Netflix Branding Strategy and Marketing Case Study
Analysis and examples of Netflix’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content.
Brand Overview
Customers
Target Customer
Movie & TV Fan
Primary Need (Job To Be Done)
Access new and classic movie and TV content no matter where I am
Brand Visual Identity & Content
Primary Brand Colors
#E50914
#000000
Brand Typefaces
- Netflix Sans
Hero Content
Hero Content Type
Photo
Content Features People
Yes
Brand Messaging
Key Messages
Benefit or Feature Focus
Feature
Tone of Voice
Brand Positioning (Elements of Value)
Aspirational
Affiliation & Belonging
Emotional
Fun & Entertainment
Functional
Variety
Simplifies
Quality
Brand Benefits
Benefit #1
Immediate access to movies and TV shows available across any device I use
Benefit #2
Ability to discover new content for entertainment, distraction, and informational purposes
Benefit #3
A source of connection, discussion, and activity between family and friends
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