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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Integrating a Behavioral Health Ecosystem

Since 1992, behavioral health organizations nationwide have trusted Protocall to provide their outsourced crisis care. After a period of rapid expansion with multiple company acquisitions, Protocall kept the services’ original brand identities intact, marketing new and old solutions together under the master brand name Protocall+. Customers found the diversity of names and identities confusing, so Protocall came to Fazer to resolve complex brand architecture issues while ensuring enthusiastic employee and customer buy-in.

It was our privilege to help this purpose-driven pioneer “get all these products to live together,” as one leader put it. After analyzing Protocall’s existing brand assets, competitive landscape, and conducting stakeholder interviews, we organized its suite of services into a cohesive, user-friendly brand architecture. Positioning their interrelated product solutions as an integrated ‘ecosystem,’ we refined the customer experience while laying the groundwork for frictionless future expansion.

Protocall+ became ‘The Welltrack Ecosystem’ and individual services were renamed for fit and clarity. Protocall is the corporate parent brand, lending its peerless reputation to the updated brand architecture, positioning, identity, and storytelling. The Welltrack Ecosystem has been so well-received, since its launch, nearly half of all new call center customers have added one or more Welltrack solutions to their call center contracts.

What We Did: Brand Strategy, Brand Positioning, Brand Architecture, Brand Naming, Product Naming, Messaging, Brand Story, Visual Identity, Design Systems, Iconography Design, Website Design, Brand Consulting, and Brand Marketing