Compare two Coffee shops with 8 branding strategies

Space in Meishu

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In this article, I try to use 8 branding strategies to compare the two famous coffee shops in Beijing, in order to discuss the different aspects of coffee shops’ marketing types which can attract people all around the world to have a sip of their coffee.

Coffee shops are indispensable in modern people’s lives nowadays, it provides busy men with a place which can let them enjoy their leisurely time alone or with companions. The function of a coffee shop is not only the coffee provider but a place with multipurpose.

The first coffee shop I’m going to mention today is called “Treescape Café” (錢糧美樹館), located in the Qianliang Allyway, Dongcheng District, Beijing. The specialties of the coffee shop are it provides guests with spiritual feast meanwhile it serves Gourmet coffees. And I’ll talk about it later with the discuss with 8 marketing strategies.

The other competitor of Treescape Café is “Starbucks”, which is located in Qianmen Street, Dongcheng District, Beijing. The Chinese and Western cultures blending style of its architecture successfully catch tourists’ eyes, and, of course, with the prestigious “Starbucks” brand, people are willing to spend their time there enjoying a dessert in an antique Chinese house.

1. The fist element of branding is: brand appearance

Treescape Café’s appearance is lack of salient impression, no matter the image of its logo or food package. The design has no differences between other coffee shops; however, Starbucks’ logo is well recognizable, so does its food package. The decoration of its foam on the coffee or the cups are designed perfectly and suitable for the atmosphere in the shop. But even so, Treescape Café’s art space and tranquility are their main target. And they do create a well-designed space that attract art enthusiast.

2. The second element of branding is: brand type (e.g. Apple's various products)

Treescape Café is not only selling coffee or dessert but also providing art learning project. Treescape Café was opened in 2006, aiming at creating a simple, bright and natural space that people can quietly read, paint or write there. Therefore, there are many books provided on the bookcases. Sometimes, it also mounts exhibitions of art and attracts art lovers to come to the seminar they held. In this case, the target consumer groups is clear. They want to gather people who enjoy arts and love nature.

On the other hand, Starbucks in Qianmen Street provides people with an antique, quiet place though, consumer groups there are multivariate. People finds the Chinese and Western cultures blending style of its architecture attractive and they are all well-known the coffee shop brand already; thus, the marketing target itself focus more on coffee lover.

3. The third element of branding is: brand behavior (how corporate leaders and employees behave)

Treescape Café’s employees are all good at arts, or more precisely, interested in arts. They share the personality of tranquil and graceful attitude. Unlike the joyous traits Starbucks’ employees have, they are so quiet that they don’t disturb the guests who might concentrate on doing something. It is related to the atmosphere in the shop. Employees of Starbucks are trained to make customers feel “warm” because of the clerks’ big smile and their customized service. Consequently, customers feel energetic and enjoy the beautiful day after they walk out Starbucks. They are two shop with different types and styles, that’s why Starbucks is the rumbustious chain store and Treescape Café is an exquisite famous little shop.

4. The forth element of branding is: brand trait

Brand trait can be practically represented by brand behavior. As I mentioned above, employees of Starbucks are more rumbustious and courteous, and they make their customers feel at home. In this case, people trust them that their coffee must be like the one homemade. On the contrary, employees of Treescape Café are graceful and decorous; therefore, people who are seeking a tranquil place will think of them immediately, and also their proper manner make them believe that their food must be prepared with heart.

5. The fifth element of branding is: brand taste

The brand teste of Starbucks is vivacious, their products change by seasons and places. However, they don’t change too often to make people confuse, it seems like the marketing strategy of Apple. They rise a topic before new products’ arrival. Hence, people are curious about the taste, and are willing to give it a try. Besides, Starbucks has a warm image in people’s heart, so the taste of the brand also gives people the homemade feeling. As for Treescape Café, people are surrounded by atmosphere of art and plants when they walk in. Thus, it furnishes guests with pure taste of life, nature and art.

6. The sixth element of branding is: brand comment

They all share great comment from their customers. As for Starbucks, people are fascinated by their decent and joyous services. Starbucks share perfectly systematic regulation all of the chain stores, and suit visitors all over the world. It makes the “Starbucks culture” cross-cultural. In contrast, Treescape Café targets on niche market. It creates its own culture with art enthusiast, if you are an art enthusiast, you will love the graceful small coffee shop hiding in an alleyway.

7. The seventh element of branding is: brand quality

Starbucks, no doubt, have a good brand quality. People can recognize their products just at the glance of them. The beautifully flower-decorated foam on the coffee make people love the products of Starbucks. Also, the fame of their products are also because of the intense commercial advertisement put everywhere. On the other hand, I don’t think that Treescape Café’s brand quality can be well recognized, since their products show nothing special then other shops. However, Treescape Café’s fame is not about their food but the sense of art and the taste of tranquil life.

8. The eighth element of branding is: brand name

Starbucks is easily to be pronounced by people all over the world; therefore, it can be well remembered and searched. Yet, Treescape Café create a English name which might not be known for main customers from China, for customers in China prefers to call its Chinese name. How about customers from other countries? I think even though Treescape is easy to say, it still not easy to be remembered, for the typeface, like the font, is not eye-catching. Also two name for one shop makes people confused. Because the meaning of its Chinese name and English are not quite the same.

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