Wake Up Your Brand the Starbucks Way

Last week, I spoke for the South Carolina Credit Union League about Creating Authentic Brands.  During my session, I used Starbucks as an example of an organization who built an authentic brand.  And, in typical me-style, I think I insulted about half the room.

You see, I added the aside that I felt Starbucks' great brand was built despite an inferior product.

We then spent the next 5 minutes arguing about coffee.  Actually getting passionate about a roasted bean.

Through this discussion, I inadvertently proved my point … Great brands are more about emotion than logic.  By simply stating my opinion that Starbucks is bitter and subpar, I evoked an emotional response to defend a loved brand.

So, how did Starbucks do it?

In his book, Pour Your Heart Into It: How Starbucks Built a Company One Cup at a Time, Howard Schulz, Starbucks’ Director of Retail Operations and Marketing, expressed how the brand is central to Starbucks’ business:

“Authentic brands do not emerge from marketing cubicles or advertising agencies. They emanate from everything the company does, from store design and site selection to training, production, packaging and merchandise buying. In companies with strong brands, every senior manager has to evaluate each decision by asking, 'Will it strengthen or dilute the brand?'"

This is great advice if you want your customers passionate about your brand … out there defending your honor, like knights on white steeds, every time some opinionated loud-mouth like me puts you down.

By putting as much emphasis on the experience as in the product, you can differentiate yourself and build an authentic brand … just like Starbucks.

"Starbucks’ role is to provide uplifting moments to people every day. I didn’t say coffee. Starbucks is not just a pound of coffee, but a total coffee experience."

~ Scott Bedbury, Senior Vice President of Marketing, Starbucks

Now, if you'll excuse me, I need to run to Caribou for a Northern Lite white chocolate latte with extra espresso.

Take care,

Eric

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MarketMatch is a marketing firm, dedicated to the credit union and community banking community.  We utilize knowledge-based strategies to help you FOCUS on the right story that will generate the greatest  MOMENTUM and prove the best RESULTS with our written ROI Guarantee.

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4 Steps to an Authentic Brand

“Honesty sells because you can usually pull it off.”

~ John Jantch, The Referral Engine

When it comes to branding, you are not what you say, you are what you do.  In short, you need to be honest and authentic.

Bill Breen wrote an excellent article in Fast Company Magazine about a brand’s authenticity and boiled it down to the four pillars of authenticity:

A Sense of Place

Authenticity comes from a place we can connect with.  Coffee houses have nailed this with their couches and fireplaces.  And Umpqua Bank may be the "Sense of Place" poster child for banking.  

Take a look at your branches do they provide a sense of place?  What about your website?  What about your "sales materials?"  Every touch point should be member/customer-centric

A Strong Point of View

Authenticity emerges from people with a passion for what they do.

• Hire: passionate people who fit your institution's personality.
• Train: So everyone understands responsibilities, accountabilities and the desired customer/member experience.
• Empower: your staff to make the important decisions. Set guidelines and standards for structure to the empowerment.
• Provide the right tools: brochures can only go so far. Map out the desired experience at your branch and work through how to assure delivery.  What questions must be asked.  What conversations should be had?  What value-added tools can we provide to make our experience something that stands out from the competition?

Serving a Larger Purpose

If a brand can convincingly argue that it’s profit making is only a by-product of a larger purpose, authenticity sets in.

Credit Unions and Community Banks have been successful here for decades!  Given the perception of "Big Banks" over the last few years, this can be a significant point of differentiation.

Integrity

Authenticity comes to a brand that is what it says it is.

“When the story the brand tells through it’s actions aligns with the story it tells through it’s communication … only then will the brand’s story be true.”

~Bill Breen, Fast Company Magazine

In short, to be truly authentic and to truly build a strong brand, you must first "know thy self!"

Branding is my passion!  For more blogs on branding, check these out:

  What if?...

  Branding ... It's Not Rocket Science.
   Brand YOU Day.
   Marketing & Branding
   Branding...It's Not What You Say, But What You Do.
   Is It Time To Relook At Your Brand?

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MarketMatch is a full-service marketing firm, dedicated to the credit union and community banking community.  We utilize knowledge-based strategies to help you FOCUS on the efforts that will generate the greatest  MOMENTUM for your organization and demonstrate RESULTS with our written ROI Guarantee.

Want to learn more?  Enroll in the MarketMatch eCollege!  Smart online sessions delivered with CFMP credits, tactical advice and a game plan for success!

Learn more about us here. (click)

Chat with me LIVE! (click)

Or email me directly (click)

937-426-9848