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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Healthcare Branding Mastery: Crafting Matter Health's Community-Centric Vision

Nestled in the heart of Nashville, Matter Health emerged as a beacon of innovation in the healthcare landscape. This start-up sought to redefine primary care by delivering it right to the doorsteps of communities that needed it the most. Their avant-garde approach was clear: erect and operate care clinics within the confines of low-income and senior housing establishments. This ensured that underserved demographics didn’t just receive healthcare—they experienced it, consistently and conveniently.

Recognizing the need for an expert healthcare branding agency to distill their unique value proposition into a compelling narrative, Matter Health engaged with us. Steering them through our strategic de-positioning process, we meticulously carved out an enduring brand positioning platform for them. Every piece of messaging we crafted revolved around their core competitive edge: an unmatched presence in the communities they served. The resultant key message, “Total healthcare. Where you live,” not only captured the essence of Matter Health’s mission but also spotlighted a value often overlooked by other primary care providers in the realm.

Our design vision for Matter Health was to emanate warmth, creating a brand image that felt both personal and professional. The TT Hoves font we chose for the wordmark, with its refined elegance, ensured easy readability—especially crucial for their primary target demographic: dual-eligible senior citizens. Complemented by evocative photography and action-driven messaging, the Matter Health brand radiated an aura of trustworthiness and invitation. This branding, rooted in authenticity, undoubtedly played a role in Matter Health’s recent success, securing a whopping $35 million in a Series A funding round, led by the esteemed Jordan Park Group.


What We Did

Brand Strategy, Brand Positioning, Visual Identity, Messaging, Brand Marketing, Environment Branding, Website Design and Implementation, and Comprehensive Brand Consulting.