Interview Guide for

Brand Strategist

This comprehensive interview guide for a Brand Strategist role is designed to help hiring teams identify and select candidates who can effectively shape and evolve brand identity, develop insightful marketing strategies, and drive brand awareness, engagement, and loyalty. We've crafted a structured approach that focuses on assessing both essential experience and crucial behavioral competencies to find the perfect candidate to elevate your brand positioning.

How to Use This Guide

This interview guide serves as a strategic framework for identifying top Brand Strategist talent using Yardstick's approach to data-driven hiring. Here's how to make the most of it:

Customize to Your Needs: Adapt this guide to align with your company's specific industry, values, and brand strategy approach.
Collaborate With Your Team: Share this guide with everyone involved in the hiring process to ensure consistency and alignment in candidate evaluation.
Follow the Structure: Use the designed interview sequence to systematically evaluate each candidate's capabilities across different dimensions.
Leverage Follow-up Questions: Dig deeper into candidate responses to get beyond rehearsed answers and understand their true capabilities and experiences.
Score Independently: Have each interviewer complete their scorecard without discussing impressions until the debrief meeting to prevent bias.
Refine Over Time: Use the Yardstick AI Interview Guide Generator to refine your process as you learn what predicts success in your specific environment.

Job Description

Brand Strategist

About [Company]

[Company] is a [Industry] leader dedicated to [Company Mission/Values]. We are a fast-growing company looking for passionate and innovative individuals to join our team and help us achieve our ambitious goals. Located in [Location], we offer a dynamic and collaborative work environment where creativity and strategic thinking are highly valued.

The Role

As a Brand Strategist at [Company], you will play a pivotal role in shaping our brand narrative and market positioning. You'll be the driving force behind our brand strategy, developing compelling storylines that resonate with our target audiences and differentiate us in the marketplace. Your strategic insights will guide our marketing initiatives and help us build lasting connections with customers, ultimately driving business growth.

Key Responsibilities

Lead the development of comprehensive brand strategy, including positioning, value proposition, audience identification, and brand personality
Conduct and analyze market research to identify opportunities for brand growth and differentiation
Create compelling brand narratives and messaging frameworks that resonate with target audiences
Collaborate with cross-functional teams to execute brand strategies across various channels
Manage and track key performance indicators to measure effectiveness of brand initiatives
Ensure brand consistency and alignment across all marketing and communication efforts
Champion the brand vision internally and serve as a brand ambassador

What We're Looking For

Proven track record in developing successful brand strategies that drive measurable results
Strong analytical thinking with the ability to transform research into actionable insights
Exceptional communication skills with the ability to present complex information clearly
Creative mindset balanced with strategic business acumen
Collaborative approach with the ability to influence across departments
Curiosity and passion for understanding consumer behavior and market trends
Bachelor's degree in Marketing, Communications, Business Administration, or related field
[Number]+ years of experience in brand strategy, marketing, or related field

Why Join [Company]

At [Company], we're not just building products—we're shaping the future of [Industry]. You'll work alongside talented professionals who are passionate about innovation and excellence, in an environment that encourages creativity and personal growth.

Competitive compensation package with [Pay Range]
Comprehensive health benefits including [Health Insurance]
[Paid Time Off] policy that respects work-life balance
[Retirement Plan] options to secure your future
Professional development opportunities and career advancement

Hiring Process

We've designed a streamlined interview process to ensure we find the right talent while respecting your time:

Initial Screening Call: A 30-minute conversation with our recruiting team to discuss your background and experience.
Brand Strategy Work Sample: You'll complete a small brand strategy exercise that demonstrates your strategic thinking and creative approach.
Strategic Thinking & Collaboration Interview: Meet with key stakeholders to explore your strategic thinking and collaborative approach.
Brand Intelligence & Innovation Interview: Discuss your approach to market research, insights generation, and innovative brand solutions.
Final Interview with Leadership: Connect with our leadership team to discuss company vision and how you can contribute.

Ideal Candidate Profile (Internal)

Role Overview

The Brand Strategist will be responsible for developing and implementing comprehensive brand strategies that elevate our market positioning and drive meaningful connections with our target audiences. The ideal candidate will blend analytical thinking with creative vision, transforming market insights into compelling brand narratives that differentiate our offerings and foster customer loyalty. Success in this role requires someone who can think strategically about long-term brand equity while also executing tactical initiatives that drive measurable results.

Essential Behavioral Competencies

Strategic Thinking - Ability to analyze complex market data, identify opportunities, and develop comprehensive brand strategies that align with business objectives and create competitive advantage.

Market Intelligence - Exceptional skill in conducting and interpreting market research, consumer insights, and competitive analysis to identify trends and inform brand positioning.

Creative Problem-Solving - Capability to develop innovative solutions to brand challenges, thinking beyond conventional approaches to create distinctive positioning in the marketplace.

Communication Excellence - Superior written and verbal communication skills with the ability to articulate complex concepts clearly, craft compelling brand messaging, and present strategic recommendations persuasively.

Collaborative Leadership - Talent for building consensus across diverse stakeholders, influencing without authority, and championing brand initiatives throughout the organization.

Desired Outcomes

Develop a comprehensive brand strategy framework within the first 90 days that clearly articulates positioning, value proposition, and competitive differentiation.
Create audience personas and journey maps that enhance our understanding of customer needs and behaviors, resulting in more targeted and effective brand campaigns.
Establish brand measurement systems and KPIs that effectively track brand health, awareness, and equity, providing actionable insights for continuous improvement.
Successfully launch at least one major brand initiative within six months that measurably improves brand perception among target audiences.
Foster organization-wide brand advocacy by developing internal communications and training programs that ensure consistent brand representation across all touchpoints.

Ideal Candidate Traits

The perfect Brand Strategist for our team is a strategic thinker with a creative edge, someone who can analyze market dynamics and translate that intelligence into compelling brand narratives. They are naturally curious, constantly seeking to understand consumer behaviors and market trends. They demonstrate strong analytical capabilities balanced with creative vision, able to interpret data while imagining possibilities beyond the obvious.

This person is an exceptional communicator who can articulate complex concepts clearly and persuasively to diverse audiences. They're collaborative by nature but also confident in their expertise, able to build consensus while championing strategic recommendations. They show adaptability in changing market conditions and resilience when facing challenges.

The ideal candidate has a proven track record of developing successful brand strategies that drove measurable business results. They're passionate about brands and can point to specific examples where their strategic thinking created competitive advantage or shifted consumer perceptions. They possess both the strategic vision to develop long-term brand architecture and the tactical expertise to execute effective initiatives.

Screening Interview

Directions for the Interviewer

This screening interview serves as your first substantive conversation with potential Brand Strategist candidates. Your goal is to quickly assess whether they have the fundamental expertise, strategic thinking capability, and collaborative approach needed for success in this role. Focus on understanding their brand strategy methodology, past accomplishments, and how they approach the intersection of brand and business objectives.

Ask open-ended questions that reveal how candidates think about brand strategy problems. Listen for evidence of analytical thinking balanced with creative vision. Pay attention to how clearly they articulate complex concepts—this is a critical skill for a Brand Strategist who must communicate strategic recommendations to diverse stakeholders.

Remember to save 5-10 minutes at the end for candidate questions. How thoughtful their questions are will provide additional insight into their strategic thinking and understanding of brand's role in business success.

Directions to Share with Candidate

During this conversation, I'd like to learn more about your experience with brand strategy development and implementation. I'll ask about your approach to understanding market dynamics, developing brand positioning, and measuring success. Please feel free to share specific examples from your work that demonstrate your strategic thinking and the impact of your brand initiatives.

Interview Questions

Tell me about your background and what attracted you to brand strategy as a career path.

Areas to Cover

Educational and professional journey
Pivotal experiences that shaped their interest in brand strategy
What aspects of brand strategy they find most engaging
Understanding of how brand strategy connects to business objectives

Possible Follow-up Questions

What was the moment you realized brand strategy was the right field for you?
How has your perspective on effective brand strategy evolved throughout your career?
What brand strategies or campaigns do you admire most and why?

Walk me through your process for developing a brand strategy from initial research to final implementation.

Areas to Cover

Methodology for conducting market research and competitive analysis
How they identify target audiences and develop personas
Approach to crafting brand positioning and value propositions
Implementation planning and stakeholder management
Methods for measuring effectiveness

Possible Follow-up Questions

How do you balance creative vision with business objectives?
How do you prioritize brand initiatives when resources are limited?
How do you ensure brand strategy aligns with overall business strategy?
What tools or frameworks do you typically use in your process?

Describe a time when you had to reposition a brand in response to changing market conditions or business needs.

Areas to Cover

Initial situation and challenges faced
Research and insights that informed the repositioning
Strategic approach and key messaging developed
Implementation across channels and touchpoints
Results achieved and lessons learned

Possible Follow-up Questions

What resistance did you encounter and how did you overcome it?
How did you measure the success of the repositioning?
What would you do differently if you could approach it again?

Tell me about a situation where you successfully collaborated with other departments to implement a brand initiative.

Areas to Cover

Nature of the initiative and departments involved
How they built consensus and managed competing priorities
Communication methods used to align stakeholders
Challenges encountered and how they were resolved
Outcomes achieved through collaboration

Possible Follow-up Questions

How did you convince skeptical stakeholders?
What did you learn about cross-functional collaboration from this experience?
How did you ensure the brand was represented consistently across touchpoints?

How do you approach measuring the impact and effectiveness of brand strategy?

Areas to Cover

KPIs and metrics they typically track
Methods for establishing baselines and benchmarks
Tools and platforms used for measurement
How they translate brand metrics into business impact
Approach to continuous improvement based on data

Possible Follow-up Questions

How do you attribute business outcomes to brand initiatives?
What's the most challenging aspect of measuring brand effectiveness?
Can you give an example of how measurement insights led to strategy adjustments?

What trends or innovations in brand strategy are you most excited about, and how do you stay current in your field?

Areas to Cover

Awareness of emerging brand strategies and technologies
Professional development activities and resources
Application of new approaches to their work
Forward-thinking perspective on brand evolution

Possible Follow-up Questions

How have you incorporated any of these trends into your work?
How do you evaluate which trends are worth adopting versus passing fads?
What skill or knowledge area are you currently focused on developing?

Interview Scorecard

Strategic Thinking

0: Not Enough Information Gathered to Evaluate
1: Demonstrates limited ability to connect brand strategy to business objectives
2: Shows basic understanding of strategic brand development
3: Exhibits clear, structured approach to developing comprehensive brand strategies
4: Demonstrates exceptional strategic vision with innovative approaches that create competitive advantage

Market Intelligence

0: Not Enough Information Gathered to Evaluate
1: Shows minimal experience with market research and competitive analysis
2: Demonstrates basic application of research to inform brand decisions
3: Exhibits strong ability to gather and synthesize market insights for brand strategy
4: Shows mastery of market research methods and exceptional insight generation

Communication Skills

0: Not Enough Information Gathered to Evaluate
1: Struggles to articulate concepts clearly or persuasively
2: Communicates adequately but lacks precision or compelling delivery
3: Articulates complex ideas clearly and persuasively
4: Demonstrates exceptional communication with precise, compelling articulation of strategy

Brand Strategy Framework Development

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Develop Comprehensive Framework
2: Likely to Develop Basic Framework with Guidance
3: Likely to Develop Strong, Comprehensive Framework
4: Likely to Develop Exceptional, Innovative Framework

Audience Persona Development

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Create Effective Audience Personas
2: Likely to Create Basic but Limited Personas
3: Likely to Create Detailed, Actionable Personas
4: Likely to Create Exceptional Personas with Unique Insights

Brand Measurement Implementation

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Establish Effective Measurement Systems
2: Likely to Implement Basic Metrics with Limited Analysis
3: Likely to Create Comprehensive Measurement Framework
4: Likely to Develop Innovative Brand Analytics Approach

Brand Initiative Launch

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Successfully Launch Major Initiatives
2: Likely to Launch Initiatives with Significant Support
3: Likely to Successfully Lead and Launch Brand Initiatives
4: Likely to Execute Exceptional, High-Impact Brand Launches

Internal Brand Advocacy Development

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Effectively Foster Organization-wide Brand Advocacy
2: Likely to Create Basic Internal Communications
3: Likely to Develop Effective Brand Advocacy Programs
4: Likely to Create Transformative Internal Brand Culture

Overall Recommendation

1: Strong No Hire
2: No Hire
3: Hire
4: Strong Hire

Brand Strategy Work Sample

Directions for the Interviewer

The purpose of this work sample is to evaluate how candidates approach a real-world brand strategy challenge. This exercise will reveal their strategic thinking process, research abilities, creative problem-solving, and communication skills. You'll assess both the quality of their strategic recommendations and their ability to present them effectively.

When evaluating the candidate's work, look for:

Depth of research and market analysis
Strategic clarity and alignment with business objectives
Creative thinking and differentiated positioning
Practical implementation recommendations
Measurement framework for success
Presentation skills and ability to defend strategic choices

This exercise should be sent to candidates at least 48 hours before their presentation to allow adequate preparation time. During the presentation, listen actively and ask probing questions that push candidates to explain their thinking and defend their recommendations.

Directions to Share with Candidate

We'd like you to complete a brand strategy exercise that simulates the kind of work you would do in this role. This will help us understand your strategic thinking process and how you approach brand challenges.

Brand Strategy Challenge:

You've been tasked with refreshing the brand positioning for [Company/Fictional Company] to better differentiate it in the [Industry] marketplace and connect with [Target Audience].

Please prepare a presentation (approximately 20 minutes) that outlines:

Your approach to analyzing the current brand position and market context
Key insights from market/competitive research (you can use publicly available information and make reasonable assumptions)
Recommended brand positioning strategy, including key messaging pillars
High-level implementation recommendations for at least two channels
How you would measure success

You'll present your strategy to the interview team and respond to questions. We're interested in both your strategic recommendations and the thinking process behind them.

Interview Questions

Walk me through the research approach you used to inform your brand strategy recommendations.

Areas to Cover

Sources of information and research methodologies
Key insights discovered from competitive analysis
Target audience understanding
Process for synthesizing research into actionable insights
Limitations they encountered and how they addressed them

Possible Follow-up Questions

What surprised you most in your research?
What additional research would you conduct with more time and resources?
How did you prioritize which insights to act upon?

Explain the rationale behind your brand positioning recommendation and how it differentiates from competitors.

Areas to Cover

Alignment between positioning and business objectives
Distinctiveness compared to competitor positioning
Relevance to target audience needs and motivations
Authenticity and sustainability of the positioning
Flexibility to evolve as the company grows

Possible Follow-up Questions

How does this positioning address current brand challenges?
What risks do you see with this approach and how would you mitigate them?
How adaptable is this positioning across different product lines or markets?

How would you approach implementing this brand strategy across the organization to ensure consistency?

Areas to Cover

Internal rollout and education approach
Cross-functional collaboration strategies
Brand governance framework
Change management considerations
Timeline and phasing recommendations

Possible Follow-up Questions

How would you handle resistance from stakeholders?
What resources would be required to implement this strategy effectively?
How would you prioritize implementation if faced with budget constraints?

Explain your approach to measuring the effectiveness of this brand strategy.

Areas to Cover

Key performance indicators and metrics
Measurement methodology and tools
Timeframes for short and long-term evaluation
Process for acting on measurement insights
Connection between brand metrics and business outcomes

Possible Follow-up Questions

How would you establish baselines for measurement?
What would indicate that this strategy needs adjustment?
How would you demonstrate ROI to executive leadership?

Interview Scorecard

Strategic Thinking

0: Not Enough Information Gathered to Evaluate
1: Strategy lacks coherence or business alignment
2: Basic strategy with limited differentiation or insight
3: Well-considered strategy with clear market positioning
4: Exceptional strategy with innovative thinking and strong business alignment

Market Intelligence

0: Not Enough Information Gathered to Evaluate
1: Minimal research with superficial market understanding
2: Basic research with general competitive awareness
3: Thorough research with meaningful competitive insights
4: Comprehensive research with deep market understanding and unexpected insights

Creative Problem-Solving

0: Not Enough Information Gathered to Evaluate
1: Conventional solutions with little originality
2: Some creative elements but largely expected approaches
3: Creative solutions that effectively differentiate the brand
4: Highly innovative approaches that create unique brand advantage

Communication Excellence

0: Not Enough Information Gathered to Evaluate
1: Unclear presentation with difficulty articulating strategy
2: Adequate presentation with basic explanation of concepts
3: Clear, persuasive presentation with well-structured arguments
4: Exceptional presentation with compelling narrative and persuasive rationale

Brand Strategy Framework Development

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Develop Comprehensive Framework
2: Likely to Develop Basic Framework with Guidance
3: Likely to Develop Strong, Comprehensive Framework
4: Likely to Develop Exceptional, Innovative Framework

Audience Persona Development

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Create Effective Audience Personas
2: Likely to Create Basic but Limited Personas
3: Likely to Create Detailed, Actionable Personas
4: Likely to Create Exceptional Personas with Unique Insights

Brand Measurement Implementation

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Establish Effective Measurement Systems
2: Likely to Implement Basic Metrics with Limited Analysis
3: Likely to Create Comprehensive Measurement Framework
4: Likely to Develop Innovative Brand Analytics Approach

Brand Initiative Launch

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Successfully Launch Major Initiatives
2: Likely to Launch Initiatives with Significant Support
3: Likely to Successfully Lead and Launch Brand Initiatives
4: Likely to Execute Exceptional, High-Impact Brand Launches

Internal Brand Advocacy Development

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Effectively Foster Organization-wide Brand Advocacy
2: Likely to Create Basic Internal Communications
3: Likely to Develop Effective Brand Advocacy Programs
4: Likely to Create Transformative Internal Brand Culture

Overall Recommendation

1: Strong No Hire
2: No Hire
3: Hire
4: Strong Hire

Strategic Thinking & Collaboration Interview

Directions for the Interviewer

This interview is designed to assess how the candidate approaches strategic brand challenges and works collaboratively with cross-functional teams. Your goal is to evaluate their ability to think holistically about brand strategy, align it with business objectives, and effectively influence stakeholders.

Focus on probing for specific examples that demonstrate strategic vision and collaborative leadership. Listen for evidence of how the candidate has overcome resistance to brand initiatives, built consensus among diverse stakeholders, and balanced creative vision with business realities. Pay attention to how they articulate their thought process and measure success.

The best candidates will demonstrate both depth of strategic thinking and practical implementation skills. They'll show how they've successfully navigated organizational politics to drive brand initiatives forward, and they'll articulate clear frameworks for strategic decision-making.

Directions to Share with Candidate

In this conversation, we'll explore your approach to strategic brand challenges and cross-functional collaboration. I'm interested in understanding how you develop brand strategies that align with business objectives and how you work with diverse stakeholders to implement those strategies successfully. Please share specific examples from your experience that demonstrate your strategic thinking and collaborative leadership.

Interview Questions

Tell me about a time when you developed a brand strategy that directly contributed to business growth objectives.

Areas to Cover

Initial business challenge or opportunity
Research and insights that informed the strategy
Strategic thinking process and framework
Alignment with revenue, customer acquisition, or retention goals
Implementation approach and measurement
Business outcomes achieved

Possible Follow-up Questions

How did you quantify the impact of your brand strategy on business results?
What resistance did you encounter when connecting brand initiatives to business metrics?
How did this experience shape your approach to brand strategy development?

Describe a situation where you had to influence stakeholders who had competing priorities for the brand.

Areas to Cover

Context of the competing priorities
Understanding of different stakeholder perspectives
Strategy for building consensus
Communication approaches tailored to different audiences
How they navigated organizational politics
Resolution and lessons learned

Possible Follow-up Questions

What was your biggest challenge in aligning these different perspectives?
How did you prioritize which stakeholder needs to address first?
What would you do differently if faced with a similar situation again?

Walk me through a time when you had to make a strategic decision about brand architecture or portfolio strategy.

Areas to Cover

Situation and business context
Analysis conducted to inform the decision
Strategic frameworks or models applied
Options considered and evaluation criteria
Final recommendation and rationale
Implementation challenges and results

Possible Follow-up Questions

How did you balance short-term needs versus long-term brand building?
What trade-offs did you have to consider in your recommendation?
How did this decision impact other areas of the business?

Tell me about a brand strategy initiative that didn't achieve the expected results. What happened and what did you learn?

Areas to Cover

Initial objectives and expectations
Implementation approach
How they identified that results weren't meeting expectations
Analysis of what went wrong
Course corrections attempted
Key lessons learned and how they applied them later

Possible Follow-up Questions

At what point did you realize the initiative wasn't working as planned?
How did you communicate the challenges to leadership?
How did this experience change your approach to risk management in brand strategy?

Describe how you've collaborated with product and sales teams to ensure brand strategy supports the entire customer journey.

Areas to Cover

Understanding of the customer journey
Approach to collaborating with product development
Methods for aligning brand messaging with sales conversations
Challenges in maintaining brand consistency across touchpoints
Measurement of cross-functional success
Feedback loops and continuous improvement

Possible Follow-up Questions

How did you resolve differences in perspective between marketing, product, and sales?
What processes did you implement to maintain alignment as businesses evolved?
How did you measure the impact of improved brand consistency on customer experience?

How do you approach balancing brand consistency with the need for localization or adaptation to different markets or segments?

Areas to Cover

Framework for determining what brand elements remain consistent
Approach to market research for adaptation needs
Decision-making process for localization
Governance model for maintaining appropriate balance
Tools or resources provided to local teams
Examples of successful adaptation

Possible Follow-up Questions

How do you determine which brand elements are non-negotiable versus flexible?
What challenges have you faced in implementing this approach?
How do you measure whether adaptations are strengthening or diluting the brand?

Interview Scorecard

Strategic Thinking

0: Not Enough Information Gathered to Evaluate
1: Shows tactical thinking without strategic vision
2: Demonstrates basic strategic thinking with limited depth
3: Exhibits clear strategic vision aligned with business objectives
4: Demonstrates exceptional strategic thinking with innovative approaches to complex challenges

Collaborative Leadership

0: Not Enough Information Gathered to Evaluate
1: Struggles to build consensus or influence stakeholders
2: Shows basic collaboration skills with limited stakeholder management
3: Effectively builds consensus and navigates organizational dynamics
4: Demonstrates masterful stakeholder management and organizational influence

Problem-Solving Approach

0: Not Enough Information Gathered to Evaluate
1: Applies simplistic solutions to complex problems
2: Uses structured approach with conventional solutions
3: Demonstrates thoughtful problem-solving with creative solutions
4: Shows exceptional problem-solving with innovative approaches and strategic foresight

Brand Strategy Framework Development

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Develop Comprehensive Framework
2: Likely to Develop Basic Framework with Guidance
3: Likely to Develop Strong, Comprehensive Framework
4: Likely to Develop Exceptional, Innovative Framework

Audience Persona Development

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Create Effective Audience Personas
2: Likely to Create Basic but Limited Personas
3: Likely to Create Detailed, Actionable Personas
4: Likely to Create Exceptional Personas with Unique Insights

Brand Measurement Implementation

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Establish Effective Measurement Systems
2: Likely to Implement Basic Metrics with Limited Analysis
3: Likely to Create Comprehensive Measurement Framework
4: Likely to Develop Innovative Brand Analytics Approach

Brand Initiative Launch

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Successfully Launch Major Initiatives
2: Likely to Launch Initiatives with Significant Support
3: Likely to Successfully Lead and Launch Brand Initiatives
4: Likely to Execute Exceptional, High-Impact Brand Launches

Internal Brand Advocacy Development

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Effectively Foster Organization-wide Brand Advocacy
2: Likely to Create Basic Internal Communications
3: Likely to Develop Effective Brand Advocacy Programs
4: Likely to Create Transformative Internal Brand Culture

Overall Recommendation

1: Strong No Hire
2: No Hire
3: Hire
4: Strong Hire

Brand Intelligence & Innovation Interview

Directions for the Interviewer

This interview focuses on assessing the candidate's ability to gather and interpret market intelligence and translate insights into innovative brand solutions. You're evaluating not just what they know, but how they think about market research, consumer behavior, and creative application of insights.

Look for evidence of the candidate's research methodology, analytical thinking, and creative problem-solving. The strongest candidates will demonstrate both rigor in their approach to market intelligence and creativity in how they apply those insights. They should articulate clear frameworks for gathering relevant data, distinguishing signal from noise, and developing actionable strategies based on their findings.

Pay particular attention to how the candidate balances data-driven decision making with creative intuition, and how they manage innovation in brand strategy—balancing novelty with brand equity preservation. The best candidates will show how they've used market intelligence to identify opportunities that others missed.

Directions to Share with Candidate

During this conversation, we'll explore your approach to gathering market intelligence and translating insights into innovative brand strategies. I'm interested in your methodology for research, your analytical process, and how you use data to inform creative brand solutions. Please share specific examples that demonstrate your capabilities in these areas.

Interview Questions

Describe your approach to conducting market research and competitive analysis. What methodologies do you find most valuable for informing brand strategy?

Areas to Cover

Research methodologies and tools used
Sources of information prioritized
Qualitative vs. quantitative balance
How they determine research objectives
Process for synthesizing findings
Translation of research into actionable insights

Possible Follow-up Questions

How do you remain objective when analyzing research data?
When have you challenged conventional research findings?
How do you approach research with limited resources or time constraints?

Tell me about a time when you uncovered a key consumer insight that led to a significant brand opportunity.

Areas to Cover

Research approach that uncovered the insight
How they recognized the insight's significance
Process for validating the insight
Strategic application to brand positioning
Implementation across touchpoints
Results and impact achieved

Possible Follow-up Questions

What made this insight particularly valuable compared to others?
How did you convince stakeholders of its importance?
What challenges did you face in translating the insight into action?

Describe an instance where you developed an innovative brand initiative that successfully differentiated the company from competitors.

Areas to Cover

Market context and competitive landscape
Sources of inspiration for the innovation
Development process and key considerations
How they balanced innovation with brand authenticity
Implementation strategy and challenges
Measurement of effectiveness

Possible Follow-up Questions

How did you mitigate risks associated with this innovation?
What resistance did you encounter and how did you overcome it?
How did this initiative influence future brand strategy?

How do you stay current on emerging trends and anticipate changes in consumer behavior that might impact brand strategy?

Areas to Cover

Information sources and learning methods
Process for distinguishing trends from fads
Framework for evaluating trend relevance
Examples of successfully applied trend insights
Approach to trend prioritization
How they advocate for forward-looking strategies

Possible Follow-up Questions

Can you share an example of a trend you identified early that others missed?
How do you balance responding to trends while maintaining brand consistency?
What trend do you think will most significantly impact brand strategy in the next 2-3 years?

Tell me about a time when you had to rely on data to make a difficult brand decision that contradicted conventional wisdom or personal intuition.

Areas to Cover

Context of the decision and conventional perspective
Data sources and analytical approach
How they evaluated the reliability of the data
Process for making the final recommendation
Implementation challenges
Outcomes and lessons learned

Possible Follow-up Questions

How did you communicate your data-driven recommendation to skeptical stakeholders?
What gave you confidence to proceed against conventional wisdom?
How do you balance data-driven decisions with creative intuition?

How do you approach evaluating brand health and equity? What metrics do you find most meaningful?

Areas to Cover

Brand health measurement framework
Key metrics prioritized and why
Data collection methodologies
Analysis approach and benchmark practices
Frequency of measurement
How findings translate to strategy adjustments

Possible Follow-up Questions

How do you distinguish between leading and lagging indicators of brand health?
How do you measure brand equity's contribution to business value?
What brand health metrics do you find most difficult to influence?

Interview Scorecard

Market Intelligence

0: Not Enough Information Gathered to Evaluate
1: Shows limited understanding of research methodologies
2: Demonstrates basic research capabilities with conventional approaches
3: Exhibits strong research skills with thoughtful methodology
4: Shows mastery of diverse research methods with sophisticated analysis

Creative Problem-Solving

0: Not Enough Information Gathered to Evaluate
1: Relies on obvious solutions with little innovation
2: Shows some creativity with conventional approaches
3: Demonstrates creative thinking with effective solutions
4: Exhibits exceptional creativity with breakthrough approaches

Analytical Thinking

0: Not Enough Information Gathered to Evaluate
1: Shows basic data interpretation with limited analysis
2: Demonstrates adequate analytical skills with methodical approach
3: Exhibits strong analytical thinking with insightful conclusions
4: Shows exceptional analytical capability with sophisticated pattern recognition

Brand Strategy Framework Development

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Develop Comprehensive Framework
2: Likely to Develop Basic Framework with Guidance
3: Likely to Develop Strong, Comprehensive Framework
4: Likely to Develop Exceptional, Innovative Framework

Audience Persona Development

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Create Effective Audience Personas
2: Likely to Create Basic but Limited Personas
3: Likely to Create Detailed, Actionable Personas
4: Likely to Create Exceptional Personas with Unique Insights

Brand Measurement Implementation

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Establish Effective Measurement Systems
2: Likely to Implement Basic Metrics with Limited Analysis
3: Likely to Create Comprehensive Measurement Framework
4: Likely to Develop Innovative Brand Analytics Approach

Brand Initiative Launch

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Successfully Launch Major Initiatives
2: Likely to Launch Initiatives with Significant Support
3: Likely to Successfully Lead and Launch Brand Initiatives
4: Likely to Execute Exceptional, High-Impact Brand Launches

Internal Brand Advocacy Development

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Effectively Foster Organization-wide Brand Advocacy
2: Likely to Create Basic Internal Communications
3: Likely to Develop Effective Brand Advocacy Programs
4: Likely to Create Transformative Internal Brand Culture

Overall Recommendation

1: Strong No Hire
2: No Hire
3: Hire
4: Strong Hire

Final Interview with Leadership

Directions for the Interviewer

This final interview with leadership is designed to assess the candidate's alignment with company vision, leadership qualities, and long-term potential. As a senior leader, your perspective on how the candidate will fit within the executive team and contribute to strategic direction is invaluable.

Focus on understanding the candidate's vision for brand development, their leadership philosophy, and how they see themselves contributing to the company's growth. This interview should be conversational rather than rigidly structured, allowing you to gauge cultural fit and leadership presence.

Look for evidence of strategic vision balanced with practical implementation skills. The strongest candidates will articulate how brand strategy connects to broader business objectives and demonstrate an understanding of your company's unique market position and challenges.

Directions to Share with Candidate

This conversation is an opportunity for us to discuss how you would approach brand strategy within our organization and how your vision aligns with our company direction. I'm interested in your perspective on the evolving role of brand in business success and how you would contribute to our leadership team. Feel free to ask questions throughout our discussion to deepen your understanding of our organization.

Interview Questions

What interests you most about our brand and this opportunity? How do you see yourself contributing to our company vision?

Areas to Cover

Understanding of company's current brand position
Alignment of personal values with company values
Vision for brand evolution and contribution
Career aspirations and growth motivations
Strategic perspective on the industry

Possible Follow-up Questions

What aspects of our brand do you find most compelling?
How does this role fit into your longer-term career goals?
What questions do you have about our strategic direction?

How do you see the role of brand evolving in our industry over the next 3-5 years? What opportunities should we be preparing for?

Areas to Cover

Industry trend awareness and foresight
Strategic thinking about brand evolution
Perspective on competitive positioning
Innovation opportunities identified
Balance of practical and aspirational thinking

Possible Follow-up Questions

What brands outside our industry should we learn from?
How would you prepare our organization for these changes?
What potential disruptions should we be most concerned about?

Describe your approach to building and leading high-performing brand and marketing teams.

Areas to Cover

Leadership philosophy and management style
Team structure and development approach
Performance management principles
Cross-functional collaboration strategies
Approach to talent attraction and retention
Perspective on fostering creativity and innovation

Possible Follow-up Questions

How do you balance creative freedom with strategic direction?
How do you develop team members to reach their potential?
What's your approach to managing underperformance?

What do you believe are the biggest challenges in connecting brand strategy to business outcomes, and how have you overcome these challenges?

Areas to Cover

Understanding of common disconnects between brand and business
Experience with measurement and attribution
Stakeholder management approach
Communication strategies for executive leadership
Examples of successfully demonstrating brand ROI

Possible Follow-up Questions

How do you advocate for brand investments during budget constraints?
What metrics do you find most effective for demonstrating brand impact?
How do you balance short-term activation with long-term brand building?

Tell me about a situation where you had to manage a sensitive brand issue or crisis. How did you approach it?

Areas to Cover

Crisis management framework and principles
Communication strategy development
Stakeholder management under pressure
Decision-making process in high-stress situations
Learning and preventative measures implemented
Personal resilience and leadership during crisis

Possible Follow-up Questions

How did you balance transparency with brand protection?
What was the most difficult decision you had to make?
How did this experience change your approach to risk management?

What questions do you have for me about our company, team, or strategic direction?

Areas to Cover

Thoughtfulness and relevance of questions
Strategic thinking revealed through inquiries
Understanding of business challenges
Cultural fit indicators
Forward-thinking perspective

Possible Follow-up Questions

Based on our conversation, what would be your priorities in the first 90 days?
What resources or support would you need to be successful in this role?

Interview Scorecard

Strategic Vision

0: Not Enough Information Gathered to Evaluate
1: Demonstrates limited vision with primarily tactical focus
2: Shows adequate strategic thinking with conventional approach
3: Exhibits clear strategic vision with forward-thinking perspective
4: Demonstrates exceptional strategic vision with innovative insight

Leadership Presence

0: Not Enough Information Gathered to Evaluate
1: Shows limited executive presence or confidence
2: Demonstrates adequate presence with room for development
3: Exhibits strong leadership presence and communication
4: Demonstrates exceptional executive presence and influence capability

Cultural Alignment

0: Not Enough Information Gathered to Evaluate
1: Appears misaligned with company values and culture
2: Shows moderate alignment with some potential disconnects
3: Demonstrates strong alignment with company values
4: Exhibits exceptional cultural fit with potential to enhance culture

Brand Strategy Framework Development

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Develop Comprehensive Framework
2: Likely to Develop Basic Framework with Guidance
3: Likely to Develop Strong, Comprehensive Framework
4: Likely to Develop Exceptional, Innovative Framework

Audience Persona Development

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Create Effective Audience Personas
2: Likely to Create Basic but Limited Personas
3: Likely to Create Detailed, Actionable Personas
4: Likely to Create Exceptional Personas with Unique Insights

Brand Measurement Implementation

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Establish Effective Measurement Systems
2: Likely to Implement Basic Metrics with Limited Analysis
3: Likely to Create Comprehensive Measurement Framework
4: Likely to Develop Innovative Brand Analytics Approach

Brand Initiative Launch

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Successfully Launch Major Initiatives
2: Likely to Launch Initiatives with Significant Support
3: Likely to Successfully Lead and Launch Brand Initiatives
4: Likely to Execute Exceptional, High-Impact Brand Launches

Internal Brand Advocacy Development

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Effectively Foster Organization-wide Brand Advocacy
2: Likely to Create Basic Internal Communications
3: Likely to Develop Effective Brand Advocacy Programs
4: Likely to Create Transformative Internal Brand Culture

Overall Recommendation

1: Strong No Hire
2: No Hire
3: Hire
4: Strong Hire

Debrief Meeting

Directions for Conducting the Debrief Meeting

The Debrief Meeting is an open discussion for the hiring team members to share the information learned during the candidate interviews. Use the questions below to guide the discussion.

Start the meeting by reviewing the requirements for the role and the key competencies and goals to succeed.

The meeting leader should strive to create an environment where it is okay to express opinions about the candidate that differ from the consensus or from leadership's opinions.
Scores and interview notes are important data points but should not be the sole factor in making the final decision.
Any hiring team member should feel free to change their recommendation as they learn new information and reflect on what they've learned.

Questions to Guide the Debrief Meeting

Question: Does anyone have any questions for the other interviewers about the candidate?Guidance: The meeting facilitator should initially present themselves as neutral and try not to sway the conversation before others have a chance to speak up.

Question: Are there any additional comments about the Candidate?Guidance: This is an opportunity for all the interviewers to share anything they learned that is important for the other interviewers to know.

Question: Is there anything further we need to investigate before making a decision?Guidance: Based on this discussion, you may decide to probe further on certain issues with the candidate or explore specific issues in the reference calls.

Question: Has anyone changed their hire/no-hire recommendation?Guidance: This is an opportunity for the interviewers to change their recommendation from the new information they learned in this meeting.

Question: If the consensus is no hire, should the candidate be considered for other roles? If so, what roles?Guidance: Discuss whether engaging with the candidate about a different role would be worthwhile.

Question: What are the next steps?Guidance: If there is no consensus, follow the process for that situation (e.g., it is the hiring manager's decision). Further investigation may be needed before making the decision. If there is a consensus on hiring, reference checks could be the next step.

Reference Checks

Directions for Conducting Reference Checks

Reference checks are a critical final step in the hiring process for a Brand Strategist. They provide objective third-party perspectives on the candidate's past performance, working style, and impact on brand initiatives. Look beyond standard verification of employment dates and focus on gathering specific examples that validate (or challenge) your assessment of the candidate's capabilities.

When conducting reference checks:

Ask the candidate to provide 2-3 professional references who can speak specifically to their brand strategy work and impact
Prioritize references who were direct managers or cross-functional partners
Conduct these conversations by phone rather than email to allow for follow-up questions
Listen for specific examples rather than general praise
Pay attention to not just what is said, but what might be omitted or downplayed
Look for patterns across multiple references
If you hear concerning feedback, consider getting an additional reference to validate

Remember that even at this late stage, meaningful red flags should be taken seriously. Don't fall into the trap of confirmation bias where you only hear the positive feedback that confirms your existing opinion.

Questions for Reference Checks

How did you work with [Candidate], and how would you describe their impact on your organization's brand strategy?

Guidance: This opening question establishes the reference's relationship with the candidate and begins to explore their overall impact. Listen for the specific nature of their working relationship, the reference's enthusiasm level, and any hesitation in their response.

What were [Candidate]'s greatest strengths in developing and implementing brand strategy?

Guidance: Listen for specific examples that demonstrate the candidate's strategic thinking, market intelligence, creative problem-solving, and collaboration skills. Probe for details about particular brand initiatives and measurable outcomes.

Can you share an example of a significant brand challenge that [Candidate] helped solve? What was their specific contribution?

Guidance: This question helps validate the candidate's problem-solving abilities and impact. Listen for their approach to complex challenges, level of ownership, and how their solution affected business outcomes.

How would you describe [Candidate]'s ability to collaborate with cross-functional teams and influence stakeholders?

Guidance: Effective brand strategists must be able to work across departments and influence without authority. Listen for specific examples of how they built consensus, managed competing priorities, and earned trust across the organization.

What areas for development did [Candidate] have when you worked together? How did they respond to feedback?

Guidance: This question helps identify potential growth areas and assesses the candidate's coachability. Listen for honesty in the response and examples of how the candidate actively worked to improve.

On a scale of 1-10, how likely would you be to hire [Candidate] again if you had an appropriate role available? Why?

Guidance: This direct question often reveals the reference's true assessment. Anything below an 8 warrants deeper questioning. Pay attention to both the numerical rating and the explanation that follows.

Is there anything else I should know about [Candidate] that would help us make a successful hiring decision?

Guidance: This open-ended question often elicits additional insights that previous questions didn't capture. Listen carefully to the response and be prepared to ask follow-up questions based on what you hear.

Reference Check Scorecard

Strategic Brand Development

0: Not Enough Information Gathered to Evaluate
1: References indicate limited strategic capabilities
2: References suggest adequate strategic abilities with support
3: References confirm strong strategic thinking and implementation
4: References highlight exceptional strategic vision and execution

Collaborative Leadership

0: Not Enough Information Gathered to Evaluate
1: References indicate difficulty influencing across functions
2: References suggest adequate collaboration with some limitations
3: References confirm effective cross-functional leadership
4: References highlight exceptional stakeholder management and influence

Results Orientation

0: Not Enough Information Gathered to Evaluate
1: References indicate limited focus on measurable outcomes
2: References suggest adequate results with significant support
3: References confirm consistent achievement of strategic goals
4: References highlight exceptional business impact from brand initiatives

Brand Strategy Framework Development

0: Not Enough Information Gathered to Evaluate
1: References Suggest Unlikely to Develop Comprehensive Framework
2: References Indicate Likely to Develop Basic Framework with Guidance
3: References Confirm Likely to Develop Strong, Comprehensive Framework
4: References Highlight Exceptional Framework Development Capabilities

Audience Persona Development

0: Not Enough Information Gathered to Evaluate
1: References Suggest Unlikely to Create Effective Audience Personas
2: References Indicate Likely to Create Basic but Limited Personas
3: References Confirm Likely to Create Detailed, Actionable Personas
4: References Highlight Exceptional Persona Development Capabilities

Brand Measurement Implementation

0: Not Enough Information Gathered to Evaluate
1: References Suggest Unlikely to Establish Effective Measurement Systems
2: References Indicate Likely to Implement Basic Metrics with Limited Analysis
3: References Confirm Likely to Create Comprehensive Measurement Framework
4: References Highlight Exceptional Analytics and Measurement Capabilities

Brand Initiative Launch

0: Not Enough Information Gathered to Evaluate
1: References Suggest Unlikely to Successfully Launch Major Initiatives
2: References Indicate Likely to Launch Initiatives with Significant Support
3: References Confirm Likely to Successfully Lead and Launch Brand Initiatives
4: References Highlight Exceptional Brand Launch Execution

Internal Brand Advocacy Development

0: Not Enough Information Gathered to Evaluate
1: References Suggest Unlikely to Effectively Foster Organization-wide Brand Advocacy
2: References Indicate Likely to Create Basic Internal Communications
3: References Confirm Likely to Develop Effective Brand Advocacy Programs
4: References Highlight Exceptional Internal Brand Culture Development

Frequently Asked Questions

How should I adapt this guide for a more junior brand strategy role?

For junior roles, place greater emphasis on coachability, learning agility, and foundational skills rather than proven strategic impact. Focus interview questions more on thinking process and potential rather than extensive past accomplishments. The work sample should be simplified to focus on core strategic thinking skills rather than comprehensive brand strategy development. See our blog post on hiring for potential for more guidance.

How can I assess if a candidate is truly strategic versus just using the right terminology?

Focus on having candidates walk through their specific thinking process rather than just sharing outcomes. Ask "how" and "why" questions that require them to articulate their decision-making framework. The work sample is particularly valuable for this assessment - look for evidence of systematic thinking, consideration of alternatives, and clear rationales for recommendations. Pay attention to whether they can adapt their strategic thinking when challenged with new information during follow-up questions.

What if our company is in an industry where traditional brand strategy approaches don't seem to apply?

The core competencies of strategic thinking, market intelligence, creative problem-solving, and collaborative leadership apply across industries, but you may need to adapt the specific interview questions and work sample to reflect your industry's unique challenges. Focus on the candidate's adaptability and learning agility by asking how they've approached unfamiliar markets or business models in the past. Consider adding industry-specific questions that test their ability to translate brand strategy principles to your context.

How important is specific industry experience for this role?

While industry familiarity can reduce onboarding time, prioritize candidates with strong strategic thinking, collaboration skills, and demonstrated ability to learn new categories quickly over those with extensive industry experience but weaker core competencies. Great Brand Strategists can apply their frameworks across industries and often bring valuable outside perspective. For more specialized industries with unique challenges, you might place higher value on relevant experience, but still prioritize core strategic capabilities.

What's the best way to evaluate if a candidate will successfully collaborate with our particular executive team?

The leadership interview is crucial for this assessment. Include key executives in that conversation and pay attention to communication style, executive presence, and how the candidate responds to the specific dynamics of your leadership team. Additionally, during reference checks, specifically ask about the candidate's experience working with executives similar to yours in terms of communication preferences and decision-making style.

Should we include creative portfolio review as part of the interview process?

For Brand Strategist roles that include significant creative direction responsibility, you might add a portfolio review component to the process. However, focus this review on the strategic thinking behind creative decisions rather than execution skills. Ask candidates to walk through how they translated strategic objectives into creative briefs, how they measured creative effectiveness, and how they collaborated with design and content teams to bring strategies to life.