Starbucks as a Global Brand

Corporations, as well as individuals, have to be more focused than ever on their brand. As consumers, we are flooded with choices for every item and need we have. In order to stand out, companies need a brand that will be unique, authentic and will make people talk about it. If a company can build a brand that is all those things, it can bring in new customers and create customer loyalty with their existing customer base as well.

Starbucks has a brand that is highly developed and recognized around the world. The first step towards this recognition is the logo. The green and white logo is a two-tailed mermaid called a Siren. The Siren pays homage to Seattle’s seaport history and it has been the logo since the first store opened there in 1971. 

Evolution of the Starbucks Logo

Starbucks recently removed their name from the logo during a rebranding, demonstrating how iconic the logo has become. Starbucks has become a brand recognized with just their logo; no name required.

  

Creating this iconic brand has taken time and work. Starbucks offers a product that is not necessarily unique. The challenge is to make buying coffee a unique enough experience to set the company apart from the competition. Starbucks has done this not only with the products they sell, but the community they have created.

One very unique menu item is the trademarked Frappuccino® Starbucks sells. These frozen blended coffee drinks come in any flavor imaginable, and if the flavor you want isn’t on the menu, you can create it instead. There is even a website, www.frappuccino.com, where you can create your own “remix” Frappuccino® and interact with other Frappuccino® lovers.

Another way Starbucks has positioned themselves as a unique brand is by the community they have created. Walk into any Starbucks store and there are people lounging in the over-sized chairs, chatting with their friends, reading, or doing work. By making Starbucks more than just a coffee shop you run in and out of, they have created a sense of community and closeness in their stores.

The stores have also evolved over time. They now offer free Wi-Fi, weekly free song downloads on iTunes and rewards programs that give customers free drinks at different times throughout the year. I personally love my free birthday drink every year! To entice customers to stay at Starbucks longer, they also offer free refills to rewards customers while they stay in the store. 

They also created an app that you can pay for your purchases with. You simply load money onto your virtual Starbucks card and the baristas can scan it for you. It makes it easy to keep track of your spending and your Starbucks rewards.

Even though Starbucks is now a global corporation, the company still feels authentic. They have held on to their logo and their name for over 40 years, and as a brand they are proud of where they came from. Starbucks passion goes beyond coffee and extends into the global community.

"We've always believed that businesses can - and should - have a positive impact on the communities they serve. So ever since we opened our first store in 1971, we dedicated ourselves to striking a balance between profitability and social conscience. We continue to believe that the ultimate way to scale the power of brand is to share the good we do so that Starbucks and everyone we touch – can endure and thrive” (www.starbucks.com)

Starbucks has motives that go beyond just profit. They are committed to making a difference in the world through community involvement, environmental consciousness and responsible purchasing practices. Their website lists tons of volunteer opportunities and ways to become involved in their efforts.

With the help of the Opportunity Finance Network, Starbucks started the Create Jobs for USA campaign which helps create new American jobs through donations.

They were also named one of the World’s Most Ethical Companies for 6 years in a row.

It is a combination of Starbucks uniqueness and authenticity that made the company what it is today and which will allow it to keep growing over time.

People know Starbucks and will continue to talk about it and visit the stores. Their customers are loyal and the company has created a brand which is recognized globally. Starbucks has truly been able evolve over time while remaining true to their original heritage and they still make a great cup of coffee.