The search for the brand strategy jobs may begin just when you are through with your studies but first it's necessary to find out if they are a right fit for you? Several factors count but to identify them, we’ll have to take a start from understanding what a brand is
A brand is neither the products on the shelf, nor in the showroom/ an e-commerce store or not even limited to things meant to be sold. A brand exists in the people's minds: not as a disparate bits of pieces but as a coherent whole. It's also not just a logo, a tag line or the trademark.
The crux of brand strategy then is: identifying and bringing together a large pool of interrelated set of associations bound together by a compelling and powerful theme - in most cases called the brand essence, brand vision, etc.
This brings us to what does it take for an aspiring brand strategist to be able to find that pool of interrelated sets of associations and more importantly bind them by a theme, a common thread running through all of them? Most importantly, how to bring this into life for the intended target audiences
There are some prerequisites for being a top-notch brand strategist, first having a deep level sense of curiosity. If you don't have it, say goodbye to brand strategy. Curiosity will make you see beneath the surface and across what ordinarily appears; why one behaves as one does? This one thing will help you unveil majority answers you'll need as a strategist
The second thing almost as important as curiosity is to have a balanced left-right brain. While the left part of your brain will help you deal with analysis, lingual ability, sequential/ linear thinking and logic, the right part will assist you in identifying relationships between apparently unconnected things, synthesis thinking i.e. bringing the parts together, an interpretation of symbolism and non-linear sometimes spiral thinking. It will help you build the coherent total from the diverse pieces
Some creative flair is helpful as a brand strategy job is essentially "creative before the creative". Strategy involves finding meaningful links between seemingly unconnected parts - discovering what unifies them as a coherent whole
An ability to express yourself vividly is a must. Your audience must 'see' what imagery your words evoke, ‘feel’ their essence and ‘listen’ to their harmonious music
You must also be able to bear the tremendous stress of tight deadlines almost simultaneously when the brain goes on leave.
On top of that, you need to be super unorganized. Not kidding. The unorganized surroundings will generate a little chaos in your mind, which is so very important before your mind filters out everything unnecessary and yield any great idea
A simple test: can you take the minutes of a meeting and write them down as a memo? If you can, forget brand strategy, it's not for you
Brand strategy is a thankful job. You may hear some hollow praises like 'you're the brain of the agency', 'an engine that drives us', etc. but the real rewards are often far below than what you deserve.
Your most frustrating moments are when as a strategist you know what's cooking around you, and those cooking it think you are a dumb ass and don't know anything. You know it, because you have learnt the art of uncovering people's innermost motivations. That's your job. You may enjoy pretending not knowing it but it will not be your prerogative to anytime announce that you know what’s happening around
The fun part is when your boss is trying a thousand time used 'cliche' motivation techniques on you. You may be laughing inside but have to appear, or at least pretend to appear, as highly charged.
Your energy is not taking your gadgets, or a mug of coffee and hurriedly roaming around in the office. It's quite yet decisive, slow but perceptive, smart when it comes to the quality of work not to show off.
If you have majority of the traits to deal with all of the above, you are still only half way through qualifying for brand strategy jobs
You need appropriate educational qualifications. In my experience, a master's degree in cultural anthropology is advantageous. A double with a business degree would be aha.
At an entry level, perhaps an internship with an advertising agency will be your starting point.
Your interviewers will be assessing you on most of above attributes in behavior style questions, but if you run through your mind several times the situations where you expressed these traits, you are going to do fine
The most important thing: make a list of all your contacts who can help you and never feel shy of asking for it. Be selective. Don't show desperation. Never, even if you are. Lastly, don't throw your CV everywhere to every recruiter. There is value in making yourself only selectively available. Remain in touch with few but reputable recruiters. Adhering to a 30/60/90 plan for experienced candidates seeking brand strategy jobs may also be helpful
You need appropriate educational qualifications. In my experience, a master's degree in cultural anthropology is advantageous. A double with a business degree would be aha.
At an entry level, perhaps an internship with an advertising agency will be your starting point.
Your interviewers will be assessing you on most of above attributes in behavior style questions, but if you run through your mind several times the situations where you expressed these traits, you are going to do fine
The most important thing: make a list of all your contacts who can help you and never feel shy of asking for it. Be selective. Don't show desperation. Never, even if you are. Lastly, don't throw your CV everywhere to every recruiter. There is value in making yourself only selectively available. Remain in touch with few but reputable recruiters. Adhering to a 30/60/90 plan for experienced candidates seeking brand strategy jobs may also be helpful
