Taco Bell Branding Strategy and Marketing Case Study
Analysis and examples of Taco Bell’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content.
Brand Overview
Customers
Target Customer
Consumers of Mexican Fast Food
Primary Need (Job To Be Done)
Get the most amount of comforting, Mexican fast food possible for my dollar
Brand Visual Identity & Content
Primary Brand Colors
#682A8F
#FFFFFF
Brand Typefaces
- Brandon Grotesque Web
- Interstate Regular
Hero Content
Hero Content Type
Photo
Content Features People
Yes
Brand Messaging
Key Messages
Benefit or Feature Focus
Feature
Tone of Voice
Brand Positioning (Elements of Value)
Aspirational
Affiliation / Belonging
Emotional
Fun / Entertainment
Functional
Saves Time
Sensory Appeal
Reduces Cost
Brand Benefits
Benefit #1
Get fast food that maximizes feelings of comfort and fills me up
Benefit #2
Take a break from other typical fast food options of burgers, chicken, and pizza
Benefit #3
Save money by getting a lot of food on a very limited budget
Competition
Key Competitors
Chipotle, El Pollo Loco, On The Border, Qdoba, Subway, Panda Express, Burger King, McDonald’s
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