How To Become A Brand Strategist
[The Video Breakdown]

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Question #1
Do All Designers Need To Become
Brand Strategists?

Jacob Cass

“There’s a lot of disconnect about what brands strategy is and what it’s not. It means something different to everyone and some people may feel like it’s not enough just to be a designer anymore.

Do all designers need to evolve to become brand strategists?”

Stephen Houraghan (Summarized)

“Regardless of the design field you’re in, whether it’s graphic design, print design, brand design UX design, if you love what you do and you don’t need anything more, then no, you don’t have to become anything else.

Especially if you’re:

Doing the work you love

Working with the clients you want to work with

Earning the money you want to earn

But if that isn’t your situation and you want to evolve on what your doing or you want to:

Provide a higher level of service

Work with bigger clients

Charge higher fees

Then in the field of branding, providing brand strategy services is the obvious route for you to evolve as a brand specialist.”

Question #2
What Is Brand Strategy And What Are The Deliverables Of Brand Strategy?

Jacob Cass

“I want to move into the next question, which was from Nicole Williams, which was “What exactly is brand strategy and what are the deliverables of brand strategy be apart from the logo?

I had a similar question when I first heard about brand strategy, how was it different to what I was already doing, is there a document outlining how the brand should work.

So a good question and I think a lot of designers would love to hear your answer.”

Stephen Houraghan (summarised)

“When you provide logo designs, you provide the visual aspect of the brand.

You hand over the artwork files and if you’ve developed a brand identity system, then possibly a style guide too.

Brand strategy on the other hand, defines how the brand will express itself in the market not just through it’s looks but through its position, its messaging, its personality and its visuals.

All of these elements need to be developed strategically which starts with who the audience is and what challenges they have.

The end product of this strategic work is a plan and a guide to express the brand as is defined from the strategic work.

The deliverable is a brand management guide that defines the expression of the brand which is applied to all brand communication and all touch points.

It allows the brand manager to express the brand strategically in the market.

The brand strategy may also include a brand awareness campaign or marketing strategy, which outlines the strategic plan of delivering the brand messages to the audience in the most effective way.”