Everyone and their fucking dogs a ‘brand strategist’ now!
What is with the term brand strategist today, it was life coach yesterday, now everyone’s a brand strategist!
Because hey, why not! Sound fun right.
And surely anyone who knows a thing or two about showing up online, communicating visually or verbally or viscerally… anyone who’s built a brand knows how to build a brand.
So what’s the difference between working with a brand strategist whose experience lies in being a personal stylist? Or a brand strategist who’s trained as a copywriter… or that brand strategist who’s built their day to day taking brand photos, recording videos, training speakers… or the brand strategist who’s been designing logos all their life…
I’ll tell you…
You are the difference.
What your goals are at the end of the process. That’s what you need to think about when choosing who to work with on your brand.
IF you’re building a business based on lots of in-person events, on speaking from the stage, on showing up live in real life to your audience. Then working with a brand strategist who is trained as a personal stylist – who can help you create a personal brand around standing in front of a crowd of people – who will help you understand your unique personal style and how to present this when you are standing in front of your audience – is going to be a great place to start. Not all personal stylists are brand strategists though – so be sure to do your due diligence first!
IF you’re building a business online where you’re happiest communicating via blogs and written media then working with a brand strategist who’s trained in copy is going to be the best person to help you create a unique brand style verbally. To help you understand all the quirks of your personality and how you can bring this into the words you use. A brand strategist who knows how to help you get more of you into your writing is worth their weight. And if that’s the kind of brand strategist you’re looking for then I highly recommend my friend Suzi over at Captivation House, she’ll help you figure out your ‘Brand Language Bank’ so you can infuse your unique style into all your brand communications.
Not all copywriters are brand strategists though – so as always do your due diligence!
IF you’re building your business online and you’re a visual person – because who isn’t in this online world. Then working with a brand strategist who’s going to be able to capture your brand style on camera, in photo or video format, is going to be a huge asset to your brand building.
Personal Brand Photographers are popping up all over the place right now, and while not all personal brand photographers are brand strategists, the ones that are will not only help you get some brilliant brand photos but they’ll help you discover what your brand looks like when it’s showing the world who you really are.
If a personal brand photographer is what you’re looking for, then I highly recommend my friend Heidi over at heidihapanowicz.com who’ll help you reinvent the way the world, but more importantly YOU see yourself. Or my local gal Gemma over at Gemma Shoots People – because who doesn’t want to work with someone who names their business that!
Then, of course, there’s the brand strategist who’s been designing logos all their working life. Now, these people are among the first to fall into the brand strategist category, the brand designer, because what is a brand if it’s not your logo right?!
Your brand is way more than your logo, or your fonts or that header graphic on your website on its own. Your brand is EVERYTHING. The way you look, the way you present yourself, the way you show up on and offline, the language you use – visually & verbally.
Be wary of the logo designer masquerading as a brand strategist. Because a logo on its own isn’t a brand. It’s a very important part of your brand but it doesn’t make the whole brand.
So when choosing the kind of brand strategist that’s right for you. Think about your end goals.
What kind of business do you want to run?
How do you want your brand to show up?
What’s your preferred way to communicate with your audience?
What tangible things do you want in the end? Photos, Copy, Graphics…?
Choose a brand strategist whose background will help you with YOUR brand goals.
Do your research. Check out their brand process – ask to see their brand strategy laid bare. Look at the deliverables you’ll be getting at the end of the process and choose the person who will help you achieve YOUR BRAND GOALS.