Brand Voice for McDonald's and Wendy's

Research Paper Instructions:

Identify two brands in the same category. For example, in fast food, you might pick McDonalds and Wendy’s. In airlines, you might pick: United Airlines and American Airlines.
Research both brands and examine the brand voice for each. Sources you may want to look at include: social media, the company website, press releases, and accessible marketing materials such as emails or advertisements.
Look over the materials closely, paying attention to the details that help convey the brand’s voice. This includes written or spoken language from the brand, but also the visuals, color palettes used, fonts, and other cues.
For each brand, answer the below questions:
1. In your own words, what is the personality of this brand?
2. How does the brand communicate this personality through the content it publishes? Can you provide some examples?
Compare and contrast the two brands. Answer the below questions:
1. What are the key differences between these brand personalities?
2. In what ways are their personalities similar?
3. Based on their personality, which brand most appeals to you and why?

Research Paper Sample Content Preview:

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McDonald's and Wendy's
Brand voice is critical as it projects the personality of an organization despite the mode of communication adopted. Wendy's brand voice is responsive and playful. Wendy's has portrayed its brand on various social media platforms as self-promoting and fun. However, unlike its competitors, its brand voice is casual, clever, and funny. An example of a post by Wendy in 2018: Super Bowl depicts it as a casual and funny brand voice (Scholz & Smith 1100). The post was titled "Iceberg," and the post's main objective was convincing people to skip the hamburgers sold at McDonald's.
On the other hand, the McDonald's brand voice is easily described as friendly and cheerful. Whether using Twitter or Facebook to post something to promote its brand, McDonald's has consistently portrayed a friendly voice, making it stand out in the fast-food industry. An example is a tweet in 2020 "too good you are never too old to order a happy meal" (Pandjaitan). The brand voice reflects a friendly brand that aims at making people feel hopeful and well treated.
The significant difference in brand personality between Wendy's and McDonald's is the level of interaction. Wendy's prides itself on being interactive with its customers, and this has built its brand voice. In 2...

Updated on January 26, 2024

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Brand Voice for McDonald's and Wendy's

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