I like this tool a lot, since it guides me through the jungle of brand positioning with all its professional terms and perspectives to keep in focus. Similar with analytics, conversion, finances and law it is too much to become a professional for every part a business involves.

Today an entrepreneur has to juggle all those professions at once if not working with a huge team. Thanks to AI and those new specialised tools like BRANDING 5 those heavy responsiblities are becoming a bit lighter. The team behind BRANDING 5 is doing a wonderful job by helping with this part of our business.

Only the concept of the archetype, taking an important part in the report, gave me the impression that it could need a little more work to make it more useful and more contemporanean. The idea of narrowing down a complex personality or business to something more clear and simple is good to better analyse the single parts. Beeing able to concentrate on a single tree inside the mentioned jungle is good but after that, I need to have a look at the other trees as well to not being constrained eating the same fruit every day even if it is the most appropriate.
A solution would maybe be, to use the broader selection of archetypes and compose their traits to something more unique to every brand.

Since Branding 5 delivers on the promise to address our individual brand in other sections of the report, I am confident that the Archetype section will also continue to evolve.

We are not an agency, so that the output is a strong starting point for ourselves to address the ideal Customer and sharpen our own profile while using the ideas to create specific campaigns. If I had several or even lots of new customers, I wouldn't be able to stop smiling while working with BRANDING 5, since it is taking away so much pain and is speeding up the process.

Best regards