By definition, a brand strategy is a long-term inter-departmental plan for a brand to achieve clear, pre-defined objectives. An effective brand strategy must be well-designed and implemented across all business functions with the potential to enhance customer engagement, competitive advantage, and financial efficiency. While this may seem simple in principle, it can be more challenging to build a winning brand strategy than it appears on first impressions, particularly in a highly competitive marketplace.
There is a lot of discussion about how exactly a company can start creating a plan for a brand. Over time, some methods grow spontaneously, others are outsourced to external organizations, while others are internally defined at an early stage in the company lifecycle.
What Is Brand Strategist?
In order to maintain a clear and successful brand message, a brand strategist often functions under the brand manager or marketing team. To foresee future developments and achievement of a product or service, he or she would also need to be forward-thinking.
A strategist can create positioning guidelines, guide analysis of market research, and identify brand elements and tone. By evaluating existing consumer data and trends, a brand strategist can identify ways further to boost the identity of a product or service, as well as develop a marketing strategy.
The Key Role Of The Strategist
Brand strategist has a lot of role and tasks to work on to put the business on top among the competitive market, but the ultimate role of the brand strategist is to eventually influence the brand’s view of the audience as the most suitable response to their need and develop a strong relationship with that audience.
What Does A Brand Strategist Do?
If a brand strategy is a brand’s plan for its development, then the person who helps plan the development is the brand strategist. The brand strategist’s primary function is to understand the company and its audience and then create a perfect strategy for branding the company.
With the ultimate objective of creating the desired brand perception in consumers’ minds, there are several tasks in the construction and growth of a strategic brand. The strategist will assume any or all of these positions, depending on the strategist’s background and the company’s budget.
Let’s take a look at the tasks of a brand strategist, as explained by Brand Master Academy in their blog “How To Become A Brand Strategist [Step-By-Step Guide].”
One of the first tasks is to consider the demographic that the brand wants to communicate with in great detail. The brand must be armed with a clear understanding of who they are trying to connect with by establishing an audience persona (or multiple personas).
The strategist should devise a strategy to communicate and interact with this group of people through personal interests, circumstances, journey, obstacles, pain points, and emotions.
By knowing the audience and their needs, you will begin to understand the choices that already exist for them in the marketplace. The brands offering these choices reflect the market, and the strategist must have a laser-focused view of the business environment to effectively position the brand. This awareness paves the way for the brand to take advantage of gaps and opportunities.
It is one of the strategist’s most important roles to establish the brand’s position through a specific differentiation strategy.
The strategist, working with the leadership team, must identify the distinction they can represent to the audience through an intimate knowledge of the business environment, including the audience and competitors.
This distinction and its consequent importance to the audience becomes the focal point of the messaging plan and, from this point on, drives the entire phase of brand building.
Human Brand Persona
If the strategist’s job is to put together the audience and the brand, then to make that happen, they must use every tool available. All of the strategic brand elements that humanize the brand are brand personality, language, and tone of voice.
This humanization affects how the brand expresses its message through a human brand identity and helps the brand to communicate and interact with the audience through characteristics and human language.
Brand Messaging + Copywriting
The development of strategic messaging is one of the most significant tasks in developing a strategic brand. The work up to this point and has set the tone for brand marketing, including research, development, positioning strategy, and human persona.
Defining the key messages that will form the brand’s understanding and interpretation of the audience will go a long way to improving the brand’s place in their minds. Few duties impact a brand’s success or failure as much as its messaging strategy.
Through the audience’s analysis, the strategist reveals a huge amount of knowledge about their audience’s lives, which they then use in the creation of the brand’s story.
Why is it the research of the audience shapes the story more than any other brand strategy elements? Because any successful brand does not tell the story about its brand, it tells the story of its journey and challenges. Since they see themselves in the story, a successful strategist will attract the public to a brand story.
Through the audience research, the brand strategist can uncover details about their audience’s lives, which they can effectively use to develop the brand’s story.
Brand Naming & Tagline Development
Few strategists get the chance to partner on a brand name because the brand creation process happens. After all, the brand name is often chosen by the leadership team very early in the business development process and is often emotionally connected.
That said, strategists’ task is to persuade (or at least try to convince) the leadership team to allow the production of strategic names and taglines.
To ensure that the strategic direction is pursued, the strategist supervises the brand’s visual growth. It is important to ensure that the desired brand features are seen visually through the brand’s logo.
The brand identity reflects the brand’s visual representation through color, shapes, typography, logos, photographs, and graphics. It can play a major role in brand awareness and recall if strategically created.
Louie is the father behind the travel blog Browseeverywhere.com. He has a background in photography, E-commerce, and writing product reviews online at ConsumerReviews24. Traveling full time with his family was his ultimate past-time. If he’s not typing on his laptop, you can probably find him watching movies.