🔴 How To Become A Brand Strategist

What is brand strategy? How do you become a brand strategist? Is brand strategy right for you? Does strategy matter in design? On this episode, you will hear about how Fabian Geyrhalter went from graphic design to becoming a brand strategist.
- How did you get there?
- How can others follow suit?
- Is strategy right for me?
- How to charge for strategy?
Want to become a brand strategist? Consider taking these courses.
O G • 2 minutes ago
Classes you need to take to know how to do Design Strategy:
- Business
- Marketing
- Positioning
- Copywriting
- Entrepreneurship
- Philosophy
- Rhetoric
- Psychology
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Host- Chris Do
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[@shouvikkar8137]

We need more brand strategy content once in a while.

[@danelleschaefer3989]

100% agree. Design without function, without strategy, without a purpose - is just art.

[@agatainventio9464]

I really believe that even art must have a purpose - why do people like certain paintings? Maybe they solve some emotional needs by looking at them.

[@blablatructruc]

Well no. Art must have a story too. Otherwise it's decoration. You mean decoration.

[@biocykle]

Definitely not. It's just eye candy

[@SilentD1]

I hope the girl sued this clown, for destroying property. THAT would be strategy.

[@garrettpatten6312]

Sue him over damaging property with no monetary value, good luck with that!

[@JesseeeMASSACRE]

I am doing brand strategy in Quebec, and I am actually doing an MBA in marketing. I did go to university to obtain my design diploma before. And I was asking myself if the MBA was right for me. And thanks for the answer, it actually is! I don't think anyone who became a strategist in Quebec did all the studies you named in the video, and I am proud of making it. It will probably differentiate me from the competition.

[@maecervantes3669]

Watching Futur Videos now for straight 4 hours and 35 minutes. So much value. I'm glad I found this channel. Thank you so much.

[@thefutur]

Thank you 🙏

[@CL-it3zy]

I'm not even in the creative or designing industry, why am I watching this? Really resonate with the talk and the points were just golden nuggets of wisdom.

[@Jamesviolaofficial]

Love the honest answer that the real struggle is juggling all the clients. Knowing something about so many different types of businesses off the top of your head is definitely challenging!

[@cliffordrogers2734]

Man this is so good to see people who are bringing perspective to business besides marketing, its like everywhere I go all I here about is Analytics, or Marketing strategy, never Branding. Now that you bring it up! I see this Branding thing is in it's own league, WOW.... So basically Branding Strategy and Marketing Strategy are of its own like husband and wife, they think differently with different features but go hand in hand, SPECTACULAR GOD BLESS U.

[@srvivek6791]

Pausing the video to write this Chris do, you are amazing. The way you frame questions so instantaneously and bring out so much valuable information for the audience to understand the real work that should be put behind to cause impact. The best channel on KZbin which actually creates value. Thank you very much Chris :)

[@thefutur]

Thank you very much

[@purelyflowingpodcast]

OMG Nodding my head all the way through this!! So timely as I'm working on growing my business. Definitely one for the archive - so many gems! Thanks guys

[@simiwuyi]

I have watched this about 3 times and it was a bit hard to understand at first, until I payed more attention to the details of what was being said. I now understand the value in this video and now that I have a career in Brand Strategy. It is a bit tasking to strategise especially if you are dealing with a company that is in its renewal state or is extremely not subject to sudden change or a company that is not malleable anymore. You have to love the process and not be there for the money alone. It is the most daunting but interesting opportunity I have ever had. It is possible to be a Brand Strategist without being a Brand Designer.

[@thefutur]

Glad to hear

[@MsSquarebanana]

This is a fantastic episode! I can for sure confirm what he's saying about being closer to the client when you are the brand strategist. Their developer ended up bailing on them so the client kept me on to help them find a new person and manage the project because they had spent so much time with me and trusted me to make decisions on their behalf.

[@georginiuss]

I can't´decide if I'm learning about design, or branding or storytelling, but this is blowing my mind!!

[@mrderrickbrownie]

I like the lighting in these videos. Also, he's backstory is speaking directly into my soul.

[@SalmanZaidiB96]

I haven't felt Chris enjoy this much ever! So nice to seem him vibe with his friends

[@JunaidKabir]

I'm in love with this channel. A gold mine for brand people. Thank you for the contents.

[@stephanienwannukwuthehrcoa4768]

I genuinely enjoyed the bants between you two. Loved this session. love from Lagos, Nigeria

[@ApostleGardnerManatsa]

Second time listening to Fabian. First time I listened to him, he made me loathe pixel pushing and inspired me to start my own consulting firm.

[@FabianGeyrhalter]

Wow, I hope it was the right decision. Great to hear that I had such an impact on you. What will the second time listening bring, I wonder…

[@JamesWelbes]

"do you need to be a good designer to be a good strategist" I was very glad to hear Fabian say no.

[@catherine.g3615]

I really appreciate you guys for doing this and giving me a good look into the Brand Strategist world.

[@seriahalexus]

I wish every high school and college in the US had a career psychologist for students

[@joshuaharmening7750]

isn't that supposed to be the guidance counselor? There are some awesome jokes about guidance counselors and their uselessness. I agree with you that this is SO needed.

[@dalegilbert1858]

This has been so incredibly clarifying for my personal experience of going through art school and working as a designer. Thank you all so much for this!

[@jurgenschmitt4295]

So true. The ego battle of a designer is nightmare.

[@taramason4943]

Apparently this resonated b/c I bought the book a year ago when you had him on! It must be time to revisit. Great episode, Fab has really reignited my love for brand strategy, and his simple roadmap for making it your career is great.

[@basketballevryday]

This was so perfect, I feel like he is literally describing me & the value I can provide! Thank you!

[@SavolX]

This really resonated with me. One of the videos I was completely immersed into and never had an impulse to switch to some other thing.

[@thefutur]

Awesome!!

[@edminang3901]

Yup, i totally agreed with Chris Do & Fabian explanations that’s a lot of areas that you need to master especially in the areas of business. In Fabian case he has a lots of experience with many years of involvement with the clients and solving business problems. To reach his level, you got to go down to multiple trenches and its not just about creative design.

[@Andy_Lighthouse]

40:02 - "the intestinal fortitude" 43:18 - "you should just know enough to be dangerous to hold a conversation with pretty much anyone" 44:13 Chris: "I'm gonna have to get you to answer questions faster if we want more questions..." Fabian: "Quick! YES, NO, YES, NO!" Lots of moments made me laugh heartily or ponder deeply. I'm an English teacher from Russia, but I'm exploring so much new stuff from this channel for myself, and sometimes share this with students. Thank you!

[@thefutur]

Thank you. Welcome to the Futur

[@shouvikkar8137]

It's a game, you get better with time. Know your game, PRACTICE, be good, and win. PERIOD.

[@yevheniyk5358]

Absolutely amazing ! I feel like this is what I always wanted to do and everyone around me kept telling me it was not possible and that to do it I had to work in a given field for a long time and then when I would get old from gathering experience I could do this type of work. I feel like the most important part in this type of work is good pattern recognition and analysis in complex and multilayered environments as well as good ability to mentally dissossiate to see the bigger picture, in which you can clearly perceive the path from starting point to desired end result. These are all thing that come so naturally to me that I didn't even use to value them, because I thought it was just how everyone thaugh. This resonated with me deeply and I definitely want to learn more from Fabian and hopefully do the sort of work that he does, which shapes the world around us.

[@saintsmiling]

This session is super motivating and eye opening to help growing my brand. Thanks to Chris Do and Team Futur... Shout out from Nigeria, Africa.

[@thefutur]

Hello Nigeria

[@FabianGeyrhalter]

Thank you! Glad you enjoyed it.

[@chriskilbane7378]

I love the insight this channel delivers

[@co614joe]

This is a great video for those in College/Art school currently. I am 3 years out, with a Bachelors in Art Education and I currently teach High School Art within an inner city district. I have been following this channel for a while , and am really interested in possibly doing a slow career shift towards becoming something of a brand strategist. I just dont know where to quite start, should I go back to school/take evening classes of the courses mentioned in the video? I also have no graphic design background, but t'was mentioned that is not important for the specific position. This video has a lot of great information, but I am just not quite sure where to even start! I love teaching, but the way education is going especially at the k-12 level - its a spooky sight - and I would like to plan for my 'futur'. I see doing something like this and loving it as well.

[@LG-ff8gb]

Well since no one answered, I'll give you my input and you can choose to take it or leave it. If I were you I would study (either through online courses or night college courses) the fundamentals of Graphic design and as Chris said, you'll want some business, marketing, psychology, and entrepreneurship courses as well. Understanding the business side of things will help to identify what a client (business) is lacking, Psychology and marketing will help you to identify those who are actually buying in as well as communicate with your client effectively, your graphic design knowledge will help you to be able to communicate with the designers that carry out the work, identify weaknesses and strengths in the design work. Entrepreneurship ( with a mix of sales/business and psychology) will help you to run your sidehustle/business profitably to the point where you are making enough to hire people to delegate the work to that are professionals and grow as you want from there. In short, build your foundation*, Seek out and "consume" high-quality content**, market to the people who you are trying to work with. *Sales, marketing, graphic design, business, psychology, entrepreneurship **You have to "build your palate" so you can recognize not only that it is great work but WHY it is great work and on top of that being able to identify weaknesses in that great work as well...we all have flaws and the work we create is not exempt. Good Luck!

[@weronikabednarska6930]

Such a great lesson. Thank you for that! And I bought 3 books already and omg... Fabian's glance... I love it :D

[@FabianGeyrhalter]

Thank you, Weronika ; )

[@thefutur]

He is dreamy.

[@eduardovalderramos7506]

How come The Futur is dropping so much gold lately? Maybe it's been going on since forever and I'm just starting to notice. 10/10

[@theamcdonald-lee6088]

Started listening... ;-)

[@AdrianaCordovez]

Awesome!!!!.....every designer must become the strategist of the job they are to undertake...how can we offer solutions without strategy?...it's just common sense!!!....great show time and again Chris!....thank you for your precious time and lessons!

[@sofianealloui]

I feel so lefting behind because I'm watching this after 3 years of its release, but overall I wish that I'll keep discovering more things make me feel like that in the "futur", so THANKS A LOT GUYS, I really love you ❤

[@thefutur]

You’re very welcome

[@NicolMakula]

This video is a GEM ❤ Fabian is spitting fact after fact. I need to rewatch and take notes. Thanks and Greetings from Fabians hometown Vienna 😊

[@FabianGeyrhalter]

Vielen Dank und LG🙌🏻

[@obehipodcastclips]

There is no simple fix here. Becoming a brand strategist involves a combination of education, experience, and developing specific skills related to branding, marketing, and business strategy.

[@markwerle]

This convo has been soooo inspiring!! Lots of Golden Nuggets from Fabian to write down. I've been pausing and writing notes the entire video!! I've been running a small creative agency for a while and in the last three years or so, I have become more of a brand designer. Recently, I have really fallen in love with the strategy side of that process. What is the biggest piece of advice for someone that wants to make that transition from Agency Owner/Brand Designer to the single focus of being a Brand Strategist?

[@tusharmehtadxb]

Wow, I m not from Designer or Brand Strategists but I believe it can help me to understand something which may help in future to exploring my own personality. Thanks 🙏

[@GofelipeGraphicDesign]

Shots fired! This is how Tupac and Biggie started.

[@marcposch]

I wonder who they were talking about

[@bekabukhrashvili6216]

This was one of the most insightful and inspiring talks I've watched about brand strategy. (2 years later though :D :D )

[@thefutur]

Glad to hear

[@lewisedwards4058]

As a Mass Communication- PR Major who is horrendous at graphic design, this gives me some hope for success in a field that has become extremely design focused.

[@jermaine2712]

This is pure gold, just as the last time you had Fabian on your show. A question unrelated to this video, will we ever see Jose Caballer back on The Futur, at least as a guest for one episode?

[@thefutur]

Yes. We are talking about it.

[@Joehirst]

12 minutes into this I hear David Baker's name get casually tossed into the mix. Think I'm in the right place, listening to the right people more than ever!

[@ThisDesignLife]

Absolutely

[@abhishek10dg]

The fact explained by Fabian that Branding strategy can be done intuitively blew my mind.

[@gaboloramusic]

Awesome extremely valuable information for brand conceivers! Thank you guys!

[@Kenyatta.M]

I didn't know I needed this.

[@rainerkrammconsulting227]

This is fun I got to say. Love to go after these types of thought processes :D so here I go. Please be critical, give advice, if you disagree. I mean it's basic logic if we think what design is because design can't even exist without strategy. If design has no strategy then it's not design, then it is styling. Styling can also be done as an order while art can also be done without anyone ordering it. Let's not confuse styling with design and vice versa. Styling is about visualising one or multiple styles in a new context. Design is translating a problems solution (strategy) into a tangible outcome. Design is not limited by styling, it incorporates fields that have nothing to do with style. Design only uses styling when strategy involves the benefits of cultural norms. If it does not then the style of the tangible has no importance in design (it can be whatever) as long as the outcome reflects the strategy.

[@akabilly]

Thank you Chris and Fabien! Massive value!

[@LiyinYeo]

I like how Fabian says “design” and “designer” in his accent!

[@FabianGeyrhalter]

You're welcome ; )

[@tunixtunix]

Wow. Richtig richtig gut. Plus mega sympathischer Gast. Großes Dankeschön an Fabian! Sehr spannender Werdegang und inspirierende Gedanken. Wünsche Dir viel Erfolg (und eine gute Definition davon!)

[@FabianGeyrhalter]

Ganz herzlichen Dank für die netten Worte!

[@sarkosh]

Brilliant content! Brand strategy leads everything!

[@MeliYT]

That was amazing! Thank you! Can’t wait to know more about Fabien’s work.

[@FabianGeyrhalter]

Thanks Meli, finien.com is a good starting point.

[@ChritsianBucic]

Awesomely good Therafinien's episode! Thank you Chris!

[@corystewart1677]

My thoughts on the design vs strategy debate: if design is the process/plan/realization of going from an existing condition to a preferred one, then strategy is design. Great topic, still watching and I bought the book, can't wait to read it. Thanks!!

[@FabianGeyrhalter]

Thank YOU!

[@corystewart1677]

@@FabianGeyrhalter No worries, glad to do it. I love the subject of brand strategy and hope to be working in that field someday soon. Your story really spoke to me and is very similar to mine. I'm working on my MBA right now, building on my BA in graphic design. I'm hoping to help clients in a strategic capacity in the future. Thanks again for sharing your story!

[@munkhorgilselengebaatar7131]

Best video i’ve ever watched on KZbin

[@catjoo4485]

Great interview! I love Depeche Mode also! :) Thank you, gentlemen!

[@thefutur]

Thanks for listening

[@pedroroque8681]

If there is a problem, there must be a strategy to solve it. Creativity alone won't be enough.

[@Priyadarshan_Nag]

27:17 That interruption was super hilarious 🤣🤣🤣

[@nais138]

Guys! loving this interviews and the ammount of info you are dropping here! thank you, one little advise, it would be great if you add on screen the names of Authors and books you mention on the conversations for us to look up quickly or add to a research list for later... keep up the great work! thank you!! ::D

[@RonDuckett]

I understand why you need to pull yourself back from your creative to see it clearly. Thanks.

[@creativeedge6356]

His ad played just before this video. I totally heard the German accent!!! Grias di Fabian.

[@thefutur]

Haha

[@FabianGeyrhalter]

Yeah I recorded that ad in like 5 minutes and it clearly shows ; ) Grias di!

[@beingintrinsic]

Great debate. My take is that anything you create is up for rejection therefor takes some courage to present. Strategy is deeply researched (psychology, marketing, sociology, business etc) directives for an aligned design to delivery with minimal risk of missing meeting the true need / solving the actual problem. Strategy steers the ship and is a craft unto itself (also includes facilitation and other team skills) and therefore risks on behalf of so many. It can be a thankless job, as all leadership positions are. In that light, Strategy is a call for a lot of courage, emotional intelligence and discipline. I learned most from business, cultural anthropology, communications, marketing including copywriting and semiotics. Most useful daily resources are practical psychology and storytelling.

[@bricetan9233]

Is it possible to be an amazing graphic designer, advertiser and brand strategist simultaneously? Someone like a really amazing and versatile genius

[@thefutur]

Yes. Why not?

[@bricetan9233]

@@thefutur Thank you for your response, may I also ask how is it possible? Because I'm not saying I'm the best graphic designer nor art director and I'm having a lot of feedback saying that I have no focus and there's just too many things I want to do.

[@FabianGeyrhalter]

They are often intertwined; you may not be 'amazing' at all three but being really good at brand strategy sets you up to be a good advertiser and design may be the foundation that gets you there. I am not saying I consider myself belonging to that rare species you describe, but then again I am not not saying that either : )

[@bricetan9233]

@@FabianGeyrhalter Thank you for your opinion on this! I really appreciate it. I've just been told a lot by industry professionals here in my country that I need to find a focus and work on it instead. I've recently been very into brand strategy as I am learning how to build brands as a side job while studying. I realised how fun it is to understand deeper a group of people as well as an individual and of course the stakeholders involved. Thank you to you and Chris Do this video was very enlightening and inspiring!

[@federov100]

Insight and strategy is context. How can a designer design without having context?

[@JPazb]

Design follows function, in this case, strategy.

[@jakubkuik10]

Awesome episode! I love the approach that Fabian represents, it fires up my ambitions! Great stuff TheFutur, as always!

[@newdawnforall6264]

Design is implementation of strategy, otherwise it is not design. Designed to do what? Express an aesthetic only? This is art. If it has no business focus, it is not customer focused, then it is not design, but if it does, then it must be following a strategy.

[@tarirocoffee5026]

Most successful brand strategist or consultancies seem to be good designers. I believe a designer with business knowledge makes a great brand strategist. If you are a designer you on the right path I'm sure.

[@HenriLotin]

I'm sure you won't guess what i like the most watching a video on The Futur channel! 😉 I still have a book reference. Thanks to all the team.

[@benjaminleavitt3666]

I’m fascinated by brand strategy. What books should I read about this? What kind of job should I get to prepare myself for this career?

[@thefutur]

We tell you in the stream.

[@benjaminleavitt3666]

The Futur what jobs would prepare me for a career in brand strategy?

[@EduwareIzekor]

@@benjaminleavitt3666 they tell you in thestream? Did you watch everything?

[@lg8159]

This is hilarious!!!! Loved every minute and very valuable

[@DonswatchingtheTube]

Graphic design works within the strategic policy and corporate identity. It's the visual communication of the strategy. Both shouldn't be arbitrary.

[@ThisDesignLife]

Question for Fabian: How do you help potential clients know that it’s the right time to engage in a Brand Strategy session with you? You mentioned about mergers and takeovers being a good time. Are there any other indications?

[@FabianGeyrhalter]

They usually come to use because they are starting a new brand, which is a good indicator that it requires brand strategy. But any instances of name change, major brand re-design, merger, acquisitions, leadership change or culture initiatives are good indicators as well.

[@ThisDesignLife]

@@FabianGeyrhalter Excellent, thank you

[@FabianGeyrhalter]

@@ThisDesignLife My pleasure!

[@wasiuraji5550]

Context to understanding, designers are like cooks while strategist is chef in restaurant, latter get paid more and respected.

[@EstherJoy999]

Design thinking 💭

[@ThisDesignLife]

This is the perfect follow on to the last time you two were together on here.

[@nlawson2004]

He said “viewer”. Chris is awesome but sometimes his listening ability dips at key moments ha. Not the first time it’s happened if anyone has been following this channel. Great channel btw.

[@dympnacasey9693]

oh my god he is spot on!! strategy is vital. and {im a photographer}

[@pedroandrade3725]

Have you guys changed the camera? Is amazingly better, congrats!

[@thefutur]

Same camera. Adjusted lighting.

[@mattcurrie1768]

HAHAHA today I learned that Fabian is friggin hilarious. Great content guys. Much love

[@Oluwatoyosi.A]

Grateful for this❤

[@get8bit]

On content marketing for leads: I'm a designer and content marketing specialist. Time for this cobbler to get some shoes!

[@thefutur]

Apply your craft to yourself.

[@ThisDesignLife]

Devin Holmes maybe book in some time with yourself and treat yourself as a client.

[@matthewnguyen37]

Whether you design or you're a strategist- there's always the intention behind both - so pretty much apples and oranges at this point for me.

[@nuborn.studio]

I was just thinking, imagine this career psychologist Fabian talks about in the beginning had a printer in his archive, printing out Fabians curve again with another name and injected a success storyline to it, which reflected Fabians career desire of becoming an graphic designer. I cant imagine a bigger motivational boost and would be totally realistic to be done by the career psychologist. If you read this and are a career psychologist, you probably want to test this idea whether it was done by Fabians psychologist or not :D

[@elarioramosmuller5830]

Loved this 💙💙 so relevant. And applications are amazing.

[@thefutur]

Glad you think so!

[@paulokgene7193]

I Love the opening sound.

[@agatajasinska6791]

Fantastic conversation! Thanks!

[@nuwaver91]

How to learn quick thinking ? Thank you for this great interview!

[@rishabhagarwal8594]

I think courage is accepting feedback you don't like and looking at your design objectively. I personally get emotionally connected to my designs, a lot of people have told me that and I have tried changing that, but I do think that one supports the other, like without a good strategy a design is useless, but if a design isn't good, a good strategy won't work.

[@thefutur]

Ask yourself how many successful companies have bad design to test your hypothesis.

[@brittanym.greene871]

This was a phenomenal chat!

[@alexandrelamarre7586]

Designers are mere stylists. They need a good brief to submit work that serves the client properly. Brand strategy is what creates that brief.

[@TheLingling592]

I immediately bought Marty's book

[@artaloop]

Great Video as always. Loved the Depeche Mode Devotee shout out!

[@idee-creative]

I’m a designer, but I’ve rarely, blindly designed something to just look nice without thinking about the target audience and the needs of the client... so maybe I’m a strategist already? :) Or perhaps the difference is a strategist tells the client when they need and a designer listens to the client to find out when they need?

[@SouhilaBenmenni]

An amazing content, so riche and informative, thank you so much

[@elimeli3186]

LOVED THIS! THANK YOU!

[@ThisDesignLife]

One last question... once you’ve done the brand strategy, do they often insist that you do the delivery work as well? Or do you help direct them to designers, developers etc?

[@FabianGeyrhalter]

Both really; depends solely on their interest and mainly the budget. We do the design, but only top level and no production, so we usually always refer them to designers that are more affordable to execute our vision.

[@ThisDesignLife]

Fabian Geyrhalter thanks again for the answers Fabian.

[@scaleded_it]

Great video. Thanks so much for this!