Starbucks Branding Strategy and Marketing Case Study
Analysis and examples of Starbucks’ identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content.
Brand Overview
Customers
Target Customer
Specialty Coffee Consumers
Primary Need (Job To Be Done)
Get a variation of a coffee drink that’s perfectly tailored to my taste
Brand Visual Identity & Content
Primary Brand Colors
#007042
#FFFFFF
Brand Typefaces
- SoDo Sans
Hero Content
Hero Content Type
Image
Content Features People
No
Brand Messaging
Key Messages
Benefit or Feature Focus
Feature
Tone of Voice
Brand Positioning (Elements of Value)
Aspirational
Affiliation & Belonging
Emotional
Therapeutic Value
Functional
Variety
Saves Time
Sensory Appeal
Brand Benefits
Benefit #1
Fast access to specialty coffee drinks at any time of day
Benefit #2
The ability to customize coffee drinks at a super granular level to fit my exact taste and diet
Benefit #3
A way to treat myself with old favorites or seasonal beverages that provide comfort in my busy life
Competition
Key Competitors
The Coffee Bean, Dunkin’, McDonalds, Peet’s Coffee, Tim Hortons, Biggby Coffee, Caribou Coffee, Blue Bottle Coffee
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