The purpose of a Brand Manager is to ensure the organization’s products and services, mission, values, culture, and brand image are consistently represented and communicated to all audiences. In today’s business culture, many organizations consider every employee a “brand manager,” encouraging each person to keep brand compliance top of mind. But the full responsibility for promoting and protecting the brand falls on the person with the job title of Brand Manager.
What does a Brand Manager do, typically?
Strengthens brand Awareness
These specialists help build, strengthen, and amplify an organization’s brand awareness to all audiences, including customers, employees, stockholders, vendors, and communities.
Ensures consistency in message across all channels
A Brand Manager (working with cross-functional teams) establishes and articulates the organization’s brand promise, and ensures that all communications consistently reflect that promise.
Establishes brand standards
These specialists define and communicate the brand standards and verify compliance across all channels.
Knows the market
A Brand Manager observes and analyzes market trends and stays clued in to competitors.
A Brand Manager is not:
A Marketing Manager
Brand Managers focus on the strategies that will drive consumer behavior. Marketing managers focus on activating that behavior.
A Product Manager
Brand Managers focus on analyzing market trends and consumer needs. Product managers build products and services that will respond to those trends and needs.
Important metrics for a Brand Manager
Brand Managers set business performance goals or Key Performance Indicators (KPI) to measure:
- brand awareness
- brand perception
- interactions
- marketing ROI
- competition
