Think about one of the world’s most iconic brands, Starbucks. Firstly, brands are led by a company’s mission. Starbucks’ mission is to inspire and nurture the human spirit; one person, one cup and one neighborhood at a time. Howard Schultz, CEO of Starbucks, believed the most powerful brands are built from the heart. Grounded by its mission, Starbucks’ brand began to take form with a person, the consumer, in mind. From the coffee options available on the menu to the physical space of the café, Starbucks created an experience for its customers. Every Starbucks location uses particular plants, smells, sounds, colors and lighting. With social media growing, Starbucks took their brand to the digital sphere.
Each of Starbucks’ social media platforms focuses on engagement. On Facebook, you can easily find your nearest location and scroll through selfies of consumers drinking Starbucks. Instagram is very similar with reposts of consumers’ photos onto their main page. Starbucks responds to hundreds of tweets a day and has used consumer-created snaps in advertising. If you were to do a search on Instagram for photos tagged #Starbucks, more than 19 million photos would pop up – none paid for by Starbucks. Engagement is one of the fundamental key indicators of success in social media branding. Starbucks made the consumer their brand, which makes it easy to stay consistent with their brand on social media.
Are You Still Establishing Your Brand?
If you’re still establishing your brand, then consider taking a similar approach to Starbucks and begin with the consumer in mind. On the other hand, if you already have an established brand, there are key elements to the Starbucks brand that you could borrow to communicate your brand better on social media. These elements will drive the content you post.
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