What this life looks like
You give organisations their identity and voice. Brand Strategists develop the positioning, personality, and long-term vision of a brand — defining who a company is, what it stands for, and how it should speak to its audiences. In Africa's increasingly competitive markets, strong brands are the difference between a commodity and a category leader.
What she actually does
You research consumer perceptions, competitive landscapes, and cultural trends, define brand positioning and values, develop brand identity guidelines, create messaging frameworks, advise marketing and communications teams on brand consistency, lead brand refresh or rebrand projects, and measure brand health over time through tracking studies.
Where you can work
| Sector | Places in Africa |
|---|---|
| Advertising Agencies | Ogilvy Africa, Leo Burnett (Lagos/Nairobi), McCann Worldgroup Africa, DDB Africa, JWT Africa |
| Brand Consultancies | Interbrand Africa, Brand Finance Africa, Landor & Fitch Africa, Sterling Brand Africa |
| In-House Brand Teams | MTN Brand, Safaricom Brand, Standard Bank Brand, Nestlé Africa brand management |
| Digital Agencies | Wild Fusion, Limeade Africa, Lonadek Africa, Dentsu Africa — strategy-led digital agencies |
Why it matters in Africa
African brands — from Safaricom to MTN to Dangote — are becoming globally recognised, and African consumers are increasingly demanding authentic, culturally resonant brands. The continent's creative industries are booming, and agencies and companies need strategists who deeply understand African cultural nuance, youth culture, and pan-African identity.
Your pathway in
- Study Marketing, Communications, Sociology, or Psychology at university
- Build a foundation in marketing before specialising in brand strategy — most brand strategists develop through marketing roles
- Develop deep consumer insight skills — brand strategy is built on understanding what people really think and feel
- Build a portfolio of brand strategy projects: positioning documents, brand audits, or rebrand presentations
- Work at a creative or strategic agency to gain exposure to multiple brands across different sectors
Skills you will need
- Consumer insight research
- Brand positioning
- Cultural intelligence
- Storytelling and messaging
- Competitive analysis
- Creative briefing
A woman in this field
Joy Uyanwune
Nigeria
Joy is a titan of the African marketing research industry with over 27 years of experience. She is currently the Global Marketing Director at Decision Support, a full-service research agency operating across Sub-Saharan Africa. She is a past President of the Nigerian Marketing Research Association (NiMRA) and has served as a Director for the African Marketing Research Association (AMRA).
Take your first step
- Conduct a brand audit of a company you admire — analyse their logo, tone of voice, social media, advertising, and compare them to competitors
- Read 'Building Strong Brands' by David Aaker or 'Positioning' by Al Ries and Jack Trout — foundational brand strategy texts
- Research how Safaricom or MTN have built their brands in their home markets — what makes them trusted?
- Follow the Effie Awards Africa to study the most awarded brand and marketing campaigns on the continent