Starbucks Coffee Vibe

Photo: Starbucks Coffee Vibe - Color Photograph Copyright 2011 Frank J Casella

I walked past this coffee house in the Millennium Train Station in Chicago, Illinois, and I could not help but stop to capture the vibe of this moment in time. It was so weird being in the middle of all of this history and technology, and I could feel from the people the excitement in the air.

I don't care for Starbucks though I love coffee, but I find it interesting that they have so many locations in a suburban community, like where I live. And the drive-up always has a long line.

And rightly so, coffee is the best drink in the world. But branding is more than just churning out the best product on the market; it's about creating a unique and memorable identity for your company and giving customers a reason to continue coming back.

Branding is not about slapping a logo on something and calling it good. For example, Starbucks is known for its coffee, but it's also known for its unique stores and the friendliness of its staff. It's not just a coffee shop- it's a Starbucks.

Similarly, Monet is known for his paintings, but you can also find his paintings at galleries all over the world. His brand is synonymous with quality artwork, no matter where you find it.

I love to cook on Weber grills, they are legendary for their reliability and the flavor they create with food, they are not known as a grill but a Weber. But now you don't only go to just to buy a grill. Here in Chicagoland especially, you go to a Weber grill eatery to eat burgers and chicken breasts. The brand is synonymous with flavorful food.

Likewise, people ask me what camera I use, so they can buy the same camera and make pictures like I do. I always smile when someone reacts to my pictures for the first time, they usually say 'you must have a really nice camera'. Really though, people who've followed my pictures over the years say there is a distinctive 'Casella' look to them, and that is the way I think an artist should use branding.

There's no one right way to approach branding, but it's important to find a way that works best for your company and helps you stand out from the competition. If you do it right, branding can be the key to success for your business. As long as you know your customer base, and that you can't appeal to everyone.

Branding all about marketing, and I wish these words below were mine, but Seth Godin said them:

"Marketing is creating the conditions for a story to spread so you can help people get to where they hope to go. Marketing is work that matters for people who care, a chance to create products and services that lead to change.

If you have to interrupt, trick or coerce people to get the word out, you might be doing too much promotion and not enough marketing.

But the web amplifies pull instead. When you need something, you tell Google or Amazon or Lyft or Shopify and they bring it to you. The ratio of inventory to demand has shifted dramatically–instead of one encyclopedia in every single house that sits idly waiting for you to need it, there’s just one Wikipedia, available to be pulled by anyone, at will.

When we seek to make change, our instinct is to start pushing. But shifting to pull can create efficiencies that can’t be matched by mass promotion."

And my favorite: " And worth noting: The Mona Lisa has a huge social media presence. Her picture is everywhere. But she doesn’t tweet. She’s big on social media because she’s an icon, but she’s not an icon because she’s big on social media. "




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