“…to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.”
Starbucks maintains the unique brand position of being the default coffee shop for a vast demographic. This collection of imagery gives a visual sense of the feeling of Starbucks and the warmth and community they offer.
Their position: an opportunity and a place to build a community, while also enjoying a high quality cup of coffee. They are your neighborhood go-to meeting place & hangout spot. Why should you care? Because you can have a sense of belonging.
- Comfort: a place to meet and relax outside of your home and work — essentially a third living room.
- Connection: “helping make the world a little better” by offering a place to meet up and connect.
- Convenience: accessibility — Starbucks can easily be made a part of your daily routine.
Their promise: Connection. An example of this is the relationship built with their baristas, which they establish through writing the customer’s name on the coffee cup.
Their personality: Dependable, sincere, warm, and leader in the community — they are always there. Starbucks plays a big roll in giving back to the community, not only in their store, but also in the broader sense: giving back to the youth, community farming, their community stores, etc… The dependability also stems from experience — Starbucks has been providing the coffeehouse experience for 40+ years now, and are well established.
- What Starbucks is: approachable, dependable, sincere, trustworthy, warm, classic.
- What Starbucks isn’t: a vintage / boutique coffeeshop, trendy, mom & pop shot, cozy tea house.