Brand Strategists

Job responsibilities for brand strategists vary by employer, amount of experience, and other factors, but most strategists conduct research and market analyses, develop and refine brand strategy, and monitor brand performance and adjust brand strategy, when necessary. To perform these tasks, they work closely with cross-functional teams in product development, sales, marketing, and public relations to ensure that the company’s brand is aligned with the goals of every department.

Research and Market Analysis

Strategists spend many hours conducting research to learn more about their employer—whether it’s a new company developing a brand or an existing one that wants to improve its current brand or rebrand itself. Questions they ask include: What do we sell? What are our customers’ needs, desires, and preferences? Who is our customer? Do we want to attract other types of customers? Who are our competitors, and how do we stand out (or want to stand out) from them? What does our company stand for (i.e., values)? Finding the answers to these and other questions helps strategists obtain insights regarding creating or improving a brand.

Develop and Refine Brand Strategy

Brand strategists use the answers to the questions above (as well as information gleaned from other research) to create a brand strategy and guidelines that formalize the brand’s visual and other aspects. These guidelines cover everything associated with the company’s presentation to and interaction with the public, including its social media platforms; radio, television, and print advertisements; marketing flyers; Web site; customer service operations; and retail sites (if applicable).

Brand strategists may also focus on a specific product or service that is sold by a company. If a product requires a rebrand, they redesign or replace its current packaging, logo, campaigns, and creative materials.

Monitor Brand Performance and Adjust Brand Strategy

Once a new brand is launched or a current one is revamped, the brand strategist evaluates key performance indicators and other datapoints, customer feedback (including on social media and from focus groups), and market trends to determine if the brand launch or revamp has been successful. They make changes to the brand to continue to improve it. Many perform yearly brand audits to analyze the brand’s position in the market.