOM CRUISE PRINCIPLE: How to build a brand that people remember
Right, let’s get one thing sorted – Tom Cruise is a proper movie star. Massive. He runs about the place, flashes that million-dollar smile, and does his own stunts because, apparently, gravity doesn’t apply to little blokes with brilliant teeth and unshakeable self-belief.
But here’s the thing — Tom Cruise has been playing the same character for the best part of thirty years. Whether he’s piloting a fighter jet, sprinting away from exploding buildings, or, well, flying another fighter jet, he’s basically just… Tom Cruise.
You know exactly what you’re getting with a Cruise film: intensity, charm, a bit of rebellious patriotism, and at least one scene where he legs it like he’s chasing a runaway sausage roll.
And you know what? We absolutely love him for it. That consistency? That predictability? That’s branding gold.
Now, let’s turn this round to business — because whether you’re flogging artisanal soap, SaaS software, or octopus-themed novelty mugs (don’t knock it till you’ve seen the reviews), the Tom Cruise Principle of Branding applies.
Consistency is king.
If your brand were an actor, would we notice it across different roles (read: platforms, campaigns, product launches)? Or would we think, “Hang on… who’s this then?”
That’s the difference between being a Cruise and being, say, one of those actors who’s technically brilliant but disappears so completely into every role that nobody remembers their name.
When someone sees your brand — your voice, your tone, your design, your whole vibe — they should know it’s you. Like how we know Tom Cruise is about to clench his jaw dramatically and save the world whilst looking slightly sweaty but still unflappable.
But here’s the clever bit – consistency isn’t the same as boring. Cruise might be playing the same character, but he’s doing it in different films, settings, and with different hairstyles. (The Last Samurai ponytail? Bold choice.) Your brand should evolve too — just not in a way that leaves your audience scratching their heads.
So next time you’re tempted to reinvent the wheel with your messaging or try on a completely new “voice” because you’ve got bored of the old one, channel your inner Cruise.
Stay recognisably you. Keep legging it down that runway of familiarity with the confidence of a man who’s been running in films since 1981.
In branding, as in Tom Cruise’s career, the secret isn’t reinvention — it’s recognition.
And maybe, just maybe, a little slow-motion running.
SHA. is a strategic advertising agency, creating brand strategy, advertising, design for print and content for web and social. If you want to know more, get in touch with nigelh@sha-agency.com or visit our contacts page.
The opinions in this article are that of the author alone and in no way, reflect the opinions or viewpoint of the agency. Unless of course we happen to agree with those opinions completely, in which case they might, but otherwise they don’t.
