Starbucks brand Archetype. A complete case study.

Starbucks is a phenomenon. Everybody who has ever tried the coffee is familiar with the genius of Starbucks. They penetrate into our minds and souls. And this is how they do marketing. Starbucks fans are one of the loyal ones in the world, they praise and love their beloved brand.
So, how they do this great work? It has an answer. The secret is hidden beneath the Explorer archetype.

What is Explorer Archetype? How does Starbucks is using the storytelling of Explorer archetype?

Explorer has one desire to find out your identity by exploring the world. It strives to have a more fulfilling and better life. It always goes for journeys and seeks for a new experience. With its gifts of autonomy and ambition, it values individuality and freedom.

Let’s see everything with examples. Starbucks and Explorer connection. Here are some promotion examples of Starbucks.

Slogan examples of Starbucks.

Finally, you can drink coffee right in your own home.

This type of slogans emphasizes the freedom and individuality of the customer. Finally, he/she can do whatever he/she wants and wherever wants.

Because you deserve a nice, tepid cup of coffee.

The slogan is a nice one. It talks about our worth, We are individuals, we deserve the cup of coffee. No matter who you are, if you like Starbucks, then you deserve a cup of coffee.

HERE ARE SOME REALLY INTERESTING TIPS FOR CREATING A GOOD SLOGAN BY ME

It’s not just coffee, it’s Starbucks.

So You want to drink coffee. You want to choose something. There are ordinary coffees and there is Stubracks. You have your Starbucks and become a unique one. With Starbucks you are unique.

Do The Branding Of Your Products On Your Own With The Following Ebook. It Gives You The Following Solutions.

1. Find out the archetype of your brand with a 12 question quiz.
2. Create a slogan and brand messaging.
3. Create the logo, packaging, store appereances.

Why do they choose Explorer? The differentiation strategy of the brand.

Like The slogan. it’s not just coffee. It’s Starbucks. Starbucks has worked hard to individualize itself and so differentiate in the big and competitive market. Explorer gives the key to individualization. And with the cup of coffee, they will become more unique, just like the brand.

In 1980s Starbucks Ceo has implemented new tactics. It is the mixture of the Italian coffee houses and American Fast food culture. In 1992 the famous logo is created wich is a perfect emblem of the brand. When you remember the coffee immediately the green color enters your mind (which is, by thw way, one of the Explorer archetype colors).
Starbucks near competitor is Dunkin donuts. And it is really far away from considering as a competitor because the philosophy of Sturbakc is critically different from Dunkin. Dunkin is for Jester archetype. It provides donuts and additional coffee. Starbucks provides coffee and additional sweets. Starbucks has created its culture and it wins and wins again.

Starbucks commercial examples.

I see 3,4 things here. Their commercials take place in their coffee shops. There are very kind and handsome guys who serve people. They have a green uniform which is Starbucks color. Also, they like giving and they are very gentle. They give you a cup of coffee and write your name on the cup. Individualized cups are one of the great ways they attract customers.

Campaign Examples of Starbucks, in order to engage their customers.

1.Red cup contest.
Every year Starbucks creates Red cup contest. In 2015 they hade more than 24 thousand entries. What does this mean? This means that 24 thousand people all around the world have taken photos with the cup. They have spent great efforts and created wonderful masterpieces. Only 40 of the pics are presented on their facebook page.

2.Meet me at Starbucks.
The idea is widely spread worldwide, they even created a specific website for Starbucks meetings.
Thousands of people share their Starbucks photos in multiple countries. Here on the website, we have stories, events, photos, and videos. Starbucks is our wafrm gathering place. The idea is developed quickly and has huge success. Just meet in Starbucks, write your interesting story, or record a little video. Take some photos and be featured in Website of meetings in Starbucks.

3.Tweet a coffee.
Starbucks suggests everybody give a 5$ present on Twitter. Just register in Starbucks account and mention your friend name in the tweet. Then your friend has a barcode and he/she can scan it and get 5 $ gift card. The campaign had massive success. More than 27 thousand people were engaged in the campaign. Starbucks attacked Twitter in a great way.

Every successful brand has implemented the strategy of 12 brand archetypes. We need to take just 8 steps for completing archetypal branding with the following book.
1. Find out your brand archetype.
2. Create a logo.
3. Do the packaging.

Facebook and Instagram appearances of Starbucks.

For Starbucks these cups are everything. It is the philosophy of the brand. If we take out the cup then there will be no Starbucks. So, what do they do on Facebook or Instagram? The first pic is a contest pic. Everybody has taken a photo with the cups and post on their facebook page. Red cup is everywhere and there are really splendid photos. The dog cup is another story. There are some special edition cups. Starbucks is going to surprise you. Adding specific and individual pictures to the cups. They make the cups unique and, therefore, their customers unique.

Website of Starbucks.

Explore our coffee! There are thousands. Explore it our and find out yours. Feel it.
Starbucks has a very huge website with thousands of products presented. Teas, coffees, dishes, rewards, cards, recipes. You can explore and find everything and anything here. It is just like a forest or a great shopping mall. A place for exploration. Website colors are specifically chosen. The green color, the brown. They are neatly composed next to each other so that the user explores easily and with great pleasure.

The 2nd archetype of the brand.

It is a fact that every brand has its secondary, helping archetype. Starbucks also has a special archetype for helping explorer and Starbucks to do marketing better and perform higher. The secondary archetype is called Everyman. What is the everyman archetype? It wants to be connected with others, to belong. It has gifts which are realism and empathy and also the values of the archetype are equality and democracy.
Where do we see the Everyman in Starbucks? Everyman is in the basics of coffeehouses. It is in your everyday routine. Take a little coffee and go to work. Starbucks has blended Explorer with Everyman and created the great brand. Their campaign “Meet at Starbucks” is the example. The gathering of friends is a perfect description of everyman archetype.

Some facts about Starbucks.

Starbucks opens on average 2 stores since 1989.

Starbucks have 137000 employees worldwide.

The average customer visits Starbucks 6 times in a month.

There are more than 90 000 drinks in Starbucks collection.

Starbucks spends more on their healthcare of employee than on coffee beans. 300 million $.

2.3 billion cups. This is the amount of Starbucks cups sold in a year.

Starbucks is one of the few brands worldwide which has managed to perform marketing on the highest levels. Just implementing various tactics, especially archetypal branding gave uniqueness and differentiation to the popular brand. Now everybody knows Explorer is Starbucks, Starbucks is the Explorer. That’s it.