How to check a brand strategist's work has actually moved businesses
Check a brand strategist's impact with concrete evidence: named case studies, client references, published work and business registration. Here's how.
A brand strategist who understands your market and audience can unlock growth you thought was capped. But unlike hiring an accountant—where tax returns prove competence—brand strategy work lives in subtler territory. Revenue didn't climb because of the logo redesign; market share shifted because positioning changed. Separating genuine impact from good storytelling takes intentional digging.
Request case studies with named clients and permission
Ask for three to five examples where the strategist worked with businesses similar to yours—same industry, budget bracket or growth stage if possible. The key: they should name the client and give you permission to contact them. Red flag if they only offer anonymised work. A strategist confident in results will have clients willing to talk.
When you get those cases, don't just skim the before-and-after positioning statement. Ask the strategist to walk you through how they arrived at it. What customer research shaped the positioning? What competitors did they analyse? How did they test messaging before the business launched it? Their ability to articulate process—not just output—tells you whether they genuinely moved strategy or just polished existing ideas.
Phone the references with specific questions
Don't ask "Were you happy?" Ask:
- Did the positioning actually change how your sales team talks to prospects?
- How long before you saw customer conversations shift—weeks or months?
- Did you need to rebrand completely, or did the positioning work within your existing name and look?
- What surprised you most about the process?
- Would you hire them again, and why?
Listen for whether the client describes tangible changes (sales calls sounding different, inbound inquiries mentioning specific value props, website bounce rates dropping) or vague satisfaction (nice process, felt professional). The difference matters.
Check what they publish and how they talk about work
A strategist who only sells through one-on-one pitches and testimonials is doing less thinking in public than one who writes, speaks or contributes to industry conversations. Search for their name, bylined articles, podcast appearances or conference talks. Do they have opinions on positioning trends? Do they challenge clients' assumptions in writing, or only in closed rooms?
Review their website and case studies for language. Do they claim credit for client growth ("We increased revenue 40%")—a red flag, since so many variables drive revenue—or do they describe what changed in positioning and messaging, then note what the client observed? Look for specificity: "We repositioned them away from generic web design toward custom e-commerce acceleration," versus "We made their message stronger."
Search their business registration and any professional affiliations
Check the strategist's registration with CIPC if they operate as a close corporation or company. Look for memberships in bodies like the Professional Marketer's Association or relevant industry groups. These don't guarantee quality, but they show whether they're serious enough to meet external standards. Ask whether they carry professional indemnity insurance—it signals they back their work.
Dig into past disputes if you can find public records. Have there been complaints lodged with the FSCA or NCR if they've handled client money? Unlikely for most strategists, but worth asking directly: "Have you ever had a dispute with a client go to mediation or formal complaint?"
Request a working session before committing
Ask whether the strategist offers a short paid discovery conversation—usually a few hours—where you brief them on your business, they ask hard questions, and they outline initial thoughts and their recommended approach. This isn't a full strategy; it's a test of their thinking. Do they ask about your customers or only your business? Do they challenge weak assumptions? Do they explain why their approach matters?
After this session, you'll know whether their process feels rigorous and whether you trust their judgment. That's worth more than a portfolio.
When you're ready to hire, use Strove to find strategists with verified credentials and track records you can genuinely test. The verification work pays off.
Common questions
- What should I ask references to reveal whether the strategist actually moved the business?
- Ask whether positioning changes translated into sales conversations shifting, website visitor behaviour changing, or customer inquiries mentioning specific value props. Avoid open-ended satisfaction questions; probe for concrete, measurable observations the client noticed.
- Is it a red flag if a strategist won't name their clients or share case studies?
- Yes. A strategist confident in real results will have clients willing to be named and contacted. Anonymity sometimes protects genuine confidentiality, but they should be able to offer at least a few references with the client's permission.
- What does a strategist's professional registration tell me?
- Membership in bodies like the PMA or registration with CIPC shows they meet external standards and are serious about the business. It's not a guarantee of quality, but it's worth checking and asking directly about any professional affiliations or indemnity insurance they carry.
- Should I do a paid discovery session before hiring a brand strategist?
- Yes. A short paid workshop lets you test their thinking, question quality and approach before a full engagement. It's a low-risk way to see whether they ask about your customers, challenge weak assumptions, and explain their methodology clearly.
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