Branding and Story Telling | Starbucks

Indholdsfortegnelse
The Basics of Branding......................2
Brand Strategy & Equity..........................2
Defining Your Brand............................4
The Basics of Branding............................6
Brand Strategy & Equity............................6
Defining Your Brand............................7
What a DJ and a Rapping Cowboy Can Teach You About Branding............................9
How to be a game changer............................10
Some Lessons About Branding Distilled From the Life of an Old-School Moonshiner............................12
Business Storytelling............................15
How Starbucks Built an Engaging Brand on Social Media............................22
How Starbucks Transformed Coffee From A Commodity Into A $4 Splurge............................24
THE STARBUCK LOGO............................31
The Secret to Starbucks’ Brand Success............................32
Starbucks Reserve Seattle store showcases new global format............................41

Uddrag
The Basics of Branding
Learn what this critical business term means and what you can do to establish one for your company.

It's not enough to simply know an ad was placed in front of an audience. Marketers need to dig deeper to find out if it was truly effective.

Branding is one of the most important aspects of any business, large or small, retail or B2B. An effective brand strategy gives you a major edge in increasingly competitive markets.

But what exactly does "branding" mean? How does it affect a small business like yours? Simply put, your brand is your promise to your customer.

It tells them what they can expect from your products and services, and it differentiates your offering from your competitors'. Your brand is derived from who you are, who you want to be and who people perceive you to be.

Are you the innovative maverick in your industry? Or the experienced, reliable one? Is your product the high-cost, high-quality option, or the low-cost, high-value option? You can't be both, and you can't be all things to all people.

Who you are should be based to some extent on who your target customers want and need you to be. The foundation of your brand is your logo.

Your website, packaging and promotional materials--all of which should integrate your logo--communicate your brand.
Brand Strategy & Equity

Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering on your brand messages. Where you advertise is part of your brand strategy.

Your distribution channels are also part of your brand strategy. And what you communicate visually and verbally are part of your brand strategy, too.

Consistent, strategic branding leads to a strong brand equity, which means the added value brought to your company's products or services that allows you to charge more for your brand than what identical, unbranded products command.

The most obvious example of this is Coke vs. a generic soda. Because Coca-Cola has built a powerful brand equity, it can charge more for its product--and customers will pay that higher price.

The added value intrinsic to brand equity frequently comes in the form of perceived quality or emotional attachment.

For example, Nike associates its products with star athletes, hoping customers will transfer their emotional attachment from the athlete to the product. For Nike, it's not just the shoe's features that sell the shoe.

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Branding is one of the most important aspects of any business, large or small, retail or B2B. An effective brand strategy gives you a major edge in increasingly competitive markets.

But what exactly does "branding" mean? How does it affect a small business like yours? Simply put, your brand is your promise to your customer.

It tells them what they can expect from your products and services, and it differentiates your offering from your competitors'. Your brand is derived from who you are, who you want to be and who people perceive you to be.

Are you the innovative maverick in your industry? Or the experienced, reliable one? Is your product the high-cost, high-quality option, or the low-cost, high-value option? You can't be both, and you can't be all things to all people.

Who you are should be based to some extent on who your target customers want and need you to be. The foundation of your brand is your logo.

Your website, packaging and promotional materials--all of which should integrate your logo--communicate your brand.

Brand Strategy & Equity Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering on your brand messages.

Where you advertise is part of your brand strategy. Your distribution channels are also part of your brand strategy. And what you communicate visually and verbally are part of your brand strategy, too.

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