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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Taking a Touchy-Feely Luxury Brand Online

In a field shrouded in secrecy and exclusivity, Katherine Jetter has created something lighter, brighter and infinitely more interesting. Part jeweler, part creative incubator, her successful Nantucket boutique does away with the dark suits, glass cases and hushed atmospheres traditionally associated with fine jewelry sales. In their place, the Vault Nantucket invites us to discover new couture jewelry passions without intimidation.

Known for her inviting personality and exceptional eye, Katherine Jetter made it her mission to help her loyal Nantucket following experience couture jewelry and rare gems intimately. So when she launched the brand’s first e-commerce website, she needed help translating a uniquely tactile and emotional brand experience into an online store that truly felt like the vault.

Gemstones and couture jewelry design are seldom purchased online because people prefer to examine and compare major purchases in person, ask questions and try things on. There’s also an element of attraction to buying jewelry, and it’s hard to fall in love online if you haven’t felt the weight of a piece in your hand or seen how its gemstones catch the light. To convey the vault’s value and cachet without connecting in person, we refreshed the vault’s brand identity and story, leaning into all the elements that lend the brand its uniqueness and credibility.

People love a great founder’s story, so every part of the brand is infused with Katherine’s purpose and passion. We crafted a messaging and content strategy to convey Katherine’s warmth and humor with a hint of vulnerability, to help people connect emotionally with the brand. And we defined consistent messaging about her expertise and vision to inspire trust. We launched the Vault Nantucket’s online store with a fresh new brand identity and website, and built a team of tactical specialists to bring it to life. We continue to contribute strategic guidance and sophisticated creative across all customer touchpoints, including content and search engine marketing, email campaigns and more.


What We Did

Brand Strategy, Brand Positioning, Brand Messaging, Visual ID, Design System, Naming Strategy, Brand Consulting, Brand Naming, Brand Experience, Brand Marketing, Website Design, and Campaign Execution