Purpose of the Job
A Brand Manager is responsible for adapting a brand strategy for a company’s target market. As the ‘brand guardian’, brand managers maintain brand integrity across all company marketing initiatives and communications and may manage a portfolio of products.
Brand managers work to ensure that a brand remains recognisable, up to date and exciting to customers. Brand managers plan ways to promote – and change the public perception of – brands. Organisations hire brand managers to work ‘in-house’ on their own brands, where it is likely that they will work solely on a single brand. Brand managers are also responsible for making sure that branding is consistent across advertising and campaigns.
Protect the Brand
Brand managers are the guardians of the brand and are responsible for ensuring that the products, services, and product lines that fall under their brand resonate with current and potential customers.
Work with several departments within the company.
They work closely with the marketing department on making sure that every aspect of the brand strategy is just right. Brand Managers also need to be in contact with other departments such as finance, marketing communications, sales, and product development to ensure a strategic overview of the business and future market opportunities. They make sure everyone adheres to brand purpose and guidelines throughout every communication.
Focus on the Customer
They will be able to draw on consumer research and monitor market trends. Therefore, having a grasp of the target market and potential target markets is the key. What are their reactions to the marketing campaigns? What’s being said on social media and how are people talking about the brand. A measure is how is the brand manager, managing or monitoring this process?
Make important business decisions:
They play a pivotal role within senior management teams when providing feedback and analysis on key brand activity. For example, what return on investment has been seen from campaigns? What has worked well for specific products of the brand and what lessons can be learned from others? Furthermore, helping to provide input into future activity as well as feed into help support corporate strategy and direction. The role is key as they are the ones responsible for overseeing the entire creative process.
Key Competences and Skills:
In addition to the above, the candidate must have: