Which brand positioning frameworks work best for small businesses?

The Brand Archetype Model, rooted in Carl Jung's psychology, offers small businesses a compelling framework for brand positioning. Drawing on 12 universal archetypes like Hero, Explorer, Lover, and Sage, it unveils the personality and character of your brand. This alignment taps into human motivations and values, fostering a profound connection with customers through shared stories and visions. For instance, Apple embodies the Creator archetype, symbolizing innovation and self-expression. Particularly beneficial for small businesses, this model aids in brand differentiation and resonates with the emotions and aspirations of customers. It becomes a strategic tool to carve a unique identity and foster lasting consumer loyalty.

When using an archetype in your marcoms, you had better nail your positioning, otherwise, you will be speaking to an audience that expects something that the product or services just doesn't deliver. When you get it right, it will be the north star of all of your brand marketing for decades. To use the Apple example, the "Here's to the crazy ones" campaign sunk deep into the soles of their customers and became the expression of their personal identity. When the Justin Long "I'm a Mac./I'm a PC" commercials came next, it drove a wedge between the two "classes" of consumers. When you use the power of archetypes and personal identity, you will alienate and embitter the "others". There will be backlash. But your customers will love it.

I believe that the 'Brand Archetype' model might not be well-suited for small businesses. The model exhibits perceived overlaps between various archetypes, and for a typical small business that is rapidly growing and evolving, it may be challenging to pinpoint the right archetype. In such cases, simpler models like Brand Key may be more appropriate.

As the discussion is limited to small business , we need to consider that most of small businesses are dependent on a particular person. It may be the owner or the major driver of the business. In my view they should adopt archetype model, which is reflecting the personality character. Even their audience will also able relate to it fast . Once they start growing it then the enterprise can think of combination of frameworks. Please do remember that brand positioning exercise needs to be done every 3 to 5 years of cycle depending which type of business you are running ….

Brand archetypes: Think superpowers for your biz! Pick a human hero like Creator, Explorer, Lover (12 total!), tap into universal emotions, and BOOM! Stand out, connect with customers, and guide your choices. Apple? Creator! You can too! Just play, explore, and discover your true brand voice.

Famous author and my mentor Blaire Enns, says that the point of a brand positioning statement is to eliminate competition. There are so many different templates out there on the internet but when using them, just keep in mind that this statement is unique to you, who you're looking to serve, and the unique way you get it done.

The Brand Positioning Statement Model emerges as a strategic compass for small businesses navigating the competitive landscape. Comprising target market, category, point of difference, and reason to believe, this model crystallizes your unique value proposition. Tailored for small businesses, this model sharpens market positioning, offering a concise and potent means to communicate a compelling value proposition. It serves as a foundational tool for clarity and effectiveness in conveying what sets your brand apart in a crowded market.

I like this model too however with the modified Cs so that I can remember it: 🎆 Customer - Target audience 🎆 Company - Reasons to believe 🎆 Category - Point of difference 🎆 Context - Growth drivers

This is a foundational model for brand development and useful to a company of any size. I use a modified version of this framework with my clients to great success. Unlike others in (category) ___________________ serving (audience) ___________________, only (company) _________ helps you (descriptor) ________________________, because we (differentiator) ___________________, and (proofpoints) _______________________________, so you can (rational and emotional benefit) _______________________________, and ________________,.

Positioning was always a mad lib to supplement the Unique Selling Proposition, the intersection between what your brand does well and what the customer wants. It was always "Our brand is for (blank) who want (blank)". There were attempts in the 1960s and 90s to explain it better, but for the most part, it was something that you had to add to your marketing plan without a lot of thought. But then came April Dunford's seminal work, Obviously Awesome. She created a real 10-step plan to build bulletproof positioning that aimed the brand at people who instantly "got it", instantly purchased, instantly became superfans, and instantly became SELLERS for the brand. If you are not doing the Obviously Awesome 10 Steps, you aren't marketing.