Branding, as any novice owner will tell you, is crucial to the survival and profitability of any brand, but what many brand managers don’t know is that it involves far more than just a logo and a tagline. A strong brand is the result of a series of processes, some internal and others external to the brand itself. Brand managers must understand and exploit these internal and external processes in order to achieve maximum return on investment and create long-term sustainability.
A brand manager’s job is multifaceted. On the one hand, he or she must ensure that the company’s vision is communicated clearly and consistently to customers, partners, and employees. This includes making sure that the message is understood and acted upon by employees, and building brand loyalty by ensuring that customer loyalty develops and is maintained. Brand managers also need to be highly skilled at identifying opportunities to connect with customers and drive sales. The overall performance and success of any brand depend upon its ability to attract, engage, and convert new and existing customers into purchasing customers.
Brand managers have a key role in today’s business environment, and the job is a complicated one, comprising several intricate elements. Branding, in essence, encompasses all facets of brand creation: design, development, promotion, sales, distribution, financial perspective, and public relations. Ideally, a brand manager should be able to manage all of these processes in addition to maintaining effective communication with existing and potential clients. Here are some examples of brand manager duties.
Creating a consistent brand image can be challenging for brand managers at any level. It starts with an accurate assessment of the company’s current market position and competitive landscape. Analysts conduct demographic research to determine consumer behavior patterns. They then generate a comprehensive demographic report detailing characteristics of customers in various geographic locations and product categories. The report is then delivered to the higher management to help them fine tune their marketing programs to better match a target’s objectives.
Once a detailed demographic analysis has been conducted and demographic details are known, brand standards must be established. This includes brand standards for each individual product category and each geographic location. This brand standard is then translated into specific guidelines for creating a consistent brand image. These guidelines include what colors and materials should be used for each location, how and where information should be presented, how ads should appear and where they should be displayed, how websites should be designed, what advertising media should be employed and how they should be presented, how customer service should be promoted and how it should be communicated, etc. In short, brand standards help ensure that each and every site, product, or service has a uniform appearance that is consistent with the rest of the brand. Consistent brand standards help create a level of trust and loyalty between consumers and businesses.
Brand manager advantages also include the ability to make more informed decisions regarding the direction of the company. For example, a brand manager that is based in Europe may find that an outbreak of flu in an area in Asia that is a brand manager’s turf would cause him/her to re-evaluate the priorities of their product offerings. Ultimately, making informed decisions can have a profound effect on company growth. Ultimately, a brand manager’s decisions are based on their understanding of the company’s current market, their brand manager strategy, their own experience, education and insight, etc. Each of these perspectives are invaluable and cannot be ignored.
Finally, brand management involves a collaboration between marketers and developers of a website or product. Sometimes this collaboration results in brand management software solutions, sometimes it does not. Either way, the collaboration leads to greater efficiency and cost reduction because of increased communication between the parties. It also results in better quality products and services because the right developers are working on the right products, on the right platforms, with the right content, at the right time. More importantly, because everyone has the same vision, everyone can work together as a team to create the best products on the market for their target audience.
If you are looking for a career change that brings with it a great deal of opportunity, then considering brand manager roles may be right for you. The advertising age is changing and with it the way in which we view ourselves as consumers. As more brands are becoming aware of this change and develop a strategy to work with customers, the role of the brand manager becomes even more important. A brand manager’s job is to guide those efforts.