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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M&A Branding for an Integrated Behavioral Health Ecosystem

For decades, organizations across North America outsourced their crisis care to Protocall. Driven by growing market demand for behavioral health solutions, the company acquired two digital service providers—Welltrack and The Shrink Space—to close gaps in care for its customers. After these acquisitions, leadership at this expanding behavioral health company engaged Fazer to create a brand that would integrate its new and existing offerings and  position for success against a slew of VC-backed digital startups that had flooded the market following the onset of COVID.

Our client’s post-M&A performance depended on our ability to reconcile complex and sometimes conflicting strategic considerations into a unified suite of solutions. After a thorough Research & Discovery phase, we recommended elevating the name of one of the companies they had acquired, Welltrack, to be the brand glue across a line of diverse products. The ideal balance of fit and flexibility, Welltrack conveys simplicity and clarity while leaving room for ongoing expansion.

We designed a holistic system for brand architecture, names, and descriptors to unite everything within ‘‘The Welltrack Ecosystem.’ This ‘ecosystem’ languaging created a new, ownable category and de-positioned competitors – none of which offer our client’s clinical rigor, track record, or seamlessness service integrations.

Since launching the rebrand, nearly half of the company’s new customers have added Welltrack solutions to their contracts. Our ongoing client partnership, positive customer feedback, and enthusiastic employee buy-in further demonstrate the success of this brand transformation.


What We Did: Brand Strategy, Naming, Architecture, Positioning, Messaging, Brand & Product Stories, Visual Identity, Design System, Website Design & Copy, Collateral Development