Brand Strategy Pillar #2




As covered in our previous newsletter, your positioning defines where you fall within your market: the organizations you serve, the expertise you offer, the pain points you address, and the process you use to solve them.


Brand perspective is the second pillar of branding for professional services. It is the thread that connects your positioning to your personality.


People buy the intangible, not the tangible. They buy the way you see the world. Your perspective and point of view encompass how your firm sees opportunities and challenges. For modern8, our perspective is that design is always informed by strategy. We often turn down design work when the potential client doesn’t see value in our brand design process’s first three strategic steps.


The fundamental principles of your firm’s perspective guide your actions and reflect what you stand for. You enact your values and beliefs while you communicate with your audience. Your perspective presents an inherent idea of who you are and how you are known.


A perspective can center on your presently unique views on your industry and its trends, your innovative solutions to common problems, your distinct approach to customer relationships, and your purpose beyond profit, or it can be about your positive impact on customers, the community, or the world.


For several years, a firm can indirectly develop a perspective for doing a certain type of work in a certain way. Add consistent perspective development and delivery of high-quality thought leadership, the same firm can position itself as a leading expert with relevant and insightful perspectives for their type of work within just a few years.


Answer “What do you do?” through your brand perspective and see where the conversation takes you. Though it’s a nuance, it’s likely a more interesting and differentiating point of view that will feel relevant and unique to you.


Through what lens does your brand perceive the world? 

Brand Perspective Glasses Chart
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.