While your brand represents your business story, if done well it also becomes representative of your audience’s stories. For many Americans, McDonald’s is a fixture of childhood happiness that makes it difficult to disentangle from the brand (even when you know it’s not good for you). It’s too entrenched in memories of kiddie birthday parties and colorful Happy Meals. The golden arches become symbolic of the easy comforts of youth. They become personal triggers.
To have that kind of lasting impact on your market, it’s not enough to choose colors that you like or fonts that are trending. It’s necessary to think carefully about your brand and your audience in order to develop a consistent, compelling brand strategy. How can you improve your brand strategy if it doesn’t seem to be catching on?