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Branding like McDonald’s

McDonald’s is the perfect brand. It’s not necessarily a brand that I gravitate towards – until I had kids that is. They do a great job at attracting kids. However McDonald’s is a solid example as to how best present and manage your own brand, something that all businesses can benefit from.

McDonald’s clearly do not make the best burgers in the world.

Most businesses that I work with are not franchises. Most businesses in the UK are privately owned businesses run in one location, with a small team of dedicated people. Not in 120 countries around the world, and certainly not over 350,000 employees.

McDonald’s clearly do not make the best burgers in the world. They don’t even make the best burgers in Manchester (that accolade might belong to Almost Famous).

Why is McDonald’s the Perfect Brand?

Consistency. Because you know the exact experience that you will get from any of the 36,899 McDonald’s restaurants in the world. Because of their $104.42 billion net worth. All based on average products wrapped up in a bionic brand.

What Do McDonald’s Stand For?

McDonald’s have detailed three cornerstone pieces of their brand. Their mission, their promise and their values. The bedrock of their existence, purpose, and approach:

Brand Mission
“To be our customer’s favourite place and way to eat.”

Brand Promise
“To provide Simple Easy Enjoyment to every customer at every visit.”

Our Values
McDonald’s® mission is to be our customers’ favourite place and way to eat – with inspired people who delight each customer with unmatched quality, service, cleanliness and value every time.

Franchise of One

Now I’m not suggesting that we as business owners aim to franchise our organisations. What I am suggesting however, is that we consider our business as a franchise of one.

Everything that is produced, sold and delivered should be packaged and presented consistently. Communication with our customers needs to be on brand. Our brand promise needs to be adhered to.

Each and every time.