What My 3 Year Old Taught Me About Brand Marketing

Saturday, June 13, 2015

Brand marketing is vital to businesses, blogs, and even individuals. However, branding can be confusing. Or is it?

How My 3 Year Old Taught Me About Brand Marketing

The other day I was running errands around town with my son. For a snack, I drove through McDonald's to grab him some apple slices and tea for myself. As we were at a stoplight, I hear him say "hey mommy, that's from the apple juice!" I turned to see him pointing to the little happy meal character on the front of the apple slices package. "He's silly on T.V.! He sings and dances!" My son further connected the character to a kids commercial where the happy meal boxes are singing a goofy song. 

Now, why does this matter?

The brand consistency of McDonald's happy meal character was so strong that my 3-year-old son could make the connection. He remembered everywhere he saw that character and had remembered that the character was silly and fun. This company successfully marketed to a preschooler. Luckily, their message connected their healthy choices of apples, juice, and yogurt to a fun, lovable character.

What is brand consistency?

Brand consistency is creating a unified image for your brand throughout all of your promotional platforms. For large businesses such as McDonald's, they can create brand consistency based on the different users of their products, such as children and adults. However, as a blogger or small business owner, it is best to start with a blanket message and image.

Large companies have a vast amount of promotional platforms at their disposal and have the ability to target better their users. To reach children, McDonald's uses commercials on children's T.V. channels and images on their products. For adults, they can use coupons in the newspaper, billboards, and radio commercials. Small businesses and bloggers don't have the funds to use these traditional marketing methods. Therefore, it is best to start with a message and image for your primary target reader/buyer. Once this brand consistency is established, you can experiment with further segmenting your audience and creating different messages targeted to different users.

Take-away


Create a brand that encompasses a feeling and message that you want your audience to remember and reference. Brand consistency is crucial so keep that message throughout all of your promotional platforms. If brand consistency works on a preschooler, it will work with your readers and buyers.

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