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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Primary care where you live

Matter Health is a Nashville-based start-up bringing a new model of value-based primary care directly to the communities who need it most. Building and operating care clinics inside low-income and senior housing developments, Matter Health delivers underserved populations convenient and consistent access to doctor’s care.

We took Matter Health through our strategic de-positioning process to create an enduring brand positioning platform and develop messaging around their core competitive advantage: presence. Our key message, “Total healthcare. Where you live.” drives home the value that other primary care providers operating in the same sphere don’t deliver on. All of our branding work from website to on-site marketing collateral revolves around this central idea that underscores Matter Health’s differentiated approach to primary care.

We designed Matter Health’s visual system to project warmth and be instantly ownable and recognizable on a variety of applications. The TT Hoves font in the wordmark is elevated and easy to read for their target demographic, dual-eligible senior citizens. In concert with photography and action-oriented messaging, the Matter Health brand exudes a trustworthy and inviting essence that brings its purpose to life. Buoyed by our branding efforts, Matter Health recently secured $35 million in a series a funding led by Jordan Park group.


What We Did

Brand Strategy, Brand Positioning, Visual Identity, Messaging, Brand Marketing, Environment Branding, Website Design and Build, and Brand Consulting