The Beauty of Influence | Brand & Marketing Strategy for Small Businesses

Relatable, Aspirational, or Underdog: Defining Your Brand's Emotional Positioning

Season 3 Episode 66

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In this episode, Sasha discusses her personal experiences and observations about emotional positioning and brand archetypes. Sasha delves into the concept of emotional positioning, outlining three main archetypes: the underdog, the relatable bestie, and the aspirational icon, and how these impact brand growth and perception. She provides real-life examples of brands and her own business, Daring Haus, to illustrate the importance of aligning emotional positioning with brand strategy. Sasha also talks about the distinctions between branding and marketing and how brands can effectively resonate with their target audience. The episode aims to help you understand and apply these concepts to improve your own brand's influence and success.

What You'll Hear:

01:22 Introduction to Today's Topic

02:51 Principles of Influence and Brand Archetypes

04:16 Emotional Positioning and Brand Archetypes

07:20 The Three Brand Archetypes

12:14 Relatable Bestie vs. Aspirational Icon

16:56 Addressing Misalignment in Branding

25:52 Steps to Identify Your Brand's Emotional Positioning



Free Resources:

  • The Business Vitals Signs Quiz: A FREE quiz that will give you a personalized pulse-check on how healthy and aligned your business is, PLUS a free download that covers your answers in depth and gives you actionable steps to make your business healthier.

  • Market Your Reputation Masterclass: Learn how to leverage what OTHER people are saying about you to book your services and sell out your products.

  • Understand, Control and Grow Cashflow Masterclass: Daring Haus CFO Mike (my hubby!) put together an easy-to-understand masterclass on cash - because really, we all need to know our numbers to grow our businesses.


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