McDonald’s Branding Strategy and Marketing Case Study

Analysis and examples of McDonald’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content.

McDonald's brand logo

Brand Overview


  • Food Service
  • Fast Food

Business Type

Physical Products


Target Customer

Classic Fast Food Consumers

Primary Need (Job To Be Done)

Eat the same fast comfort food I’ve had my whole life

Brand Visual Identity & Content

Primary Brand Colors





Brand Typefaces

  • Speedee

Hero Content

McDonald's hero image

Hero Content Type


Content Features People


Brand Messaging

Key Messages

Let’s Celebrate Restaurant Crew and Managers
Join us by sharing a story about your favorite experience with one of the crew members or managers.
Submit Your Story

Benefit or Feature Focus


Tone of Voice

Friendly, Cheerful, Casual
Funny (+1) <> Serious
Casual (+1) <> Formal
Irreverent <> (+1) Respectful
Enthusiastic (+1) <> Matter of Fact


Affiliation / Belonging

Element of Value Affiliation / Belonging



Element of Value Nostalgia


Saves Time

Element of Value Saves Time

Sensory Appeal

Element of Value Sensory Appeal

Reduces Cost

Element of Value Reduces Cost

Brand Benefits

Benefit #1

Get nearly the exact same meal from any location around the world

Benefit #2

Eat and share the same meals that I’ve had my entire life

Benefit #3

Save money on a quick meal that fills me up


Key Competitors

Burger King, Wendy’s, Jack In The Box, Carl’s Jr., Chipotle, Arby’s, KFC, In-N-Out, Five Guys, The Habit, Taco Bell, Subway

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