Creating a word bank
The brand I choose to base this exercise on was Starbucks as I like their products and their overall aesthetic.
How they speak to their customers
- Friendly
- Helpful
- Respectful
- Kind
- Professional
Writing for the website
- Professional
- Simple – clear to understand
- Short
- Catchy
- Engaging
Creating content for brochures and catalogues
- Consistency
- Logo
- Use of company colours
- uncluttered
- Simply but efficient
Brand dictionary
Calls to action in the marketing and advertisement
- Starbucks rewards
- Starbucks app
- Starbucks deliveries
- Starbucks stories
Contact us language
- About us
- Customer service
- How can we help you
- To get in touch with our Customer Care team, please send an email to UKInfo@support.starbucks.com,
Brand self description
- Mission statement ” To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.”
- High-end
- Great taste
- customer loyalty
Terminology for product ranges, processes and procedures
- Blend
- Roast
- Warmth
- Sips of delight
Tone of voice guide
3 words that describe the brands essence
- Quality
- Connection
- High-end
A short strapline summarizing its raison d’etre
Starbucks aims to create quality blends of coffee, to be a different kind of company and to enrich the human spirit.