Owner PULP Brand Studio & Ooey Gooey Creative
Let’s start with what most people think a brand strategist does — logos, colors, fonts, maybe writing the tagline.
That’s part of it. But the real job happens way before any of that.
A brand strategist is the person who connects the dots between who you are, what you offer, and why anyone should care.
They turn ideas into positioning, personality into clarity, and businesses into brands people actually remember.
If you’ve ever said, “I just need my brand to make sense,” that’s the strategist’s territory.
As your business grows, decisions pile up fast — how to present your offers, what to say online, what your brand should look like, and how to keep it all consistent.
Without strategy, you end up spinning. You’re reacting instead of leading.
You post because you “should,” not because it connects.
You keep redesigning, rewriting, and re-explaining.
That’s where a brand strategist steps in: to give you a clear, repeatable direction.
So you can make confident decisions that actually move the business forward.
A strategist brings structure to your ideas — not to box you in, but to make your creativity work harder.
Here’s what the job really looks like:
Research & Discovery – digging into your market, competitors, and customers to understand where you stand and where you can stand out.
Positioning – defining your unique space in the market: what you do, how you do it differently, and why it matters.
Messaging – turning strategy into language that sounds like you and connects with your audience.
Creative Direction – working with designers, writers, and studios to ensure the brand visuals match the strategy.
Consistency Systems – creating guides and frameworks that help your team stay aligned across every channel.
They’re part detective, part translator, part coach — pulling clarity out of chaos and turning it into something you can actually use.
If you want to see how that connects to your visual identity, read What Is a Brand Specialist? That’s the next layer of turning strategy into consistency.
Think of your brand like a house.
If you start decorating before you’ve built the foundation, it doesn’t matter how nice the curtains are — the structure won’t hold.
That’s why strategy always comes first.
A brand strategist makes sure your visual identity, messaging, and offers all align around one cohesive direction.
It’s how your designer knows what to design, your writer knows what to write, and your marketing team knows what to say.
If you’ve ever hired a designer and thought, “It looks nice, but it doesn’t feel right,” that’s the missing piece — strategy.
For the bigger picture of where design and strategy meet, check out What Is a Brand Studio?
Without a strategy, your brand just reacts. With it, your brand leads.
A strategist helps you:
Create clarity in your messaging so your audience instantly gets what you do.
Build consistency across your visuals and voice so you look reliable and professional.
Gain confidence to make marketing decisions that align with your goals instead of guessing.
And the best part? It’s not just about how you look — it’s about how you grow.
Because a brand built on intention attracts better clients, charges higher rates, and builds stronger loyalty.
If you want to dig into the growth side of branding, read The Role of a Brand Strategist in Business Growth
A lot of people confuse these two roles — and it’s easy to see why.
Both care about growth, both touch messaging, both are strategic.
But here’s the difference:
A Brand Strategist defines the brand’s direction — what it stands for and how it should be seen.
A Marketing Director executes campaigns that promote that direction to the market.
You can’t market what hasn’t been defined. That’s why strategy always comes first.
(If you want a deeper breakdown, see Brand Strategist vs. Marketing Director: What’s the Difference & Which Do You Need?
A brand strategist doesn’t just show up with a questionnaire and disappear into a deck.
The good ones — like the ones at Pulp — work with you.
Expect conversations, collaboration, and aha moments.
Expect to see your business with new eyes.
Expect to get clear on what matters most, and how to say it without second-guessing yourself.
By the end of the process, you should have:
A strong brand positioning statement
Clear messaging pillars
Defined voice and tone
Direction for visual identity and creative systems
Confidence in your next move
If you’re wondering what it looks like when all that comes together, explore What Is a Brand Studio? That’s where strategy turns into design.
If you’re:
Rebranding, scaling, or changing direction
Tired of explaining your business five different ways
Growing fast but losing consistency
Or ready to attract higher-quality clients
Then it’s time.
A strategist doesn’t just make your brand look better — they make your entire business run smoother.
You can spend another year “figuring it out,” or you can work with someone who helps you get there faster and more confidently.
A brand strategist’s job is simple but powerful:
to make sure your brand finally matches the quality, ambition, and vision of your work.
When you have that clarity, everything else — marketing, content, design, and growth — starts to click.
If you’re ready to get clear and move forward, start with What Is a Brand Strategist?
Hi, I Erin and committed to helping you build a brand you love!
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