What does a brand strategist do?

What is a Brand Strategist?

A brand strategist helps companies figure out how they want their brand to be seen by customers. They work behind the scenes to create a strong and clear identity for a business, including its values, message, tone, and overall image. Their goal is to make sure people recognize and trust the brand in a crowded market.

To do this, brand strategists study the target audience, competitors, and trends. They use research to understand what customers want and what makes the brand unique. Based on this, they develop a brand strategy—a plan that guides how the company should communicate and present itself across ads, social media, packaging, and more.

What does a Brand Strategist do?

Duties and Responsibilities
Brand strategists play a key role in shaping how a company is perceived by its audience. Their responsibilities focus on research, planning, and guiding the overall brand direction. Common duties include:

• Market Research: Analyze customer behavior, competitor brands, and industry trends to identify opportunities and challenges for brand positioning.
• Brand Positioning: Define the unique value and identity of a brand, including its mission, voice, tone, and personality, to set it apart in the marketplace.
• Strategy Development: Create clear, long-term plans for how the brand should be communicated across platforms like advertising, social media, packaging, and public relations.
• Collaboration: Work with marketing teams, designers, copywriters, and executives to ensure all brand messaging and visuals are consistent with the strategy.
• Performance Analysis: Monitor how the brand is performing in the market using tools like customer surveys, sales data, and digital analytics, and adjust strategies as needed.
• Client or Team Communication: Present branding ideas, strategies, and research findings to internal teams or external clients to gain support and alignment.

Types of Brand Strategists
There are several types of brand strategists, each focusing on different aspects of branding depending on the company’s goals and industry:

• Corporate Brand Strategist: Focuses on shaping the overall image and values of a company. They help ensure consistency across all divisions, products, and communications.
• Product Brand Strategist: Works on branding for individual products or product lines. Their job is to position each item in the market to appeal to specific customer groups.
• Digital Brand Strategist: Specializes in online branding, including social media presence, website messaging, digital advertising, and content strategy.
• Personal Brand Strategist: Helps individuals—like entrepreneurs, influencers, or public figures—build a strong, recognizable personal brand that reflects their identity and goals.
• Employer Brand Strategist: Focuses on how a company is perceived by current and potential employees. They work on branding strategies that attract and retain talent.
• Global Brand Strategist: Manages branding across multiple regions or countries, adjusting strategies to respect cultural differences while maintaining a unified brand image.

What is the workplace of a Brand Strategist like?

The workplace of a brand strategist is typically fast-paced, creative, and collaborative. Many brand strategists work in office settings—either in-house at a company or at marketing and advertising agencies. They spend much of their time researching markets, developing strategies, and collaborating with other teams such as design, marketing, and leadership. This often involves meetings, brainstorming sessions, and presentations.

Much of the work is computer-based, using tools for market research, data analysis, and content planning. Brand strategists also communicate regularly through emails, video calls, or in-person meetings to stay aligned with different departments or clients. Deadlines and project timelines can create a busy and focused work environment.

Some brand strategists work remotely or in hybrid roles, especially when collaborating with clients or teams across different locations. Whether in a traditional office or working from home, the job requires strong communication, organization, and creative thinking skills to keep brand efforts consistent and effective.