Positioning For Professional Services

Brand Strategy Pillar #1




Strategically positioning your professional services agency will attract your target audience on your terms, resulting in fulfilling work and increased profitability. Positioning, at its core, will serve as your method to focus and refine the market landscape.


The mistake most agencies make when introducing themselves is leading with their services. The typical answer is straightforward: We are graphic designers… or I am an accountant/ architect/engineer/attorney, etc. The problem with this information is that it’s the least distinctive and engaging aspect of your business—positioning is not your service.


Your positioning starts with your expertise. For example, “modern8 solves brand challenges for companies that struggle to stand out and connect with their audiences.” This introduction opens the door for follow up, like “How do you do that?” or “What kinds of companies do you help?” components. While each element alone may not distinguish you, together they can create distinction and uniqueness.


Expertise-driven positioning allows your agency to build a narrative around what you do that can save your potential client from failure—it’s classic storytelling.


The second component of positioning is identifying the industries and clients you serve. By focusing on a specific industry or niche, your expertise will deepen and become more valuable, allowing you to grow your client base organically. 


After identifying who you serve, the next component to articulate is the benefits your service will provide to your audience, like what is in it for them or what is the ultimate value that you will provide if they choose you. Don’t be vague. Make it easy for them to understand and see how what you do will help.


Your process is the final component of your brand positioning. It’s your unique way of solving your client’s pain points. A proprietary process provides a framework for delivering consistent results and building trust, credibility, and reliability, as clients know what to expect when they hire you for your service.


A well positioned brand leaves a lasting impression.

Picture of Alysha Smith
Alysha Smith is the chief executive officer and creative director at modern8, a strategy focused design agency in Salt Lake City, Utah.

The execution and world deliverance of your brand that is produced with intention with thriveability for the future of what can be and beyond.