I’d say that becoming a Brand Strategist, and understanding why it’s important starts with understanding what a brand is and what it’s not.
The other week I explained why a general designer isn’t the best choice to be working on your branding and gave the example of why not through mistakes I made with my own original (Lavish Craft) branding. What it came down to was that I believed a brand was built on the looks.
A general designer may not be the best choice for designing your logo. I know this because that’s where I started and it shows in the branding I developed for my business originally. As a general designer, I thought the brand was built on visuals. As a brand strategist I now know that there is so much more that needs to come before the visuals are created.
As a strategist, I’m full of questions. They’re targeted to help you start thinking about your business in ways that will help bring more clarity to you regarding your business and your brand’s character and goals. With clarity you can be intentional in what you are doing, saying, sharing and deciding.