Like millions of other people, I’m working at a Starbucks today (on my PC, not behind the counter). Despite some recent financial hiccups, Starbucks has built an amazing brand over the last 20 years and rocketed the category of high end coffee shops into mainstream existence.
Starbuck’s process of building their brand is a great example for any startup. There was no heavy spending on brand advertising. At Starbucks it’s all about the brand experience. They obsessed over everything – from the quality of the cups to the quality of the toilet paper. The music, colors, furniture… It’s all an orchestrated brand experience.
The cost of this brand building was nothing compared to the losses someone can incur on massive brand building campaigns. Starbucks is a great concrete example of why spending a lot to build brand awareness is a waste of startup resources.