Netflix had significantly grown since its humble beginnings when it introduced streaming services back in 2007. In 2013, they produced their first show, ‘House of Cards’, and they have gone nowhere but up since then.

In its earlier stages, building the Netflix brand meant finding the means to promote it while being an entirely new business. Here are three powerful tools that Netflix used to become a strong brand that it is today.

The Positioning Model

When creating your brand, you need to think about what you want your consumers to feel and recall whenever they hear your brand name. This may involve personal stories, promises, and personality traits. To build your brand, you need to think about what it is, what benefits your customers can get out of it, how it can improve other people’s lives, and what its personality would be if it were a person.

Ideally, you should be as clear, as precise, and as straightforward as possible. Imagine you are talking to a child about your brand. Also, introduce your brand the way that you would introduce a person. Doing so will bring about emotions in the people that you talk to and, in turn, make your brand more memorable. Make sure to mention how your brand can benefit your customers, as well.

The Branding Pyramid

After the Positioning Model comes to the Branding Pyramid, which will embed your brand into the mind of your consumers. Great brands like Netflix showcase focus on the emotional benefits when it comes to this to make them more relatable. They also aim big, promising their customers something to look forward to in the future.

The Branding Pyramid can help you level up your brand’s attributes and benefits to jolt emotions and make your brand memorable. Although Netflix has provided the same benefits over the years, the product changed greatly – from sending out DVDs via mail to providing streaming services to creating original content.

To make the most of the Branding Pyramid, make sure you evoke the right emotions. Make them positive, personal, and powerful. Additionally, always think big and think ahead. Ask yourself what you want to do for your customers and the world in the long run. Dream big and make plans to make valuable contributions. This will help you create a legacy, just like Netflix and help you reach your full potential.

The Positioning Model

The Branding Pyramid

The Concept Summary