What does a brand strategist actually do (and do I need one?)
If you’ve ever caught yourself thinking, “Do I really need a brand strategist… or can I just wing it?” — you’re not alone.
It’s a common question, especially for entrepreneurs, small business owners, and anyone in that weird in-between stage: not a newbie, but not totally sure what’s next. You’ve built something. You know it’s good. But your brand? It’s a little all over the place.
Let’s break down what a brand strategist actually does—and whether you need one.
👀 What is a brand strategist?
A brand strategist is part big-picture thinker, part translator, and part business therapist.
They help you:
Get clear on what you do and why it matters
Define who your brand is actually for (and how to speak to them)
Translate your ideas into a message and identity that actually connect
It’s not just about visuals (though design often comes later). It’s about setting the foundation so your brand doesn’t just look good—it makes sense, gets remembered, and pulls the right people in.
🛠️ What does a brand strategist actually do?
It varies by person, but here’s what I typically help clients with as a brand strategist and creative director:
Clarify your brand mission, values, and voice
Define your audience and brand positioning
Create a messaging strategy (so you’re not guessing what to say)
Develop visual direction with strategy behind it
Align everything across platforms—your website, content, social, even packaging
Sometimes this includes Squarespace website design. Sometimes it's helping you reimagine your entire brand from the ground up. But it always starts with clarity.
🤔 Do you need a brand strategist?
Ask yourself:
Is my brand clearly communicating what I offer?
Do my ideal clients get what I do—or do I keep having to explain?
Is my visual brand aligned with the level of service I provide?
Do I feel confident showing up online and selling?
If you're unsure, inconsistent, or stuck in DIY limbo… a strategist can help you stop spinning and start building with direction.
✨ TL;DR?
A brand strategist helps you build a foundation that supports growth, connects with the right audience, and brings consistency to how you show up online.
Not just pretty fonts. Not just nice vibes. A brand that actually works.
Need a brand strategist who also gets design, messaging, and what it’s like to run a business from the ground up?