Question: What is brand DNA?
Answer: Aristotle’s “Know thyself” sums it best. Without a clear articulation of a company’s internal genetic code (DNA), there is only product. Starbucks discovered its true DNA as “in the people business serving coffee” not “in the coffee business serving people.” Brand DNA is clarity and unity within an organization about its farthest-reaching purpose.
The short view is that Starbucks serves coffee. The farther-reaching purpose is that Starbucks is “Rewarding Everyday Moments” (their mantra) through an atmospheric experience unlike any other. The company is putting a customer’s experience of perfect coffee over the coffee itself.
Its ads enforce this people-over-coffee message with an appropriate tag — “It’s not just coffee. It’s Starbucks.”