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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Positioning for Success through Independent Thinking

Optis is a source-to-pay consultancy company that competes with big business consultancies, like Accenture, Deloitte and KPMG. Their unique offering is their expertise in source-to-pay advisory and implementation. Our job was to position the business, with its sole focus on supply chain, to communicate the value of their specialized expertise.

Our market research and strategic analysis uncovered an opportunity to differentiate and position the brand around the idea of independent thinking. The positioning is particularly compelling in the context of a competitor landscape that is rife with relationships to technology companies that preclude them from offering independent advice to their clients. This customer pain point discovery became the central point from which Optis could build and own their brand.

With brand positioning in place, we developed a full brand story and refreshed their visual identity to embrace a feeling of world-class modernity. We’ve built out the complete brand experience and continue to work with Optis, as consultants and creators, to help them continue their evolution and compete in a dynamic, accelerating marketplace.


What We Did

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