12 Functions of A Brand Strategist

Who is a Brand Strategist?

A Brand strategist is someone who enables an organization to craft and implement an integrated approach to positioning, amplifying. presenting and promoting the Brand in the market place or society in general.

Why is this important?

This is important because the Brand is the fulcrum around which a business or an organization revolves. It is the centre or core of the iniative, agenda or cause of any organization. The Brand is the visual and emotive representation of the entity that it represents. Unfortunately, many business leaders are yet to fully understand the importance of nurturing and purposefully developing a strong Brand. They spend more time building the business and not necessarily the Brand. Whereas in reality, you should spend as much time building the business and the Brand. And a Brand strategist can help you do this.

12 Functions of A Brand Strategist

1. Promise: They will help articulate the Brand promise in simple language that employees and customers can relate to
2. Values: They will work you through a reflective process to discover authentic values that the organization can stand by.
3. Identity: Help to discover, own and reflect your true Brand Identity in the most authentic and true to life manner.
4. Personality: Enable the development of a personality that rings true and can be expressed across the Brand touch-points i.e. messaging, operations, activities, employee policies/interactions etc.
5. Mission: Ensure that the Brand Identity and Visual Expression reflects the core of the organization’s mission and purpose
6. Narrative: Ensures that there is a compelling narrative that is persuasive, marketable and attracts the desired interest from the market and target audience
7. Visibility & Differentiation: Enables the Brand to be visible and differentiated in the market.
8. Launch: Develops and deploys a launch strategy that effectively introduces a new Brand into the market and immediately makes it visible to the target audience with tangible results in business and social impact terms
9. Rebrand: Hand-holds the organization through a Rebranding process and ensures that the most relevant research, data and analytics are in place to guide the effort. They do the due dilligence to ensure that rebranding is conducted only when absolutely necessary and that short and long term results validate the cost and effort invested in the process.
10. Metrics: Helps the organization develop customized Brand Metrics that measure what matters. Thus enabling the Brand to grow on its own terms and continue to improve at required pace.
11. Impact: Ensures that the Brand remains relevant and impactful in business and social terms
12. Goodwill: Enables the organization to harness societal goodwill from its operations and bank it in the Name of the Brand.

A Brand Strategist is an expert who gets the job done for the Brand on a project, operational or routine basis. Depending on the nature of the business or the organization, there may be a need to hire a Brand Strategist for a short-term project or on an ongoing basis – either as part of a brand-building effort – or a major re-brand and transition period. A Brand Strategist is typically a specialist who has worked on Brand Strategy in a dedicated fashion for at least 10 years or more. Depending on the task at hand, the organization may have to choose between hiring a Brand Strategist  or a Communications Generalist or both.

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