What Does A Brand Strategist Do?
There are many tasks at hand in the building and development of a strategic brand.
Depending on the experience of the strategist and the budget of the company, the strategist will take on some or all of these roles.
One of the first tasks is to understand the audience the brand wants to connect with in great detail.
By create an audience persona (or multiple personas), the brand is armed with a crystal clear idea of who they’re attempting to engage with.
Through their personal preferences, situation, journey, challenges, pain-points and emotions, the strategist can devise a plan to connect and resonate with this group of people.
Through understanding the audience and their needs, you can begin to understand the options that already exist for them in the marketplace.
The brands offering these options represent the competition and in order to position the brand effectively, the strategist must have a laser-focused understanding of the competitive landscape.
This understanding paves the way for gaps and opportunities for the brand to take advantage of.
Defining the position of the brand through a unique differentiation strategy is one of the most important roles of the strategist.
Through an intimate understanding of the market landscape including the audience and competitors, the strategist, working closely with the leadership team, must define the difference they will represent to the audience.
This difference and its subsequent value to the audience becomes the focal point fore the messaging strategy and influences the entire brand building process from this point on.
Human Brand Persona
If the role of the strategist is to bring the audience and the brand together, then they must use every tool available to make that happen.
Brand personality, language and tone of voice are all strategic brand elements that humanise the brand.
This humanisation through a human brand persona shapes how the brand will deliver its message and will enable the brand to connect and resonate with the audience through characteristics and human expression.
Brand Messaging + Copywriting
One of the most important tasks in developing a strategic brand is the development of the strategic messaging.
The work up until this point including research, development, positioning strategy and human persona, set the tone for the brand messaging.
Defining the key messages that will shape the audiences understanding and perception of the brand will go a long way to the brand solidifying its position in their mind.
Few tasks influence the success or failure of a brand as much as its messaging strategy.
Through the audience research, the strategist uncovers a vast amount of details about the lives of their audience, which they then use in the development of the brand’s story.
Why is it the audience research that shapes the story more than any other elements of the brad strategy?
Because any effective brand story is not about the brand, its offer, its journey or its founders.
It’s about the audience, their circumstances, their journey, struggles and emotions.
A good strategist will draw the audience in to a brand story because they see themselves in the story.
Brand Naming & Tagline Development
Few strategists get the opportunity to work on a brand name.
Because the brand name on often selected by the leadership team very early on in the business development process and are often emotionally attached to it come the brand development process.
That said, it’s the strategists role to convince (or at least try to convince) the leadership team to allow for strategic name and tagline development.
The strategist oversees the visual development of the brand to ensure that the strategic direction is followed.
Ensuring the intended brand characteristics are displayed visually through the brand identity is critical.
Through colour, shapes, typography, icons, images and graphics, the brand identity represents the visual expression of the brand and if developed strategically, can play a big role on brand perception and recall.