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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Bringing small business credit into the digital current

Covalto is the credit card extension of Credijusto, an online lender servicing small and mid-size businesses in Mexico. In strategic partnership with Want Branding, our job was to help introduce the new product as an instantly recognizable beacon that delivered on the promise of futuristic technology for the Mexican growth market.

Our visual strategy centered around creating something simple and sophisticated that small business owners could display and use as a point of pride. We needed to design a symbol that could stand on its own on a window, website or in a wallet. The forward slash icon paired with the letter C communicates a simple, optimized feeling of forward motion that embodies the Covalto purpose.

We centered our brand applications on a midnight blue primary color that connotes richness and sophistication. Serif all-caps typography delivers stature, prestige and trust. When taken as a whole, the covalto brand emanates the feeling of an elevated resource that business owners can trust.

Visual ID, design system.