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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Architecting Success: Real Estate Branding Mastery for Archwest

In the dynamic realm of commercial real estate investment and lending, Archwest emerged as a formidable force. With their fingers firmly on the pulse of the market, they carved a niche in servicing distressed borrowers, offering bridge loans and permanent financing solutions. Their prowess was evident—managing over $8 billion in assets, even in the face of economic vicissitudes, was no mean feat.

When Archwest approached us, they brought with them a rich tapestry of 70 years of executive experience. However, they faced a conundrum: a wealth of experience but a void where their brand identity should be. As an award-winning real estate branding agency, our mandate was clear. We embarked on a journey to distill Archwest’s essence and provide them with a brand identity that matched their stature and ambition. The name “Archwest” was meticulously crafted, a beacon of prestige that resonated with their mission of creating a seamless bridge “from distressed to success” and simultaneously paying homage to their West Coast origins.

Our vision for Archwest was to design an avant-garde brand identity. Drawing inspiration from architectural forms, we curated a color palette and custom iconography that was both contemporary and evocative. This branding was more than just aesthetic—it was a strategic blueprint, propelling Archwest towards market success and cementing their position as leaders in their domain.

Naming, Brand Strategy, Brand Positioning, Visual ID, and Launch Partnerships.