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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Lightning the Way for a Construction Powerhouse

As we all know, when you’re at the top of your game is exactly when you need to keep pushing forward. Power Design, a 30-year leader in the mep contracting industry, was under attack from modern competitors when they approached us to revitalize their stronghold with strategic positioning and a visual refresh.

Digging deep into research and competitive analysis, we noticed that all of the messaging in the old-guard construction industry was tradition-bound and bland. Power Design stood apart with their innovative business and process approach but weren’t leveraging what made them better. We built on a theme of innovation, positioning the company around “designing what’s next” to push forward a narrative of agile excellence.

With two visual paths to pursue – super precision or bold capability – we plumbed our creative depths to deliver bold graphics and colors that would emanate a feeling of sheer power. We built a custom wordmark based on their legacy logo and integrated a horizontal line motif to hammer home this idea of moving through the present to create the road to what’s next.


What We Did

Brand Strategy, Brand Positioning, Brand Architecture, Visual Identity, Messaging, Website Design, and Brand Consulting