Wait in line for a cup of coffee in the morning, why did you choose starbucks?
Have you noticed the brand logo up there? Have you recognized its unique color? Do you know what brand it is? Do you know what product it is selling? If all of your answer is 'Yes', then Starbucks has surely created a good brand identity among the world.
Coffee has been an important factor in people’s everyday life. In the morning, people would stand in line, just to get the coffee they want. Among all the coffee shops, Starbucks is the most popular choice in the morning. Starbucks started its career at 1971, Pike Place, Seattle. It did not start off in a store but a little coffee van. In 1982, Howard Schultz joined Starbucks by bringing different variety of coffee into the brand. “Impressed with their popularity and culture (Milan’s espresso bar), he sees their potential in Seattle. He’s right – after trying lattes and mochas, Seattle quickly becomes coffee-crazy.” (“About Starbucks – History of Starbucks”) After years, customers did not have to travel thousands of miles to Seattle in order to taste Starbucks; the company expands its territory through the whole continent. With such success, Starbucks soon lands at the world.
Coffee has been an important factor in people’s everyday life. In the morning, people would stand in line, just to get the coffee they want. Among all the coffee shops, Starbucks is the most popular choice in the morning. Starbucks started its career at 1971, Pike Place, Seattle. It did not start off in a store but a little coffee van. In 1982, Howard Schultz joined Starbucks by bringing different variety of coffee into the brand. “Impressed with their popularity and culture (Milan’s espresso bar), he sees their potential in Seattle. He’s right – after trying lattes and mochas, Seattle quickly becomes coffee-crazy.” (“About Starbucks – History of Starbucks”) After years, customers did not have to travel thousands of miles to Seattle in order to taste Starbucks; the company expands its territory through the whole continent. With such success, Starbucks soon lands at the world.
Create the Identity
Coffee has been an important factor in people’s everyday life. In the morning, people would stand in line, just to get the coffee they want. Among all the coffee shops, Starbucks is the most popular choice in the morning. Starbucks started its career at 1971, Pike Place, Seattle. It did not start off in a store but a little coffee van. In 1982, Howard Schultz joined Starbucks by bringing different variety of coffee into the brand.
“Impressed with their popularity and culture (Milan’s espresso bar), he sees their potential in Seattle. He’s right – after trying lattes and mochas, Seattle quickly becomes coffee-crazy.” (“About Starbucks – History of Starbucks”) After years, customers did not have to travel thousands of miles to Seattle in order to taste Starbucks; the company expands its territory through the whole continent. With such success, Starbucks soon lands at the world.
Success does not happen coincidently; Starbucks knows how to sell the brand. The company first used the “sharing among consumers” idea when the store just opened. (Kang) They would offer free coffee to the consumers in Seattle and asked them to bring another friend back next time. Starbucks are confident about its product; therefore, as time progresses and the reputation starts to build, more and more people know about Starbucks. On the other hand, Starbucks pays attention to the environment of the store when opens a new one. Starbucks makes its environment comfortable with music and couch, so the customers could come in and feel the relaxation. (Chavez) By doing this, customer will be more willing to spend times in the store. More than that, the company uses recyclable napkins, which intends to spread a message that links up both “doing the good thing” and Starbucks together.
“Impressed with their popularity and culture (Milan’s espresso bar), he sees their potential in Seattle. He’s right – after trying lattes and mochas, Seattle quickly becomes coffee-crazy.” (“About Starbucks – History of Starbucks”) After years, customers did not have to travel thousands of miles to Seattle in order to taste Starbucks; the company expands its territory through the whole continent. With such success, Starbucks soon lands at the world.
Success does not happen coincidently; Starbucks knows how to sell the brand. The company first used the “sharing among consumers” idea when the store just opened. (Kang) They would offer free coffee to the consumers in Seattle and asked them to bring another friend back next time. Starbucks are confident about its product; therefore, as time progresses and the reputation starts to build, more and more people know about Starbucks. On the other hand, Starbucks pays attention to the environment of the store when opens a new one. Starbucks makes its environment comfortable with music and couch, so the customers could come in and feel the relaxation. (Chavez) By doing this, customer will be more willing to spend times in the store. More than that, the company uses recyclable napkins, which intends to spread a message that links up both “doing the good thing” and Starbucks together.
As technology becomes a big part of people’s life now, Starbucks also explores an app called “Starbucks”, customers can create their favorite beverages, pick up in the store, and even pay with the phone use loyal card. Study has shown that customers are more willing to buy coffee if they do not have to reach out to their pockets for cash or credit cards. All the elements above are the reasons Starbucks becomes so worldwide and remain in the market when more and more coffee shop starts to appear. (Hatch)
Message
Starbucks makes people feel comfortable, superior and special. It sends out the message to convince the community that by the action of buying Starbucks, one is special. This is the brand identity Starbucks is trying to convey to the world since it started in Seattle; Starbucks has the best coffee in the world and only the best people deserve it. The study has shown that in the foreign country, even when there are so many different coffee shops around the area, people would still walk into a Starbucks store, because they believe they are buying the best coffee. (Thompson) The action of having a cup of Starbucks becomes a trend. Starbucks is not just selling coffee; it is selling a lifestyle after all.