Starbucks, Talladega Nights, and Brand Identity

A recent Wall Street Journal article captures Starbucks’ state of trouble, far beyond the absurd Holiday Cup scandals of years past. In recent years, it has been the corporate version of Will Ferrell’s Talladega Nights character, Ricky Bobby, running around aimlessly in his underwear with no self-awareness.

Starbucks, 51 years in business, is having a commensurate midlife crisis of Ricky Bobby-like proportions. No longer the new shiny object, the brand has devolved to overcomplicated processes, mechanical delivery of products, and a sterile environment. Workers are tired, overwhelmed, and uninspired. Customers have changed too– they want what they want fast and with little to no human interaction.

Even the core product offering has changed. According to the WSJ article, some of their most popular products are exotic-looking iced drinks that radically depart from being the company’s stake-in-the-ground coffee purveyor. And most orders are either drive-through or to-go. Gone are the days when your local Starbucks has a tried-and-true Friends vibe.

Seventy percent of current workers have been with Starbucks for less than one year. They are highly frustrated and there is a massive push for unionization. One of their chief complaints? The ice machine doesn’t work consistently nor produce ice quickly enough to meet consumers' demand. Employees complain of waning benefits and of not being heard. Stocks have fallen despite record earnings. In short, the soul of the brand has atrophied. Howard Schulz, returning for his third stint as CEO, promises to change all that.

Whether you are a local small business or an international operation, it’s easy to fall prey to brand creep. Here are three takeaways to help your brand avoid falling into a similar scenario.

Lead with Self-Awareness

Your Brand DNA should function as a north star that guides all decision making on a daily basis. But once a year, step back to evaluate your brand identity and promise beyond the financial bottom line.

Ask yourself this big question. Is who we say we are who we really are in practice?

Leading with awareness involves getting outside of your thought bubble and rising above the mental cogs and gears that endlessly churn for most business owners and executives. Intentional time must be set aside to be in the right headspace to see things clearly.

Solicit Feedback and Listen

Someone within your organization (it may be you if you’re a small business) should be responsible for gathering and culling feedback on an ongoing basis. And while such feedback should be attended to regularly, as the leader, take intentional time to review the cumulative feedback to see what trends or narratives are emerging. This will help you mitigate problems down the road.

After gathering feedback, evaluate any discrepancies between your Brand claim and the reported experience of your Brand from front-line folks– your employees and customers. If discrepancies have surfaced, does the Brand need to change or does your company need to change? In other words, do you return to your original Brand promise or is your promise being forced to evolve?

Stay Close to the Fire

Regardless of which direction your answer dictates, stay true to the spirit of your brand. Your brand no doubt was birthed out of a passion, fire, or relentless desire to do something remarkable. Whatever you do, stay true to that.

Starbucks is in deep water now, not because consumers want to-go orders or iced drinks but because the soul of the brand devolved. And the spirit of the brand rests solely in its people.

In another Wall Street Journal article, Mr. Schultz acknowledges that his priorities are now his employees and customers, not his shareholders. He envisions new ways of propagating the Starbucks brand that are innovative and different, but innovation and thought leadership should still embody the intended spirit of the brand.

The best flex is to let Ricky Bobby and Starbucks learn the lessons for us. There is no need to hit rock bottom to stay true to your Brand identity, promise, and experience. Leadership self-awareness, openness to listen, and honoring the soul of your brand will help you win the endurance race. “It’s Shake and Bake time!”