What is a Brand Design Strategist?

In order to compete in this new world of social technology and take advantage of the powerful relationships these technologies enable, brands must be designed at the outset or redesigned for this new model. Innovative growth requires upfront business and marketing planning that effectively integrates the needs of people, the possibilities of technology, and the requirements of business to attract a new kind of commerce…one that achieves viral consumer loyalty, explosive revenue, and sustainable growth within today’s shared digital ecosystem.

These two posts by Thomas Dawson on Branding Strategy Insider explain the power of design embedded brand strategy:

Why Designers Make The Best Brand Strategists

Brand Strategy And The Power Of Design

MetaDesign San Francisco describes it as “visible strategies:”

We design the visual and the verbal. As much as colors, shapes and structures, the words you choose and the tone in which you speak them convey your brand. We extend your identity to branded forms of language by defining an understandable and ownable voice that resonates through all forms of communication. – MetaDesign

I understand how to orchestrate the multi-disciplinary approach it takes to design business strategy, products, and services around emerging technologies and consumer insights to create tomorrow’s brand leaders. That’s why I’ve branded myself as a “Brand Design Strategist.”

The Future of Marketing to Digital Omnivores is Human to Human

As computers move toward cognitive perception and brands take on more human traits that resonate with connected consumers, the future of marketing demands a new strategic framework, a new lens on our role. Ironically, the profession built on identifying consumer needs is the group that needs an update.

The future marketing executive must understand the tenets of Design Thinking (a human-centered design ethos), the sophistication of individual neurological information processing, while comfortably collaborating with her stakeholders to define social intelligence and inspire action.

The future marketing leader needs the strategic training of a business consultant, a passionate curiosity of human behavior, and the ability to articulate compelling stories—all while systematically approaching technology as the common thread. This future of marketing lies at the intersection of emotional enchantment and the global democratization of relationships. Within a culture of customer-centricity, marketing is poised to be the social architect within organizations, the advocate for the consumer, and the champion of the brand. The steward of the brand promise within the conversation prism of the present; we are all marketers now.