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


  • Food Service
  • Fast Food

Business Type

Physical Products


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





Brand Typefaces

  • Brandon Grotesque Web
  • Interstate Regular

Hero Content

Taco Bell hero image

Hero Content Type


Content Features People


Brand Messaging

Key Messages

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

Benefit or Feature Focus


Tone of Voice

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


Affiliation / Belonging

Element of Value Affiliation / Belonging


Fun / Entertainment

Element of Value Fun / Entertainment


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


Key Competitors

Chipotle, El Pollo Loco, On The Border, Qdoba, Subway, Panda Express, Burger KingMcDonald’s

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