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Branding framework

Stage
Scale
Author

Made by NetflixNetflix

Description

How Netflix defined a brand that helped it to build a great product, and vice-versa.

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Notion tip: Use this template to learn more about Gib Biddle's branding framework, answering each of the core questions as you go.

↔️ The positioning model

A brand is the unique story that consumers recall when they think of you. This story associates your product with your customers’ personal stories, a particular personality, what you promise to solve, and your position relative to your competitors. Learn more →

1. Answer these three questions about your company.

1️⃣
What is it?

Be descriptive.

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2️⃣
What are the customer benefits?

How does it improve customers’ lives?

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3️⃣
What is its personality?

If your product, company or service was human and you met at a cocktail party, how would you describe them?

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  • Avoid positioning exercises alone or in silos.
  • Describe it to a sixth grader.
  • Put your descriptions on a diet.
  • Don't stop until there's precision.
  • Introduce your company like you would a person.
  • Decide on one word to own.
  • Express the benefits from the point of view of the customer — not the company.
  • Learn more →

NatureBox Example

Questions
Group A
Group B
Group C
What is it?
Custom subscription snackbox
Snack innovator
Snack delivery service
Customer benefits?
Convenient, tasty, unique, variety
Wholesome and unique
Convenient, tasty, healthy
Personality?
Fun and exciting
Fun and friendly
Friendly and thoughtful

🔼 The branding pyramid

The pyramid model is a way to "level up" from the attributes that define your product to the benefits it delivers. Then you can step into the emotional realm that makes a brand memorable. The "something bigger" can anchor your brand for decades. Learn more →
Product attributesProduct benefitsEmotional benefitsSomething bigger\Large\textsf{Product attributes}\\ \downarrow\\ \textsf{Product benefits}\\ \downarrow\\ \textsf{Emotional benefits}\\ \downarrow\\ \textsf{Something bigger}\\

2. Define the different levels of your branding pyramid.

Start from the bottom by defining the nitty-gritty, then work your way to the "something bigger."

1️⃣
Product attributes

The "bits and bytes" of what your product offers — the things that deliver benefit to customers.

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2️⃣
Product benefits

How does your product improve customers’ lives?

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3️⃣
Emotional benefits

If your product does a great job delivering benefits, how do you want your customers to feel? Emotion makes brands memorable.

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4️⃣
Something bigger

In the next decade or two, how might your product or service dent the universe? Think big.

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Headline
Nike
Apple
Netflix
Product attributes
Fashionable, lightweight, durable athletic wear
Mobile digital products and services
Streaming TV shows, movies, and original content
Product benefits
Look great, perform, get fit
Ease of use, creativity, productivity
Convenience, selection, value
Emotional benefits
Mentally and physically empowered
Freedom
Satisfied, delighted
Something bigger
Reach your full human potential
Revolutionary innovation
Escape from reality

⏺ The concept summary

A good concept summary takes all of the thinking from your positioning model, branding pyramid and internal discussions about what your company wants to be when it grows up — and reduces it to one paragraph. Learn more →

3. Complete your concept summary

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Your concept summary

It must answer the question: Do people understand who I am, my benefits, my personality and the something bigger I will represent?

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  • Your concept summary is a reliable gut-check when you make product decisions.
  • It helps you communicate your brand more effectively.
  • A good concept summary is a record of the timeless and temporal parts of your brand.
  • A concept summary uses everyday, non-sales language to communicate elements of your brand pyramid and to explore what resonates with customers.
  • Learn more →

Netflix's concept summary

Sometimes it’s hard to find a movie everyone can enjoy on a Friday night. For individuals and families with internet access, Netflix instantly streams an unlimited number of TV shows and movies, anytime, anywhere. Simply search, browse and watch on the easy-to-use website, mobile apps, apps on game platforms and hundreds of Internet-connected devices. With one-click anyone can watch ad-free, HD quality, TV shows and movies. It’s month-to-month and you can cancel anytime. We offer a one month free trial. Netflix, it’s movie enjoyment made easy.