How to pick a brand strategist who isn’t a fluffball and actually boosts your bottom line
Most strategy work sucks.
There, I said it. (And no, this isn’t an April Fool’s post, despite the date.)
It kills me that some creatives see brand strategy as an easy upsell, tack it on as a premium to other services, and then give clients fluffy words that sound good but don’t mean much.
Especially when GOOD strategy makes such a massive impact.
How are clients supposed to tell the difference?
Things to care about
Results (ideally, big ones)
Is it a perfect metric? Heck no. Strategy only works if it’s implemented. Plus, lots of levers spell success. But start here: your brand strategist should be able to speak to clients’ wins.
Reputation (for strategy specifically)
Good work gets around. Read the reviews—for strategy specifically. Someone can be a STELLAR graphic designers or copywriter, but that doesn’t make them a great strategist.
Collaborations (with other great talent)
Strategy doesn’t stand alone. Ideally, web designers, graphic designers, art directors, hiring managers, marketing managers, and a host of other players bring it to life. They should hype your strategist as irreplaceable at best and useful at minimum.
Things to maybe care about
Experience (especially long-term clients)
Generally, strategists who make a difference keep getting hired. But look for LONG TERM relationships, not a churn of one-offs. (While I work my way out of jobs, I work in some capacity with most clients for at least six months—and many clients for over a DECADE.)
Certifications (eh)
I’ve seen uncertified newbies with outstanding intuition and talent for brand strategy. Some want certifications as they grow, which shows serious commitment. But a certification can’t make someone into a great strategist—you need the personality and experience.
Things to ignore
If it’s a fancy agency (shrug)
Cool. Some have great strategy, some don’t. Don’t let the slickness fool you. They may have done some baller design and copy for brands you personally love…but that doesn’t make them great strategists. (In fact: I actually recommend clients do brand strategy BEFORE choosing an agency!)
If it’s expensive (ker-ching)
Great strategy is an investment, but bad strategy usually costs just as much.
The absolute biggest things to look for
Does your strategist LOVE strategy?
Deep in their bones?
Will they die on the strategy hill?
Can they just not shut up about it?
That’s your person, right there.
And especially: do they love it enough to tell you when you aren’t ready for it yet??
Because when you’re an expert strategist and you’ve seen firsthand what it can do for the right client at the right time, it’s impossible not to want those results for clients.
You can find a brand strategist who will be worth the investment.
Since I need to bring this baby home, if you’re reading this: you already have. (Not to toot my own horn, but since I am currently booking…)
Interested to see what brand strategy could do for you? Reach out here!
If you helped companies sell for millions, land $500k grants, and double their clients in a pandemic then you’d be hair-tossy confident too.
