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Suggestions for Opening Training Session: Open with a brand focused icebreaker to engage your audience and invite them to share their perceptions of Starbucks. Picture Sort: Provide audience with magazine ads, asking them to choose a picture that represents the heart and soul of Starbucks, or a specific characteristic that differentiates the Starbucks brand. Provide pictures that could represent each of our Differentiators and our promise. Provide pictures that represent ideas – i.e. a colorful stack of shoes can represent the diversity of our customers. Ask them to show the picture to the group and share why they chose it. Reference the comments they shared throughout your presentation where appropriate to create a connection between yourself and your audience. Storytelling Start with a customer story to reinforce “Human Connection” that’s at the core of our brand. Use locally relevant stories where possible. See customer story examples in the appendix. Word brainstorm Ask audience to say out loud any word they associate with Starbucks. Talking Points to connect icebreaker to quote on first 2 slides: You’ve done a great job of describing a lot of the aspects of the Starbucks brand! Today we’re going to talk about a few other characteristics that differentiate our brand and the language we use to communicate these ideas so we are all using the same compass to guide our efforts and execute consistently. Transition: First we’re going to start with a quote from one of our past presidents, Howard Behar, which captures the human connection idea so well…READ QUOTE on next 2 slides.
. Main communication message: We want to make a difference in people’s lives by creating positive experiences that make their day better. We deliver this through our promise: Daily Inspiration that enriches people’s lives. Talking Points: … And how we create human connections that are unique to Starbucks is through our promise to our customers: To provide “Daily Inspiration” that enriches people’s lives. Everything about our brand adds up to the Starbucks Experience and one of the most important components of our brand is our promise to our customers. Providing Daily Inspiration is about creating a personal connection, greeting someone with warmth, and providing a smile that inspires. It’s the little moments that make someone’s day better and create uplifting experiences. It’s these small gestures that create meaningful human connections. Daily Inspiration is about: - Inspiring them to do something more, take on the day, try something new. - Feeling connected to other people - Delighting someone by going above & beyond their expectations We want to make each customer’s day better because of their experience at Starbucks.