Find the perfect Brand Strategists in Germany in minutes from 15,000 CVs with the power of AI
From positioning and messaging to brand architecture, launch support, and rebranding work, bring in freelance brand strategists who shape clear direction and practical guidelines. Get fast, precise matching with vetted, available experts.
About the role
What they do Brand strategists turn business goals into a clear brand direction. They define positioning, audience insight, message hierarchy, naming logic, and the rules that keep campaigns and content consistent. In practice, they often work with founders, marketing leads, and agencies to make sure the brand says one thing, not five.
Typical output
- Brand audits and competitor reviews
- Positioning and value proposition frameworks
- Messaging pillars and tone-of-voice guidance
- Brand architecture and product naming support
- Rebrand and launch strategy decks
Core skills A strong brand strategist combines structured thinking with sharp language judgment. They should be comfortable with research interviews, workshop facilitation, customer segmentation, and translating insight into simple decisions. The best freelance brand strategists also know how to align leadership, marketing, sales, and design without losing the strategic thread.
Tools and methods They often work with workshop formats, audience maps, messaging matrices, customer journey reviews, and content audits. Many also use collaboration tools such as Miro, Figma, and presentation decks to make strategy usable for teams. For companies in Germany, it helps when the freelancer can collaborate in English and, when needed, in German for local market work.
When to hire Freelance brand strategists are a strong fit when a company needs focus for a rebrand, a new market entry, a product launch, or a messy brand portfolio. They are also useful when internal teams disagree on the story or when a brand manager or brand consultant needs extra strategic depth. In Germany, they are often brought in by mid-sized companies, B2B firms, and scaling startups that need clear positioning without a long hiring process.
What good looks like Strong professionals do more than write nice copy. They can explain trade-offs, connect strategy to commercial goals, and make decisions easy for design and marketing teams to execute. Look for someone who challenges vague inputs, asks the right questions, and leaves behind a clear system that teams can actually use.
Meet FRATCH Brand Strategists
Carsten Fillinger
Chief of Brand / Strategist
Last position:
Chief of Brand / Strategist at TMRW Germany
- Responsible for creative brand development and strategic narratives of the internationally operating tech incubator The TMRW Foundation
- Analyzing product, brand, and service positioning and market fit
- Storytelling and creative direction for sales and C-Level communication
- Strategic consulting and ghostwriting for the CEO
- Advising the executive board and the sales team
- Supervising the marketing team
Tina Hölscher-Wendt
Brand Strategy & Consulting
Last position:
Brand Strategy & Consulting at Freelance
- Communication strategist and consultant with many years of corporate and agency experience.
- Development and implementation of demonstrably successful brand and communication strategies for B2B and B2C brands such as RINGANA, NIVEA, O2 Business, Florena, thyssenKrupp, BENTELER, BMI Group, Lexware, MTM, Simplicity, Haufe, and others, including the creation of brand and design guidelines.
- Development of distinctive brand language concepts and naming strategies for Siemens, NIVEA, Vodafone, Deutsche Glasfaser, RINGANA, BENTELER, BVR, MTM and others.
- Workshops, market research projects and innovation development.
- 8 successful B2B Effie submissions (2 Gold and 6 Bronze Effies) as well as various other awards.
Ev Henke
Visual Design and Brand Strategy
Last position:
Visual Design and Brand Strategy at Mozak
Worked on brand strategy and conducted vision workshops.
Created a communication strategy that reflects the commonly defined archetypes for an upcoming IIoT startup.
Isabelle Klöck
Product & Brand Strategist
Last position:
Product & Brand Strategist at Freelance
- Discovery & strategy: problem framing, research synthesis, roadmap direction
- Positioning & messaging: value proposition, message architecture, narratives
- Go-to-market: ICP framing, launch planning, channel/campaign direction
- Delivery & project leadership: agency orchestration, stakeholder communication, cross-functional coordination
- Outputs: strategic briefs, positioning docs, narrative decks, GTM plans, research reports
Andreas Wiehrdt
Brand Strategist
Last position:
Brand Strategist at mattweis GmbH
- Setup and expansion of brand strategy services and acquisition of new business.
Rotraud Diwan
Director Employer Brand Strategy
Last position:
Director Employer Brand Strategy at Hi! Employer Strategies GmbH
- Switched to part time in an expert role due to family situation
Oliver Jochens
Lead Strategist – new business and implementation
Last position:
Lead Strategist – new business and implementation at ICF Next
- Strategic preparation of new business presentations for the European Commission in collaboration with experts across Social Media, Outreach, Public Relations, Events, Media and Web Development
- Strategic guidance of the team during the implementation of large-scale campaigns in multiple countries
Projects:
- Frankfurt Book Fair 2024: Communication campaign promoting Italy as guest of honour, implementation in Germany and Italy
- European Year of Youth 2022: 360° communication campaign to raise awareness among 15-24 year olds across 27 member states, including a digital immersive 3D voice platform
- European Union Intellectual Property: Integrated campaign to promote EUIP Office services for SMEs, planned rollout in 10 countries
- European Institute of Innovation & Technology (EIT): Communication strategy to restructure EIT communication across Europe in 2023
- European Education Area: Strategic planning of a 360° campaign to raise awareness of the European Education Area vision, planned rollout in 10 countries
- Funding Program CERV: 360° campaign to raise awareness of the Citizens, Equality, Rights and Values funding programme, planned rollout in 10 countries
- European Civil Protection (DG ECHO): 360° campaign to raise public awareness of EU disaster prevention and response activities, planned rollout in 6 countries
Daniel Börnert
Brand Strategist and Neuro-systemic Coach
Last position:
Brand Strategist and Neuro-systemic Coach at Daniel Börnert mindfulbranding
- Brand evaluation, strategy, positioning, and communication (concept, workshops, mentoring)
- Development of holistic value systems for leaders, teams, and corporate brands
- Establishing a common good balance sheet (sustainability)
- Communication, moderation, and values retreats for leaders
- Presentations and representation of the Values Academy Cologne
- Author of specialist books for Gabler-Springer Verlag and speaker on value systems
- Clients: DaVinci3000 GmbH, Internationaler Bund, NOA GmbH, Pallotiner KdöR, qbees GmbH, Regens Wagner Stiftungen, Stiftung 's Münchner Herz, Summacon, TBits.net GmbH, The Grow by SalsUp GmbH, Werkules GmbH, Franziskuswerk
- Technologies and tools: Social media, Microsoft Office, Typo3, WordPress, InDesign
Tanja Contreras Morales
Marketing Director / Creative Strategy & Consulting / Brand Management / Management Consultant
Last position:
Creative Strategist & Content Lead at Boehringer Ingelheim
- Strategic leadership of 360° and social-first campaigns as part of brand modernization.
- Managing cross-functional teams and agencies within transformation projects.
- Driving AI & Tech innovation for modern content production.
Ani Kopf
Strategist for Brand Strategy, Brand Architecture & Visual Identity (Identity, Systems, Positioning)
Last position:
Wester Mineralien GmbH
- Situation: A medium-sized, traditional company – technologically advanced but outdated in its market presence. Lacking a guiding vision for the next generation.
- Goal: A clear positioning for the future: differentiation from global competitors, a modern brand presence that builds internal pride and external visibility.
- Solution: A vision that unites everyone – including positioning and a new corporate design. Translating the DNA into the website, copy, translations, and merchandise – a brand that is not only designed but lived.
- Result: Uncertainty became a clear vision. Today, Wester presents itself as a modern family business that shows its stance with the claim "A grain shapes the future".
Christina Dudko
Digital Brand Strategy & Web Presence
Last position:
Digital Brand Strategy & Web Presence at Ingdilligenz GmbH
- Strategic project management in a digital environment
- Developing a website concept with a focus on brand positioning and user experience
- Content and landing page strategies
- Integration of sustainable brand messages
- Green marketing
- Project management
- Brand management
Maria Murnikov
Brand & Communication Strategy Consultant
Last position:
Brand & Communication Strategy Consultant at Maria Murnikov Copy Boutique
- Advising on brand and communication strategy
- Clients: Auro Studio, Square Apartments
Tim Kleinke
Brand Strategy Consultant Partner
Last position:
Brand Strategy Consultant Partner at STUDIO L’
Arne Beekmann
Partner, Consulting & Brand Strategy
Last position:
Partner, Consulting & Brand Strategy at enable
Discover over 15,000 top freelancers
Brand Strategists statistics
Aggregated from the professional profiles of matched freelancers.
Experience
21 years
Position duration
3 years
Positions per freelancer
11
Top business areas
Marketing, Strategy, Project Management
Top industries
Advertising, Professional Services, Automotive
Certification focus areas
Human Resources, Customer Service, Information Technology
Bachelor's degree or higher
75%
Master's degree or higher
50%
Doctorate
8%
Certifications per freelancer
1
Most common languages
English, German, French
Speak two or more languages
100%
Daily Rate Distribution
The chart shows how the daily rates of freelancers in this role are distributed, based on recent contracts on our platform. Each bar covers a rate range — its height shows how many freelancers charge within that range. Actual rates may vary depending on seniority level, experience, skill specialization, project complexity, and engagement length.
Average rates for Brand Strategists & Seniority distribution
Rates are based on recent contracts and do not include FRATCH margin.
The average daily rate is the mean of all daily rates from recent contracts of comparable freelancers on our platform.
The median daily rate is the middle value of all daily rates — half of comparable freelancers charge less, half charge more. Unlike the average, it is barely affected by outliers.
Actual rates may vary depending on seniority level, experience, skill specialization, project complexity, and engagement length.
Frequently Asked Questions
Have questions? See our quick guide to FRATCH
A Brand Strategist defines the strategic foundation behind a brand. That usually includes positioning, audience definition, messaging, brand architecture, and guidance for tone and story. On freelance projects, they are often brought in to solve a specific challenge such as a rebrand, launch, or portfolio reset.
You need brand strategy when the brand lacks clarity, not just polish. If teams produce good-looking work but the message keeps changing, the problem sits above design and copy. A brand strategist creates the direction those teams can follow.
Look for strategic thinking, workshop facilitation, audience research, and the ability to turn insight into clear messaging. A strong brand strategist should also be able to work with leadership and marketing teams without creating jargon. Good candidates explain their logic clearly and show how their work helps decisions get made.
A brand strategist focuses on defining the brand's direction and structure. A brand manager is usually more involved in ongoing brand governance and day-to-day consistency, while a brand consultant may cover a wider advisory scope. In freelance work, these titles can overlap, but strategy should still mean clear positioning and practical guidance.
Common deliverables include a brand audit, positioning framework, messaging platform, brand story, and brand architecture recommendations. Many projects also end with workshop outputs and a short playbook for marketing and design teams. The exact mix depends on whether the project is a launch, refresh, or full rebrand.
A freelancer makes sense when the need is project-based, urgent, or highly specialized. Many companies bring in a brand strategist for a defined phase and keep execution with their internal team. A permanent hire is better when brand strategy is part of the ongoing operating model and needs constant ownership.
Yes, most of the work can be done remotely through interviews, workshops, and review sessions. For teams in Germany, remote collaboration is common, but on-site sessions can help during discovery, leadership alignment, or launch planning. Language fit matters, especially if the brand work has to serve German-speaking customers or internal stakeholders.
Ask for examples that show the thinking, not just the final deck. A good brand strategist can describe the problem, the process, the trade-offs, and the outcome in plain language. Look for work that is specific to a business context and easy for teams to apply, not broad inspiration without implementation.
The average hourly rate for Brand Strategists in Germany is 120 €, which corresponds to a daily rate of about 959 € based on an 8-hour working day.
Of the freelancers working as Brand Strategists in Germany, 75% hold at least a Bachelor's degree, 50% hold at least a Master's degree, and 8% hold a doctorate.
On average, freelancers working as Brand Strategists in Germany have 21 years of professional experience, with a single engagement typically lasting around 3 years.
The most common languages among freelancers working as Brand Strategists in Germany are English (100%), German (93%), and French (57%).
The most common industries among freelancers working as Brand Strategists in Germany are Advertising (86%), Professional Services (86%), and Automotive (64%).
The most common business areas among freelancers working as Brand Strategists in Germany are Marketing (100%), Strategy (100%), and Project Management (57%).
FRATCH Brand Strategists main locations
Our freelancers and interim experts are at home across the DACH region — available on-site in the major business hubs or fully remote. Choose a location to discover matched specialists, local market insights and up-to-date availability.
Berlin Hamburg Munich Cologne Frankfurt Stuttgart Dusseldorf Leipzig Dortmund Essen Bremen Dresden Hanover Nuremberg Request a Free Demo
Get in touch with the FRATCH team and we will get back to you within 4 hours.
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We always have the time for a call or email!
Philipp Thomaschewski
FRATCH CEO
