What McDonalds Can Teach You About Failed Branding

ronald-mcdonald-sad

Have you seen the recent McDonald’s commercials featuring wholesome ingredients in family settings?

That’s a far cry from their previous campaign geared towards a “cool” hip-hop crowd…

Confusing. That’s what McDonald’s marketing is currently.

Apply that to your professional life. When you’re asked the question, “Why should we hire you?” in a job interview would you state what makes you unique or go with what’s trendy nowadays? (I hope you choose the former)

My point is when it comes to branding it’s important to know your identity.

Using McDonald’s as a bad example, they’ve flip-flopped on who they are trying to be and to whom they’re trying to be it to. Newsflash: people don’t buy McDonald’s products because of sustainable procedures, family values or the perception of being part of the “in-crowd.” It’s sole appeal is: it’s cheap, fast-food. I guarantee if they spent more money marketing their dollar menu, combo meals and sale items profits would rise quickly.

Trying to be the jack-of-all-trades results in being a master of none.

That’s why tools like the StrengthsFinder are helping in defining your identity (personal brand).

Your strengths determine your style which reveals your brand.

Don’t be afraid to niche yourself according to your speciality. People need to know who you are and what you do clearly.

If you communicate various descriptions it sounds confusing…and the problem is when someone is confused they will always say “no” to buying you.

Don’t be like McDonald’s. Be clear about you.

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