What a Brand Strategist Actually Does(And Why It Matters More Than You Think)
By Madison Nedrig | Nest+Branch Creative Studio
Let me guess: at some point, someone told you that you “just need a logo.” Or maybe a color palette. Or a better Instagram grid.
And hey, those things matter—but they’re not the starting point. They’re the surface. The real transformation happens underneath.
As a brand strategist, I help people uncover, clarify, and communicate the soul of their brand. Not just so it looks good—but so it works.
But because “brand strategist” can sound vague or overly corporate, I want to take a moment to demystify it. To share what I actually do—and why it can change the entire trajectory of your business.
So... What Is Brand Strategy?
Brand strategy is the internal architecture of your brand. It’s the story, structure, and system that shape how people feel when they experience your business—and how effectively you guide them from discovery to trust to conversion.
Without strategy, branding is just decoration. With it, branding becomes direction.
It’s how your audience knows they’re in the right place. It’s how you know what to say, how to show up, and how to scale without burning out or blending in.
A Brand Strategist Is Not a Designer (But I Love My Designers)
Design is the visual translation of strategy. It’s what people see first—but it’s not where we start.
As a brand strategist, my job is to help you:
Define your core message
Clarify your audience and positioning
Find your voice and tone
Create a system for how your brand shows up
Build the foundational narrative that ties it all together
Think of it like this: a designer creates the outfit. A strategist helps you figure out who you are, what season of life you’re in, and how to dress in a way that reflects that—and grows with you.
Why This Work Matters (and Why I Do It)
Before I started Nest+Branch, I spent nearly a decade in marketing and communications—helping brands tell their stories, manage their messages, and show up with clarity. I’ve worked in both strategy and execution. I’ve seen behind the curtain of what works—and what doesn’t.
I also know what it feels like to have a business that looks successful on the outside, but feels out of sync on the inside. I left a stable job (and a version of life that no longer fit) to build something that aligned with my values, creativity, and growth. That journey is what shaped my entire approach.
I don’t just build brands. I help people build businesses they feel at home in.
And in today’s online world, where noise is constant and comparison is easy, clarity is your most powerful tool. Not just for conversion—but for confidence.
What Working With a Brand Strategist Actually Looks Like
Every strategist has their own approach. Mine is rooted in emotional intelligence, structure, and soul. At Nest+Branch, I walk clients through my signature Root → Build → Grow method:
Root
We clarify who you are, what you believe, and what makes your work meaningful. This includes your mission, audience, values, personality, and purpose.
Build
We turn that clarity into structure—your messaging, content themes, tone of voice, brand journey, and more. This becomes your internal brand system.
Grow
Finally, we translate all of that into visuals, a website, content, and experiences that connect, convert, and scale with intention.
It’s not about becoming louder. It’s about becoming clearer.
And from that clarity comes growth that feels good—and actually lasts.
Why Most Brands Struggle Without Strategy
Without brand strategy, you end up:
Attracting the wrong clients (or no clients)
Saying yes to work that drains you
Changing your messaging every month
Feeling unsure about how to show up online
Redesigning things constantly because nothing really feels “right”
Strategy solves all of that—not by giving you a script, but by helping you find your voice.
It gives your brand the clarity, cohesion, and confidence it needs to feel aligned and show up powerfully across platforms.
Final Thoughts: You Don’t Need to Be “Big” to Need a Brand Strategist
I work with small business owners, solopreneurs, coaches, creatives, and service providers—people who are building something from the heart, but need structure to scale.
You don’t need to be a major company to need brand strategy. You just need to want your brand to be more than a logo. You need to want it to feel like you—and grow with you.
If that’s you, I’d be honored to help.
Let’s root into clarity, build something intentional, and grow a brand that feels like a true reflection of your purpose.
Want to Work Together?
Start with a Spark Call or explore strategy packages at www.nest-branch.com
Because when your brand is clear, you don’t have to chase your people.
You become magnetic to them.