The Role Of Brand Strategy: Lessons From The Field
So I was contacted by a young brand strategist this week, asking whether he could ask me a some questions about brand strategy.
Of course, I said yes. Having just sent him my responses, I asked him whether I could share them on Branding Strategy Insider.
So thank you George Chaytor-Norris for sending the questions. I hope someone finds my responses helpful. And I’d love to get responses in comments.
1. What’s the number one skill every brand strategist needs to have and why? The ability to shut the hell up and listen. The best brand strategists aren’t those who think they are the smartest or the loudest person in the room. They are the person who sits back and listens to everyone else. Soaking up what is being said and how it is being said, and picking out the key insights throughout conversations (or when analyzing research).
Listen. Listen. Listen.
2. Why do companies hire brand strategists? Because often they don’t know what they need to do with their brand, but they know what they have got isn’t working. They just don’t know why.
3. Why should companies hire brand strategists? They don’t know how to develop their brand to win better in their market. A good brand strategist must be able to evolve a brand so that it is in a position to win better in its market.
4. What key metrics can a brand strategist use to demonstrate success for their clients and leads? Basically, how do you measure the ROI of brand strategy? Very tricky one. It is simple to measure the effects of an ad campaign or a digital campaign. Whether that is increase in sales, engagement or website visits.
The thing is, a brand is so wrapped up with every aspect of the business, it is very hard to untangle it. When you measure something, everything else should stay the same in order to get an accurate measure of the thing (the brand). This simply won’t happen with a rebrand.
5. What do people get wrong about brand strategy today? Tactics. Too many brand strategists aren’t brand strategists, but are actually brand tacticians. Which is a perfectly good role – it’s just not strategy. A strategist sets the direction for a brand. A tactician helps to get the brand where the business wants it to be.
6. What advice do you have for a young brand strategist? Read. Read books on brand, strategy, planning, marketing. But also read books on consumption, philosophy, economics, behaviours, etc. Read around the topic of brand strategy, not just about the topic of brand strategy.
7. Why do you love brand strategy? Because a brand is a construct designed to be the link between people and a business/organisation. As well as being a link between people and people. A brand doesn’t have to generate a financial profit (although many businesses want to do this). A brand has to help achieve the aims of the associated business or organization. Whether those aims are sustainable or financial or cultural, this doesn’t matter.
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Article originally published in Branding Strategy Insider