A brand strategist helps a company identify who their target market is and then seeks to determine the best way to positively interact with that target market so that consumers within that demographic respond favorably to the products offered by the company. Along the way, a good brand strategist will also seek out opportunities to expand the brand's profile and impact by enlarging the target demographic and potential market for the company's offerings.
What a brand strategist will typically do for a company is try to help the decision makers within that organization see the company through the eyes of their target consumer groups. The brand manager will work to determine what key factors in purchase decisions cause people to engage with some companies while eschewing others. Normally the brand strategist will pore through market research reports based on demographics and consumer behavior habits and attempt to find areas of opportunity for the company to act to strengthen its brand awareness. Sometimes the brand strategist will also seek to identify potential new consumer demographics and develop reports and ideas for expanding brand awareness outside the areas identified by the company and marketers. In these cases, the brand strategist will again consider market research, as well as the cost of acquiring new customers when he or she reports on this viability to board members. A key part of the brand strategist's job is also ensuring that marketing and advertising efforts stay “on brand”. In other words, they reflect the overall strategy that has been developed to enhance positive consumer awareness. The strategist will typically work closely with marketing, advertising, and creative departments to ensure that efforts remain focused within the confines of the brand's growth strategy.
To work as a brand strategist, a person must typically have a college degree in marketing or a similar business discipline regarding consumer behavior. Many brand strategists work as outside consultants for companies, but larger corporations with multiple products or services may have their own brand strategists on payroll to help guide marketing approaches. Typically a brand strategist works in an office during regular hours of the business week.
Brand Strategist Tasks
Create an advertising message which defines and describes the product in a way that makes it appealing to the public.
Conduct market research to determine customer demographics and the best strategies for reaching customers.
Develop unique and innovative methods for introducing to a product and making it memorable to the public.
Oversee the development of marketing plans and evaluate the impact of marketing efforts.