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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Elevating Anguilla: A Hospitality Branding Transformation

Anguilla, a pristine gem in the Caribbean, was poised at a crossroads. While the island basked in the success of its luxury hospitality sector, it grappled with the challenges faced by its mid-market businesses. The island’s vision was clear: bolster tourism but without the commercial footprints of cruise ships. To realize this aspiration and navigate the delicate balance between luxury and mid-market offerings, The Anguilla Tourist Board was looking for an award-winning branding agency with prowess in hospitality branding to help them chart their path forward.

Our mandate was multifaceted. First, to craft a narrative that would distinguish Anguilla from the archetypal Caribbean destination. The result was an evocative concept: “feeling is believing,” which swiftly evolved into Anguilla’s signature “island mantra.” This wasn’t merely a catchphrase; it encapsulated the island’s soul, its allure, and its promise to every visitor. Parallelly, our “charming escapes” positioning sought to harmonize the island’s mid-market properties with its luxury tier. This strategic alignment presented these offerings not as mere alternatives but as experiences—each echoing the island’s ethos, but at different price points.

Visual storytelling played a pivotal role in our branding strategy. Drawing inspiration from an aerial view of Anguilla, we designed an abstract campaign graphic that resonated with both locals and tourists alike. But our innovation didn’t stop there. We championed a unique initiative, empowering locals to be the torchbearers of our campaign. This grassroots approach not only galvanized the island’s community but also amplified our brand message exponentially. The outcomes were staggering: a 30% surge in tourism in the first year alone, with a consistent annual growth rate of 15%—a trajectory we elevated in each of the subsequent three years.

Brand Strategy, Brand Positioning, Brand Messaging, Visual ID, Design System, Brand Consulting, Brand Naming, Brand Experience, Brand Marketing, and Comprehensive Campaign Execution.