BRAND OBSERVATION "STARBUCKS"

Starbucks is one of the most recognizable brands in the world. Their brand recognition has reached epic heights thanks to the strength of their marketing and their commitment to keeping their brand consistent. Starbucks focuses on creating that personal connection between their customers, their baristas and their organization.

According to a research report done in April 2017, the target audience for Starbucks is men and women in the middle to upper classes who can afford Starbucks higher-priced beverages regularly. 

They offer their target audience experience when they come into their stores.
Starbucks founder Howard Schultz, in fact, was a big proponent of building a comfortable third place for people to work and socialize. (The first two places being home and the traditional office.) It's part of the company's mission. Starbucks' Wi-Fi is even free although not infinitely. That clean, modern design philosophy extends to everything they create.

From the atmosphere in their stores, to their digital content, to their advertising, everything looks, sounds, and feels like Starbucks. Even the cups and tumblers you can buy in the store have a clean, modern design to them. Their efforts to create a space where people want to come and hang out and relax. They do this by creating a similar environment in every Starbucks location. There are common factors that all stores share which is a sense of community, comfortable surroundings, and that familiar coffee aroma that follows them home on their sweater. The experience you have with Starbucks always feels consistent, whether you’re reading a social post, waiting in line, watching a TV ad, or interacting with their brand in any way, anywhere.

For Example:

In-store promotion

Consistent imagery, colours, and even language

Consistency to their branding and their content is what puts Starbucks’ marketing strategy over the top. Every piece of content they publish follows the same visual and language guidelines that customers have come to expect from the coffee giant.