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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Disrupting the Financial Wellness Industry

Questis is a workforce financial empowerment company, providing a complete personal finance solution as an employee benefit. As their business charged forward to seek new investment and sell their solution to enterprise clients, they needed a world-class brand and competitive strategy to help them gain traction in a crowded landscape of financial wellness programs and EAPs. They came to us looking for their “north star.”

Our discovery process revealed that Questis’ solution was uniquely equipped to transform people’s relationships with money while their competitors were mostly limited to offering financial education handouts.We developed a de-positioning strategy to determine which themes would best strengthen Questis and weaken competitors. The positioning concept contained a new descriptor, “financial healing,” which made the prevailing term, “financial wellness,” appear glib and superficial by comparison.

We helped clarify how Questis creates unprecedented value for businesses, by helping them solve the root causes of workplace financial stress. And we further emphasized the positive change questis delivers through a vibrant, upbeat and modern brand identity and messaging.

Transformative big ideas like “financial healing,” “workforce financial empowerment,” and becoming a “life-changing employer” all helped Questis clarify why they matter in the minds of prospective clients. Questis continues to secure new funding to support their growth strategy and is leveling up their enterprise sales program, supported by the brand storytelling that has positioned them as the industry thought leader.


What we did

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