by Netflix

<aside> 💡 Notion tip: Use this template to learn more about Gib Biddle's branding framework, answering each of the core questions as you go. With synced blocks, your answers will be automatically collected and formatted into a Branding framework overview page.

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↔️ 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.

• 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

🔼 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 →

$$ \Large\textsf{Product attributes}\\ \downarrow\\ \textsf{Product benefits}\\ \downarrow\\ \textsf{Emotional benefits}\\ \downarrow\\ \textsf{Something bigger}\\ $$

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."

Examples