Story of a great cup of coffee— Starbucks
Wherever you go, you can spot Starbucks with the slightest sight of green and white. The Starbucks green has become a thing, just like Tiffany blue, — why is that? That’s where brand story and brand consistency come into play.
Last night, I came across a commercial, Starbucks 50: Possible is Just the Beginning. It’s a vibrant, positively conveyed video with a good mix of cultural diversification. The story shows the welcoming atmosphere of Starbucks where people come to meet and enjoy themselves, which has always been Starbucks purpose of creating a better community.
To inspire and nurture the human spirit -one person, one cup and one neighborhood at a time. — Starbucks
Throughout the video, we can see the iconic Starbucks logo everywhere along with the smiles of everyone, both customers and employees. With the emphasizes on the Baristas and the enjoyment of the people, it can’t possible fit with the brand image of Starbucks more.
What I like most is the subtle inclusion of LGBTQ+, sign language, and person of color, joining the community as a whole. It’s engaging and shareable to wide ranges of people. The content is straight forward to how Starbuck celebrating its 50th Anniversary with the headline.
Celebrating Starbuck 50th: A better future, together
Where they release along with the video telling the history of Starbucks through the years.
Into the World of Starbucks
Before I get started let me just say, I am not a coffee lover. Nevertheless, I never say no to a sweet coffee beverage. I love Starbucks, especially the Starbucks Reserve, and the reason is that there is no place which offer better experience of exploring new creative beverages like they do.
Other than coffee and bakery, Starbucks is well-known for their neat merchandises. I, myself owned multiple of their tumbler. Whether it be for souvenir or as a Christmas present, they are loved by everyone — even our pups love them!.
But why do we buy Starbucks merchandises?
The power of brand and storytelling
Brands use storytelling to build strong bonds with customers. Unlike traditional brand advertisement that show the products, good stories inspire emotional connection of customer experience with the brand and doesn’t create pushy feeling.
The Starbucks storytelling secret — don’t make the story about product; make the story about people
Just like how the Starbucks50 video builds emotional engagement to how I wish our world would one day really become one happy world and pulled me in so much that I decided that this is it, my weekly blog will be dedicating to Starbucks. However, on top of that, it really made me crave for a Pistachio Latte, their most recently brought back menu that I missed last time.
Who doesn’t know Starbucks?
Another thing that I think Starbucks did really great with their brand is how the communication is very consistent. Each and every content, doesn’t matter on which social media platform, have the same mood and tone. The photo quality is the best with striking bold color and all the chic elements. Posting with the finish touch of a sassy hashtags.
Starbucks make itself recognizable across all marketing channels and customer touch points. I would say the core of success is the brand image and how it tells its stories that keep people coming back for more. It’s their story that differentiate Starbucks from ordinary cup of coffee.
For many people, a cup of Starbucks is more than just a cup of coffee. With the little boost of caffeine and a perfect Instagram picture, it’s already a great start of the day.
