How did Starbucks become the No1 desirable coffee brand in the world?

#1 Consistent Branding
Starbucks has a brand personality that comes through in every communication.  No matter where you are in the world, the logo, storefront and store presence all have a familiar look and feel. When I am in an unfamiliar place, I always notice when someone walks by carrying the distinctive coffee cup. When driving on a highway, all I need to see is the logo and I know refreshment is nearby.

#2 The World Wide Web
The web experience is tailored to the audience.  For example, each personal web experience acknowledges a rewards status, so anytime you go to the web site you can easily access your account, check on your rewards, find stores; all the things that coffee consumers want to do.

#3 Content is consistent across all channels

Once you subscribe to email communications, you regularly receive messages.  These messages are appropriately paced, visually oriented, providing interesting information about the products Starbucks offers.  The content is focused on education and information, not promotion. Therefore you are rewarded for frequent purchases and special occasions.

Starbucks have a presence in social media.  Although they have a large Twitter and facebook audience,  I’ve also noticed that they have found their voice in these channels and it’s appropriate and consistent with who they are as a brand.

#4 Mobile Experience
Starbucks is leading the way in the mobile experience, which makes complete sense when you consider their product.  At a basic level you can view their content from a smartphone. Email communications are optimized for the mobile experience, so it’s easy to consume the information while you’re on the go.

The Starbucks app is one of the more powerful features in their marketing advertising.  Once the app is downloaded one can use the phone to pay for products, reload funds on a card, and find stores. 

#5 Easy to share content
Each communication encourages readers to share content with friends. Following best practices, Starbucks provides easy one-click options, to ensure that sharing content is simple and easy to do; most important, they ask you to share.

#6 Engagement of consumers
Starbucks has a separate presence for collecting ideas.  For some time, they have branded an experience around the idea of collaboration: the site is your own ideas. Once again the web serves as the hub of the experience.  Here, one can submit and comment on different ideas.  Starbucks wisely provides feedback so consumers are able to see how the company uses consumer ideas and feedback. Starbucks even has a twitter account for this initiative.