Our Favorite Brands: Starbucks

By: Liz Chrostowski
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This week, we’ll focus on how our favorite brands use marketing to build brand recognition. Every brand’s goals for marketing are different, so not every strategy is the same. I’m excited to share with you a brand I love and have been supporting for years: Starbucks.

Starbucks’ main goal is to keep customers informed and keeping their brand top of mind, which I think they do effortlessly, especially with their email marketing. They are one of the first brands I personally have seen use animation on their index pages. They’re constantly sending new deals, specials, drink recipes … the list goes on. Visuals are consistently on brand (same colors, look and feel) and appealing, and in my opinion, always delivers a message to the reader.

Companies that are active in their communities undoubtedly built a better reputation among their customers and even just people who don’t use their products or services. Starbucks always finds new ways to help their employees and communities, such as the SCAP (Starbucks College Achievement Plan). In partnership with Arizona State University, Starbucks employees who work an average of 20 hours a week can earn their bachelor’s degree. Think about that – part-time employees can get a 4-year degree and have their tuition fully covered!

During the COVID-19 pandemic, Starbucks has supported local food banks to provide over 700,000 meals nationally. In addition to working with Feeding America to donate food and resources, Starbucks has been extremely transparent with their customers and supportive of their employees. They have reduced store hours in response to the pandemic and have implemented new policies for their employees to ensure a safe work environment, such as drive through only and no contact interactions. Starbucks has shared these cleaning policies through email and on social, so their customer’s feel safe and assuring when visiting their stores. When a brand cares for their community during a difficult time, the impact is felt and remembered long after the crisis has passed.
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Since it’s such a huge brand and power player in the marketplace, Starbucks is a leader that paves the way for smaller brands. From what I’ve seen through email, social media and in person, I think Starbucks is doing its marketing right.