I was driving to work the other day, cruising down I91 into New Haven when I noticed a peculiar digital board. It was made up of four words: “Graduate Studies at Southern.”

It caught my eye partially because it mentioned my alma mater (Southern Connecticut State University), and partially because it was devoid of Southern’s signature blue and white and visually inconsistent with any other advertising I’d seen for the brand (column logo, where are you?). But mostly it was because of its simplicity.

I never thought I’d say this, but it is possible for a billboard to be too simple — if it completely leaves out a Unique Selling Proposition. It would be like Apple putting up a billboard that says “Apple Stores Have Laptops.”

As an alumnus of the undergraduate program, I am proud to see Southern on a billboard but disappointed that the brand is not more recognizable and that there is no real strategy to sell it.

Running a billboard without a compelling message is a giant waste of money for any brand. Before you commit to a space along the highway, you need to figure out who you are — and how you fit into your competitive set. (Hint: it starts with research.)

Southern, I wish you luck on your branding journey. Go Owls!