As a designer, I’m always looking to learn from business’ who have done it right. One observation is that all successful companies have strong brands. If you read my about page, you’ll see that I have a very strong conviction that you have the ability to influence the way people perceive you and your business through your intentional branding. And who has done this better than Starbucks?
Over the years I have developed a love/hate relationship with Starbucks. No matter where I am in the world, London, Edinburgh, New York, or Charleston if I see a passer-by with a Starbucks cup I get excited. If someone I’m with says, “hey, let’s stop at Starbucks!” I will immediately reply with an, “OK!” And I will immediately begin imagining my experience and what I’ll order. I feel like a Pavlov dog. Anytime anyone rings the Starbucks bell, my mouth waters. Why is that? Why do I get excited? I love coffee. I drink 1-3 cups a day which I think is pretty normal. But I think the reason I get excited about Starbucks in particular is not only the idea of consuming the most popular drink in the world, but because of the full experience. They strive to be consistent at giving a pleasant experience to every customer that walks through their doors. It’s a full package. The building, the baristas, the product, all intentional and aimed at bringing you back. Each location is identical to the next and the coffee all tastes the exact same.
So what’s with the hate?
So why do I say I hate Starbucks? Well, to be honest, their coffee isn’t that great. They’ve industrialized a very intimate and artful beverage. For instance, a Macchiato is not a latte with caramel. Macchiato means “to stain”, as in, milk stained with espresso. If you’ve ever had a real macchiato, you know that there are no similarities. So why do they call it a macchiato? I don’t know, maybe because it sounds cool. And why does my 12oz mocha need 4 pumps of chocolate? It’s like sucking on an chocolate Easter bunny. I don’t consider myself a coffee afficionado whatsoever, but the difference between a latte from Starbucks and a latte from Coffee & Crema (local coffee shop) is about the same as a cubic zirconia and the 530 carat Great Star of Africa diamond. Basically, when your competition becomes McDonald’s, you know something is up.
Experience is Just as Important as Product
So why do I still subject myself to the incredibly blasphemous cup of jo that is the Bux? Like I said before, it’s the experience. Experience is just as important as product. It’s sad to say, but many business’ with fantastic products have shut their doors because of their inability to give their customers a good experience. Take for instance Microsoft. Apple had a whole campaign revealing people switching to Apple products because of their horrible experience with Microsoft products. Look at how people act in an Apple or a Starbucks store compared to a Verizon or McDonald’s store. This world is full of travesty, when people spend money, they want it to be in a pleasant way. Richard Branson made his millions through the philosophy of experience. He is one of the most successful and influential entrepreneurs ever but he didn’t create the wheel. He just made it better. Every business venture he took, he did it because he knew he could do it better than the other guy. If you’ve ever ridden on a Virgin Airlines flight, you know what I’m talking about. Creating a pleasant experience is how he’s become so successful.
It’s Never too Late to Change
Think about your business. Will your customers come to you over your competitors because they have a better experience with you even though your product might be no different? If the answer is no, then bells should be going off in your head. But thankfully, there are things you can do to change that. Starbucks has thought through every aspect of their business model. Everything from customer service to product efficiency. Brand loyalty is created. It doesn’t just happen. Most of what Starbucks does I am not educated nor experienced enough to hold a valuable opinion. But the way Starbucks uses their brand and even their interior space, I can comment on. For instance, who has ever purchased a piece of art off a wall in a coffee shop? No one. So why do coffee shops fill this valuable real estate with art that isn’t going to sell? Probably to fill space. They’re too cheap to buy anything permanent so they rent it out to local artists (I’d feel used if I were those artists). Starbucks doesn’t think that way. They commission artists to create pieces that sell the ideology or products of Starbucks. They design posters that tell about the type of bean they use or their philanthropic endeavors. Starbucks brands and uses their logo, coffee cups, coffee cup cozies, coffee bags, product displays, walls, tables, chairs, tile, paint, bathrooms, baristas, community bulletin boards, stirring sticks, display cases, website, promotions, building design, store placements, and even their music to sell themselves. Their message is so consistent that it screams in your face and you don’t even realize it. But all in all their main approach is to create an experience that is enjoyable. Who doesn’t like consistency? Who doesn’t like a pleasant experience?
So put a little thought into your brand. Does your space communicate who you are? Does it promote a pleasant experience for your customers? Are you using all the utilitarian necessities to speak your brand? If not, let’s talk.
