There are many quality products on the market, but what makes some of them stand out is their brand image. Brand Managers are in charge of giving a personality to a product, a service, or a company, making it recognizable and appealing to potential customers.
They conduct extensive research of the market, current trends, and competition to create and portray an image of a product or a company that will attract more clients. Their job is complex and involves not only creating a brand but also maintaining it by closely monitoring and observing the public response.
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What Does A Brand Manager Usually Do?
Brand Managers are responsible for creating and maintaining an overall image of a product or a service. Their job is to make sure that the brand image they promote is consistent across all campaigns and advertisements, and in accordance with company goals.
Here’s a list of activities a Brand Manager typically performs:
- Conducts market research
- Identifies the position of the brand on the market
- Creates branding strategies
- Organizes events to promote the brand
- Collaborates with clients and other departments
- Measures the performance of their strategies
Conducts market research
The first step before creating or updating a brand image is performing a thorough research of current trends, interests, and activities of potential consumers. That involves collaborating with market researchers who provide the relevant data, which the Brand Managers then use to create the uniqueness factor that will make the product stand out.
Brand Managers also use the research results to identify the value proposition of the brand that will appeal to both the general public, and a more specific target audience.
Identifies the position of the brand on the market
Brand Managers have an obligation to monitor the status of the brand and make sure it is aligned with current trends. They have to check all social media networks, blogs, and online surveys to be certain that the brand image is consistent on all of them.
Every Brand Manager knows that trying to appeal to everyone is not possible—it is more important to find a quality group of customers that will maintain their loyalty to the brand. It is also necessary to consider customer experience and try to bring their interaction with the company to the next level. That is a sure way of maintaining the strong position of the brand.
Creates branding strategies
When it comes to developing a branding strategy, every Brand Manager knows that it is smart not to focus solely on current trends, but to provide a long term impact of the brand. The key is to build a solid foundation by focusing on the who, the why, and the where. Every branding strategy must begin with a firm grasp of the brand’s identity.
Once the foundation for the brand is established, Brand Managers have to implement several strategies to ensure the brand’s uniqueness, increase user loyalty, and generate sales.
Organizes events to promote the brand
It is necessary to make sure the brand reaches its target audience, and it is a Brand Manager’s job to achieve that by developing, implementing, and executing marketing activities to promote the brand.
Those activities include events, marketing campaigns, sponsorships, and corporate responsibility programs.
Collaborates with clients and other departments
Before making any final decisions on a branding strategy, a Brand Manager needs to run the idea by other departments. The brand always needs to reflect the expectations and goals of the company.
Brand Managers also rely on members of other departments to help them execute the idea, including social media marketing experts, designers, and other managers.
Measures the performance of their strategies
To ensure future success, Brand Managers need to conduct research on the strategy performance. That covers a variety of measurements, such as customer attitude towards the brand, price, value, accessibility, and profitability, among others.
Roles a Brand Manager Typically Collaborates With
Brand Managers have to collaborate with a number of different roles to make sure the brand image represents the product in a most comprehensive way. Some of those roles are:
|Roles Brand Managers Collaborate With|
|Marketing Director||Social Media Designer||Director of Business Development|
|Market Research Analyst||Creative Director||SEO Specialist|
|Marketing Coordinator||Social Media Consultant||Marketing Specialist|
Brand Manager Salary
The average annual salary for a Brand Manager in the United States is around $72,000.
Depending on factors such as the experience level, qualifications, and the organization of the company, a Brand Manager’s annual salary can range between $44,000 and $117,000.
What is the Brand Manager Pay Difference By Location?
Here is a table of Brand Manager difference in salary across all major US cities:
|City||Average Annual Salary|
|San Francisco, CA||$91,838|
|New York, NY||$85,051|
What is the Brand Manager Pay Difference By Experience?
Brand Manager’s salary depends on the experience level as well. Here is an overview of the difference in Brand Manager’s salary based solely on the experience in the field:
|Years of Experience||Average Annual Salary|
Brand Manager Job Description Template
We at [Company Name] are looking for an experienced Brand Manager to create and implement creative marketing strategies with the goal of raising brand awareness.
You will be working closely with [department names] to design a branding strategy that will establish our business, resonate with current trends, and bring value to the company. You will be analyzing data, performing in-depth research of the market and consumers’ attitude towards the brand, and reporting on the brand performance across different channels.
A Brand Manager has to be a detail-oriented, creative, and enthusiastic individual who is passionate about the company and is not afraid to take on the challenge of creating a truly unique brand. You should have a fine grasp of consumers’ interests, great analytic skills, and the ability to multitask.
Brand Manager Responsibilities:
- Planning and delivering all digital marketing strategies, including social media, email marketing, and advertisements
- Defining brand management plans for all product and delivering brand exposure reports to upper management regularly
- Working with advertising agencies to manage the performance of brand marketing strategies
- Exploring current market trends and competitive activities
- Collaborating with other departments to achieve better results
- Making sure that brand marketing activities are aligned with brand and company goals
- Maintaining and managing the brand budget
Brand Manager Requirements:
- Bachelor degree on marketing, business, or related field
- + years of experience in brand management, marketing management, or another related field
- Exceptional verbal and written communication skills
- Experience in leading teams and projects
- Outstanding research and analytical skills
- Creative and strategic thinking
- Great attention to detail
- Excellent organization skills and the abIlity to work under pressure