I typically write about food and beverage companies that whet my appetite.
Today, I’d like to write about something different; my work as a strategist.
As the Chief Listening Officer of The Marketing Sage Consultancy, I receive many questions and inquiries because not everyone speaks marketing.
As a seasoned brand strategist with over four decades of experience spanning entrepreneurship, corporate leadership, and consultancy, I’ve helped countless businesses transform their marketing approach and build stronger brands.
From start-ups to growth companies, there are many ways I can help solve many of your most challenging marketing problems and issues.
Here’s a peek behind the curtain at what I do and how I help companies grow through strategic marketing insights.
If this isn’t of interest to you, you could share this post with someone who may need marketing or branding assistance.
If this sparks other questions, please contact me via LinkedIn or email (jeffslater@themarketingsage.com).
The Basics of Brand Strategy – Let’s Play 20 Questions
Most people aren’t clear about marketing, branding, public relations, advertising, social media, and how all the tactics fit together. The following twenty questions and answers are designed to help.
I often hear, I need help – I don’t know what I need. That’s when a strategist can be helpful.
1. What exactly does a brand strategist do?
I help companies create compelling brand identities that resonate with their target customers. This involves developing positioning, messaging, visual identity, and strategic marketing plans that align with business objectives. As a brand strategist, I collaborate with you as the architect of how your company is perceived in the marketplace. A strategist’s work helps identify how you can be distinctive in your category.
2. How is a fractional CMO different from hiring a marketing agency?
As a fractional CMO, you’ll have my direct expertise working on your business, not that of a junior associate. I provide executive-level marketing guidance as part of your leadership team, without requiring a full-time salary commitment. Unlike agencies that may focus solely on execution, I provide strategic direction and then help you find the right partners for implementation for things like websites, email marketing campaigns, packaging design, market research, and so on. You may need some experienced marketing help, just not full-time.
3. What size companies benefit most from your services?
I work with businesses across the spectrum—from startups and small businesses to established mid-sized companies and even divisions of larger corporations. My sweet spot is helping small to mid-sized growth-stage companies that need sophisticated marketing leadership but aren’t yet ready for a full-time Chief Marketing Officer or VP of Marketing.
The Process
4. How do you begin working with a new client?
The simple answer is I listen and ask a lot of questions. So, I start with comprehensive discoveries through audits and stakeholder interviews. This helps me understand your business objectives, current market position, competitive landscape, and your customers’ needs.
Listening first (hence my title “Chief Listening Officer”), I can identify the key challenges and opportunities before developing strategies. I have a straightforward way to get started working with me so that you can see if I can help you. You can schedule a call here if you’d like to learn more.
5. What is the typical time frame of your engagements?
My engagements vary based on client needs. Some clients require a comprehensive marketing overhaul that may take 6-12 months, while others benefit from targeted projects, such as brand positioning or launching new products. Many clients retain my services on an ongoing basis for strategic guidance and accountability.
6. How do you measure success for your clients?
Success metrics are always tied to business objectives. For some clients, that’s revenue growth; for others, it might be market share, customer acquisition, or brand awareness. I establish clear KPIs at the beginning of each engagement and develop plans with specific timelines and budgets in place.
Brands I Served
7. What industries do you specialize in?
My background encompasses extensive experience in food and beverage (from Rachel’s Brownies to Slim Jim, Cheerwine, and Lid Licking BBQ Sauce), consumer packaged goods, B2B manufacturing, the wine industry, sustainability-focused businesses, and non-profit organizations. However, solid marketing principles transcend industries, allowing me to add value across various sectors.
8. Can you help with sustainability positioning?
Absolutely. Sustainability marketing is becoming increasingly important to both consumers and businesses. I helped develop comprehensive sustainability messaging and positioning for companies such as Nomacorc (wine closures) and The Good Goods (packaging reuse systems), ensuring the authentic communication of their environmental commitments.
9. Do you specialize in digital marketing?
Yes, digital marketing is an essential component of modern brand strategy. I develop comprehensive digital strategies, including website development and refreshment, email marketing campaigns, social media strategy, content creation, and digital advertising. For execution, I help connect clients with specialized agencies that fit their specific needs. I can create a strategic plan (blueprint) and help you work with the right tactical agency.
10. What about new product development and innovation?
I have been involved in numerous new product innovation projects, including concept development and consumer research for brands like Duke’s Mayonnaise, Spice Hunter, and Hero Jerky. I can help identify white space opportunities in your category and develop go-to-market strategies for new products. If 30 competitors are selling the same soup, how can you find a way to break away from the category?
Real-World Applications
11. How do you help companies that need rebranding or repositioning?
I’ve repositioned numerous brands by identifying core strengths and market opportunities. For example, at Slim Jims, we refocused our brand from a rural, backwoods adult to the perfect snack for an irreverent teen with an attitude. This work was conducted in collaboration with team members and agency partners.. For a BBQ startup called Lid Licking Sauce, I repositioned their BBQ brand to support neurodiversity, creating a memorable brand image and backstory. Every situation is different, but starting with a strategy avoids the “throw spaghetti at the wall to see what sticks” approach. Strategy before tactics always rules the day.
12. Can you help startups develop their brand from scratch?
Absolutely! As an entrepreneur, my wife and I built a successful wholesale bakery business from scratch to a successful exit. I’ve developed several brands from the ground up. For instance, I created the ResQ dog bed brand for a foam manufacturer with excess material, developing the name, purpose-driven positioning (“pawed it forward”), and go-to-market strategy. For Marbull, an American Wagyu beef startup, I provided fractional CMO leadership to build their direct-to-consumer business.
13. How do you approach B2B marketing differently from consumer brands?
While the fundamentals remain the same, B2B typically involves more complex decision-making processes and longer sales cycles. For companies like Nomaco (an engineered foam manufacturer) and ScitoVation (a life sciences company), I focus on thought leadership, educational content, and demonstrating clear ROI, rather than the emotional appeals often used in consumer marketing.
14. What’s your approach to direct-to-consumer (DTC) marketing?
DTC requires an integrated approach across digital channels, compelling brand storytelling, and excellent customer experience. I’ve helped several brands develop DTC strategies, including conducting comprehensive consumer research to determine business viability and growth strategies for various clients.
Working Together
15. What makes your approach distinct from that of other marketing consultants?
I bring a unique combination of entrepreneurial experience (having built and sold my own successful business), corporate leadership (managing marketing budgets exceeding $30 million), and consultancy expertise. I focus on practical, implementable strategies rather than theoretical frameworks, and I’m known for my straight-talking approach—I’ll tell you what you need to hear, not just what you want to hear.
16. Do you execute marketing tactics or focus solely on strategy?
My primary focus is strategy, but I don’t just deliver a plan and walk away. I help identify the right execution partners, provide oversight, and ensure accountability. Think of me as your marketing navigator—I’ll chart the course and help you assemble the right crew, but you’re still the ship’s captain. If we need to start with some research, I can introduce you to the best partner to support your needs within your budget. Some work, like brand naming, I do in-house. You can learn more about that here.
17. How do you stay current with marketing trends and technologies?
Continuous learning is essential in marketing. I stay updated through professional networks, industry conferences, and ongoing education. My extensive experience across various industries also gives me a perspective on which trends are genuinely transformative versus temporary fads.
Results & Value
18. What ROI can companies expect from working with you?
The return varies by engagement, but clients typically see significant improvements in brand perception, market positioning, and ultimately, revenue growth. Some specific examples include helping brands enter new market segments, successfully launching products that became category leaders, and revitalizing stagnant brands through fresh positioning and messaging.
19. Can you work with limited marketing budgets?
Yes!
I’ve worked with organizations of all sizes and budgets, from startups to established brands. I’m practical about prioritizing initiatives that will deliver the most significant impact for your specific situation. Sometimes the most effective approach involves focusing resources rather than spreading them too thin.
20. How can businesses determine if they need a brand strategist?
Consider working with a brand strategist if you’re facing challenges such as unclear market positioning, inconsistent messaging, difficulty differentiating yourself from competitors, preparing for significant growth, or entering new markets. If you find yourself spending more time on day-to-day marketing tasks than on long-term strategic direction, that’s another sign you might benefit from strategic guidance.
You Talk. I Listen
Whether you’re launching a new brand, revitalizing an existing one, or seeking to maximize the effectiveness of your marketing investments, a strategic approach to brand building pays dividends far beyond tactical marketing activities. I’m always happy to chat about how strategic brand development can help your business reach its full potential.
Want to learn more? Reach out at jeffslater@themarketingsage.com or visit www.themarketingsage.com.
Schedule a free call with me here.
Connect with Jeff at The Marketing Sage Consultancy. Interested in setting up a call with me? Use my calendly to schedule a time to talk. The call is free, and we can discuss your brand and marketing needs.
If you want to learn more about my new offering, The Trusted Advisor Board, you can click here to learn the details. Feel free to email me at jeffslater@themarketing sage.com or text 919 720 0995. Thanks for your interest in working with The Marketing Sage Consultancy.
