Starbucks New Dress Code
Building a brand is about everything. Everything a company spends money on. And if done well, everything employees touch. If done perfectly, it extends to consumers who share brand love and value(s) with other customers. The latter two behaviors are free.
I read today that Starbucks, in an effort to strengthen brand and bottom line, has instituted a bit of a dress code tweak for baristas beginning May 12th. Under their green aprons, baristas must wear black or dark colors.
Starbucks rationale:
“By updating our dress code, we can deliver a more consistent coffeehouse experience that will also bring simpler and clearer guidance to our partners, which means they can focus on what matters most, crafting great beverages and fostering connections with customers.”
This is certainly a brand building effort. Consistency of “product, message and experience” is a smart brand-building strategy. Hence, the green apron. And hence the more controlled uniform. As for allowing baristas to focus more on crafting great beverages and fostering connections with customers, that’s a bit of a stretch.
One of the best ways to demonstrate commitment to brand values is through deeds. Remembering names, engaging beyond the order (small talk?), discussing the product are process deeds. These are behaviors Starbucks should suggest to baristas if connection is the goal.
Brand strategy in “an organizing principle for product, experience and messaging. This dress code thing is smart. Behavior change is also smart.
Peace.