Who is responsible for brand strategy?

Written By Steven J. Wilson

"Delivering the knowledge you need to succeed."

The responsibility of brand strategy varies depending on the size of the organization.

In a small company, the owner or CEO may be responsible for developing and implementing the brand strategy.

A brand manager or brand director will likely be responsible for this area in a larger organization.

The brand strategy should be developed in alignment with the overall business strategy to ensure that it supports the company’s goals and objectives.

What is the role of a brand director?

A brand director is responsible for overseeing all aspects of the brand, including its strategy, positioning, identity, and messaging.

They work to ensure that the brand is consistently presented across all channels and touchpoints.

The brand director works closely with other marketing team members to ensure that the brand is being effectively promoted and communicated to the target audience.

When do you need to hire a brand strategist?

If you are not sure how to position your brand or what messaging will resonate with your target audience, you may need to hire a brand strategist.

A brand strategist can help you develop a clear and differentiated brand that will allow you to achieve your business goals.

Early on, you can hire a consultant to help you with this process, but eventually, you will need to bring someone on staff full-time to manage and evolve the brand over time.

While building a successful brand, you will get to a point where your brand needs constant attention.

This person is typically referred to as a brand manager.

Brand manager VS marketing manager

The difference between a brand manager and a marketing manager is that a brand manager is responsible for the overall strategy and positioning of the brand, while a marketing manager is responsible for executing the marketing initiatives that support the brand.

A brand manager needs to have a strategic mindset and be able to see the big picture.

They need to be able to develop creative solutions to problems and be able to think outside the box.

A marketing manager needs to be able to execute campaigns and initiatives in the short term.

They need to have strong project management skills and be able to work with various teams to get things done.

What are some common brand strategy mistakes?

Having a brand manager or director will help you avoid common brand strategy mistakes.

Some of these mistakes include:

  1. Not aligning the brand strategy with the business strategy
  2. Failing to create a clear and differentiated position for the brand
  3. Not having a clear understanding of the target audience
  4. Using generic or irrelevant messaging
  5. Not protecting the brand identity consistently across all touchpoints
  6. Failing to evolve the brand strategy as the business grows and changes

These are just a few of the most common brand strategy mistakes.

Avoiding these pitfalls can help you create a strong and successful brand.

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