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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Pioneering a Digital Evolution in Healthcare Branding

The healthcare landscape is constantly evolving, and in this dynamic realm, Bion, a renowned dialysis technical operations firm, sought to break new ground. As they ventured into launching their all-in-one maintenance management software, they faced a challenge: carving a niche in a market unacquainted with such innovation. Given the divergence from Bion’s traditional services, the necessity for a distinct brand identity was paramount. This was a task befitting a branding agency well-versed in healthcare branding, and that’s where we came into the picture.

While the software’s prowess in managing intricate healthcare technical environments, such as dialysis centers, was evident, our exploration delved deeper. We unearthed a revelation: Bion had crafted not just a software but a collaborative beacon for an industry starved for such a platform. In a sector where managing talent is riddled with complexities, Operize emerged as a beacon of hope and innovation.

Our mission was to encapsulate this monumental stride in branding. The result was the inspiring “bringing everyone together in the cloud” positioning, complemented by the vibrant Operize brand name. We envisioned a brand identity that was both relatable yet distinct in its segment, encapsulating the essence of innovation in healthcare. The brand’s online launch was characterized by a sleek design and precise messaging, emphasizing the transformative potential of automation and digitization in an industry often perceived as resistant to change.


What We Did

Naming, Brand Strategy, Brand Positioning, Visual Identity, Product Architecture, Product Naming, Messaging, Brand Marketing, Website Design and Build, and Brand Consulting.