I guess you can call a brand strategist a designer. Albeit one whose job does not include art outputs. Say the word designer and art director comes to mind. Logo creators. Environment designers. Certainly not someone who writes briefs, turned into documents, intended to drive marketing strategy. But give a designer an assignment without a brief and they’re left to their own devices as to what to create. Staring at a white piece of paper or screen doesn’t scare a designer. It’s freeing. But without a strategic goal, who decides if the work is good? Who decides if the work if business-building. The most common metric for design success is “likeability.” A distance second might be “communication value.” The holy grail, on the other hand, is brand claim and proof planks – the result of brand strategy.
Brand strategy in more cases than not offers marketers a qualitative metric; the client approves the logic, understands how it will help build business, but then gets lost in the weeds of approving deliverables/contents. Done right brand strategy should have quantitative metrics. It’s rare. And it’s a shame.
Return On Brand Strategy, as illusive a concept as it is, drives business at What’s The Idea? For a chat about brand strategy metrics, hit me at Steve@WhatsTheIdea. And be prepared to put on your seatbelt.