Lego Branding Strategy and Marketing Case Study
Analysis and examples of Lego’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content.
Brand Overview
Category
- Retail
- Entertainment & Media
Business Type
Physical Products & In-Person Service
Website
Customers
Target Customer
Creative Minded Kids and Adults
Primary Need (Job To Be Done)
Engage with an activity that combines creativity, problem solving, and a tactile experience
Brand Visual Identity & Content
Primary Brand Colors
#D20900
#F7EE0A
Brand Typefaces
- Cera Pro
Hero Content
Hero Content Type
Image
Content Features People
No
Brand Messaging
Key Messages
Benefit or Feature Focus
Feature
Tone of Voice
Brand Positioning (Elements of Value)
Aspirational
Self-Actualization
Emotional
Fun & Entertainment
Functional
Variety
Quality
Informs
Brand Benefits
Benefit #1
Gets kids engaged with a toy that encourages creativity with non-digital play
Benefit #2
Teaches important lessons around problem solving, following directions, and spatial relations
Benefit #3
Offers fun connections and integrations with many other brands and properties to spark the imagination
Competition
Key Competitors
Mattel, Hasbro, Playmates Toys
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