Netflix Brandguide

BRAND RESEARCH

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Why is Netflix called Netflix According to Rewind & Capture the name is a combination of 2 words. “Net” is derived from the word Internet and “Flix” is a shortened version of the word flicks – a synonym for movie. Put them together and you get why Netflix is called…Netflix. (Rewind & Capture, 08-05-2014) [1]

Promise

Positioning statement

This is where their tagline comes in: “See what’s next”

Netflix has a very well thought statement. They want to connect people through their story’s , and as the design bureau gretelny says: “anticipation is at the very heart of storytelling.

What will happen in the next moment, the next episode, the next season? Where will Netflix take us next?” (Gretelny, n.d.) [2]

The words “See” and “Next” also have separate meanings as well. “See” means: The connection with the story’s, exploring & viewing content and looking forward.

“Next” means: Anticipation, Innovation and Curiosity (Gretelny, n.d.) [2]

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See what’s next.

WATCH ANYWHERE. CANCEL ANYTIME.

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“Stories move us. They make us feel more emotion, see new perspectives, and bring us closer to each other.”

- Netflix

Netflix personalities The Netflix’s Personality is best defined by the following 4 traits. (Peter Wenzel, 11-2016)[3]

Original

Convenient

Friendly/Helpful

Netflix try’s to be original, they want to be unique making and serving content to people they can’t find elsewhere. This can be seen on their own website from the fact they make their own “Netflix Originals“ which you can’t watch elsewhere.

They also try to make refreshing content in a way no one does like in “Bendersnatch“ where YOU create your own outcome in a movie!

Netflix also try’s to be convenient, as is clear from one of their catchphraces “WATCH ANYWHERE. CANCEL ANYTIME.“ You can use netflix on multiple devices, it is a monthly subscribtion which you can cancle anytime and anywhere as long as you have internet.

As stated on the about netflix page (Netflix, n.d.)[4] “At Netflix, we want to entertain the world. Whatever your taste, and no matter where you live, we give you access to best-in-class TV shows, movies and documentaries.

We are the world’s biggest fans of entertainment, and we’re always looking to help you find your next favorite story.”

This statement shows Netflix’s friendly & helpful nature at best.

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The Netflix persona This Netflix persona was made based on the research of AdTargeting [5.1] (AdTargeting, n.d.) and Businessofapps (Mansoor Iqbal,09-03-2021) [5.2]

Info Name: Noah Jefferson Age: 27 Residence: New York, USA Job: Administrative Services Relation: Married, 2 kids

Bio Noah Jefferson is a average 27 year old American citizen from New York. He has a wife, 2 children and has a subscription on Netflix with an account for the children. His guilty pleasure is watching drama’s.

Ambitions Personality Introvert

Extrovert

Analytical

Creative

Conservative

Liberal

Passive

Active

- Noah wants to be a good father and husband and thus wants to provide his family with good and safe entertainment.

- Noah wants to be original, he likes to stand out and watch original content.

Problems & Wishes - There are many different streaming platforms out there and they all show the same old shows and movies. Noah wants a place where he can watch original content!

- Noah also wants his family to be able to watch original content in a safe way, so that his children can also use the service.

Storyboard

Future situation

Current situation

Dit storyboard is gebaseerd op het persona gecreerd op de vorige bladzijdes. Om een storyboard te maken heb ik het template van de brand canvas aangehouden. (Jack Nielsen, 21-06-2016) [6]

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Once upon a time there was Noah Jefferson

But he wished that There would be 1 streaming service which would serve original content on a regular base.

He always used to Switch between streaming services

Until He visited a friend which used Netflix

But there was always an issue There was barely any original content out there

He wanted to solve this By switching streaming services to find new content.

In contrast to his solution

His dream became reality by

His friend now regularly received new original content and could still watch older movies and series

Purchasing a subscription to Netflix. Now he and his family can watch new exciting shows on a regular base on a safe platform!

Netflix Logo & Symbol Netflix uses 2 types of logo’s the first one is their logo itself and the second one they call their symbol, which is more of a favicon. Below I will explain both.

Netflix Logo The Netflix logo has been made as Netflix puts it: “With the arc of a vintage CinemaScope and the signature Netflix red, our wordmark is iconic.” (Netflix, n.d.) [7] The only case you can use the white logo is as watermark upon a video.

Netflix Symbol “The N represents connection and a never-ending stream of stories to our subscribers. Simple and iconic, it instantly sparks brand recognition.” (Netflix, n.d.) [7]

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Netflix’s colors

Netflix Black

Netflix Red

Dark Red

Netflix White

RGB: 33 31 30 HEX: #211f1e CMYK: 72 66 60 80 PMS: 532 C

RGB: 229 9 20 HEX: #E50914 CMYK: 0 96 93 2 PMS: 1795 C

RGB: 178 7 16 HEX: #B20710 CMYK: 18 100 100 10 PMS: 7627 C

RGB: 245 245 0 HEX: #f5f5f1 CMYK: 5 3 7 0 PMS: 656 C

Netflix Typography

Netflix Headers (Bold)

Netflix makes use of 1 font only, they use Netflix sans on al their websites at least since 2018. Netflix sans is a font that they have made for all their content.

See what’s next.

Netflix text (Light)

Acording to “That is nice“ they do use it in al kind of different way’s. They use a bolder version text for headers and a lighter version for texts itself. They also use buttons in the same font. (Jenny Brewer, 21-04-2018)[8]

Watch anywhere.

Cancel anytime.

Netflix Sans Even titles for their Netflix originals are made of different types of Netflix sans. They use it bolder, lighter, only the edges of the fonts and more. But it is all done in Netflix sans.

Nn

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0

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The Netflix Imagery Imagery is very important for Netflix. Your eyes have a big impect on what you want to watch. So in order to make a series look atractive the Imagery needs to be on point aswel. This is perfectly explained in this scentence form Netflix itself: “If you had to encapsulate the entire movie into a few inches to convince your friend they’d love the movie, what would it look like?“

As Netflix put’s it: Imagery is a powerful thing -- it has the ability to move people in so many different ways. Over the last few years, we have worked hard to learn how a winning combination of technology and creative helps members discover stories they will enjoy faster and ultimately, have a better Netflix experience. While the results from our research were often surprising, it is clear that an image can move people in powerful ways and done right, pictures can help people find the stories that they will love even faster. (Nick Nelson, 03-05-2016)

Awareness

Sale

Next to tv advertisement, which Netflix actively does. Netflix’s biggest marketing tool is the people them selves. Since so many people use it already word of mouth advertising is huge. Ask anyone around you 3 streaming services and Netflix is bound to be one of them.

(Benjamin Leong, 05-2020)[10]

Netflix has 3 kinds of subscribtions: Basic which gives you Netflix (not HD) and only for one screen at the same time. Standard, which gives HD, the ability to watch on 2 screens at the same time.

And Premium, with which you can watch on 4 screens at the same time and see everything in Ultra HD. Netflix also has gift cards. These are in the Netflix style. (Netflix, n.d.) [11]

Delivery

Post-Delivery or Use

Even though Netflix does not deliver cd’s like they used to, they now deliver you great quality movies and series on a regular basis. To do this they mail you about their up and coming content to make you excited in advance. They also use a notification system in Netflix itself.

Post purchase Netflix does not leave it at that, you regularly get mails with updates about new up and coming films and series, series you might enjoy, that there are new episodes of your favorite movie/series and more. This way you stay engaged. If you have the Netflix app you also get push messages about this.

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Imagery

Personality

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Awareness

Original, Convenient, Friendly and Helpful

Noah used to switch between streaming services until he found Netflix. Now his dream of an original streaming platform is reality.

Sale

Storyboard

Watch anywhere. Cancel anytime.

Tv Commercials, but above all Word-of-Mouth Advertisement.

3 Different type subscribtions And a gift card with the brand on it.

Delivery

Color Palette

“See what’s next”

See what’s next.

STRATEGY

Mails and notifications about upcoming content / updates about your favourites.

Post-Delivery

Typography

Name: Noah Jefferson Residence: New York, USA Job: Administrative Services Relation: Married, 2 kids Age: 27

Noah Jefferson

Logo

Connect people through their story’s, what will happen in the next moment, the next episode, the next season? Where will Netflix take us next?”

Name

Persona

Positioning statement

SYMBOLS

Promise

STORY

Regularly get updates about new up and coming films and series you might enjoy or that there are new episodes of your favorite movie/series.

[1] Why is it Called Netflix? https://www.rewindandcapture.com/why-is-it-called-netflix/#:~:text=The%20name%20is%20a%20combination,rental%20service%20 for%20DVD%20players. (Rewind & Capture, 08-05-2014)

[2] Netflix Global Rebrand https://gretelny.com/netflix (Gretelny, n.d.)

[3] Streaming Services an Analysis of Netflix and Amazon https://www.researchgate.net/figure/Brand-Positioning-Netflix-and-Amazon-Video-Source-Own-representation-based-on-Homburg_ fig2_310705485 (Peter Wenzel , 11-2016)

[4] About Netflix https://about.netflix.com/en (Netflix, n.d.)

[5.1] Netflix Revenue and Usage Statistics 2021 https://www.businessofapps.com/data/netflix-statistics/ (MANSOOR IQBAL, 09-03-2021)

[5.2] How To Target Facebook Ads To “Netflix” Audience https://adtargeting.io/facebook-ad-targeting/netflix (AdTargeting, n.d.)

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[6] The Brand Canvas, How To Create & Communicate A Brand https://www.ignitionframework.com/the-brand-canvas-how-to-create-and-communicate-a-compelling-brand/ (Jake Nielson, 21-06-2016)

[7] Netflix Brand-Logo https://brand.netflix.com/en/assets/brand-logo/ ((Netflix, n.d.) )

[8] Netflix unveils Netflix Sans, a new custom typeface https://www.itsnicethat.com/news/netflix-sans-typeface-dalton-maag-graphic-design-210318 (Jenny Brewer , 21-03-2016)

[9] The Power of a Picture https://about.netflix.com/en/news/the-power-of-a-picture (Nick Nelson, 03-05-2016)

[10] How Netflix Achieved 137 Million Subscribers (Word-of-Mouth) https://www.referralcandy.com/blog/netflix-marketing-strategy/ ( Benjamin Leong, 05-2020)

[11] Netflix https://www.netflix.com/nl/ (Netflix, n.d.)

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Brand Research Made by: Martijn Boegheim