Branding

Gib discusses the importance of branding for builders, and how Netflix has used it to build an effective product and brand. He defines a brand as the story that builds a relationship between a customer and a product, including Positioning, customer benefit, personality, aspiration, and emotion. He outlines two models that can be used to define a brand: 1. The Positioning model which includes Positioning, customer benefit and personality 2. The brand pyramid which adds aspiration and emotion. He then gives examples of how to use these models, and how Netflix has used them to build their brand. Finally, it gives tips on how to test and measure the efficacy of the branding.

Arielle covers exercises that help define a company's purpose, position, and personality: • Purpose: Articulate how the company will change the world for the better, by looking at the intersection of the cultural tension that exists in the world relative to your product and your brand's best self • Position: Define what makes your company unique and different and what it will deliver • Personality: Create a voice guide to ensure consistency in written copy

Julie covers: • Position with precision across 5 questions • Define your ideal customer by looking high-expectation customer (HXP): a customer who is very discerning • Why high expectation customers are not necessarily early adopters • How to find high expectation customers • Consider whether customers come to you with a fixed mindset or a growth mindset • Make your high expectation customer a regular, familiar presence in the office • Incorporate your high expectation customer into the DNA of your company—your strategy, product roadmap, operations and marketing • Check in on whether the description of your high expectation customer is accurate every 2 to 3 years

Google Ventures' Brand Sprint consists of six exercises. First, you think about your company’s motivation: 1. 20-Year Roadmap helps you think long-term. 2. What, How, Why reminds you why your company exists. Next, you add detail: 3. Top 3 Values makes your why more specific. 4. Top 3 Audiences helps you prioritize the target for your brand. Finally, you position your brand relative to others: 5. Personality Sliders defines the attitude and style of your brand. 6. Competitive Landscape compares your brand to other companies.

Micah covers: • Why did we embark on a rebrand? • Step 1: Unearth the core of our brand • Step 2: Bring in some help • Step 3: Develop a visual identity • Step 4: Iterate, iterate, iterate • Step 5: Create a system • Step 6: Refine the system • Step 7: Brand all the things