Demystifying Branding Roles: Strategist, Designer, Creative & Manager

In the intricate landscape of branding, key roles such as “brand strategist,” “brand designer,” “brand creative,” and “brand manager” are often conflated, leading to missed opportunities and a fragmented brand identity. This article aims to demystify these roles, clarifying their unique contributions and synergies within the branding process. By dispelling common misconceptions and highlighting the strategic timing for their engagement, we offer a nuanced understanding crucial for navigating the evolving branding landscape.

Section 1: The Brand Strategist

Role & Responsibilities

The brand strategist functions as the intellectual nucleus of your brand’s ecosystem.

Beyond mere surface-level planning, they delve deeply into brand architecture, establishing a cohesive and well-defined framework that seamlessly integrates all elements of your brand portfolio.

They excel at orchestrating strategic touchpoint experiences and unifying your brand message across multiple platforms and audiences.

brand strategist


An effective brand strategist combines a deep understanding of marketing, business operations, and data analysis with the ability to craft compelling visual and verbal messaging. This multifaceted skill set enables them to develop comprehensive brand strategies that resonate both internally and externally, aligning diverse departments like HR, marketing, and product development under a cohesive brand vision.

When to Engage

For startups, engage a brand strategist during the initial planning and naming stages to ensure proper positioning and a strong strategic foundation.

For established businesses contemplating rebranding, facing challenges, or looking to evolve or pivot, a brand strategist’s expertise becomes invaluable for navigating these complex scenarios effectively.

Common Misconceptions

The term “brand strategist” is often conflated with roles in marketing, social media, and creative endeavours. This misperception can lead businesses to allocate strategic responsibilities to departments or individuals who are not specialized in brand strategy.

As a result, a genuine brand strategy’s core purpose and effectiveness may be diluted, yielding a brand that gains public visibility but lacks depth and internal alignment with broader organizational goals.

brand designer

Section 2: The Brand Designer

Role & Responsibilities

Brand designers are the visual architects of your brand, creating its aesthetic soul. Their expertise isn’t limited to logo design, colour schemes, and typography.

They also focus on visual storytelling, ensuring each design element looks good and aligns with your brand’s core values, promise, and messaging.


Brand designers are more than just visual artists; they are translators of brand strategy into the visual language.

Armed with graphic design prowess, they excel at taking the abstract components of your brand—such as values, mission, and vision—and crystallizing them into compelling visual elements that resonate with your target audience.

When to Engage

The ideal time to engage a brand designer is once your strategic foundation is firmly in place. This ensures that the visual identity is fully aligned with the overarching brand strategy, optimizing for both immediate impact and long-term brand health.

Waiting too long to integrate a brand designer into your strategy could result in a disconnect between how your brand is perceived and what it actually represents, while engaging them too early may lead to striking but strategically aimless visuals.

Common Misconceptions

The term “brand designer” is often misunderstood and misapplied, with some professionals and agencies promising to lead the entire branding process. This blurring of lines tends to focus primarily on external visual elements, often at the expense of a well-rounded internal brand strategy that governs operations and stakeholder engagement. 

Section 3: The Brand Creative

Role & Responsibilities

Brand Creatives are the maestros of emotional engagement, wielding their expertise in storytelling, content creation, and executing captivating ad campaigns to pull at the heartstrings of your target audience.

They work primarily in the domain of brand visibility and public engagement, utilizing various forms of media to disseminate the brand message. While their creative output can often serve as the “face” of the brand, it’s important to note that their focus usually does not extend to the deep strategic planning required to build or evolve a brand holistically.

brand creative


Known for their inventive prowess, brand creatives are experts in differentiating your brand through innovative mediums like video, graphics, and written content. They thrive in the imaginative realm, capable of turning abstract brand themes into concrete visual and auditory experiences.

When to Engage

Consider bringing a Brand Creative on board once your strategic foundation is solidified and you’re poised for heightened visibility and experiences. At this stage, they can effectively elevate brand awareness and drive emotional resonance with your target audience. Their expertise is particularly crucial when your brand is ready to leap from mere recognition to meaningful customer engagement, ensuring that your messaging and brand experiences capture attention and leave a lasting impression.

Common Misconceptions

The allure of visually impactful creative assets frequently leads businesses astray, convincing them that brand creatives can function as a holistic solution for all their branding challenges. Much like brand designers, brand creatives are occasionally and inaccurately enlisted to helm the brand strategy, causing the brand’s development to be disproportionately skewed toward creative themes. 

Section 4: The Brand Manager

Role & Responsibilities

The Brand Manager is the tireless custodian of your brand, often labouring behind the scenes to maintain and elevate its equity.

They are responsible for the practical application of your brand’s strategy on a day-to-day basis, managing everything from budget allocation for brand initiatives to coordinating cross-departmental branding efforts.

Their purview includes tracking brand performance metrics, leading market research initiatives, and ensuring brand consistency across all platforms and touchpoints.

The Importance of Brand Management

Brand management isn’t just about maintenance; it’s about evolution. It’s a dynamic field requiring continuous adaptation to market trends, consumer behaviour, and internal organizational changes. The brand manager works diligently to foster a resilient brand identity that stands out in the marketplace and aligns with long-term business objectives.

Astonishingly Overlooked

In my experience and according to leading experts in the field, it’s not uncommon for businesses to lack a dedicated brand manager. Instead, this pivotal role is often folded into the responsibilities of the marketing department, which typically focuses on tasks like managing and distributing brand assets and adhering to brand guidelines. This oversight can dilute the specialized strategic depth that a dedicated Brand Manager could provide.


Beyond a keen analytical and creative mind, brand managers need a multifaceted skill set that includes marketing expertise, budgeting acumen, and strong interpersonal skills for stakeholder management. Their role is particularly vital after the brand architecture and visual identity have been solidified, serving as the practical implementer of the brand strategy.

When to Use

Engage a brand manager once your brand architecture and visual identity are securely in place. Their expertise becomes crucial for maintaining brand consistency and for adapting the strategy as your organization grows, faces new challenges, or undergoes market shifts.

Common Misconceptions

The brand manager is often mistakenly seen as merely a tactical role, relegated to executing strategies rather than contributing to them. This undermines the strategic input they bring, especially in evolving the brand to meet new market challenges and organizational changes.

A comprehensive brand strategy is only as strong as its implementation, and that’s where the brand manager’s role becomes indispensable.


Navigating the complexities of brand development is akin to conducting a multifaceted orchestra. Each role, from the brand strategist to the brand manager, plays a crucial instrument in creating a harmonious brand experience.

Recognizing the unique responsibilities and skills of each role is essential for the integrity of your brand. Failing to do so can lead to a brand that is discordant, lacking both internal alignment and external impact. When orchestrated expertly, these roles combine to create and sustain a brand that deeply resonates with audiences and stands the test of time.

Ready to elevate your brand with precision and expertise?

Connect with our team of seasoned Brand Strategists, Designers, Creatives, and Managers at Evolution. Let’s collaborate to craft a brand strategy that resonates with your audience and aligns with your business goals. Contact us today and take the first step toward transforming your brand’s vision into reality.

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