What does a brand strategist do?
A brand strategist defines who a brand is, who it serves, and why it should be chosen over competitors. They research the market and audience, set positioning and messaging, and create the framework that guides identity, marketing and content, so every touchpoint stays consistent.
What a brand strategist is responsible for
A brand strategist works on the thinking that comes before the logo, the website or the first campaign. Their work sits between business goals and creative execution, and it covers five areas:
- Market and competitor research: understanding the category, the competitors and the gaps nobody has claimed.
- Target audience definition: identifying who the brand serves, what they care about and how they decide.
- Brand positioning: choosing the space the brand owns in the customer’s mind.
- Messaging and brand voice: deciding what the brand says and how it sounds.
- Brand architecture: organising how products, services and sub-brands relate to each other.
The brand strategy process, step by step
- Discovery: stakeholder workshops, a brand audit and customer interviews establish where the brand stands today.
- Research: the strategist studies competitors, audience behaviour and search demand to find the opportunity.
- Positioning: a clear statement of who the brand is for, what it offers and why it is different.
- Messaging framework: a value proposition, key messages and tone of voice built from the positioning.
- Activation plan: guidance for how the strategy carries into brand identity, search, social media and content.
What you receive at the end
The output is a set of documents your whole team can use:
- A brand positioning statement
- Audience personas
- A messaging and tone-of-voice guide
- Competitive analysis
- A brand architecture map
- A strategy brief for designers and marketers
This brief is what stops a brand from looking one way on packaging and sounding another way on Instagram.
Brand strategist vs. graphic designer vs. marketing strategist
The roles overlap, so they are often confused.
| Role | Main question they answer | Typical output |
|---|---|---|
| Brand strategist | Who are we, and why should anyone choose us? | Positioning, audience, messaging |
| Graphic designer | How should the brand look? | Logo, visual identity, layouts |
| Marketing strategist | How do we reach and convert customers? | Channel plans, campaigns, funnels |
| Creative director | How do we express the strategy creatively? | Creative direction, campaign concepts |
The brand strategist sets the direction, and the others carry it out. Without that direction, each of them fills the gap with their own guesses.
When you need a brand strategist
You likely need one if:
- You are launching a new business and want to choose the right position from the start.
- Your brand looks and sounds different across your website, social media and ads.
- You are entering a crowded market where competitors look the same.
- You are repositioning or rebranding, for example moving into a new service area or audience.
- Your marketing brings traffic, but the audience does not understand what makes you different.
If any of these sound familiar, it is time to build your brand strategy before spending more on design or ads. At Akkenna, a holistic branding agency, the strategy comes first and then guides brand identity, search and AI visibility, social media and performance content, so the brand works the same way everywhere.
Frequently asked questions
What qualifications does a brand strategist need?
There is no fixed qualification. Most come from marketing, design, research or business backgrounds. What matters is a track record of turning research into clear positioning that teams can use.
What is the difference between brand strategy and brand identity?
Brand strategy defines who the brand is and what it stands for. Brand identity is how that shows up visually and verbally: the logo, colours, typography and voice.
Do small businesses need a brand strategist?
Often more than large ones. A small business has less budget to waste on inconsistent messaging, and a clear position helps it compete against bigger names.
How long does brand strategy take?
Most projects take 2 to 4 weeks, depending on research depth and the number of stakeholders. It usually runs before or alongside identity design.
Ready to define your brand?
A short brand audit shows where your identity, messaging and channels are pulling in different directions, and what to fix first. Book a brand audit with the Akkenna team.
