Comparing Brands
When you think of the top 100 brands of 2023 many names will come to mind. There is one thing all these brands have in common besides a good product or service and that is great branding. Branding is how marketers establish an identity and create awareness for a company. This helps them sell their products or services. They do this by communicating a story or message to their audience. Branding includes things like creating a meaningful logo, slogan, voice, and much more.
Both Tesla and Netflix made it on Interbrand's list of top 100 brands in 2023. These brands don’t just need to provide a good product or service but also create a good brand around it. That’s what distinguishes a brand that sells the same product or services. Let's explore what these brands are doing to continue to successfully grow.
Tesla’s Branding
Odds are you have heard of the company Tesla. Before Tesla, the idea of electric cars was not that realistic. Many people are fans while others are skeptics but regardless they know of the company. Similarly to Netflix, they are pioneers in their industry. Tesla has had one of the biggest growths a company has ever seen. See Tesla is not just a car brand but a movement to a more sustainable future. Tesla’s values have positioned itself as a leader in sustainable transportation. The brand focuses on electric vehicles and clean energy which aligns with the growing global consciousness about environmental issues. This is very appealing to environmentally conscious consumers and gives a positive look towards the brand.
Now you may be asking, is that it? Is being pioneers of an industry and having good values what makes their brand great? And the answer is no, there’s more to it. Tesla’s brand image or personality goes beyond just being a car brand. In fact, they have created a passionate community of supporters. Their founder Elon Musk also adds to the brand’s image as he is a very public figure and has a lot of influence. This brand aligns with consumers who want to align themselves with more than just a product and want to be part of this unique technological advancement. What’s interesting is Tesla does not spend any money on advertising which shows how strong their brand recognition is.
Netflix’s Branding
Now, let's talk about another industry innovator, Netflix. Netflix was one of the first and biggest streaming platforms when they launched their company. They changed the way people watched entertainment. There was a huge transition from cable to streaming platforms in the following years. One of the things that made this brand stand out is their focus on their target audience and providing them not only with a streaming service but with original shows that they created. Their logo is recognized internationally and they even have a memorable tune when opening their platform. Many times when a show comes out that has all media outlets talking and posting about it, the show is a Netflix original. This gives the brand a lot of exposure and awareness.
Brand Factors
We’ve discussed a little bit about what each company does to stand out and have a recognizable brand. Recognizable logos, target audience, values, and other factors play a big role in their identity. Let's summarize some things that make these brands stand out from their competitors using some of the factors in the brand identity prism.
Physique (Logo)
Netflix’s logo is the letter N. They use a bright red color to catch people's attention. They have a very normal-looking font that almost seems like it’s in bold. They have an alternate logo in the same color but with their name completely written out. The N logo is used more on social media icons and things like that while the other one is used on thumbnails and posts.
Tesla’s logo is in the shape of a T but with a modern design. They also use a red color for their images online but when it comes to their vehicles they use a black logo. It's very subtle but still unique. They also use another version of the logo with their name written out. In this one, everything but the E is writing normally which is very interesting and switches focus from the T.
Self Image
When you think of using the brand Tesla you see yourself as part of a somewhat exclusive group. Now with more car companies having electric cars too, that exclusivity feeling is not as strong. The difference is most people will recognize you driving a Tesla than if you were driving an electric car from Kia whose name I can’t even think of on the spot. You feel professional, successful, and like you are being environmentally conscious when driving this car brand.
When using the streaming platform Netflix you feel a sense of relaxation and enjoyment. You know when that big logo pops up and plays the opening sound of the application that you are about to be cozy and enjoy your time.
Personality
Tesla’s personality is cool, innovative, and simplistic. Their designs are modern and simple making their cars look elegant and smooth.
Netflix’s personality is welcoming and relaxing. Getting ready to watch Netflix gives you a similar feeling to when you get in bed and put your blankets over you on a chilly night. The coziness and comfort of seamless entertainment are just a click away.
It's hard to compare these brands to each other since they are in different markets and have completely different audiences but what is comparable is their approach in branding. When it comes to their identity both brands are recognizable by their simple logo without their full name in it. They both bring unique value to consumers, one focuses on innovation in an environmentally conscious way while the other focuses on entertainment and comfort. Their brand personality focuses on pleasing their audience and they do a good job in customer satisfaction, otherwise, they wouldn’t be seeing the success they do. It will be interesting to see how both brands adapt as they start to see more competition and face bigger obstacles in the near future.
Comments