By Carol Chapman, Principal & Co-founder of The Brand Ascension Group
Rarely do you see a Starbucks commercial. When you do, you really notice. The most recent one is focused on their social responsibility as a highly respected brand that cares about the environment. It’s called ‘Join the Movement’ and it’s about making a difference. https://www.starbucks.com/thebigpicture
On April 15th, everyone is encouraged to bring in a reusable travel mug into their local Starbucks. If you do, you’ll get a free brewed coffee. I’m in!
Their message for the commercial centers around ‘one person can save trees, together we can save forests’. Starbucks says that it’s just good for the planet and they’re asking everyone to switch from paper cups to reusable travel mugs. The commercial shows thousands of New Yorkers on a single day in March who made the switch. Starbucks is challenging everyone to join them now by taking a pledge to do the same on April 15th. Again, I’m in!
Starbucks has said that their highly-recognized icon of a white cup with the green and black logo of a sea witch is an integral part of their brand’s experience. But they also know that is has become a major concern among environmentalists because of the recycling challenges. Their commitment to respond to concerns is to minimize their carbon footprint. They are hoping to ensure that 100 percent of their cups are reusable or recyclable by 2015. https://www.starbucks.com/responsibility
This effort by Starbucks suggests that every brand has a prime opportunity to identify and associate itself with something bigger than the product or service they provide. It’s about being part of something special that has far-reaching impact beyond the brand and the bottom-line, and recruiting others to share and immerse themselves in the cause. It’s about creating good-will and believing in something because it’s the right thing to do. As humans, many of us have a need to contribute to something bigger than ourselves and to be a part of the solution to real issues we face. That’s what Starbucks is doing. It says a lot for what they stand for as a brand and how they want to lead the way in living up to one of their core values.
Now, you might be asking yourself, “How can my business become a part of something bigger, a greater cause beyond just my brand?” Well, start with looking at your core values as a brand. Understanding your values and what is meaningful to you can guide you in the right direction for a cause that resonates with who you are as brand. Also, visit our online brand-building program at https://www.brandascension.com/dna_webinar_calendar.html. The first module helps you dig deep to truly identify and define your core values. Could be the best opportunity for you this year to identify a cause that allows your brand to stand for something bigger.