Branding Strategies

De-positioning: The Most Effective Way to Position a Brand in Market

Ask not how your branding agency can help you change the world. Ask how your branding agency can help grow your business.


My twenty-plus years career running branding agencies have taught me what works and what doesn’t work in terms of positioning a business for growth. Many trends, perspectives, and buzzwords come and go. New ones continually pop up.


You’ve heard of approaches like disruption, differentiation, relevance, unique selling propositions, and personalization. But today, what you hear the most is brand purpose. Not just the what, how, or who the brand is, but the “why” you should care and how it makes the world a better place. This “why” is supposed to align with something bigger, which is more important than the straightforward selling of products.

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60-Second Brand Strategist: Brand Personality

Just be yourself, remember hearing that growing up? But, what is a self? How do I find myself? How do I understand my talent and my potential? How do I find a reason for being? What is life? These are the same questions you should be asking when developing a brand personality. High performance brands understand who they are and how they speak. They’re able to communicate in a way that’s accessible, relevant, and compelling. It’s all about creating trust between you, the consumer, and them, the product. So how does a brand go from unfocused to actualized? What are the basic building blocks of a personality. First, there’s the surface level. What’s the initial thing people notice about you. Next, there’s the substance. What’s under that surface-level perception? How does someone who knows you describe you. What drives your emotional reality? Finally, what is your motivation? Are you about spreading joy, enlightenment, saving the world? Put it all together and a brand narrator emerges. When you know who your brand is, when it speaks, you’re able to give your customers a consistent experience they can trust. You can tell any story, a million ways. Figure out who is telling the story first.

Todd Irwin is the founder and Chief Strategy Officer at Fazer, a New York-based brand strategy and creative agency. Today, his focus is to deliver competitive brand strategies directly to the visionary leaders looking for growth. Fazer is a new-model agency championing a revolution in the agency industry by having branding experts lead marketing, advertising, digital, PR, and all the other teams with the ultimate purpose of helping its clients win.