What’s a brand strategist?

There are two answers.

You can be exactly what the words describe. The person who decides what the branding is, what it represents, how it will work and how it will be communicated. It’s a key part of planning effective and inspiring communications.

Or you can develop strategies for brands. You can be a person who works to make brands more valuable, distinctive, profitable and utterly aligned with the culture, the systems, and the distribution channels that must deliver what has been promised. That’s much more about the business. It focuses on making sure companies are utterly competitive through their brands.

Each description involves very different interests, priorities, conversations … even clients.

Just like in any role, a simple change in the words doesn’t just alter the meaning. It can actually shift the mandate.

What do you do?

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