“To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.”
Starbucks was founded in 1971 with the focus on having the best quality beans, and best coffee for it’s customers. It wasn’t until the 1980’s when Howard Shultz joined the company that the company’s brand shifted into what we now know Starbucks to be. Shultz vacationed in Italy, and noticed the way baristas welcomed customers, the atmosphere in the coffee shops, and how much of a pleasant experience it was overall. He wanted to bring this feeling to Starbucks, which brings me back to their mission statement noted above, “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.”
When you go to a Starbucks location you are greeted by baristas, they take down your name, and drinks are customized exactly to your preference. They are serving you a sense of belonging one cup of coffee at a time. Another aspect to the brand that stands out and reflects this is in the way they treat their employees. They offer scholarships, stock in the company, and many other perks to employees. They have earned loyalty in customers through their very popular app where people can earn stars which in turn gets them free beverages. They have an emphasis on customer service, excellent drinks, and you should expect to receive exactly what you want regardless of which store you go to. The key is consistency. Whether you go to Starbucks in Utah or Massachusetts, you will be treated with kindness, and served a delicious beverage.
Another iconic aspect to the Starbucks brand is their logo. The name Starbucks was inspired by the book Moby Dick, and the logo is meant to be a mermaid or a siren. The home of Starbucks, Seattle is a seaside city, and their coffee traveled great distances to get to its stores. Over time the logo has changed, the siren has evolved, and now their logo does not even feature the Starbucks name. I believe this was an intentional move as the brand is internationally known. People simply can recognize the green siren regardless of what country you are in.
I believe that when it comes to creating a brand name there are some things that need to be considered. In the example of Starbucks, the company chose it because it meant something special to the brand. It resonated with their history, culture, city origin, and meant something to them. I also think that when choosing a name it should be short, easy to pronounce, and easy to spell as well. You want the name to stand out in consumer’s mind and be easy to recall. Another successful company in terms of brand name would be Starbucks’ competitor, Dunkin’ Donuts. I personally respond very well to brand names that are alliterations. Overall, I believe that customers are looking to feel a certain way, and your service, product, name, and logo need to capitalize on this.
References:
(n.d.). Retrieved from https://stories.starbucks.com/stories/2016/who-is-starbucks-siren/
Mission Statement. (n.d.). Retrieved from https://www.starbucks.com/about-us/company-information/mission-statement
The Secret to Starbucks’ Brand Success. (2018, August 11). Retrieved from https://martinroll.com/resources/articles/strategy/secret-starbucks-brand-success/
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