For those who are lovers of branding and also of the Starbucks brand, perhaps you have already noticed a sign that exists in all its stores that says: – We promise you your perfect drink every time. If not, we’ll do it again to ensure your satisfaction. – This is a Starbucks promise that goes beyond a mission, vision or value platform. A simple promise to be fulfilled and understood by all the people involved in the operation. And in the midst of that promise, we can ask what the perfect drink would be. By the way, for coffee lovers and connoisseurs, Starbucks drink is not even considered that good. But for a general public and brand lovers, it is the best coffee in the world. And this is perhaps due to the experience that the store offers and the confidence in the brand acquired over time.
And to show the construction of brand equity, we highlight the Starbucks Reserve Roastery, as we can say that these places are true temples of experience related to coffee, a place where you can see the process of coffee beans being roasted, processed for consumption and down a pipe throughout the store until they fall into the machine that goes straight into your cup.
In the Roastery concept, and in the store, you will not only find attendants, as in other stores around the world, but a whole team of professionals including consultants, baristas, mixologists, roasters and specialists in public relations from the very beginning. Everything is exposed, from the roasting machine to the process. In addition to a selection of beans from different parts of the world, strengthening the brand as a specialist in coffee quality. Many of the customers who pass by maybe, or for sure, don’t even technically understand coffee, processes and its history. But they appreciate and drink, which is enough for the brand. And the best thing is the enchantment with the space, structure and magic behind their promise. The store has become a tourist attraction everywhere it exists, and it reinforces the quality of the Starbucks brand in all its points of sale in different countries.
And even for those who don’t like coffee, the space is divided into several areas: the main bar, the experience bar with traditional coffee made by baristas in an artisanal way in front of you, a cocktail bar with a varied menu, a bakery with croissants and warm breads, and a store to buy your favorite grains, as well as various accessories. It is a space for all audiences and tastes, even for those who just want to take a picture or enjoy the Wi-Fi network.
And in addition to all the differentiated experience, the store combined the best in design, decoration, color palette, sound, smell and architecture to make a journey in the history of coffee and refer to the local city. And it’s noticeable aspects of a branding platform throughout the store, from its tone of voice, personality and positioning. More than the promise, we sense a purpose for why they do what they do. To bring knowledge about the product and allow the public to be more critical when choosing their coffee and environment. And this whole movement is responsible for brand equity, as it strengthens the brand as a whole, attracts brand lovers and creates differentiation. The branding process goes beyond a brand book approved by a company’s board of directors and left in a drawer. He is responsible for aligning every point of contact between the consumer and the brand, and creating value in each action, generating desire, memories and converting it into sales. Not just one-off, but long-term.
So whenever you notice the sign with the promise of the perfect drink, remember that it goes far beyond it. That’s the power of a well-built brand. And what is your brand promise? Or rather, why does it exist?
