Starbucks that uber expensive coffee brand that so many of us love to hate. But here’s a reality check no matter which side of the table you’re sitting on, there’s no denying one simple fact, that Starbucks has truly embodied the meaning of humanizing a brand.
You see the fact that coffee at your local Starbucks might be 5x the price versus your local NYC deli, they are actually not in the business of selling Starbucks coffee. Instead, they are selling you an experience from the moment you walk into a Starbucks, the aromatic flagrant brew of fresh coffee beans fill the air, paired with the sizzling sound of the cappuccino machine, upbeat music, cheerful staff and an array of delectable gastric options from food to beverages that overindulge your palette.
They even got the personalization aspect down packed, your name gets scribbled on the iconic Starbucks cup with their green logo. Now to make it even easier, you can order your brew through their app then pick it up at the store instantaneously. Now, how’s that for a coffee experience? So how did they master the art of humanizing a brand?
Authentic To Their Mission
For those of you who don’t know. Starbucks’ mission is, “To inspire and nurture the human spirit- one person, one cup and one neighborhood at a time.” This powerful statement is the guiding post to how they do business. They take care of their customers by offering a place to work, free wifi, or to simply enjoy a cup of coffee.
Values of The Brand Align With Leadership
Kevin Johnson the newly indoctrinated CEO has a courageous balance of vulnerability and boardroom chops, which by the way will leave your jaw dropping as to how in sync these juxtaposed characteristics hold space within one CEO. He goes out there meeting all the team members across the world and is hands-on in guiding the brand in the direction that Howard Schultz had intended it to be. Johnson understands the value of creating a community that everyone wants to be a part of. The same way Richard Branson does for the Virgin brands.
Taking Care of Their People
The brand not only takes care of its customers but also their employees, down to the part-timers. They never call their employees- employees. Matter of fact they call them partners. All their partners get a share of the company and also have access to healthcare even if they’re a part-timer.
The next time when your brand thinks humanizing isn’t necessary, I would invite you to revisit a Starbucks.