What Makes a Great Brand Manager?

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Anyone can manage a brand. However, not everyone is capable of managing a brand with impact. The role of a brand manager is challenging and requires specific skills, knowledge and abilities to be successful. A great brand manager has the ability to make things happen by combining strategy, creativity and business acumen in one person. A great brand manager understands how customers perceive the organization’s brands and how they can be improved. They have the ability to understand consumers’ needs and translate them into actionable insights. They are also able to look at their competitors as well as new trends that may influence their brands in the future. In this blog post, we will explore what makes a great brand manager so you can find out if this job is for you or not.

Responsibilities of a brand manager
A brand manager is responsible for managing all aspects of the brand’s life cycle from inception to death. This includes creating the strategy and vision for the brand and ensuring it is implemented across all the organization’s marketing channels. Brand managers are tasked with overseeing all marketing activities that involve the brand such as advertising, PR, and events. This includes making decisions and recommendations on brand positioning, marketing mix, pricing, and communication. Additionally, great brand managers are expected to work with other departments to establish brand standards and systems. This includes internal policies and standards as well as external agreements and partnerships. They are also responsible for reporting to senior management on the performance of the brand and providing insights gained from the data they collect.

Finding the right talent
Finding the right talent is a challenging task. You will want to hire the best person for the job but also have the ability to mold them into a great brand manager. Candidates with existing experience in the industry can be a huge asset for your organization and will expedite their onboarding process. However, hiring internally can add significant pressure to your existing team members. You need to identify the key traits you are looking for in candidates. These traits will include both personality and skill-based attributes. A person’s personality is more about finding the right fit for your organization. You will want someone who is collaborative, has a positive outlook and is able to work well with others. You should hire for culture fit over skill set.

The role of data and analytics
Brand managers are also expected to be data and analytics-driven. This means they need to be capable of understanding the data they receive and be able to identify insights. The only way to optimize your brand is by analyzing the current state of your market. Then, using data-driven insights, you can create programs and campaigns that will bring your brand to the next level. Data will give you the ability to make informed decisions that will positively impact your brand. It will provide you with the knowledge of what is working and what needs improvement. By having the right data in your hands, you will be able to make decisions that will positively impact your brand.

Key Skills
Communication – Great brand managers are expected to be able to communicate with a wide range of people. Whether it be internal or external stakeholders, a brand manager needs to be able to express their thoughts in a clear and concise manner. Strategy – A brand manager needs to be able to formulate a strategy for their brand. This includes determining their brand’s value proposition, their target audience and creating a path to success. Analytical thinking – A brand manager needs to be able to analyze the market, their brand and their competitors. They also need to be able to find gaps they can fill as well as ways they can differentiate themselves from the competition.

Culture Fit
Finding the right talent is a challenging task. You will want to hire the best person for the job but also have the ability to mold them into a great brand manager. Candidates with existing experience in the industry can be a huge asset for your organization and will expedite their onboarding process. However, hiring internally can add significant pressure to your existing team members. You need to identify the key traits you are looking for in candidates. These traits will include both personality and skill-based attributes. A person’s personality is more about finding the right fit for your organization. You will want someone who is collaborative, has a positive outlook and is able to work well with others. You should hire for culture fit over skill set.

Summing up
A brand manager is responsible for managing all aspects of a brand’s life cycle. This includes creating the strategy and vision for the brand and marketing activities that involve the brand. A great brand manager has the ability to make things happen by combining strategy, creativity and business acumen in one person. A great brand manager understands how customers perceive the organization’s brands and how they can be improved. They have the ability to understand consumers’ needs and translate them into actionable insights. They are also able to look at their competitors as well as new trends that may influence their brands in the future.

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