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 a Heritage Construction Firm to New Heights

A multi-generational enterprise, Kiely stands on deep roots and a strong shared purpose. When the business needed strategic branding help to support their bold new growth strategy, they asked us to help bring their vision to life. In construction, a sector that’s typically less focused on brand, our client understood that aligning business and brand would be essential to elevating and accelerating their business.

Working closely with the client’s leadership team to understand their business, we crafted a complete branding solution, from corporate brand architecture to individual purpose statements and brand identities for each division. To leverage the depth of Kiely’s backstory, our client became the Kiely family of companies, and their brand positioning idea became building trust.

With well-defined brand positioning and architecture to align all companies and divisions, we created a brand identity and messaging strategy that we implemented across every last asset. As a result of its leaders’ commitment to brand, the Kiely family of companies was transformed from a local construction business into a competitive construction powerhouse. As a result, Kiely has been acknowledged by NJ Biz as a top 10 “fastest growing company.”

Brand Strategy, Brand Positioning, Brand Architecture, Visual Identity, Product Strategy, Product Architecture, Product Naming, Messaging, Brand Marketing, and Brand Consulting