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In the complex landscape of national and global commerce, the importance of effective branding is difficult to overstate. A comprehensive brand strategy helps businesses establish positive associations with their products and services, clearly communicate their value propositions, distinguish themselves from the competition and earn the loyalty of their customers.

Given the important role that branding can play in the overall success of a company, it comes as no surprise that many businesses now employ brand strategists to help shape the way the public perceives them. This can be a highly rewarding role for those who are drawn toward communication, marketing and public relations roles. Success in this profession typically requires advanced education as well as some hands-on experience.

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The ultimate mission of a brand strategist is to present a company’s products and services positively, creating desirable associations that boost sales and garner brand loyalty. The responsibilities of the role can include studying the consumer landscape, analyzing data and developing a marketing plan that influences the perceptions of the target audience and ultimately their purchasing habits. Brand strategists may use both verbal and written communication skills to portray the company in a flattering and favorable light.

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While the day-to-day duties of brand strategists can vary by organization, a typical job description usually includes:

• Researching current market trends and forecasting future ones
• Analyzing market data and customer sentiment
• Researching effective brand names for a product or service
• Determining if existing products or services need to be rebranded
• Creating buyer personas to understand the target audience better
• Communicating with other leaders within the organization, such as a marketing communication manager

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Those who are interested in this role will need to obtain the proper balance of formal training and hands-on experience, honing the skills most essential to professional success. Consider the basic brand strategist career trajectory.

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To develop foundational skills in marketing and communication, it’s important to earn a bachelor’s degree. This may be in a field such as English, communication or psychology. Virtually all brand strategy positions require a four-year degree at minimum.

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Another important step is to gain workplace experience, learning more about the inner workings of a communication or marketing department. This experience may include internships or entry-level roles, including copywriting and social media managing positions.

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With an advanced degree in communication or a related field, aspiring brand strategy professionals can further develop their technical competencies as well as soft skills in leadership and team building. USC’s online Master of Communication Management (MCM) degree provides exposure to a range of high-level communication strategies. Earning an advanced degree is not always required to become a brand strategist, but it may lead to more prestigious positions and more competitive salary offers.

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Through this combination of classroom learning and experiential education, branding professionals can focus on the skill sets that translate into workplace success. A few of the most crucial brand strategy skills include:

• Communication. The brand strategist role requires the ability to succinctly and persuasively summarize a brand’s values through both written and oral communication.
• Technical proficiency. Brand strategy entails an understanding of data and analytics, as well as automated marketing platforms and other elements of the digital ecosystem.
• Digital marketing skills. The role also calls for familiarity with the basics of online branding, including social media, online video and search engine optimization (SEO).
• Interpersonal skills. Brand strategists must know how to cooperate and collaborate with other professionals, including other communication specialists, media personnel, designers, the leadership and executive teams, and even members of the DEI committee (Diversity, Equity and Inclusion).

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The median brand strategist salary was approximately $68,000 as of June 2023, according to the compensation website Payscale. Those in the top 10 percentile earned salaries around or exceeding $110,000. Several factors can influence the typical salary range for this profession, including the geographic location of the job and a candidate’s years of experience and level of education.

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An effective brand strategy helps a company enhance its sales, foster goodwill among its customer base and achieve success in a crowded marketplace. To succeed in this field, it’s critical to seek a comprehensive education, honing core skills in communication, marketing, leadership and beyond.

That’s what the online MCM degree from USC offers. In this program, students can gain in-depth insight into corporate communication, helping develop the abilities for long-term success in brand strategy. You can choose from two in-demand concentrations: marketing communication, and strategic and organizational communication. The curriculum encompasses such elements as analytics, evidence-based research and more. Students have the opportunity to master the diverse skills for success across a range of marketing- and communication-related fields.

Discover more about USC’s online master’s degree in communication management — and take the first step toward a rewarding career connecting companies to their target audiences.