Establish yourself as a brand, not just a profit channel and you will profit more while filling your customer’s needs. The reason I think it’s important to make this distinction of Brand VS Business is that it makes a difference in the longevity of your business. Brands can be a movement while a Business is the connivance of location and options.
Every business is a brand even if they don’t realize it. It is how you communicate with your customers that define it. Before we move forward let’s define a Business and a Brand.
Business: The purchase and sale of products or goods, in an attempt to make profits.
Brand: The mark of infamy or disgrace.
The choice is about how you would like to be known. If you need a Guide defining your Position we are here to help you Succeed in your Business Goals.
Relatable Example:
Let take a look at what this looks like on a practical level. When you are on a road trip, and you need gas. You are limited by location; you need to get gas in a certain number of miles. You look at the signs or an app and make a decision where you want to gas up. Let’s look at what you would take into consideration:
Business to fill a need:
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- Location
- Convenience
- Price
- Product available, Food, Carwash
- Location
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Brands make us feel good:
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- Quality of Gas
- Loyalty Rewards Program
- Clean Bathrooms
- Past interactions with Brand
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These are all the things our brains take into account and process either consciously or subconsciously over time brands teach us what to expect and how to interact with them. So are will filling a need just to get on with our day or do we feel good about how and who we filled the need with.
Brand Comparison
So, let’s look at how two brands have defined these things and communicated to their customer base how to interact and them. I am a coffee lover so this is a simple comparison of two brands that I interact with frequently
Starbucks VS Dunkn’
We will use the table below to analyze them in-depth
 |  | |
Year Founded | 1950 | 1971 |
Instagram Followers | 2.3 Million | 17.8 Million |
Tag Line | We’ve got your back, America. | Inspiring and nurturing the human spirit -- one person, one cup, and one neighborhood at a time. |
Mission Statement | FROM COFFEE BEANS TO JELLY FILLING Everything we do is about you. From chefs who create exciting new flavors, to crew members who know exactly how you want your drink—we prioritize what you need to get you on your way. We strive to keep you at your best, and we remain loyal to you, your tastes and your time. That’s what America runs on. | From the beginning, Starbucks set out to be a different kind of company. One that not only celebrated coffee but also connection. We’re a neighborhood gathering place, a part of your daily routine. Get to know us and you’ll see: we are so much more than what we brew. We call our employees partners because we are all partners in shared success. We make sure everything we do is through the lens of humanity—from our commitment to the highest-quality coffee in the world, to the way we engage with our customers and communities to do business responsibly. |
Years in Business vs Following:
From the chart above we can see that Dunkin’ Donuts has been in business since 1950, 21 years longer than Starbucks however when we compare their Instagram followers Starbucks has a 90% more than Dunkin. While some of this speaks to the fact that Starbucks is catering to a younger demographic. I think there’s a little more to the story. While demographics impact different social media platforms uniquely, let’s use them over analyze these two brands and see what makes them different.
Tagline Review
Is there something in the tagline of each business that makes their brand cause their customers to interact with them differently?
Dunkin’ has a very simple tagline “We’ve got your back, America” it’s a good tagline.
Starbucks says, “Inspiring and nurturing the human spirit, one person, one cup, and one neighborhood at a time.”
What is the difference between these taglines? Dunkin’ Donuts says to me they are a helpful tool. They have my back and I feel good about doing business with someone who wants to help me. While I feel good about my purchase at Dunkin’, if I buy a Starbucks coffee it’s going to nurture my soul and somehow my whole neighborhood.
Mission Statement Review
Starbucks has clearly defined they want to have a more intimate relationship with their customers but why do I want to spend 75% more for a cup of coffee. Let’s move away from Instagram and look at the company’s mission statements
FROM COFFEE BEANS TO JELLY FILLING Everything we do is about you. From chefs who create exciting new flavors to crew members who know exactly how you want your drink—we prioritize what you need to get you on your way. We strive to keep you at your best, and we remain loyal to you, your tastes, and your time. That’s what America runs on.
From the beginning, Starbucks set out to be a different kind of company. One that not only celebrated coffee but also connection. We’re a neighborhood gathering place, a part of your daily routine. Get to know us and you’ll see: we are so much more than what we brew. We call our employees partners because we are all partners in shared success. We make sure everything we do is through the lens of humanity—from our commitment to the highest-quality coffee in the world, to the way we engage with our customers and communities to do business responsibly.
While Dunkin’ has a good mission statement. Their mission is about me and how they’re solving a problem to get me some coffee. How is it that Starbucks has such a bigger following?
Dunkin’ says come by grab your coffee and go, while Starbucks says come in get to know us and you will have a better life for it. Honestly this is how I interact with both of these brands I drink and Dunkin’ Donuts on the go but when I’m meeting someone for coffee and want to spend time with them, I go to Starbucks. I know we will have comfortable chairs to sit in and a warm atmosphere, so it makes sense.
Brand Conclusion:
Who has the best coffee is your preference. The point is that each of these brands has described a mission. That mission tells us what to expect and how to interact with them.
Starbucks charges me more for coffee but they do tell me why. They pay their employees, they contribute to my community and they nurture my soul by being able to have a cup of coffee with someone I don’t want to invite over to the house.
Dunkin doesn’t charge me as much for a cup of coffee. They will keep me from getting bogged down while waiting for a coffee so that I can continue on my day and be productive.
The answer to why Starbucks has a bigger following; they are an interactive company and they want you to spend time getting to know what they’re doing for your community, neighborhood, and for you. Dunkin’ Donuts is a tool that helps me get through my day but I don’t feel as connected to the brand.
While Starbucks is a larger company financially the point is that both of these brands have helped us define how we should do business with them. This is not to say who is better, it is just to understand what they have defined as a brand message and how they use it to fill a need for their customers.
Build your own Brand
Use the questions below to define your brand. Also you can download a FREE PDF worksheet below to help define your own messaging.
What problem do you solve?
What need do you fill?
How do you make other people lives better?
Why are you in business?
How do you want your customers to interact with you?
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“Questions to Build Your Brand“
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