Made by 
How Netflix defined a brand that helped it to build a great product, and vice-versa.
↔️ 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.
Be descriptive.
How does it improve customers’ lives?
If your product, company or service was human and you met at a cocktail party, how would you describe them?
- 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 →
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."
The "bits and bytes" of what your product offers — the things that deliver benefit to customers.
How does your product improve customers’ lives?
If your product does a great job delivering benefits, how do you want your customers to feel? Emotion makes brands memorable.
In the next decade or two, how might your product or service dent the universe? Think big.
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
It must answer the question: Do people understand who I am, my benefits, my personality and the something bigger I will represent?
- 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.
🔢 The overview
Visit the page below to see an overview of your answers from above.
Branding framework overview
