I don't go to Starbucks for the coffee

Okay, sometimes it's for the coffee. But most times, it's for the Starbucks experience.

I know that the moment I step into a Starbucks, I'm going to be enveloped by that amazing coffee scent. I know that I can sit there for a couple of hours with my laptop and some good wifi. I know that a "Java chip for Aishwarya" with all the my specific requests will be ready for me soon.

I also know that this is not some delightful coincidence and that I'm not alone in thinking like this. This experience was one that was carefully designed by the creators of Starbucks.

When someone mentions Starbucks, you don't just think of their logo or their website. You think of those cups that have your name on them, that iconic whipped cream swirl, and that corner table that you like to sit on. This is testament to the fact that your logo alone will not do anything for your brand. Branding is a culmination of everything you do and everything you are.

That waft of coffee that surrounds the space is part of their branding. So is the fact that you have free, high-speed wifi.

"We like to say that we are not in the coffee business serving people, but in the people business serving coffee."

Starbucks is aware that people don't go there for the coffee, or at least just the coffee.