Brandon Coleman Jr exposes the brutal truth: most so-called “brand strategists” aren’t strategic at all. In this episode, he breaks down exactly how to separate the real deal from the résumé fluff. Want someone who’s moved markets, not just pixels? Ask the right questions. Demand case studies. Expect measurable results. Because when your brand’s at stake, charisma without competence costs you more than money—it costs you momentum. Discover how to hire a REAL brand strategist to turn your Brand ON!

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Email: [email protected]

Website: www.brandoncolemanjr.com

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Transcript (with chapter marks)

00:01:16 Asking the Big Questions

Brandon Coleman Jr.: I want to add an internal brand strategy person to my team. How do I know if I'm interviewing the best person? How do we know if they can perform? That's the big question.

00:02:12 Spotting Overhyped “Strategists”

Brandon Coleman Jr.: The challenge here is that many brand people claim glory for projects where they were only partially or minimally engaged in brand strategy, people, and marketing people. They do it all the time.

00:03:40 Find REAL Leadership

Brandon Coleman Jr.: Review their portfolio and their case studies, just make sure they are their case studies. Not that I worked on a team that did or I was part of, but I led. I made the decision. I called the shot. I told the owner this. I challenged what they wanted to do.

00:05:32 Experience is the Best Teacher

Brandon Coleman Jr.: You want somebody who's got multiple levels of experience and can talk about projects from all walks of life with scope. Did they address big challenges? Ask them, was it a family challenge? Was it personal? What was the biggest problem in the company, not just that we didn't have brand awareness?

00:06:34 Setting the Direction

Brandon Coleman Jr.: The most important thing you do for your team, your ball club, is set the direction with clarity, with integrity, with truth, and you have someone you trust. Are you interviewing someone you trust who will stand there with you and take those arrows, because it will take arrows to do it right.

00:07:28 Results That Work

Brandon Coleman Jr.: I had one client that was $100k a year in revenues, and we drove them to $35 million. Those are results that work. Show me where that comes from. How did that happen? What did you have to tell them? What did they have to go through? How long did it take to ask specific project questions during the interviews? Explore and probe.

00:09:12 Brand Alignment Pays Dividends

Brandon Coleman Jr.: I don't care if they cost three times more than you're expecting; if they will knock a brand alignment out of the park, you will pay for it many times over, and the process will be a whole lot more enjoyable.