What a brand strategist doesn’t do
I'm often asked what I do as a brand and marketing strategist. However, sometimes the more pertinent question is, "What don't you do?".
The role of a strategist is often celebrated for our ability to shape perceptions, drive engagement and acquisition, and craft compelling narratives. While our contributions are invaluable (if we say so ourselves 😉), understanding the boundaries of our role is equally crucial for businesses seeking to leverage our expertise. And in all honesty, I don’t do everything and am happy to admit that.
1. We Don't Create Brands from Scratch
Contrary to popular belief, brand strategists don't conjure brands out of thin air. Instead, we unearth a brand's essence that already exists in someone's mind or is already in the market. Our role is to uncover, refine, and articulate the unique value proposition that resonates with the target audience. It's about distilling the brand's DNA and translating it into a cohesive narrative that reflects its ethos, values, and aspirations.
2. We Don't Work in Isolation
Effective brand and marketing strategy is a collaborative endeavour involving stakeholders across the business. We don't operate in silos; we thrive on collaboration, drawing insights from diverse perspectives within the company. From the C-suite executives to frontline employees, everyone has a role in shaping the brand narrative and marketing experience and fostering a culture that aligns with its principles.
If you're a solopreneur, it's finding the gold in how you speak about your business, the unique way you engage with your audience, and, ultimately, what you do. We can only build a strategy with you.
3. We Don't Tell You How to Visualise or Express Your Brand
How you present your brand is up to you. We'll guide you through trends and how to create authority, help you understand marketing and acquisition techniques, and guide you to the next steps. However, it is your choice how you visually bring your brand to life and communicate that with your audience.
If you like specific colours or fonts - use them. If you want to run a particular campaign - go for it. If you tell your story a certain way - I encourage you to lean into it further. As long as it helps you connect with your audience, scale your business, and benefit your long-term future, I can guide and help you shape it, but I don't dictate.
I only step in if I believe you’re doing something foolish that could tarnish or limit your business’s growth opportunity.
4. We Don't Chase Trends Blindly
Brand strategists avoid clickbait, fleeting trends and transient fads. We don't chase the allure of instant gratification. Instead, we adopt a nuanced approach to trend analysis, discerning between passing fashions and enduring cultural shifts. We focus on long-term brand building, staying true to the brand's identity while remaining adaptable to evolving market dynamics.
5. We Don't Ignore Data
Data-driven decision-making lies at the heart of effective brand and marketing strategy. A strategist doesn't rely solely on intuition or gut feeling; we leverage data analytics to inform strategic initiatives. From consumer behaviour patterns to market segmentation insights, data is a compass guiding the strategic roadmap, enabling us to help you make informed decisions with precision and foresight.
We work with a fantastic small business called Ark Analytics to help us and our clients unlock the power of their data for a fraction of the cost of other business intelligence solutions.
6. We Don't Overlook Brand and Marketing Experience
Beyond logos and taglines, strategists recognise the importance of brand experience in shaping consumer perceptions. We don't confine ourselves to traditional marketing; instead, we recommend immersive brand experiences that resonate with audiences on a visceral level. Whether through experiential activations, interactive storytelling, or seamless omnichannel engagement, we strive to create memorable moments that forge deep emotional connections with consumers.
And this goes for your employees, too. How your brand is represented in the market is as much about your people as your marketing.
7. We Don't Neglect Brand Equity
Brand equity is the currency of trust and credibility that underpins a brand's long-term success. As a brand strategist, I don't view brand equity as an abstract concept; together, we nurture it through consistent messaging, exceptional customer experiences, and relentless commitment to the vision.
Brand equity is built over time, requiring patience, persistence, and dedication. So, we don’t want to throw out that good work. Something I say to clients when undertaking change or a rebrand is…
“We must respect the past but it doesn’t define our future.”
8. We Don't Shy Away from Evolution
In a rapidly changing marketplace, stagnation is the enemy of progress. A strategist doesn't cling to outdated paradigms or rest on past laurels; we embrace change as a catalyst for innovation and reinvention. In other words, we challenge the status quo. Whether it's adapting to emerging technologies, responding to shifting consumer preferences, or redefining brand positioning, we remain agile and responsive to the evolving business landscape. We stay abreast of market dynamics, monitor industry trends, and anticipate shifts in consumer preferences to stay one step ahead of the competition.
The last word
The role of a brand and marketing strategist is multifaceted and dynamic. While our contributions are manifold, it's equally important to recognise our role's limitations and what we don't do. From refraining from creating brands from scratch to embracing the winds of change, strategists navigate a complex terrain with poise, purpose, and unwavering commitment to the art and science of business building. We’re also nifty storytellers.
Having been in this space for decades, I understand the intricacies of brand and marketing strategy and its pivotal role in shaping a business's destiny. When I work with clients, I focus on helping brands navigate the complexities of today's competitive landscape with clarity, confidence, and creativity.
Let's unlock your company’s full potential together and embark on a fun yet possibly unconventional journey towards sustained growth and success.
