Traditionally, brand strategists have been a luxury expert reserved for branding giants such as Nike, Apple, Unilever and P&G.
Today however, as more entrepreneurs hear the likes of Gary Vaynerchuck, Richard Branson and Grant Cardone preaching the branding gospel, the demand for these experts and the strategic direction they offer has increased significantly.
So, what exactly does a brand strategist do?
In short, they devise a plan of brand expression that will ultimately help to shape the perceptions in the mind of the intended audience about what the business means to them and the experience it offers.
If they’re successful, the audience will “feel something” (an attachment, a connection, an understanding, a desire, an affinity) towards the brand that they otherwise wouldn’t have without carefully positioned, structured and personalised brand messages.