Brand management is vital for the success of any organisation. It plays into every aspect of a brand’s products, communications and marketing. The brand manager (BM) is the ambassador of the brand’s reputation, the brand’s voice to customers and the media, and the designer of a brand’s image. It takes a remarkable blend of creativity, tech know-how, dedication and leadership to successfully manage a brand and give it a personality that will resonate with the target audience.
One of the main brand manager skills is to ensure that a brand is being represented to its full potential.
Here are the top brand manager skills that all successful brand managers share:
Be an Ambassador
One question a brand manager must always ask is “How does this affect our brand?” Whether regarding a Facebook post or a new product feature, the brand manager should be like an overprotective parent who wants to see their brand flourish, but remain unharmed in the process. Creating and monitoring the communications that will strengthen the brand’s reputation and always seeking new ways to get the message out will exponentially increase a brand manager skills to the business.
Share your passion
Engaging with individuals and businesses passionately about your brand is among the most important qualities of a great brand manager, you need to be a strong advocate outside the company as well as within. A genuine enthusiasm and passion in your brand is infectious and can help get everyone in the office amped up and actively involved in representing the brand. Enthusiasm spreads organically and will foster a positive association with your brand for those outside the office walls, as well.
As in any relationship, communication is essential and one of the key brand manager skills is to educate everyone around them about the ethos of the brand and what you’re all about. It’s very important to provide messaging and language that colleagues in the office, industry and media understand and will influence. Controlling how others talk about your brand is difficult. Leading by example and providing the necessary resources will take your brand to the next level.
Stay on top
Being organised means having quick and easy access to all the tools used for effective brand management. Keep a close eye on who is talking or writing about your organisation by constantly monitoring social media and using tools like Google alerts when anyone mentions your company name, your products, your service, or even the leaders in your organisation. Stay current with the software and services powerful brands are using to manage their brands.
Brandit is a digital asset management software tool that helps brand marketers with the day-to-day housekeeping frees up time for your creative tasks. Brandit software includes a short and simple path to files for your brand’s logos and imagery to product outlines and press releases giving you the ability to easily send files and amends to important contacts instantly. Brandit provides your team with the access to critical collateral, eliminating bottlenecks when locating what they need. Having Brandit in your arsenal is a sure fire way to stay on top of the game and to work efficiently as a team.
A brand manager will be able to rest easy with a central library of brand collateral that they can control.
Brand managers don't work in company fishbowl and one of the key brand manager skills is to know what’s happening within the industry. The world is adopting more and more technology by the second, and spotting new trends to implement into brand strategies can help grow a company’s reach and reputation. Following blogs covering your industry, the tech sector and marketing trends is invaluable. Research leads to inspiration and will keep you looking fresh and innovative.
Stay Ahead of the Game
Being proactive helps ensure that a brand is never defined by someone outside the company, and thinking ahead requires creativity and innovation. A great brand manager not only watches what other brands are doing, but also asks, “What else can we be doing?”
A few years ago, innovative brand managers saw the immense value in social media long before brand pages existed and were finding ways to push the likes of Facebook and engagement on Twitter in ways that are common practice today. Trendspotting is good, but trendsetting is better. Being ahead of the curve requires dedication, but the end result is a brand sought by clients and proudly represented by colleagues.
If you're a brand manager and you have any input on what skills and traits your role requires, join the conversation on Twitter @BranditGlobal or call us on 0161 228 6489 to talk further.