Visit a popular store. The brand should be well-known and you must visit a shop where their products are being displayed or distributed. Before going to the shop, determine the following about their brand identity and once at the shop, evaluate how they remain true to their brand identity or not. How is the brand identity enhanced (or, perhaps, not expressed) at the point of customer interaction?
For this task, I picked the store, Starbucks.
What brand identity element are they using in their logo?
The company uses an abstract mark for their logo featuring a Siren inspired from the movie/book, Moby Dick. They can easily be identified by this and contributes to the success of the company. It is indeed one of the world renowned specialty coffee store.
What do you think their brand ideal is?
Their brand ideal rests on creating a space and culture of warmth and belongingness. It nurtures relationship and comfort where people can go to as their “third” home. Positioning themselves as being more than just a coffee.
How do they remain true to their brand ideal within their shops?
I believe that they are doing a great job with remaining true to their mission and core values. I perceive them (shop-wise) as a comfortable-cozy place not just for savoring a coffee but also as a place where I would want to meet people and catch up because of its ambiance.
Evaluate the customer experience according to the brand ideal.
The customer experience is very good in Starbucks. There is a personal touch in how they deliever their product. Not only can you personalize your drink if you wish, but will also try to call you by name. Although, sometimes, they can misspell your name but, its the thought that counts, right?
Evaluate the visual display of the products according to the brand ideal.
Having a contemporary design that is constant with their decors and it’s advertising plays a big role on my evaluation. BUT, I can also be bias because I LOVE COFFEE. They serve more than 30 blends of premium coffee. Aside from their delish pastries, they also have merch for sale which they laid out neatly.
The only negative thing (from me) is that, they put them too neatly that I feel like, if I will get something out from it, it will look imbalanced. They look too perfect.