How Brand Strategy Works

Mika Saulitis is the Director of Creative Strategy at branding and design studio, Trollbäck+Company. But what does a Director of Brand Strategy do exactly?

As Mika puts it, there are two core components: strategy and creativity.

Strategy involves strategic thinking, writing positioning statements, and determining the brand’s voice—the invisible traits of a brand. Creativity arrives in more tangible forms, like campaigns, videos, concepts, and copywriting.

In this episode, Mika shares how he navigated the design industry and transitioned from fetching lunch orders to facilitating high-profile strategy sessions.

Mika and Chris delve into how brand strategy works. The process, the pitfalls, and why the last thing a client wants is a “yes” person.

If you work in or are curious about brand strategy, what it is, or how it works, then give this episode a listen. Mika is generous with what he’s learned and how he learned it. Maybe his story can help you.