LEGO: Brand Positioning Case Study

As a kid, I was quite the tinkerer. I loved building things. My favorite toy of choice? LEGO bricks.

I would’ve just written “LEGO’s” instead of “LEGO bricks” but after doing a bit of research I learned that LEGO is VEEEERY particular with how their brand is written and represented.

All caps and never the plural… “LEGO’s”

Why? Well, they’re another brand that’s so successful that they’ve been affected by genericide (which we wrote about a couple weeks ago).

Let’s get into how they’ve made their business stand out…

💼 The Brand: LEGO

LEGO was first established in 1932 by Ole Kirk Christiansen, a Danish carpenter and wooden toy maker. Today his brand is now synonymous with interlocking plastic bricks that can be assembled to create various structures. 

💛 The Heart (Purpose & Values)

The name LEGO stands for "play well" in Danish, reflecting the brand's commitment to fostering creativity, imagination, and learning through play. LEGO believes in inspiring the builders of tomorrow, providing them with a platform to express themselves and explore limitless possibilities.

LEGO's brand personality type is HAPPY revolving around the joy of building and the belief that every individual has the capacity for creativity.

👤 The Head (Strategy & Positioning)

When competing against other toy brands, especially in the digital age, LEGO's positioning is crucial. LEGO has successfully differentiated itself by focusing on its core values of creativity, quality, and versatility.

While other toy brands may emphasize flashy features and electronic gadgets, LEGO remains steadfast in its dedication to hands-on building experiences.

The LEGO Group’s motto is det bedste er ikke for godt which means “the best is never too good.” This motto was created by Ole Kirk to encourage his employees never to skimp on quality, a value he believed in strongly.

To this day, that motto still circulates within the company.

While it might seem silly to spend hundreds of dollars on some plastic bricks, LEGO has cultivated such a strong brand over the decades they now have adults who are happy to put down $849.95 on a 7,541 piece Millenium Falcon set.

It’s not just a toy — it’s an emotional experience. And that is when you know you’ve built both a great product and a brand.

Want to know if your brand personality is “Happy” like LEGO’s? Take our 2-minute quiz.

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✋ The Hands (Tactics)

Here are a few ways LEGO brings its brand personality to life:

Collaborations: LEGO partners with various entertainment brands, such as Star Wars, Marvel, and Harry Potter, to create licensed sets that capture the hearts of fans young and old.

Product Variety: LEGO offers a vast range of themed sets, from iconic landmarks to beloved movie franchises. These sets cater to different interests and allow builders to bring their favorite worlds to life.

User-generated Content: LEGO encourages builders to showcase their creations and share them on social media. 

Steal The Strategy

LEGO understands that their audience craves not just a toy, but a gateway to imagination and creativity.

Want to steal that strategy? Consider what your target audience truly desires.

What experiences, emotions, or benefits can your brand offer? By incorporating those elements into your products, storytelling, or community, you can create a powerful connection with your audience.

If LEGO can inspire builders to dream, create, and play well, imagine the impact your brand can have.

Ready to unleash your brand's potential? Take our 2-minute quiz here.

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