Building a Brand, Cup By Cup

Starbucks is one of the most respected brands in the world. Read how marketing (but not advertising) helped America fall in love with $4 coffee.

Veni double cappuccino please. Around the world at any one of more than 8,300 Starbucks locations, baristas consistently serve up innumerable variations of this order throughout each day.

Starbucks has built itself into one of the world's most respected brands, with a consistent product, identity, and experience at every brand encounter. The company has earned legions of loyal customers through effective public relations dedicated to brand building and protection, using only minimal amounts of advertising.

The company is committed to a clearly defined mission -- to be the premier purveyor of the finest coffee in the world. This simple statement is the foundation of Starbucks' consistent brand image.

As the company launched, it began developing its own mythology. The name Starbucks comes from the coffee-loving first mate in Herman Melville's Moby Dick, evoking the romance of the high seas and the seafaring tradition of the early coffee traders.

The essence of Starbucks is not about the coffee. It's about the coffee-drinking and the coffeehouse experience. Of course, the stores sell its fresh-brewed coffee, espresso, cappuccino, beans, and coffee equipment in a stylish environment. With plenty of comfortable chairs, the inviting atmosphere encourages people to meet friends and linger. Unlike most restaurant companies focused on "turning tables" (number of customers per hour), Starbucks is focused on how long they can keep a customer in the store and happily drinking $4 coffee

The Italian-influenced company vocabulary adds to the sense of mystery and adventure. Baristas serve up veni, venti, and grande sized beverages that are personalized to the request of each customer.

Starbucks depends mainly on word-of-mouth to get more people into its stores, and then relies on the caliber of its product and the experience to hook patrons long-term. Each beverage sold represents an opportunity to build customer loyalty.

Consistency in all communications reinforce the same message, whether brochures, product packaging, product quality, promotions, or website. The company coaches employees in customer-friendly sales skills and encourage customers to learn about fine coffees. The targeted audience is steadily exposed to the same message, reinforcing the confidence and trust in the brand.

Partnerships complement the core brand, further spreading the company's image:

• United Airlines serves Starbucks on all flights.
• Pepsi-Cola Co. markets Starbucks Frappuccino in supermarkets.
• Dreyer's Grand Ice Cream sells Starbucks Ice Cream.

Cup by cup, Starbucks reinforces its brand and weaves itself into the fabric of people's lives.