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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Leading with experience

Archwest is a powerhouse in the commercial real estate investment and lending world. Servicing distressed borrowers looking for bridge loans and permanent financing solutions, they’ve expertly managed over $8bn in assets through the ups and downs of tumultuous economic times.

Archwest came to us at the inception phase of their company with 70 years of executive experience but no real brand to stand on. First, we created a name that exudes prestige, speaking to their fundamental mission of building a bridge “from distressed to success,” and aligning them with their native west coast.

We designed a modern brand identity with color story and custom iconography inspired by architectural forms to help launch archwest to market success.

Naming, brand strategy, brand positioning, visual ID, launch partnerships.