The Whopper of all Branding Mistakes: 3 Pitfalls to Avoid
Your model is the face of your firm, and if you happen to’re a worldwide firm, model consistency is each difficult and very important. Within the age of data abundance, constant branding — by way of your firm’s identify, the strength of your logo, and your ongoing communications with prospects — needs to be designed to set off a selected and constant response from a buyer. Right here’s how one world enterprise’s lack of consistency confused prospects and damage their model.
How Burger King Didn’t “Satisfry” Clients
Nowhere is the competitors hotter, or branding extra fierce, than the flame-broiled grills of America’s quick meals chains. This makes Burger King’s newest PR marketing campaign, to ‘rename’ itself, all of the extra baffling. Since slipping to turn into the No. Three quick meals chain (Wendy’s took the No. 2 spot from BK final yr), Burger King has deserted the burger — its namesake product — for its starchier sister: the fry.
After releasing the French Fry Burger and the brand new Satisfries, it took the fry-fixation one step too far, pretending to alter its identify to “Fries King.”
Burger King’s web site displayed a redone firm brand: a pouch of fries changed the acquainted, stylized hamburger, and the phrases “Fries King” appeared over the emblem rather than “Burger King.” Under the emblem was the clincher: “Previously Burger King.” They took to social media, posting reams of photographs to Fb and Twitter, unveiling the brand new company brand.
The combined reactions to Burger King’s marketing campaign present three necessary classes to entrepreneurs — particularly these striving to keep up constant world manufacturers:
Don’t confuse the shopper.
Whereas we usually applaud artistic social marketing, don’t sacrifice readability. If the corporate’s Twitter followers responses are any indication (instance: “Can’t inform if it’s true or not, however did Burger King actually change their identify to Fries King…? I don’t … what.”), they confused most shoppers who they reached with their marketing campaign. A tongue-in-cheek marketing campaign is one factor, a puzzling communication with no punch-line is one other.
Don’t abandon your heritage.
Burger King has all the time been about, properly, the burger. Whether or not it was their “House of the Whopper” advertisements, the “Have it Your Means” Marketing campaign of the 90s, or “Gas the Fireplace” slogan to tell apart itself by its cooking methodology, BK’s heritage was clear: it’s the concerning the meat between the buns. To desert six many years of heritage is to desert six many years of buyer loyalty and expectations.
Don’t disparage your core.
Worse nonetheless is the delicate message behind this marketing campaign. It appeared to suggest that the burgers of Burger King are nothing to put in writing dwelling about (not to mention identify your organization after). By dethroning the “Burger” of his kingship, BK discredits its core product fully.