Positioning is important. Very important.

Positioning is necessary in order to maintain the unity and consistency of communications.The way partners and customers see your brand directly affects their attitude, desire to buy and use your product. Enter the market with discounts, do not expect that in the future they will buy from you without special offers. If you like bright colors and frivolous looks, but want to work in the premium segment, get ready for a difficult path (if you are Gucci, just enjoy). This is what we are talking about.

Archetype, pyramid, brand tone, and other positioning attributes are classically necessary for working in the B2C market, however, today more and more IT companies specializing in the B2B and B2G segments are also developing detailed positioning.

Brand Archetype
The brand archetype is a universal image in all its characteristics, values and communication rules. The archetype determines how the brand is perceived by the target audience, how it builds effective communication with it and conveys its ideas. It should go through all the main components of the brand - from the logo to the choice of brand ambassadors.
For the first time, 12 brand archetypes that reflect different values, needs, qualities, and characteristics were described by psychologist Carol Pearson and business consultant Margaret Mark in the book "Hero and Rebel. Creating a brand with the help of archetypes". If you want to understand more deeply how, for example, "The Magician" differs from "The Creator" or why Rolls-Royce has the "Ruler" archetype, I highly recommend reading this book.
Fans of primary sources will be interested in the works of Carl Jung, who laid the foundation for the word "archetype". Despite the fact that Aristotle, Plato, Goethe used this term before Jung, archetypes received their current psychological explanation from Jung. He noticed that in different cultures there are similar plots and characters in fairy tales, legends, myths. He called an "archetype" a set of universal images, symbols and concepts that are generated by the collective unconscious. Simply put, an archetype can be compared to a certain character, whose image is intuitively understandable to every person.
To choose an archetype for your brand, do 3 "simple" steps.
Determine your brand values, what is already embedded in your products, what tasks they solve and how they cope with problems, how your team works, and what internal values you develop in the team.
Identify your target audience's queries for the products and the people behind those products.
Combine the lists and find commonalities between what you can offer the market and what the market wants to get. This is how you will form an archetype that suits you.
If you are developing a young fragile business, the processes in which are still being built, values are being formed, and there is not much time for castdev, you can do it easier. The most obvious way, of course, is to accept that you have not yet grown up to a brand strategy, but if you really need to, broadcast the personal vision of the founders / board of directors to the market. To do this, let your management team take a test for Jung's 12 archetypes and develop within the framework of the results obtained.
Brand pyramid
How easy it would be to cite the example of the more famous pyramid of needs and say that the pyramid of the brand is like Maslow's pyramid, only of the brand. In fact, they are united only by a form based on a strong base and a level structure. At the base are key factors, which are complemented by the following layers.
A brand pyramid is a model for forming the value of a product, which is based on the emotions and aspirations of consumers. In its simplest form, the brand pyramid consists of five levels. Work should start from the bottom and move up.
 Attributes
At the basic level, there are product attributes that benefit the consumer. That for the sake of which he functionally buys the product. From them, the same user values and emotions grow.
Benefits The
second level is responsible for how your product makes the user's life better / easier / more interesting (underline the necessary)
Emotions
Go higher and assess how the product makes users feel.
Prospects
At the fourth level, it's time to fantasize about how much the product will change in 5-10-15 years and what it will change in the industry, in the market as a whole, in people's lives.
Image
And here, knowing why the product is important to the user, how it affects the user and what emotions it evokes, as well as what it can claim in the future, you can formulate the very offer that will hit the consumer's heart.
Brand tone
The way you talk to the audience, the tone of the brand, should be traced in all marketing materials, in the way consultants and technical support communicate with customers, how work with distributors and partners is carried out, how administrators meet guests in the office, etc. The presale forgets to send a file, and there are no candies at the reception (or they are not tasty), the image will not be formed, trust will not arise, the average check will not increase. A doubting customer will definitely look at competitors, even if the quality of products and solutions is not in doubt.
The same applies to the visual component. Offering a solution for business, putting a teenager in ripped jeans and an oversized T-shirt on a skateboard on a banner is a little reckless. Yes, young businessmen are not uncommon now, but in the mass consciousness of B2B - there are still people 30+ in comfortable clothes with a perfect fit. You can also have a diplomat in one hand, a phone in the other.
Important point! Values declared outside should not be alien to employees within the company. When a race for survival is nurtured within the team, market positioning such as "building trusting partnerships" will only cause anger and irritation, which will definitely spill out.
The examples are exaggerated, but the general context, I am sure, is clear.

The B2B and B2G segments, to which Russian IT companies still mainly belong, are much more about personal communications and less about marketing. Therefore, the key elements of positioning should become part of the sellers' minds, somewhere at a deep level, in order to convey to customers exactly the image of the company and the advantages of its products that are needed.
In this case, marketing does not sell, but helps sales, creating an effective environment for complex and long-term projects. We create and maintain knowledge about products, but we do not go far from their real capabilities, so as not to form inflated expectations and claims among customers.
We influence the user to move along the path of "heard something → yes, heard → know → yes I know, I know, I know". To do this, we distribute communication channels, adjust the frequency of mentions, and implement a classic media plan.

Separately, it is worth mentioning the rebranding. Firstly, it is longer and more expensive than creating a brand from scratch. Secondly, it's not about products and marketing, it's about the transformation of internal business processes, which logically changes the external image.