Instagram/video transcript: https://www.instagram.com/reel/DQJkIFtkX4Z/

Uploader: Denny Kurien Posted: 20251023

Caption (from the post)

Why do you pay $7 for coffee that costs 30 cents to make?

It’s not the logo. It’s not even the green & whiter cups or Instagram-worthy aesthetic.

It’s because Starbucks built something most brands never do: a complete brand identity.

Logo = recognition Visual identity = consistency Brand identity = loyalty

Save this if you’re ready to stop competing on price.

#Branding #BrandIdentity #Starbucks #Logodesign #visualidentity

Transcript (verbatim machine transcription: faster-whisper medium, language en, unedited)

A logo is a useless shape. Its only job is to be memorable. But memorable doesn’t make you billions. Let me prove it. When Starbucks launched in 1971, people thought the logo was some weird fish lady. It’s actually a two-tailed siren from Norse folklore, mermaids that lured sailors in with their songs, signifying coffee’s irresistible pull. Plus Seattle’s a port city with the company’s headquartered. Clever metaphor, but a smart logo alone doesn’t make you $100 billion. Enter the visual identity. Green and white everywhere. From their packaging, to their uniforms, to the handwritten cups. All makes them instantly recognizable. But recognition still doesn’t explain why you’re paying $7 for a 30 cent coffee. Here’s what actually makes them worth $100 billion. Four things working together. The audience. They don’t target coffee drinkers. They target people who need a third place. Not home, not work, but somewhere in between. The story. They’re not selling coffee. They’re bringing Italian coffee bar culture to America. You’re buying belonging. Product. Venti iced caramel macchiato with an extra shot of caramel and whipped cream. That’s not just the drink. That’s your custom identity in a cup. The personality. The explorer archetype. One who seeks out new experiences and values freedom and independence. When all four circles overlap, that becomes your brand identity. And that’s what’s worth $100 billion. A logo gets you recognized. A visual identity gets you remembered. And a brand identity gets you chosen. Follow for more premium branding advice.