Brand Implementation
Starbucks Brand Implementation3
Starbucks Rebranding.4
Deconstruction of Starbucks logo4
Visual Material and Analysis..5
Understanding the logo and marketing6
Chosen Consultancy Firm6
Cost of Rebranding and Timeline6
Starbucks Brand Strategy7
Value Proposition7
Functional Benefits.8
Visual and Emotional Benefits of Starbucks..9
Starbucks Evolution10
Competitors’ Logo.11
References.12
Starbucks Brand Implementation
Adubato (2011, p.110) stated that the original chairman and Chief Executive Officer of Starbucks was Howard Schultz, and in his book, Pour Your Heart Into It: How Starbucks Built a Company One Cup at a Time, he stated that the goal of the management then was to build a great company, which stood for something and organization that valued the authenticity of the product and gives value to its people. This was the start of Starbucks and in a matter of only five years, it became a national brand. Starbucks became a brand that earned national consciousness in a short period of time. However, in the late 1980s, Starbucks started to lose its market share as quickly as its short rise to popularity as the company was expected to hit rock bottom. Despite of this expected downfall, the owners of the company were able to manage the problem by going back to their original objective which was to serve to the passion of the people. Armed with this goal, the company initiated an aggressive campaign to survey their customers by asking them to answer survey forms which inquired why they think Starbucks is losing its customers. The results turned out that the customers growing belief that Starbucks became a faceless corporation since it was concentrated on becoming corporate. The consumers perceived that the company started to become predictable, irrelevant and inaccessible. This view has been supported in the work of Adubato (2011, p.110). In spite the flow of the negative feedback from their customers, the response of the management was aggressive by implementing quick changes. In order to entice the clients whose age brackets are above twenty years, who responded that they want a place that is funky and unique, but not necessarily well-lit and efficient space since they want to have a hang-out after office hours. These customers wanted to stay in place that will not appear to be the usual quick-to-go coffee shop before going to their place of business. Thus, the new Starbucks café was conceptualized. This only goes to show that the company wanted to make a connection with their consumers in the best way it can by providing for their needs and expectations and to exceed beyond it.
Starbucks Rebranding
In 2013, Starbucks wanted to explore a new graphic substitute for its logo, the “Siren” and the use of the corporate name “Starbucks Coffee”. They hired the creative team of Lippincott to help to enhance that size, shape and color by developing the elements of the logo. The previous logo of the company which was a “Siren” has become the global brand logo worldwide and recognized by 55 countries. The original Starbucks logo was represented by a twin-tailed, bare breasted siren with a sensual pose and a smile. Macnab (2011,p.163) states that the siren represented a symbol of seduction which means that the logo wanted to impart the message that the coffee is seductive by itself. However, some view this symbol offensive so the company had to deconstruct the logo where the second version showed that the siren’s breasts were covered with her flowing hair, and the navel is still visible and the fish tails were cropped. This version was again altered were the navel and breasts are completely covered and only the traces of the spread fish tails were retained. The alterations in the logo were brought about by the merger of Starbucks with Il Gionarle in the late part of the1980s (Macnab, 2011, p.163).
Deconstruction of the Starbucks logo
For the 2013 rebranding program of Starbucks, they wanted to revise the logo in order to give them the freedom and flexibility to allow them to discover new products to offer to their present consumers, and at the same time expand their regional and experience prospects for future clients.
Visual Material and Analysis
The siren is a symbol which represents a psychological form of self-destructive tendencies since the form represents temptation. The older version of the Starbucks logo was cleaned up for a broader audience who might find the siren symbol quite offensive (Macnab, 2011, p.163). The proposed logo will still carry the same siren symbol, where the breasts and the navel are completely covered by her curly hair. The new logo will show a close up version of the siren, still with a crown on her head, and fish tails on both sides. The logo will no longer carry the words “Starbucks Coffee” surrounding the logo. The new logo will drop the two words and will only be represented by the image of the siren with a changed palette. The previous logo had green background and the siren’s image was in black and white color. The new image will only bear one color which is the same green palette that was used as the background of the old logo. With the popularity of the brand, everyone knows that by seeing the siren logo is already closely associated with Starbucks Company. Hence, there is no need to carry the words “Starbucks Coffee” to be able explore new products even without the showing the two words. The new logo also deleted the two stars that can be found in the words “Starbucks Coffee”. This view has been supported in the work of Macnab (2011).
The new brand patterns still showed the same wavy hair of the siren in black and green colors. The stars that were deleted in the logo were incorporated in the pattern in the same black and green palette.
Understanding the logo and marketing
Selling coffee which is considered as an addictive substance is a delicate process in order to present it as a wholesome product to consumers. It is vital to study the components of coffee that may carry a positive and negative effect depending on how it is consumed. If a person drinks two 23-ounce cups in a day, some of the effects are increased heart rate, blood pressure and increase of blood flow to the muscles in abnormal rate. For Starbucks’ marketing strategy, the company increased its cup sizes over the years. This means that the company has lived up to its logo by providing the customers a jolt of energy and temporary state of euphoria (Macnab, 2011, p.163).
Chosen Consultancy Firm
The chosen creative strategy and design consultancy firm is Lippincott, which has been known for its hands-on approach strategy. It is believed that the long experience and notable works of this firm will help Starbucks develop the new visual and character attributes of the logo.
Cost of Rebranding and Timeline
The cost of rebranding for the Starbucks logo can be considered as gold-plated branding that will approximately cost $90,000 to $2,000,000. The cost of rebranding will include brand analysis using the internal marketing function and external marketing. A seasoned agency such as Lippincott will offer services from verbal, digital, visual, and office systems as well as the required standards documents. The brand analysis shall cover consumer analysis, competitor analysis and current brand audit. The cost of rebranding will also include the brand strategy, brand promise, market position and brand position. At the same time the value proposition will be analyzed which shall include the features, functional benefits and emotional benefits.
The time line to finish the analysis and report of the rebranding of the Starbucks logo will take about 4 months of extensive research and study.
Starbucks Brand Strategy
The strategy of the company was to hire and train people by making a personal attachment with their employees to be able to establish the same connection with their clients. The company believes that it is best to put the employee needs as its primary consideration when making major decisions. If the employees are truly happy with their jobs in Starbucks, they will imbibe the same positive energy to keep the customers satisfied. The positive energy is the secret to make the clients happy. Whenever a customer walks inside the Starbucks café, he or she sees a server who is friendly, polite and willing to accommodate the request of the client. Despite the long working hours, the serve still manages to smile as ask the regular customers of they are having their usual orders. Every cup of coffee that is being handed to the customers is accompanied by a great smile (Adubato, 2011).
Value Proposition
The main reason why Starbucks continued to be a household name is that the customers are made to feel “at home”. This is the feeling that the company was able to provide to its clients by establishing a connection. This is the same connection that the company captured in the minds of the consuming public and has turned the feeling to brand in itself. In this manner, Starbucks was able to create a community brand. The company was able to promote the community brand by building a comfortable and familiar place to hang-out. The best way to create this feeling is to invest on the aesthetics of the place. Going to a nearby Starbucks coffee shop and ordering the client’s favorite coffee is already considered a personal indulgence. Despite walking inside the small crowded store, the customers see a few upholstered chairs and comfortable high-back chairs grouped together around the coffee tables that contain the daily newspapers. There are tables and high top counters where the clients can rest their coffee cups and turn on their laptops. Each Starbucks coffee shop have the same at-home feeling, while listening to laid back music in the background. This is the feeling that the company is selling to its consumers (Adubato, 2011, p. 103).
Functional Benefits
As part of the aesthetics of the store, the clients will admire the right angles, the lines and curves of each Starbucks shop the moment they enter the place. The perfect color combination of the walls gives a sense of calmness due to the earth-tone colors that matches the tiles, wooden floors. The same color scheme blends well with the chairs and tables that are stained in light to medium hues of beige, brown and cherry giving it the right contrast. The earth tones blended with the shade of red gives the place the pop to brighten a person’s day. In conjunction with the relaxing ambience, the wonderful smell of coffee and pastries is invigorating that will awaken your senses. All the informality, relaxation and naturalness are the selling factors of the Starbucks coffee shop which makes it one of the most frequented places all over the world. This view has been supported in the work of Simon (2009).
Despite the seemingly small floor area of the coffee shop, the company was able to make each store look bigger than its actual size. The tables and chairs are positioned in such a way that they are not too close and gives an ample space to let each customer enjoy a sense of privacy while enjoying their signature drinks (Simon, 2009, p.137). The well-cushioned sofas and chairs are positioned in the corners, while other chairs placed facing each other to form their own small nooks while enjoying a conversation with a companion. Looking at the area of the store, one will realize that there are not enough seats to accommodate their customers, and in accordance with the quaint size of the shop. The Starbucks was designed to signify luxury and lavishness as seen in their single bathroom space that is modern and chic. The single bathroom of Starbucks represents money and status, by making their customers feel that they can buy such empty space. This view has been supported in the work of Simon (2009).
Visual and Emotional Benefits of Starbucks
Just like the Starbucks logo which represents a solid message to its consumers, the coffee shops are coherent in sending the same message across its clients. In some of the new stores of Starbucks, one will find it as an elegant space, with high ceiling and glass chandeliers in Art Deco buildings which creates an environment for self-pampering. The space is designed to accommodate at least 40 persons. Being inside this small elegant space will tell the customers that they deserve this kind of luxury by giving it a trademark that it is a high-end place to spend quiet time sitting while sipping coffee and de-stress at the same time. This view has been supported in the work of Simon (2009). The rich earth-tones shades of beige, tan and khaki gives the impression that the coffee shop wants to establish a connection with its customers by giving it a natural feel. For some of the Starbucks shops, they used overstuffed purple velour chairs to give the impression of a rich and plush theatrical space where only a few people enjoy (Simon, 2011, p. 137). Therefore, this will give the client the idea that going there is like giving an expensive gift to your own self which makes it more rewarding.
Starbucks Logo Evolution
Competitors’ Logo
References:
Adubato, S., 2011. You Are the Brand. New Jersey: Rutgers University Press.
Bussing-Burks, M., 2009. Starbucks. California: Greenwood Publishing.
Brennan, B. and Schafer, 2010. L. Branded!: How Retailers Engage Consumers with Social
Media and Mobility. New Jersey: John Wiley and Sons.
Shimp, T. A., 2010. Advertising, Promotion, and Other Aspects of Integrated Marketing
Communications. California: Cengage.
Simon, B.,2009. Everything But the Coffee: Learning About America from Starbucks of Book.
California: University of California Press.
Haig, M., 2004. Brand Royalty: How the World’s Top 100 Brands Thrive & Survive. Sterling,
VA: Kogen.
Koehn, N.F., 2001. Brand New: How Entrepreneurs Earned Consumer's Trust from Wedgewood
Lury, C., 2004. Brands: The Logos of the Global Economy. New York: Routledge.
Macnab, M., 2011. Decoding Design: Understanding and Using Symbols in Visual
Communication. Ohio: HOW Books.
Wheeler, A., 2012. Designing Brand Identity: An Essential Guide for the Whole Branding Team,
4th ed. New Jersey: John Wiley and Sons.
Wilson, J. S. and Blumenthal, I., 2008. Managing Brand You: 7 Steps to Creating Your Most
Successful Self. New York: AMACOM.
