That’s the professional who stands behind a brand’s communication campaigns, but also who identifies the most appropriate means – whether online or offline – to effectively convey its image. We are talking about the brand & communication strategist, one of most requested roles by companies today.
Their work consists in developing, and then managing, the brand strategy. To do this, firstly they must analyze the market (performances, current trends, etc.) and, the activities of competitors. Starting from this data, one then proceeds to draft a long-term strategic plan which guarantees the development of the brand both in economic terms (starting from sales) and in terms of image (for example, notoriety or reputation). They then follow the “grounding”, which involves actively participating in the implementation of the communication activities. As the plan becomes operational, they have to monitor the results and, if necessary, intervene with updates or corrections.
During their studies, a brand & communication strategist focuses on two areas: an economic know-how, to be able to analyze numerical data, and skills related to communication, which are fundamental for developing content and campaigns. There is no standard academic path, and professionals who currently hold this role may come from different backgrounds (business, marketing, communication, etc.).
The role of the brand & communication strategist is not a job that can be done alone in front of the computer. Designing, planning and following the strategy of a brand over time involves continuous interaction with other departments/units within the company, but also with external partners, such as advertising agencies and media centers. Therefore, it is essential that this person has excellent skills in relationship management and negotiation, as well as an high aptitude for team working. Another crucial trait is the ability to understand the cultural and industry context. Keeping up to date with the current trends, whether in music, fashion, design or the campaign of a new competitor, is fundamental.
Day to day two main types of software will be used. Firstly, calculation and analysis software, such as Excel, which monitor performance, and also presentation software (for example Power Point, Key Note, Canva) for reporting and internal/external meetings. Familiarity with image and video editing software, which is frequently used in advertising campaigns, is also important.
Typically, the brand & communication strategist develops their career within a company. This type of role is widespread, and valued, in medium-sized companies or multinational firms, while rarely present in smaller companies, which have simpler organizational structures. Alternatively, this role can be found in advertising agencies, designing and following the strategy of various clients.
The skills of a brand & communication strategist can be developed through the Master in Business Design or the Master in Visual Brand Design at Domus Academy:
– the Master in Business Design is addressed to candidates who have a first-level degree and/or professional experience in economics, management, humanities, or design, but also to those who have a background in other disciplines, if they are motivated by strong interest in the programme’s topics.
– the Master in Visual Brand Design is ideal for candidates who have a first-level degree and/or professional experience in visual and graphic design, product design, or communication, but also open to those who hold a degree/diploma in marketing or the humanities, if they are motivated by interest in visual brand design and possess a strong portfolio.
In either case, there are two types of Masters at the Domus Academy. The Academic Master (60 ECTS credits) is developed over 5 modules, a curricular internship and a final project workshop and it allows to gain an Academic Master’s Degree accredited by the Ministry of University and Research (MUR), a qualification recognised in Europe and worldwide, as well as a Domus Academy Master Diploma. With the Double Award Master (90 ECTS credits), students have the opportunity to integrate the course of study consisting of 5 modules, a curricular internship and final project workshop, with additional lessons and a more in-depth individual project thesis. With the Double Award Master, students can obtain an Academic Master recognized by the MUR and, in addition, a Master of Arts officially recognized by the British system (Privy Council) and issued by Regent’s University London.
The Master in Business Design includes theoretical courses in Storytelling & Visual Narrative, Design Thinking, Business for Design, Professional Accelerator Activities, as well as the Experience Design and Service Design workshops; moreover, an elective workshop to be chosen among Strategic Brand Management, Entrepreneurship through Design, Identity Design, and Envisioning.
The Master in Visual Brand Design covers the theoretical courses in Storytelling & Visual Narrative, Visual Cultures, Personal Branding, Professional Accelerator Activities, as well as Identity Design and Product Strategy workshops; last but not least, an elective workshop to be chosen among Digital Communication, Strategic Brand Management, Entrepreneurship through Design, Experience Design, Retail & Visual Merchandising and Service Design.
The Domus Academy Master in Business Design offers an interdisciplinary course of study focused on the methods of applying the culture, methodology and sensitivity of design to a wide range of companies: consolidated, large, medium and startups. Students learn design-based management strategies, as well as learn to develop business development plans, branding, marketing and communication for the company, for specific product lines or new initiatives.
In the Master in Visual Brand Design, you will learn to identify a company’s core philosophy, cultivate a deep understanding of its products and services, and design innovative ways to communicate the company’s brand values and story to its customers through physical, digital, and social media.
With the Domus Academy Master in Business Design, students can undertake managerial careers in cross-functional positions such as brand strategist, communication strategist, design and innovation manager, business developer or other roles in design-oriented companies, branding agencies or consulting and service companies. , or start your own business.
The Master in Visual Brand Design trains capable, dynamic and versatile professionals, visionary and open to innovation, who can work in small, medium and large organizations or dedicate themselves to freelance activities in the fields of communication and graphic design, branding, advertising, digital media and service design, as a visual brand designer, art director, communication experts and brand manager.