What Does A Brand Manager Do? (And How To Become One)

The most loved brands in the world are not successful because of luck.

They all have a solid customer base who are loyal to the brand and come back time and again.

But how did these brands get there?

Well, the reality is, a successful brand has many moving parts that all need coordination and management.

In other words, behind every successful brand is a brand manager pulling the strings and navigating that brand to success.

In this article, you’ll learn what brand managers do and how you can become one to manage brands to success.

The most loved brands in the world are not successful because of luck.

They all have a solid customer base who are loyal to the brand and come back time and again.

But how did these brands get there?

Well, the reality is, a successful brand has many moving parts that all need coordination and management.

In other words, behind every successful brand is a brand manager pulling the strings and navigating that brand to success.

In this article, you’ll learn what brand managers do and how you can become one to manage brands to success.

How To Become A Brand Manager

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What Does A Brand Manager Do?

A brand manager is responsible for the overall image of a company, product or person (i.e. a brand). 

Their goal is to ensure that every touchpoint of a company conveys the right message to its customers so that they will want to come back for more so the brand ultimately grows.

An important part of the role is to guide marketing efforts by managing all communication, channels, assets, and products to name a few.

A brand manager is also responsible for brand and customer experience management which includes analyzing customer feedback on products and services, identifying opportunities where customer expectations could not have been met in order to enhance future interactions with customers.

Brand managers are also involved in understanding market trends so that they can make decisions about branding strategies based on what consumers want now or will want tomorrow.

The Brand Manager Definition

Because the brand manager’s role is so widely broad and diverse, it can be defined in many different ways. But as branding is about simplifying, let’s lean that way.

A brand manager is a person who both strategizes and manages a brand with the intention of growing the brand, it’s reputation and equity among other brand assets.

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What Is A Brand Manager’s Job Description?

The brand manager is an important role within any business big or small.

When it comes to all things branding, the buck stops with them.

They’re responsible for ensuring that the brand’s overall image resonates with its target market so they feel a connection to the brand but this communication is only part of their role.

To develop the right strategy, they need to have a keen eye on the market to understand 

Trends

Competitor Activities

Customers Wants/Needs

What Does A Brand Manager Do Day-To-Day? (Brand Manager Activities)

The brand manager role is extremely broad. 

Their overarching goal is to grow the brand by increasing revenue and market share, though they use many tools and tactics to do so.

From analyzing market trends and competitor activities to discussing marketing execution plans with the marketing manager, the brand manager’s activities can take them in many different directions.

Typically, a brand manager will work closely with a handful of marketing specialists whose role may be to plan, manage or execute the individual marketing and communication activities of the brand. 

A brand manager’s day-to-day activities can be broken down into three categories:

* Strategy & Execution – Planning and executing the critical marketing elements that drive a company to success, such as customer service, public relations (PR) or internal communications.

* Marketing Management – Ensuring effective cross-departmental collaboration on promotions, events and other strategic initiatives with inbound efforts focused primarily on content creation and social media management. Here you’ll find the bulk of your daily tasks including analytics reporting, identifying trends for future strategies and assessing new opportunities based on data insights from competitors’ customers.

 * Brand Development – Defining business objectives by analyzing market needs; mapping out strategies for each area of focus required to achieve these objectives and refining branding assets to ensure overall strategy alignment.

Brand Manager vs Marketing Manager

So how does the brand manager differ from the marketing manager? 

Well, the reality is, the brand manager is a more senior role than the marketing manager.

In large organizations, the marketing manager reports to the brand manager though in most small businesses the brand manager and marketing managers are one and the same.

The brand manager is responsible for brand growth, therefore they are responsible for the marketing strategy and execution of it.

In a small business, the brand manager would likely take ownership of all of the marketing manager’s responsibilities though, in a larger organization, this role would more likely be split between two or more people.

What Are The Required Brand Manager Qualifications?

Traditionally, brand managers were only found in larger organizations. 

As there are very few direct educational routes to brand management, most brand managers would climb into the role from marketing positions where they usually held a relevant marketing degree.

More recently, smaller brands are being developed by entrepreneurs who take control of the company and the brand who are often self-educated on branding and marketing.

Unlike previous generations, there are countless avenues that can lead to a brand manager role simply because there are so many skillsets required to build a brand.

From design to copywriting, social media management to visual storytelling, the roads leading to brand management are many.

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What Skills Do Brand Managers Need?

A brand manager needs to have certain qualities in order to achieve the things necessary to boost and maintain a brand. Here are some of the most important skills a brand manager should bring to a team.

A brand manager needs certain skills to be able to manage a brand effectively. Here are the most critical skills required for successful brand management.

Advanced Communication

As a brand manager, your communication skills are one of the most important