Brand strategy
Brand strategy is the long-term plan for the development of a successful brand in order to achieve specific goals. It’s a crucial aspect of any business, big or small, and involves defining the brand's purpose, values, messaging, and overall identity. A well-defined brand strategy helps businesses connect with their target audience, differentiate themselves from competitors, and build a strong, recognisable presence in the market.
What to look for in a freelance brand strategist
When hiring a freelance brand strategist, look for individuals with a proven track record of developing and implementing successful brand strategies. They should possess strong analytical skills, excellent communication abilities, and a deep understanding of marketing principles. A good brand strategist will be able to understand your business objectives and translate them into a compelling brand narrative.
Key qualities to look for:
- A strong portfolio showcasing successful brand strategy projects
- Excellent communication and presentation skills
- A deep understanding of market research and analysis
- Experience in developing brand guidelines and messaging
- The ability to think creatively and strategically
Main expertise areas within brand strategy
Brand strategy encompasses several key areas of expertise. When hiring, consider which areas are most relevant to your needs:
- Brand positioning: Defining how your brand is perceived in the market relative to competitors.
- Brand architecture: Organising and structuring your brand portfolio (if applicable).
- Brand messaging: Crafting compelling and consistent messaging across all platforms.
- Brand identity: Developing the visual elements that represent your brand, including logo, colour palette, and typography.
- Brand experience: Defining the overall experience customers have with your brand.
Relevant interview questions
Here are some key questions to ask potential freelance brand strategists:
- Can you share examples of successful brand strategies you've developed?
- How do you approach the process of developing a brand strategy?
- What are your preferred methods for conducting market research?
- How do you measure the success of a brand strategy?
- Tell me about a time you faced a challenge in developing a brand strategy and how you overcame it.
Tips for shortlisting candidates
- Review portfolios carefully, paying attention to the results achieved.
- Look for strategists who demonstrate a clear understanding of your industry and target audience.
- Check testimonials and references to gauge their past performance.
Potential red flags
Be wary of strategists who promise unrealistic results or lack a structured approach. A lack of clear communication or an inability to articulate their process can also be red flags.
Typical complementary skills
Brand strategists often possess complementary skills in areas such as:
- Marketing
- Content creation
- SEO/SEM
- Graphic design
- User experience (UX)
Benefits of hiring a freelance brand strategist
A freelance brand strategist can bring a fresh perspective and specialised expertise to your business. They can help you:
- Clarify your brand identity and messaging
- Develop a targeted and effective brand strategy
- Differentiate your brand from competitors
- Strengthen your brand's presence in the market
- Ultimately, drive business growth and increase revenue
Real-world examples of brand strategy in action
Here are some examples of how brand strategy is applied in real-world projects:
- Rebranding a legacy company: A brand strategist helps a long-established company modernise its brand identity and messaging to appeal to a younger audience, resulting in increased market share.
- Launching a new product: A brand strategist develops a comprehensive brand strategy for a new product launch, including positioning, messaging, and go-to-market strategy, leading to a successful product introduction.
- Building a brand from scratch: A brand strategist works with a start-up to define its brand purpose, values, and identity, creating a strong foundation for future growth.
