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Focus on the Message, Not the Logo
Yes, the
bright red and yellow background and towering golden arches
are easily recognizable—but there’s more behind it. When
crafting your own branding, remember that a logo is just one
element within a consistent communications strategy. A
simple logo is ineffective without supporting brand values.
Focus on Turning Aspirations into
Reality
Let’s face
it: fast-food is simply fast food. But McDonald’s looks at
its customer’s aspirations and imparts them into the dining
experience by turning dining out for special occasions into
an affordable and convenient reality for everyone. Try to
figure out what aspirations your own brand fulfills and the
reality you provide to your audience.
Focus on
Creating One Big Happy Family
Simply put,
the McDonald’s message consistently translates into one
word: “Family” (Think: Happy Meals, Ronald McDonald
House, etc.). Always define the values of your own
brand in one word at the outset. Then, tie each product or
service you provide back to that one word, to stay focused
on your overall message.
Focus on
Getting to Know Your Audience Personally
Sometimes,
the influence of others can help you connect with your
audience on a personal level. In China and the U.S., the
fast-food magnet has successfully launched a global branding
campaign featuring NBA superstar and role-model Yao Ming,
who has influence at home and abroad.
Focus on the
Trends (or the “I’m Lovin’ It” song)
Try to
predict the trends that may influence your audience when
making decisions about your brand. In response to the
market’s shift toward healthier lifestyles, McDonald’s
dropped the Super Size menu option, and added healthier
choices like salads, fruits, and yogurts, as well as ad
campaigns featuring athletes who promote active and balanced
lifestyles. |
