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.

Taco Bell brand logo

Brand Overview

Category

  • Food Service
  • Fast Food

Business Type

Physical Products

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

Taco Bell hero image

Hero Content Type

Photo

Content Features People

Yes

Brand Messaging

Key Messages

Headline
Student Section Of The Year
 
Subheadline
It’s the culmination to crown the nation’s best. Make your voice heard by voting now.
 
CTA
Vote Now

Benefit or Feature Focus

Feature

Tone of Voice

Keywords
Friendly, Casual, Funny
 
Dimensions
Funny (+2) <> Serious
Casual (+3) <> Formal
Irreverent (+1) <> Respectful
Enthusiastic (+2) <> Matter of Fact

Aspirational

Affiliation / Belonging

Element of Value Affiliation / Belonging

Emotional

Fun / Entertainment

Element of Value Fun / Entertainment

Functional

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 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 KingMcDonald’s

Get Help Growing Your Brand

Free Brand & Marketing Workbook

Get immediate access to our 10 page workbook to help you define your Core Purpose, Vision, and Core Values, along with resources for Brand Archetypes, Tone of Voice, Messaging, and more!

Hands-on Brand Strategy Help

Transform your best business thinking into an actionable, shareable, growth-oriented guide. Click below to learn about the Brand Guidebook process.