What Does a Brand Strategist Do?

Brand strategists are an essential part of any company’s marketing team. They are responsible for creating and executing strategies that shape a company’s identity, promote their products or services, and ultimately lead to increased business growth and profitability.

A brand strategist typically works closely with other marketing professionals, such as graphic designers, market researchers, and advertising specialists, to develop effective marketing campaigns that resonate with target audiences. They need to have a deep understanding of the company’s core values, target market, and industry trends to create a successful brand strategy.

Key Takeaways:

  • A brand strategist plays a crucial role in developing and executing a company’s marketing strategy.
  • They work closely with other marketing professionals to create effective campaigns.
  • A deep understanding of a company’s values, target market, and industry trends is essential for success in this role.

The role of brand strategy in business success

Brand strategy plays a critical role in the success of businesses, as it encompasses the development and implementation of a plan that positions a company’s brand in the minds of its target audience. By creating a clear and compelling brand identity, businesses can differentiate themselves from competitors and attract and retain customers.

Brand Development

Effective brand development involves crafting a unique brand message and visual identity that resonates with consumers. It includes defining a brand’s purpose, values, and personality, as well as creating a visual language through design elements such as logos, color schemes, and typography.

Brand Positioning

Brand positioning involves identifying a brand’s unique selling proposition and carving out a distinct place in the market. It involves analyzing the competition, understanding audience needs and preferences, and crafting messaging that effectively communicates a brand’s strengths and benefits.

Brand Management

Brand management involves ensuring that a brand’s messaging and visual identity remain consistent across all channels and touchpoints. It includes overseeing advertising campaigns, public relations efforts, and social media messaging to ensure a cohesive and effective brand presence.

Brand Consulting

Brand consulting firms offer businesses specialized expertise in developing and implementing successful branding strategies. They can provide a range of services, from conducting market research and creating brand messaging to designing visual identities and overseeing advertising campaigns.

In conclusion, a well-crafted brand strategy can be the difference between a thriving business and one that struggles to stand out in a crowded marketplace. By investing in effective brand development, positioning, management, and consulting, businesses can create a strong and lasting relationship with their customers and drive long-term success.

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How to become a brand strategist in Germany

Becoming a brand strategist in Germany requires specific training and education in branding, marketing, and business strategy. There are various pathways to pursue this career, ranging from vocational training to academic study.

Vocational Training

One option to become a brand strategist in Germany is through vocational training or Ausbildung. This typically involves a dual vocational training program, combining practical training with theoretical education at a vocational school. The training takes place in a company, where the trainee learns the skills and knowledge required for the job. The age limit for vocational training in Germany is 25 years, but exceptions can be made for foreigners.


Another option is to pursue an apprenticeship, which involves on-the-job training in branding, marketing, and business strategy, while also attending vocational school part-time. Apprenticeships typically take three years to complete and offer a recognized qualification upon completion.

Academic Study

Academic study is also a viable option for those interested in becoming a brand strategist. Universities in Germany offer numerous programs in branding, marketing, and business strategy, including undergraduate and graduate degree programs. Dual study programs are also available, combining academic study with practical, on-the-job training. Various universities offer programs in English, providing opportunities for foreigners to study in Germany.

Employer and Training Companies

Employers and training companies can play a significant role in shaping the careers of brand strategists. Many companies offer formal training programs, including mentoring and coaching, to help employees develop the skills and knowledge necessary for success in the field. Additionally, some training companies specialize in providing education and training in branding, marketing, and business strategy.

Advancement and Further Training Opportunities for Brand Strategists

The field of brand strategy offers many opportunities for growth and career advancement. Whether you’re looking to climb the corporate ladder or expand your knowledge and skills, there are many options available to you.

Promotion Prospects:

One way to advance your career in brand strategy is through promotion. As you gain experience and demonstrate your expertise, you may be eligible for higher-level positions with greater responsibilities. This could mean becoming a senior brand strategist, a team leader, or a manager.

Further Training:

In addition to promotion prospects, further training is another way to advance your career in brand strategy. You may choose to pursue part-time studies to augment your existing knowledge and skills, or you may opt for a dual study program that combines academic coursework with on-the-job training. You may also consider training abroad to gain a global perspective and acquire new skills.

International Career:

Brand strategy is an industry that values international experience and offers opportunities for those looking for an international career. Whether it’s through an internship abroad or a word and travel program, working in a different country can broaden your skill set and make you a more attractive candidate to hiring managers.

Internship Abroad:

If you’re looking to gain international experience in brand strategy, an internship abroad can be a great way to start. Many companies offer internships to students and recent graduates, which can provide hands-on experience and exposure to different cultures and ways of working.

Overall, there are many opportunities for brand strategists to grow and advance their careers. By pursuing further training, seeking promotion prospects, and gaining international experience, you can position yourself for success in this exciting and dynamic field.

About the author: Dr. Wolfgang Sender studied sociology and political science and has been writing as a journalist on international career issues since 2018. He is the author of several books and many articles.

Facts and figures

  • According to a survey conducted in 2020, 83% of marketers consider brand strategy to be a critical part of their overall marketing efforts.
  • The global brand consultancy market was valued at $4.38 billion in 2020 and is projected to reach $7.91 billion by 2028.
  • In the United States, the average annual salary for brand strategists ranges from $50,000 to $120,000, depending on experience and location.
  • Research shows that 62% of consumers prefer to buy products from brands that stand for a purpose and share their values.
  • Brands with a strong brand strategy experience a 23% increase in customer loyalty compared to those without a clear strategy.
  • In a study conducted in the United Kingdom, 55% of consumers mentioned that they would pay more for a premium brand with a strong brand reputation.
  • According to LinkedIn data, brand strategy is one of the fastest-growing job functions, with a 67% increase in hiring in the past five years.

The alternative career paths for brand strategists

For those interested in a profession similar to brand strategy, there are several alternatives worth considering:

  • Brand Manager: Overseeing a brand’s overall management, including identifying product positioning, pricing, and advertising strategies.
  • Marketing Manager: Focusing on the development and implementation of marketing campaigns across various mediums, including digital and traditional channels.
  • Market Research Analyst: Conducting research to identify potential sales of a product or service, as well as assessing the effectiveness of current marketing campaigns.
  • Advertising Executive: Designing and executing advertising campaigns in print, radio, television, and digital media.

Each of these professions can lead to a successful career, and many skills learned in brand strategy are transferable.

Language skills and brand strategy

As the world becomes increasingly globalized, language skills are more important than ever in the field of brand strategy. Having proficiency in multiple languages can open doors to working with international clients and expanding business opportunities.

Beyond communication benefits, language skills can also bring cultural understanding and awareness to brand strategy. In a field where nuances and subtleties matter, being able to navigate the cultural nuances of different regions can greatly enhance the effectiveness of brand strategies.

Whether it’s through formal language courses or immersion experiences, investing in language skills can lead to a more diverse and successful career in brand strategy.

Opportunities for self-employment and starting a brand strategy business

Becoming a self-employed brand strategist can be a challenging but rewarding career move. It requires a strong entrepreneurial spirit, a clear vision of the services you offer, and effective marketing strategies to grow your business.

When starting your own brand strategy business, it’s important to consider the following:

Key Considerations Steps to Take
Identify your niche and target audience Develop a business plan and brand identity
Establish your pricing and value proposition Register your business and acquire necessary licenses and permits
Build a strong network and client base Create an online presence and market your business through social media and other channels

Starting a brand strategy business can provide numerous benefits, such as setting your own schedule, choosing your clients and projects, and potentially earning higher income than working for an employer. However, it also comes with risks and challenges such as managing finances, legal issues, and competition.

It’s important to have a solid understanding of the industry, as well as your own strengths and weaknesses before diving into self-employment. Consider seeking advice from experienced brand strategists or consultants, attending business workshops and seminars, and conducting thorough market research.

Career transition options for brand strategists

The field of brand strategy is open to individuals with a diverse range of educational and professional backgrounds. While a degree or vocational training in marketing, communication, or business can be an advantage, it is not always a requirement. If you are considering a career transition to become a brand strategist, here are some options to explore:

Transferable Skills

If you have experience in a related field such as advertising, public relations, sales, or digital marketing, you likely possess transferable skills that can be valuable in brand strategy. Look for opportunities to highlight your analytical, creative, and strategic thinking abilities on your resume or in interviews. Additionally, soft skills such as communication, collaboration, and project management are crucial for success in brand strategy and should be emphasized in your application.

Relevant Experiences

A background in entrepreneurship, customer service, or even volunteer work can be relevant for brand strategy. Highlight any experiences that have provided you with insights into consumer behavior, market trends, or brand identity. Consider creating a portfolio or case studies that demonstrate your understanding of brand strategy and showcase your ability to create effective campaigns.

Alternative Routes

Some individuals may choose to enter the field of brand strategy through alternative routes such as networking, mentorship, or self-education. Attend industry events, connect with experienced professionals, or invest in online courses to gain knowledge and exposure to the field. Consider pursuing freelance or consulting opportunities to gain practical experience and build your portfolio.

Keep in mind that while a formal education or training may offer advantages, it is not always a requirement for success in brand strategy. With the right skills, experiences, and a passion for the field, transitioning to a career in brand strategy is possible.

Income and salary expectations for brand strategists

As with any profession, income and salary expectations for brand strategists can vary depending on a number of factors, including experience, industry, and location. However, on average, brand strategists in Germany can expect to earn a competitive salary that reflects their expertise in the field.

According to salary data from Payscale, the average salary for a brand strategist in Germany is €50,442 per year. However, this can range from €29,000 per year for entry-level positions to €80,000 or more for those with extensive experience and expertise in the field.

It’s worth noting that working for a large, well-established company can often result in higher salaries compared to working for a smaller organization or as a freelancer. Additionally, those with experience in certain industries, such as technology or finance, may command higher salaries compared to those working in other sectors.

In terms of location, salaries for brand strategists may also vary depending on the region of Germany in which they work. Generally, salaries tend to be higher in larger cities such as Berlin, Munich, and Hamburg, compared to other regions.

Factors that can affect income and salary expectations for brand strategists

Several factors can influence an individual’s income and salary expectations as a brand strategist, including:

  • Years of experience in the field
  • Industry expertise and knowledge
  • Level of education and training
  • Size and reputation of the company the individual works for
  • Location and region of Germany
  • Specialization within the field of brand strategy

Overall, while income and salary expectations for brand strategists will vary depending on a number of factors, those working in this field can generally expect a competitive salary that reflects their expertise and experience.

Questions and Answers

Q: What does a brand strategist do?

A: A brand strategist is responsible for shaping a company’s identity, creating marketing strategies, and driving business growth.

Q: What is the role of brand strategy in business success?

A: Brand strategy plays a crucial role in achieving business success by guiding brand development, positioning, and management. Brand consulting also plays a key role in ensuring effective brand strategies.

Q: How can one become a brand strategist in Germany?

A: In Germany, individuals can become brand strategists through vocational training, apprenticeships, or studying at vocational schools. There are no age limits, and opportunities are available for foreigners. Employers and training companies are often involved in the training process.

Q: What are the advancement and further training opportunities for brand strategists?

A: Brand strategists have opportunities for career growth and advancement within the industry. They can pursue further training, part-time studies, dual studies, or even training abroad to enhance their skills and broaden their career prospects, including the possibility of an international career or internship experience.

Q: Are there similar professions and activities related to brand strategy?

A: Yes, there are other professions and activities closely related to brand strategy that individuals may consider as alternative career paths or similar roles within the field.

Q: How important are language skills in brand strategy?

A: Language skills are crucial in brand strategy as they enable effective communication and facilitate global market reach. Proficiency in multiple languages can enhance career prospects for brand strategists.

Q: Are there opportunities for self-employment and starting a brand strategy business?

A: Yes, brand strategists have opportunities for self-employment and can start their own brand strategy businesses. This article provides insights into key considerations and steps to take when pursuing self-employment in this field.

Q: Can career changers without specific studies or training enter the field of brand strategy?

A: Yes, career changers without specific studies or training can transition into the field of brand strategy. Transferable skills, relevant experiences, and alternative routes can facilitate this transition.

Q: What are the income and salary expectations for brand strategists?

A: This article provides insights into the income and salary expectations for brand strategists, taking into account factors that can influence earning potential and industry standards.

Brand Strategy Aptitude Test

Discover if you have the skills and qualities needed to thrive in a career as a brand strategist by answering the following aptitude questions.

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